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 or a similar one of your own (select only
one)
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

Appendix A
UX and CX – for coffee and tea drinkers

Find a way of making a tea and coffee machines more interesting. Rather than just having a coffee
machine which will make a cappuccino, tea or latte at the press of a button, what if you could ask it
to play your favourite song while adding mint, chilli or caramel to the coffee. The machine could
even display different lights or mimic a game as the coffee is being made.
• An app to interact with the beverage maker and improve the customer experience?
• A new feature of the machine to enhance customer ease of use?

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 Melanie:
– 30 years old
– Married/one child/Suburban
– Comfortable with tech
– Loves unusual flavours and trying new things
– Drinks a lot of coffee and various teas
– Leads a busy life
In Melanie’s journey map, consider how Melanie thinks and feels at each step in the journey,
thereby emphasising with Melanie.
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

Appendix B
UX and CX – for Gamers
Virtual reality and play to earn games are all the rage at the moment, however do they suit everyone?
Suppose that you want to invent or improve an existing game to make the experience more authentic and
keep players engaged for longer.
You will be asked to apply the steps of Design Thinking to develop modifications or a brand new
game 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?
To develop this design, there is a need to nominate a persona.

For example, this is the persona of Niraj:
– 17 years old
– Single/Suburban
– Comfortable with tech
– Loves a challenge
– Is bored with current war games and other offerings
– Not that busy at the moment since on school holidays
In Niraj’s journey map, consider how Niraj thinks and feels at each step in the journey, thereby
emphasising with Niraj.
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: