During the programme

In MDDD, you grow and learn by working on real client projects centred on data and AI challenges. Over the course of four blocks, you learn through a mix of projects, workshops, lectures, individual assignments, and small-group collaboration.

Together with industry partners, you learn to develop yourself as a responsible designer, who anchors values in design work, and critically implements data and AI. These projects give you the opportunity to apply design methods—like the Double Diamond—and show how your skills can make a difference.

The programme supports your growth through five complementary tracks.

Learning tracks

The five tracks run throughout the year:

Client Project

At the heart of the master’s programme is the client project. As a developing professional, you bring together knowledge and skills from all five tracks to tackle a real-world challenge. Projects can range from designing more inclusive digital services to building AI-driven tools for information discovery or developing solutions for healthier living. These authentic cases are your testing ground, where you integrate theory and practice, experiment with methods, and collaborate with external partners.

Human-AI Interaction

Learn how to design meaningful interactions between people and intelligent systems. You will explore usability, creativity, and collaboration, developing the skills to shape human-centered AI experiences.

Ethical Design

Address the social and ethical dimensions of technology. Through the Value Sensitive Design methodology, you design for stakeholder values and turn those into concrete design decisions that respect human values.

Data Science

Build a strong foundation in data analysis, machine learning, and visualization. You will gain the technical skills in Python to uncover insights and turn raw data into actionable, impactful solutions.

Applied Research

Bridge theory and practice by applying academic research methods to real-world challenges. You will learn to design studies, gather evidence, and translate findings into innovative design outcomes.

Critical Thinking and Data Studies

Develop the academic skills needed to critically question, contextualize, and interpret data and AI. You will critically evaluate your work in the context of larger societal data studies themes such as datafication, data and AI literacy, the data economy, and privacy.

Use value-sensitive Design and collaborate closely with stakeholders considering the ethical aspects and human values within a data-driven project.

Use data and machine learning to learn about how users interact with a product, app, service, or system, and use those insights to enhance the Design of the user experience.

Organisations face data challenges and are always seeking new innovative insights. You, as a student, can offer a fresh perspective gained through the master's programme's learning tracks. During the programme, you will work in a team on a real-life project, provided by an external organisation or research group. You will apply data analysis and problem-solving skills to help organizations overcome challenges. By collaborating with professionals from various industries, you will gain practical experience and contribute to growth and innovation. You will use this project as your case study for the programme. This gives you the opportunity to develop new skills and master the learning competencies in a professional context. You will be paired with a client project coach, a skilled member of our lecturer team to help guide you through this process.

Reflect and critique how datafication affects and interacts with individuals, organizations, and society.

Applied Research project

Organisations face data challenges and are always seeking new innovative insights. You, as a student, can offer a fresh perspective gained through the master's programme's learning tracks. During the programme, you work in a team on a real life project, provided by an external organisation or research group. You will use this project as your case study for the programme. This gives you the opportunity to develop new skills and master the learning competencies in a professional context. 

Content of the Master Data-Driven Design

This one-year master's programme consists of four blocks, each lasting ten weeks. Each block builds on the knowledge acquired in the previous block to guide you towards becoming a data-driven designer.

During the Exploration Phase, you will participate in a four-week bootcamp to level up your knowledge and skills in all five tracks. After the bootcamp, you will select a client brief and conduct exploratory research on the problem it presents with the help of resources given to you in the five learning tracks. At the end of the block, you will be able to present your unstructured research findings in a problem space presentation which challenges the original brief and shows different perspectives on the problem.

In this phase, you will define and frame your research problem by transforming your research findings into a workable problem. You will bring order to the chaos of empirical data by transforming it into actionable knowledge that reveals meaning in the observed behaviors, preferences, values, etc. gathered during the investigation phase. This understanding will allow you to recognize the opportunities and constraints that will shape the scope for developing solutions. At the end of this phase, you will deliver a definitive project brief that provides more context than the original brief, presents a final problem statement, and pinpoints possibilities and limitations that set the space for generating solutions in the next phases.

Open up design spaces by exploring new forms of interaction resulting in data-driven prototypes.

You choose one data-driven prototype and iteratively develop it into a data-driven solution tested with the relevant stakeholders.

Want to know more about this programme?


Joining the master MDDD means that you will participate in an international classroom where students from diverse cultural and educational backgrounds challenge each other’s perspectives. As you collaborate across disciplines and cultures, you will explore how data, AI, and design play out in different parts of the world—preparing you for the global, socially-aware design field you are stepping into. By the end of the master, you will have built a personal international network of professionals you have studied and collaborated with.

MDDD is a future-oriented, intensive, and full-time programme. You will spend around 40 hours a week diving into workshops, tutorials, and collaborative projects with your multidisciplinary student team. Three days a week, you will be on campus—learning with peers and lecturers in an active, tight-knit community. The rest of your time goes into self-study, team sessions, and working on real client challenges that push your skills beyond the classroom.

At MDDD, you will learn from a team of curious, dedicated lecturers with diverse backgrounds—from design and AI to social sciences and the arts. We stay sharp by constantly evolving how we teach, experimenting with new methods, and responding to emerging trends in the fields of data and AI. As the field evolves, so do we—so that you are always learning in a space that is as forward-thinking as the industries you are preparing to enter as data-driven designer

Students and lecturers form an active learning community in which we aim to develop strong social cohesion. You will be expected on campus for an average of three days a week, plus two days of self-study. There will be lectures, the Coding Club for extra support with coding assignments, the Writing Club for extra support with academic writing and several guest lectures. 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.

This programme follows programmatic learning, which focuses on meaningful reflection and feedback. The primary function of assessment within programmatic assessment is to guide and stimulate your development process as a student, especially through feedback. The 5 learning tracks all relate to each other, and you will have one formative assignment per block that tests you on the learning outcomes for all 5 tracks.

Are you dealing with an auditory, visual or physical impairment, chronic illness, psychological vulnerability or neurodiversity such as dyslexia, ADD, ADHD or ASD? Or do you experience challenges due to (informal) care duties or family circumstances? At HU, you can count on appropriate support. Together, we will ensure that you can continue your studies successfully.

De MDDD-Docenten

Bob is senior lecturer and coordinator at the BA Communication and Multimedia Design programme, 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 has a bachelor's degree in Information and Communication Technology (software engineering) as well as a master's degree in Media Technology (art and technology). He joined the HU in 2005 and has worked on a variety of research projects as well as novel educational programmes that combine data science, media, and design. His research interests include interactive machine learning, computational text analysis, and democratizing data science. Erik also teaches at Utrecht University's master's programme in Applied Data Science, where he teaches students how to design and develop recommender systems for private and public media.

Shakila is a lecturer at the master Data-driven Design as well as a researcher at the research group Human Experience & Media Design. 

She has an interdisciplinary background in experimental and computational studies of human learning and behaviour, and has worked at several International Institutes in the past, including Max Planck Institute and Utrecht University. 

Shakila is originally from Iran, where she completed her BA in Computer Engineering. She then moved to the US to pursue a master and PhD in Cognitive Science and Computer Science at Indiana University. She is deeply passionate about understanding the needs of individuals and communities as a whole and finding innovative solutions to help them. As a result, her research has gradually shifted towards an applied human-centred approach that can improve the “here and now” of people’s lives. 

 

“Wherever the AI boom takes us, we still need critical skills of design, thinking, technology and coding.”

Roelof de Vries (PhD) is a researcher affiliated with the Human Experience and Media Design research group, where he studies behavioural change technology and its evaluation and validation. Within the master's programme, Roelof teaches the Applied Research and Ethical Design tracks and is involved in improving assessment processes.

Levien Nordeman (MA) works as a lecturer-researcher for the minor Big Data & Design (Communication and Multimedia Design) and as an AI literacy advisor for the teaching and learning network at HU.

His expertise lies in developing critical data and AI literacy among professionals. Within the master's programme, Levien teaches the tracks Critical Thinking and Data Studies and Ethical Design.

“What we need now more than ever are tech experts and designers who challenge conventional thinking about data and AI”

Marissa Berk (MA) is a researcher at Human Experience & Media design, and a lecturer at the master Data-driven Design and the minor Brand Experience & Event design. Her focus lies in enabling designers to think critically about the design and impacts of AI interfaces. Within the MDDD programme she teaches the tracks Critical Thinking & Data Studies and Ethical Design and serves as the chairperson for the Study Programme Committee.

Rhied Al-Othmani (MA) is a researcher at the research group Marketing & Customer Experience and lecturer at master's programme. She is also a PhD student, focusing on Conversational Agents and their impact on trust in the public sector, and interaction with citizens.

 

Within the MDDD programme, she teaches the track Human-AI Interaction and she is the main contact person for clients, organising the client project.

Joanna Pisarczyk (MSc) is a teacher and curriculum developer for the Master Data Driven Design programme.

After several years teaching design thinking, Scrum, critical making and creative concept development for the digital age/platform economy, she now concentrates on value driven design. She led the recent redesign of the master’s curriculum and now curates the Canvas learning environment while drafting most of the assessment policy; together these efforts align timelines and expectations across faculty and strive to create a coherent, student focused learning experience.

Marieke Welle Donker-Kuijer (PhD) is a lecturer-researcher in the master Data-Driven Design and has worked for the minor Big Data & Design and the bachelor Communication and Multimedia Design.

Her research looks at expert- and user-focused evaluation methods of AI interfaces. Within the master, Marieke teaches the Applied Research and the Human AI Interaction tracks. She is also a member of the Exam Board for the Institute for Media.

Monks

"Collaborating with the Data-driven Design students was an enriching experience. I was truly impressed by their ability to grasp complex topics they hadn't encountered before. "

Monks Creative production agency
Stichting Nederlandse Datakluis logo

"Over the past year, we have had the pleasure of working with students from the master’s program in Data-driven Design, which gave our start-up a real energy boost and valuable insights"

Stichting Nederlandse Datakluis Develops a new data infrastructure

Interested in the Master Data-driven Design?

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