Master’s Programme Data-Driven Design
The curriculum is largely based on the demands and challenges of real companies. This means that you will have the opportunity to work on developing real solutions for real businesses, using their official data. In this setting, you quickly develop a good sense of what you have to offer as a digital creative, as well as how to position yourself within a multidisciplinary team of professionals. To learn about possibilities to follow a personal programme and how to apply see the admission requirements, download the brochure or contact us.
To those who can’t take part in the full-time Master Data-Driven Design we offer the opportunity to design a personal programme and obtain a Master’s degree in 2-3 years depending on your background and objectives. If you’re interested in the full-time programme please visit the full-time programme information.
Want to know more?
In our brochure you can read more details about the programme.
How to apply
Send an e-mail to datadrivendesign@hu.nl to express your wish to be part of the Master's programme Data-Driven Design. We will contact you and discuss which personal programme will fit your requirements
Useful to know
Application Deadline | 31th of Augustus |
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Start date | September |
Course dates | Depending on the chosen programme (see brochure) |
Study investment | 1-2 days a week (including classes) |
Attendees | Small classes together with full-time students |
Location | Heidelberglaan 15 Utrecht |
Programme level | Master of Arts |
Price info | Each year you will receive an invoice for the courses that you subscribe to. See brochure for more information. Further terms and conditions apply, the Master's programme will inform you on these before application. |
Programme
The curriculum of the Master Data-Driven Design (MDDD) is built on three learning tracks: Concepts, Technology and Humanity. Each track contains various aspects of data-driven design. After completing the various modules, you will go on to develop a proposal for your thesis project.
In the learning track ‘Concepts’, you will develop a multidisciplinary point of view that is at the core of your work as a digital creative.
Courses:
- Philosophy of a Digital Society
- The User-Experience Ecosystem
- Digital Transformation and Scalability
Learning track Concepts
This first module of the Master in Data-Driven Design introduces you to an ever refining digital field in which networks are ubiquitous. With increasingly small sensors in our cities, our houses, our devices, on our skin and even in our bodies, people generate large amounts of data. Advancements in machine learning and artificial intelligence allow us to transform these large amounts of data into valuable information.
This module helps you prepare for your unique position as an intermediary between (academic) analysis and (practical) design. It trains you to fulfill your roles, in which your creative designs facilitate interaction between digital and human domains. Moreover, it teaches you to be aware of the circumstances in which you need to perform your job. The main perspective in this course is to link academic thinking to practical performance.
This course focuses on the human aspects of the interface: what are the hopes and expectations of the users that download, install, buy and use certain applications? We do not engage in digital media technology for the sake of using technology. We do so because it has something to offer: an experience.
In this course, students will learn to elucidate (a) the concept of user experience and engagement, (b) how they evolve in ecosystems of forces, and (c) how user experience and engagement can be operationalized in such a way that they can be measured. As such, student gain a better understanding of the ways in which a digital concept can be designed to enrich experiences, so that they (continuously) invite people to engage with it.
The process of digitization fundamentally changes the heart of any organization, whether it is a city, a government or a small company. This course is about how to initiate and deal with the digital transformation and scalability of organizations. At the same time, this course aims for a broader perspective: How will not just organizations but entire domains such as healthcare, journalism, education, politics, entrepreneurship, retailing, mobility change? What are the new business models? How can organizations create actual value for users and society and a what price?
There are many promises. Technologies such as Blockchain allow us to build decentralized networks that facilitate and capture any (value) exchange and that, via smart contracts, secure agreements and establish trust. On top of this decentralized network, dApps (decentralized applications) roam free. Holochain is already seen as the successor of Blockchain, offering an open-source framework for building distributed, peer-to-peer applications. In this module, you will learn how the right allocation of creativity, value, and technology may strengthen core processes. If these core processes are indeed well chosen, the combination of almost unlimited computation and (user) interaction may result in organizations and networks that scale. It is the combination of these kinds of strategies and technologies that gradually will lead to new kinds of Decentralized Autonomous Organizations (DAO’s).
The learning track ‘Technology’ is all about data; you will learn and practice different data science techniques for collecting, cleaning, transforming, analysing, and visualizing data.
Courses:
- Fundamentals of Data Science
- Fundamentals of Machine Learning
- State of the Art Technology
Learning track Technology
During this course, you will learn the fundamentals of data science. You will learn to program in Python to load, save, collect, scrape, process, clean, transform, analyse and visualize data. At the end of this course, you will know how to critically examine the opportunities and the limitations of data, code and basic algorithms. At the end of the course, you will know how to critically examine the opportunities and the limitations of data, code and basic algorithms. And you won’t be afraid when writing a few lines of code.
The user interface is at the heart of all data-driven concepts. While interacting with an interface, the user creates interaction data. This interaction data can be direct, e.g., filling in a form or choosing a movie and indirect, e.g., the location of the user or the type of device. These interactions are reciprocal: the user generates data and the data-driven concept in turn communicates with the user. Recommendation systems can be used to illustrate this concept. An interface can suggest which movie to watch, what newspaper article to read, what product to buy or how a game adjusts the level of difficulty. These are all examples of reciprocal interfaces. However, in order to be able to do so, the data-driven concept has to learn from the many user interactions in order to become more valuable over time.
The Fundamentals of Machine Learning course focuses on learning from the constant feedback loops between human and machine. We will employ traditional statistics and machine learning to analyse these feedback loops.
The course State of the Art of Technology focuses on new technological innovations and how to quickly master them for your research. During this course students will master one technology whilst playing, experimenting, searching for the edges of the possibilities and pushing the limits of technology. Examples of state of the art technologies are deep learning algorithms (image recognition, natural language processing such as BERT, voice processing), voice controlled interfaces, augmented interfaces, extended reality, smart cities / IoT and quantum computing.
Students will become creative scientists and autonomous critical makers.
This course starts with a three week 'Technology Road Show'. During the Technology Road Show we will see and work with the latest technology, for example XR, Blockchain, IoT, Cloud/edge computing, AI, Smart Cities and natural interfaces. We will visit technology companies to work with the latest tech. Guest speakers will talk about ethics, innovation and what the job (your job) of a data wrangler/scientist/artist can look like. You will be assigned to learning teams to whom you present your progress (in a non-formal form) and discuss your difficulties (what do you need to continue) with.
The learning track ‘Humanity’ is about understanding people, specifically in our relation to media. You will learn about the ways in which media and communication technologies are part of our lives, and how to utilize this knowledge in order to create new opportunities.
Courses:
- New Media Psychology
- Smart Interfaces
- Creative Research
Learning track Humanity
Digital communication technologies have penetrated many of our daily activities. Reading the newspaper, controlling household appliances, shopping for a pair of jeans, managing bank affairs, communicating with friends and family, monitoring our health, or going on a date. All of these activities, small and large, have been mediatized and digitized due to the digitalization of society. As a result, there is growing need to unravel the influence of media and (communication) technology on individuals, groups and society as a whole.
Media psychology is a burgeoning field, focusing on the psychology behind media and (communication) technology use and impact. Hence, it is also referred to as the “interface between media and the human response”(and in that sense a preparation for block 2: Designing for Interaction, which specifically focuses on interfaces). In New Media Psychology, you will learn to critically assess human interaction with media and (communication) technology, by using a psychological lens. Such a lens is essential in the preparation for your various job roles in various industries that involve mediated communications and information technologies, including but not limited to: media producers, interaction designers, (UX-)researchers, public relations and advertising specialists, content strategist but also health providers, educators and policy makers.
In the current digital landscape, the design of an interface is of crucial importance. After all, it is through the interface that we establish a meaningful interaction between human and computer. In this course you will learn to design an interface which is usable and delivers a user experience which is engaging and motivating. Specifically we will focus on Smart interfaces, interfaces using data to personalize and improve the experience.
You will acquire knowledge and experience on user experience and interaction design with the goal to improve your designing skills in designing data- driven applications.
Welcome to Creative Research, a course designed to prepare you for your graduation. The importance of preparation has been stressed in many familiar quotes, such as “Success occurs when opportunity meets preparation”, “By failure to prepare, you are preparing to fail”, and “Before anything else, preparation is the key to success”.
As you can imagine, this is a challenging task which requires a lot of preparation, dedication and hard work. For this reason, you already start the graduation process in Block C, by writing a convincing and feasible graduation proposal (i.e., a road map to guide you during the final stage of your education). The course Creative Research will support your writing process, and includes sparring on concept development and scoping, support in scholarly research (academic reading, writing, literature search, APA), methodology workshops, research planning and analytical thinking. In essence, the course focuses on writing a preliminary version of your academic paper: the more effort put into writing and planning during this course, the more time you have left during Block D to deliver a “kick-ass” academic paper and prototype that you are proud of!
The final block of the MA programme is dedicated to the Graduation Project (GP). For the GP, you work on a data-driven solution for a practical problem. It consists of two parts: an academic paper and a prototype. You write a research proposal as the basis for both already in the Creative Research course.
Graduation Project
In the graduation project, students show that they have become confident discourse participants with a sound academic understanding of datafication and the digital transformation but also practice-focused designers of data-driven solutions.
The learning goals include:
- the ability to research, analyse and understand the use of data in specific contexts of use;
- to develop data-driven concepts that fit the research problem and are potentially scalable for value-creation;
- to develop and test a data-driven prototype built in code with an engaging interface;
- to critically evaluate the development process and the potential impact of the proposed prototype on the domain in focus;
- to communicate this clearly to diverse audiences of relevant stakeholders.
Part-time programmes
Admission requirements
Contact the Master’s Programme is mandatory before application. See the application procedure for more information.
Send an e-mail to datadrivendesign@hu.nl to express your wish to be part of the Master's programme Data-Driven design.
We will contact you and discuss which personal programme will fit your requirements.If places are available and you meet the general admission requirements you can apply via Studielink to the full-time Master’s Data-Driven Design.
The Master's programme will take care that after admission you are able to subscribe to the courses in your personal programme.
Application deadline is 31st August 2020, but contact with the Master’s Programme is mandatory before application. You will receive more information about the matching process including the mandatory motivation letter.
If you have any questions, please send us an e-mail.
After your admittance on Studielink, you will receive all the specific information and details about the matching process. The text below is to give you an idea of what you can expect, the matching process includes:
- Programming assignment, an online course in Python Programming to give you an idea of what to expect during the master’s program.
- Writing an English motivation letter (300-400 words) about your motivation, previous experience and expectations of this program
Based on your programming assignment and motivation letter, you will get one of the following non-binding types of advice:
- Based on the programming assignment and your motivation letter we have not found any risks of you dropping out or falling behind in your studies;
- Based on the programming assignment and your motivation letter we would like to draw your attention to some issues, to make sure that you have the proper attitude and (educational) experience for this specific degree programme;
- Based on the programming assignment and your motivation letter we believe that you run a great risk of dropping out or falling behind in your studies.
- Basic working knowledge of HTML and CSS
- Some experience with a programming language (e.g. JavaScript or Processing). You need to understand that programming consists of:
- creating simple statements by using various datatypes (integers, booleans, floats, array, characters, strings);
- using conditional statements (if-then-else);
- controlling flow statements (for or while loops and switch expressions);
- developing and using functions (sub-routines).
- Ability to solve computer problems by searching for solutions (e.g. StackOverflow).
- Or the ability and interest to acquire the competences and skills mentioned above.
All students, except for students with a relevant Dutch diploma, must prove that they have good writing and conversation skills in English. During the matching process we will review your English skills as well.
HU accepts one of the following documents as proof of English proficiency:
Name
|
Type
|
Minimum score
|
Minimum score
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Certificate of TOEFL | Internet-based | 80 | 20 |
Certificate of IELTS |
Academic | 6.0 | 6.0 |
TOEIC | Test of English for International Communication | 670-290 | |
Cambridge English | Certificate in Advanced English (CAE) | Grade C scale 180 - 184 | 180 |
Cambridge English First (FCE) | Grade C scale 169 - 172 | 169 |
Some international students are granted exemption from the English language test:
- Students who have obtained a Bachelor diploma in the UK, US, Canada, Ireland, New Zealand or Australia.
- Students with an accredited international American or British Bachelor Diploma.
Do you need to take an English-language exam? You can get information on test dates, scheduling and costs at the respective websites of TOEFL or IELTS, or Cambridge English.
- For Chinese students, it is obligatory to present an IELTS test result.
- All other students may choose between IELTS and TOEFL.
Please contact HU International Office (io@hu.nl) if you have any questions regarding your English proficiency.
Lecturers
Bob Cruijsberg
Senior lecturer
Bob is senior lecturer and coordinator at the Communication and Multimedia Design programme (Bachelor), as well as at the master Data-Driven Design.
He is specialized in User Experience Design and Interaction Design and curriculum design, with a lot of experience in coaching students who work on projects for clients. Bob has been committed to the HU since 1996 and has helped designing the curriculum of several programmes, including International Communication and Media (currently called Creative Business), and Communication and Multimedia Design. For the latter he received the ‘HUgenotenprijs’ of 2010, an award for outstanding performances by staff members and students of the HU.
Erik Hekman
Lecturer, researcher
After his master's in Media Technology, Erik developed and taught different technology related courses at the HU.
He has been a lecturer at the programmes Communication and Multimedia Design, Digital Media and Communication and International Communication and Media (currently called Creative Business). Currently, he is one of the developers of the master Data-Driven Design and his activities consist of supervising students and coordinating the technology track. Erik is also a researcher at the research group Human Experience & Media Design. His research focuses on how technology shapes public value.
Dennis Nguyen
Senior lecturer, researcher
Dennis Nguyen received his PhD in media and communications from the University of Hull, UK. His thesis discusses online public spheres and political communication, with emphasis placed on transnational political discourses.
Since 2015 he works as a senior lecturer, researcher, and graduation coordinator for the Creative Business programme (Bachelor's programme, formerly International Communication and Media) and the Data-Driven Design programme at the HU. His current research focuses on the impact of digital media and datafication on public discourses and data ecologies.
Further fields of interest and expertise include media convergences, citizen journalism, conflict research, and empirical methods for media analysis. Aside from his academic endeavours, he was able to gather practical experience in journalism, public relations, online marketing, and academic research projects. You can read more on his ideas and publications at www.dennis-nguyen.com.
After your graduation
Upon graduation you will receive a Master of Arts in Data-driven Design degree, together with the International Diploma Supplement (IDS) in English. This degree opens the door to an exciting international career.
For the digital creative, data analysis is not a final goal, but rather a means to create innovative concepts that create value within a digital society.
Additional information
Why study Master's programme Data Driven Design at HU?
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An integrated approach that combines various disciplines
This programme distinguishes itself from existing master programmes by combining media design and business optimisation with a strong data-driven approach.
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A solid connection to relevant businesses
The programme was developed in co-creation with professionals. Our education and research are firmly rooted in the local business environment.
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A seamless continuation of your HU-bachelor
The programme is a perfect follow-up to bachelors in Communication and Multimedia Design, and Creative Business. It also fits well with other related bachelor studies for instance Journalism and Communication or other programmes of other Universities and Universities of Applied Sciences.
Direct contact
Master Data-Driven Design
"Because of the cultural differences, you will hear many new views on a solution you may not think of if you’re working in your own bubble."
Nina Jakobs (22) Student
"Because of the cultural differences, you will hear many new views on a solution you may not think of if you’re working in your own bubble."
Nina Jakobs (22)Student
Before I started the Master Data-Driven Design, I studied Applied Geo-Information Sciences at the HAS University of Applied Sciences in ‘s-Hertogenbosch. One day, one of my fellow students told me about this Master programme and I joined the online open day. I thought this study programme fitted my interests and my Bachelor programme. Because of the uncertainty of finding work during the COVID-19 pandemic, I decided to do this Master either as a flex-student or perhaps, if I couldn’t find work, as a fulltime student. I don’t like doing nothing, so having this opportunity was great! Currently I’m doing the course Smart Interfaces which I really like. In this course, you need to think about a solution in the format of a prototyped design. You need to think about the user and the problem (of the client) and work in small groups. This last part can be hectic but is also fun. Because of the cultural differences, you will hear many new views on a solution you may not think of if you’re working in your own bubble. I’d recommend this programme for people who are interested in new technologies, the user of these technologies (user engagement and its needs) and who are not too theoretical orientated.
"This Master programme is both refreshing and expanding on experience design and, at the same time, it shows you how to combine this with a data-driven approach."
Freek Plak (31) Student
"This Master programme is both refreshing and expanding on experience design and, at the same time, it shows you how to combine this with a data-driven approach."
Freek Plak (31)Student
I am currently working in the field of experience design and I believe this field should be more fact-based and data-driven. This Master programme is both refreshing and expanding on experience design and, at the same time, it shows you how to combine this with a data-driven approach. It will teach you the generics of both the data scientist and user experience design roles in the current work field. I can follow this programme as flex student, which gives me the opportunity to combine this with my day-to-day job. Since you can choose a topic per project it provides possibilities to link all that I learn to benefit my company too. However, the most recent project I worked on was a topic of my own interest: a dashboard showing the sentiment of climate change among followers of several political parties. This is one of those projects where you can see how data and design join together in a solution.
I believe this programme is the future of design. In my day-to-day job as a UX designer I see the need for personalisation and fact-based decision making every day. Every day our live becomes more digital and the work field as well. Data-driven design is the only way to differentiate as a company.
The Master programme Data-Driven Design balances on the cutting edge between design and data. This provides me with the knowledge to step up my role as a designer. It gives me the knowledge and tools to work side by side with both data analyst and data scientist, to create truly personal experiences for our users across the globe. I believe that everybody considering a future in design or in the field of data will benefit from this programme.
Interested in the Master's programme Data-driven Design?
Vragen over de opleiding?
- Telephone 088 481 81 81
- Email info@hu.nl
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Send us a message or add 0634101698 to the contact list on your mobile phone and send us your question via WhatsApp.
- Bereikbaar op ma t/m vrij 09.30 - 16.30 uur.