With the fast economic development in emerging markets, Hewlett-Packard (HP) has to focus on satisfying the needs of customer in these markets. However, due to cross-cultural differences, HP can not automatically assume that products designed in the USA can satisfy customers in those markets. For this reason, HP wants to set up UCD teams to help design products for those markets. Setting up a UCD team in China is the first step of this plan. In this article, through a case study, we want to share what we have gained in past work, what lessons we have learned in practice, and what our next steps will be.