The initial goal of this design project in the Master course was to design ‘my first DNA analyzer’, a genetic technology product in the consumer market. But the thorough analysis of the field of genomics resulted in a design on its own: the DNA world. To communicate the broad impact of genetic technology I designed an imaginative map and a board-game. The map was presented online and enables people to explore the DNA world and get more in-depth information about it. The game was designed for biotechnology students (and other ‘beginning experts’) and provided a more engaging way to learn about genetic technology from a marketing perspective.