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NHL Stenden University of Applied Sciences adopted the innovative educational concept design-based education (DBE) in 2018. The Hotel Management School is one of the programmes that introduced a DBE curriculum. It is important to explore to what extent DBE is successfully implemented and to monitor the long-term impact of DBE on students, lecturers and the industry. The purpose of the current article is to position a longitudinal research journey in which stakeholders’ personal and social experiences and perceptions are the starting point for the research focus. Using educational design research, the current research aims to contribute to the four intended impact areas: knowledge, personal development, system development and product development.