Kies de Nederlandse taal
Course module: JM0110-M-6
Creative Thinking and Innovative Design
Course info
Course moduleJM0110-M-6
Credits (ECTS)6
CategoryMA (Master)
Course typeCourse
Language of instructionEnglish
Offered byTilburg University; Tilburg School of Economics and Management; TISEM Other;
Is part of
M Data Science and Entrepreneurship (joint degree)
Academic year2018
Starting block
SM 2
Course mode
RemarksThis information is not up to date. Check the Course Catalog 2019 or select the course via “Register”.
Registration openfrom 10/01/2019 up to and including 31/07/2019
Students should be able to

  • comprehend cognitive mechanisms related to creativity, decision making, and human experiences
  • apply tools to identify user needs and to create user experiences for innovative products & services
  • understand design thinking as a process towards innovative products & services


Many data scientists are working for humans. From personalized online recommendations to quantified health, many entrepreneurs seek to create added value for human users based on big data. Determining how to use big data in innovative products and services to create good user experiences and support users¿ choices that are in line with their values and motivations is challenging. Innovative designs require entrepreneurs to think creatively, acquire an understanding of the users and apply innovation processes that integrate values, technical feasibility and business goals.

Data sets
Students generate data themselves by designing and running an experiment , e.g. rich data from online interactions like click streams, eyetracking, to model the cognitive processes

In the first part of the course we will focus on the cognitive processes that underlie creative thinking needed for innovative design. Moreover, we study the cognitive processes of users in relation to interaction with digital products from two perspectives:

1) Cognitive modeling helps two understand if the digital product matches the cognitive capabilities and limitations of the users. For example, using cognitive walkthrough, the usability of a digital product can be assessed.
2) Choice architectures inform the design of products such that they support the user as much as possible in their decision processes. Human perceptions guide and bias their decisions in both rational and irrational ways and appropriate tools can support such decisions optimally.

In the second part, the course will provide the students with frameworks that support the user-centred design of new technologies and services. These include experience-oriented design as a generic framework, design thinking as a business-oriented process towards the interdisciplinary design of innovative products and services and value sensitive design as a framework to look at the longer-term effects and the larger ecosystem of stakeholders in technology design.

Type of instructions

Lectures, practical assignments, critical discussions

Type of exams

Written Exam, written assignments

Compulsory Reading
  1. Hassenzahl, M., Experience design: Technology for all the right reasons. Synthesis Lectures on Human-Centered Informatics, 3(1), 1-95.
  2. Brown, T., Change by Design: How Design Thinking Transforms Organizations and Inspires Innovation.
  3. Relevant papers on cognitive modeling, human decision making and choice architectures.
Timetable information
JM0110-M-6|Creative Thinking and Innovative Design
Written test opportunities
Written / WrittenEXAM_01SM 2212-07-2019
Written test opportunities (HIST)
Written / WrittenEXAM_01SM 2107-06-2019
Required materials
Recommended materials
Group assignment


Final grade

Self-peer assessment

Group presentation 1

Group presentation 2

Kies de Nederlandse taal