During the programme

The MDDD curriculum is built around three learning tracks: Concepts, Technology, and Humanity, each covering various aspects of 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. 

Master DDD: Data Driven Design, during the programme


Block A: Designing for a digital society

Block B: Designing for engagement

Block C: Designing for process

The final block (D) of the MA programme is dedicated to the Graduation Project (GP). For the GP, students work on a data-driven solution for a practical problem. It consists of two parts: an academic paper and a prototype. Student write a research proposal as the basis for both already in the Creative Research course (in block C).

Block D: Graduation Project

Additional information

Students and lecturers form an active learning community in which we aim to develop strong social cohesion. You will be expected at HU for an average of three days a week. You will attend lectures and do a substantial amount of lab work and workshops. At times, you will participate in design sprints and pressure cookers, during which you work in a team on design processes.

We expect you to shape your own learning process. An important tool is our digital learning environment (DLE). The DLE enables you to prepare for classes, alone or in groups. Not only does this grant you a lot of flexibility as to when and where you study - face-to-face teaching time is much more valuable when you come into class well prepared.

Important parts of the curriculum are about interacting with professionals from the creative field. You work with them on a variety of actual problems that businesses encounter or that are happening in society at large. In each module, we invite at least two inspiring guest lecturers from the field and from other universities.


Bob Cruijsberg, lecturer Master Data Driven Design

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.

Aletta Smits, lecturer Master Data Driven Design

Aletta Smits


Aletta is one of the coordinators and developers of the master Data Driven Design and a real all-round teacher (and student). Since 2011, she has had different positions within the HU. She is currently acting Head of Research (lector) in the research group Human Experience and Media Design and specializes in Data Mining and Engagement Metrics. Next to that, she teaches data science, machine learning, user experience design and psychology. In her spare time, she studies Cultural Sciences at the Open University and gives presentations on the development of the adolescent brain.

Erik Hekman, lecturer Master Data Driven Design

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, lecturer Master Data Driven Design

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.