We argue for the need for a new generation of data science solutions that can democratize recent advances in data engineering and artificial intelligence for non-technical users from various disciplines, enabling them to unlock the full potential of these solutions. To do so, we adopt an approach whereby computational creativity and conversational computing are combined to guide non-specialists intuitively to explore and extract knowledge from data collections. The paper introduces MATILDA, a creativity-based data science design platform, showing how it can support the design process of data science pipelines guided by human and computational creativity.