In this complex world, people are searching for meaningful experiences. In the Storytelling in Experience Design minor, you will learn how to design experiences, combining the magic of stories and the power of imagination – supported by the collective creativity in our Project Factory.

What is Imagineering?
We need new approaches for new challenges. Imagineering is a new approach. Imagineering is a blend of imagination and engineering. It’s about using your imagination and engineering it, or in other words: designing the experience. You can’t do this alone. You need collective creativity to design unique experiences.

Storytelling
The origin of Storytelling goes back 10,000s of years to the sharing of campfire stories. Via books, theatres and movies, storytelling nowadays also became part of theme parks, events, games, and media. Storytelling elements, techniques and principles can be applied to enhance live leisure experiences. Storytelling can add extra meaning to experiences.

Working with real clients
In the Project Factory of the minor Storytelling in Experience Design you work on several group projects for different real-life clients and on developing skills of a creative expert. Examples of recent clients: museum, theatre, health organisation, municipality, city marketing organisation, nature park, destination marketing organisation, and travel organisation.

The team of lecturers is looking forward to working with you and the clients in September 2025!

• Developing creative thinking and a creative mindset
• Designing live experiences as collective creation
• Co-designing live experiences enhanced with storytelling
• Applying storytelling techniques in the design of various live experiences
• Facilitating the process of relevant stakeholders in story experience design
• Prototyping and testing ideas

Propaedeutic certificate obtained

Books & online:

• Byttebier, I. (2022). Creativiteit Hoe? Zo! / (2015) Creativity in Business
• Van Dam, A. (2018). X-sheets (internal BUas document)
• buas.libguides.com: Imagineering, Storytelling, Design Research

Individual Portfolio assessment: During the minor you collect evidence for your Experience Storybook & X-passport about your development as a creative expert. In the final conversation / oral exam you prove that you are competent.

Courses: masterclasses and workshops, assessed in authentic assignments.

Competencies
Experience Design next level

Topics
Imagineering method and perspective | ABCDEF innovation model | ACTIVE approach| design research | facilitating creative sessions | creating (narrative) concepts | designing LIVE leisure experiences | prototyping and testing |

Storytelling elements, techniques, principles | universal storyline | implicit and explicit storytelling | characters| transmedia storytelling | emotions

Structure of the minor
Project Factory and courses: In the Project Factory you work on several individual and group challenges. In the courses Experience Design and Storytelling you take part in masterclasses and workshops to broaden and deepen your knowledge and competencies.

Teaching methods
In the Learning Community students, clients and experts learn collaboratively.

International context
This minor is all about different perspectives. We also offer projects with an international context

Costs
€100 for study materials and field trips

(excl. travel costs to, for example, clients and stakeholders)