Alwin de Rooij studies how creativity works and can be enhanced. Focusing on the psychology and digitalization of creative work - his research contributes to the development of processes, methods and tools that support creativity and innovation in professional practice in art and design. Next to holding a tenured assistant professor position in Creativity Research at the Department of Communication and Cognition, Tilburg University; Alwin is an associate professor in Situated Art and Design at St. Joost School of Art and Design.