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Experience Design and Innovation (1st semester 20/21)

The world around us is changing rapidly. Everything and everyone is getting more and more connected. In this complex world people are looking for transforming experiences. We design and innovate experiences from an Imagineering perspective.

We need new approaches for new challenges. Imagineering is a new approach. Imagineering is a blend of imagination and engineering. You facilitate creative sessions of stakeholders using their imagination, but you also design and innovate experiences.

Examples of recent clients: event organization, museum, theme park, health organization, municipality

In the Project Factory you work on several projects of different clients and on developing skills of an Experience Designer. In the Project you work on one large project focused on Experience Design and Social Innovation.


- designing and managing creative sessions serving to identify and generate creative / innovative ideas

-translating the output of creative sessions into an experience concept or experience platform that logically arises from the DNA

- designing and innovating experiences, both products and processes

- actively acquiring support within and outside the organization to implement the concept

Aanvullende informatie


Imagineering perspective
Facilitating creative sessions
Designing and innovating experiences
ABCDEF innovation model
ACTIVE approach
Design research
Design Thinking

Structure of minor

Project Factory and course: In the Project Factory Experience Design and Innovation you work on several smaller and larger project assignments. In the course you take part in Masterclasses Experience Design and Innovation to deepen your knowledge. 

International context

If international students subscribe, we offer projects with an international context.


Especially recommended for out-of-the-box and creative thinkers, preferably from related study programmes at Fontys, Hogeschool Rotterdam and HU)


Individual Portfolio assessment: during the minor you collect proof for growing as an Experience Designer and Innovator. In the oral exam you proof you’re competent.


Diane Nijs e.a. (2019) – Advanced Imagineering

Van Dam and Ouwens (2018) – X sheets Imagineering and Design Research

Byttebier (2011) – Creativiteit Hoe? Zo! / (2015) Creativity in Business