Assessment 4 Information
Subject Code: DATA4900
Subject Name: Innovation and Creativity in Business Analytics
Assessment Title: UX, CX and Ethical innovation case study
Assessment Type: Individual report
Word Count: 1,000 Words (+/-10%)
Weighting: 30 %
Total Marks: 30
Submission: Portal via TurnItIn
Due Date: Sunday 23:55pm (AEST) Week 12
Your Task
• This assessment is to be done individually
• Students are to write a 1000-word report in response to the UX, CX and Ethical Innovation case study provided and submit it as a Microsoft word file via the TurnItIn portal
• You will receive marks for content, appropriate structure and referencing.
Assessment Description
In this assessment, you will be writing an individual report that encourages you to be creative with business analytics, whilst also developing a response to the UX, CX and Ethical innovation case study that you have selected.
Background:
In this assessment, you will be developing a response through application of the analytics concepts covered in weeks 10 & 11.
To do so, you will need to demonstrate:
1. How Design Thinking principles were applied in the development of your proposed innovation
2. Application of UX and CX principles during the development process
3. Acknowledgement and management of legal and ethical issues in the creation of your innovation.
4. Alignment to the customer journey for your nominated personas.
5. Utilisation of analytics tools.
Assessment Instructions
Select a case study brief from either Appendix A or Appendix B (select only one of these briefs)
Apply UX and CX Design Thinking principles in delivering an analytics-based solution to this brief, taking into consideration UX, CX and ethical issues in developing this innovation.
Broad UX and CX steps are likely to include:
1. DISCOVER & DEFINE
• Problem statement
• Defining your target audience
• Creating Personas outcomes
• User journey mapping
2. DESIGN
• Lo-fi vs Hi-fi design
• Wireframes & prototypes
3. TEST + ITERATE
• How to capitalise on failure in rapid prototyping and fast loop iterations
In evaluating your proposed innovation from a UX and CX perspective,
- How feasible is the solution for implementation?
- How well does the solution meet the needs of the end-user
Important Study Information
Academic Integrity Policy
KBS values academic integrity. All students must understand the meaning and consequences of cheating, plagiarism and other academic offences under the Academic Integrity and Conduct Policy.
What is academic integrity and misconduct?
What are the penalties for academic misconduct?
What are the late penalties?
How can I appeal my grade?
Click here for answers to these questions:
http://www.kbs.edu.au/current-students/student-policies/.
Word Limits for Written Assessments
Submissions that exceed the word limit by more than 10% will cease to be marked from the point at which that limit is exceeded.
Study Assistance
Students may seek study assistance from their local Academic Learning Advisor or refer to the resources on the MyKBS Academic Success Centre page. Click here for this information.
Assessment Marking Guide
Section Criteria NN (Fail)
0%-49% P (Pass) 50%-64% CR (Credit) 74%-65% DN (Distinction) 75%-84% HD (High
Distinction)
85%-100%
Part A:
Discovering and Defining the business problem from a UX/ CX perspective
Students must develop a clear definition of the problem from a UX/
CX perspective
Student has not defined the business problem from a CX/ UX perspective
Student has produced a basic outline of the business problem from a CX/ UX perspective
Student has produced a well written report on the business problem from a CX/ UX perspective
The problem is clearly defined, reflecting good use of UX and CX
principles
Student has produced a well defined business problem from a CX/ UX perspective
Evidence of extensive research
Student has expertly defined a business problem from a CX/ UX
perspective
Evidence of deep research into this business opportunity.
Part B:
Applying UX/
CX Design Thinking principles in developing the proposed innovation.
Students must
precisely explain how UX/ CX Design Thinking principles will be applied in developing their selected, proposed innovation.
Student has omitted several parts of the task or the content of
their report is irrelevant
Student has produced a basic report on application of UX/ CX Design Thinking principles.
Benefits of innovation may not be that realistic or clear from a UX/ CX perspective.
Student has produced a well written report on the application of UX/ CX Design Thinking principles.
Benefits of the innovation are clear and realistic from a UX/ CX perspective.
Evidence of research
Student has produced a well integrated report on the
application of UX/ CX Design Thinking principles.
Benefits of the innovation from a UX/ CX perspective are clearly related to the
case study and
realistic
Evidence of well
thought out research
Student has produced a well integrated and original report on the application of UX/ CX Design Thinking principles.
Benefits of the innovation from a UX/ CX perspective are clearly related to the case study, practical and realistic
Evidence of deep
research into the topic
Page 4 Kaplan Business School Assessment Outline
Part C:
Application of legal and ethical considerations for proposed innovation
Students must realistically imagine that they are working on the opportunity selected and demonstrate legal and ethical considerations accordingly Students have omitted legal and ethical considerations from their report
Students only briefly mentioned legal and ethical considerations in their report
Students explain legal and ethical
considerations well and have some realistic implications for their proposed innovation.
Some evidence of research Students explain legal and ethical considerations well and support their arguments with evidence from relevant references and some realistic suggestions for the application of
these principles
Suggestions may be practical but could be integrated more Students integrate legal and ethical considerations principles really well in their report and support their arguments with good evidence from
relevant references
Suggestions are practical, specific and integrated
Part D:
References and structure
Students must use Harvard referencing style and list a minimum of five references
Case study report must have appropriate headings and logical
structure
Incorrect referencing, irrelevant or no
references
Poor structure
Basic Harvard referencing with a few errors
Report structure logical
Harvard referencing with no errors
Report structure appropriate Harvard referencing with no errors
Report structure logical with some novelty Harvard referencing with no errors
Report structure logical, integrated and flows
well
Some novelty
Comments:
Page 5 Kaplan Business School Assessment Outline
Appendix A
UX and CX – for car passengers
Find a way of making a passenger experience, whilst travelling in car, more enriching. This experience could be extended to being as a passenger in a driverless car.
There are no limits to what you can envision, for example:
• An app to improve the customer experience?
• A new feature to enhance customer comfort?
Success criteria include:
1. Ideation - How innovative and creative is the solution?
2. Feasibility - How feasible is the solution for implementation?
3. Customer centric - How well does the solution meet the needs of the end user (UX)?
4. Expandability - What is the potential for the idea to become a business?
From an analytics perspective, consider what can be inferred from public and proprietary third party datasets?
To develop this design, there is a need to nominate a persona.
For example, this is the persona of Francine:
- 39 years old
- Married/two children/Suburban
- Comfortable with tech
- Travels to client venues/sites regularly
- Typically has to drive or take an Uber
- Unable to continue working during travel (sometimes 60+ mins) due to lack of workspace
- Driverless vehicles (Shared Autonomous Vehicles) provide an opportunity to continue working with privacy
- Public transportation and Uber does not allow the privacy required to work as a passenger
In Francine’s journey map, consider how Francine thinks and feels at each step in the journey, thereby emphasising with Francine.
Come up with ‘How Might We…” statements to address the pain points and areas of opportunity that you’ve identified. Cluster the HMWs into themes.
In developing your approach and deliverable, consider producing a Design Thinking canvas, similar to the canvas outlined below
List any legal and ethical constraints that may impact on your innovation. This includes whether safe operation has been considered in the design?
Appendix B
UX and CX – for an amusement ride at a theme park
A leading theme park (e.g. Disneyland) is seeking to introduce a new high-tech amusement ride, primarily for 15 to 30 year olds, who are fit and who satisfy minimum height and weight requirements.
This park is has its own unique theme. Consumers are price sensitive.
Parks rely on volume and the new ride is intended to attract patrons, with the new amusement ride intended to be a destination in itself.
You will be asked to apply the steps of Design Thinking to develop this amusement ride from conception to implementation, from a UX and CX perspective. This includes:
1. EMPATHISE – develop a persona for a patron you are trying to attract to the theme park
2. DEFINE – what is the User Experience they are seeking from the amusement ride?
3. BRAINSTORM – outline different conceptions of the amusement ride.
4. PROTOTYPE – How do we translate brainstormed ideas into actionable implementation objectives?
5. TEST + ITERATE - How to capitalise on failure in rapid prototyping and fast loop iterations.
You will need to put together an experiment that will help test your ideas.
To do so, consider what type of data you will need to collect. From an analytics perspective, consider what can be inferred from public and proprietary third party datasets?
In developing your approach and deliverable, consider producing a Design Thinking canvas, similar to the canvas outlined below:
List any legal and ethical constraints that may impact on your innovation. This includes whether safe operation has been considered in the design?
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