Student Experience Armando // Experience Design by Hyper Island


‘I think creativity can really help to grow a business and improve processes.’


Why did you think a BSSA course would be interesting for you?
I studied Business Administration and did a pre-master in Marketing. Four years ago, I did the research for my final thesis about improving the customer journey. The research connects to Experience Design – which is all about human centred research, brands and how people experience these brands. After graduating I worked in recruitment and at a bank, but I wanted to switch domains. I wanted to develop my creative side more because I saw people being too structured and process minded. They really hold on to a process even when it wasn’t  working or efficient. They banned out all creativity and basically say: we don’t need it, we don’t need another perspective on solving a problem. But I think creativity can really help to grow a business and improve processes. All of this made me think the Experience Design would be interesting for me.


Where are you doing your traineeship?
I am doing my traineeship at Brandstichting, a small creative agency. They create ideas for brands from research, data and neuropsychological thinking… Ideas that are touching the cultural undercurrent of groups. By using this knowledge, they are creating ideas that are touching people on a deeper level.


What is the most interesting you have learned during your course?
My biggest learning during the course is that prototyping is key in developing ideas. Just try it, see what goes well or not, and rebuild something with the knowledge you just gained. A famous example of prototyping is the Marshmallow challenge. You’ll be handed over a marshmallow, piece of rope, tape and some uncooked spaghettis. In teams, you must build the tallest free-standing structure with the marshmallow on top. We learned that adults focus on a goal by first making a planning. Kids are way better in the job as they just start building right away. Kids make prototypes! Also, within the course, we did real assignments for Interpolis and Havas Lemz and used prototypes to convince them of our ideas: which worked really well.


What was the most difficult thing you had to learn?
The course is about yourself. About reflection, getting and giving feedback and growing as a person. It was sometimes confronting, hard and tiring to take your own behaviour under the loop. At the same time, it is one of the most precious things. It makes you real-world-ready, as they say at Hyper.


Getting interested? Check out Hyper Islands Digital Innovation course (before Experience Design).