Joana Casteleiro-Pitrez is an Assistant Professor at the Universidade of Beira Interior (Covilhã, Portugal) and a researcher at iA* Arts Research. Since 2021, she has directed a degree in Multimedia Design at UBI. Her research focuses on various aspects of Design and New Technologies, particularly in Design for Augmented Reality, Interaction Design, User Experience, and Communication Design. With a PhD in the specialty of Communication Design from the Faculty of Fine Arts of the University of Lisbon (FBAUL), her research focused on design for augmented reality and its repercuayions in the educational context. She participated in the successful application process of Covilhã to the UNESCO Creative Cities Network as a board of trustees memberShe has published papers in international journals and chapters in international books. She developed professional activity as a designer in several areas; her portfolio includes brands such as Volkswagen, Nike, Johnson & Johnson, Unicef, Henkel, Guardian Newspapers, Pfizer, Ziggo, Phillips, Neutrogena, and KLM, among others.