Customer Experience Design (MKTG90041)
Graduate courseworkPoints: 12.5On Campus (Parkville)
Overview
| Availability | Semester 2 |
|---|---|
| Fees | Look up fees |
This subject focuses on how to improve customer experiences (CX) through effective design and organisational change management. Students will learn how to design highly contextual and personalised experiences for customers through the use of Human Centred Design (HCD) principles, tools and techniques. Some of the HCD stages and tools include: the double diamond framework; discovery research; empathy mapping; customer personas; jobs-to-be-done; journey mapping; service blueprinting; ideation; desirability, viability and feasibility (DVF) framework; prototyping; concept testing, and reflection.
Customer experience design examines the whole lifespan of a customer’s experience with a brand through multiple physical and digital touch points, rather than focusing just on a single website or a mobile application development. Human Centred Design training is becoming a strong differentiator as the new business models demand an increased focus on customer service and creative problem solving.
Intended learning outcomes
On completion of this subject, students should be able to:
- Apply Human-centred design (HCD) tools in order to facilitate meaningful customer experiences. These tools include: discovery research, customer personas; journey mapping; service blueprinting; hook; jobs-to-be-done; desirability, viability and feasibility (DVF) framework; double diamond framework; concept testing, prototyping and change management
- Identify critical touch points during the mapping of existing customer journeys
- Understand the limitations and possibilities of each touchpoint
- Design mindful digital transformation of touch points
- Test prototype process through key metrics to guide iterative improvements
- Embed change management throughout the process in a thoughtful, considered, and empathetic way
Generic skills
On successful completion of this degree students should have enhanced their skills in:
- Excellent working knowledge of the Human-Centered Design principles and methodologies
- Strong communication and presentation skills and ability to influence others
- Strong ability to analyse requirements and propose best possible solution/recommendation for a digital transformation of a touchpoint where required
- Confident ability to plan out and execute discovery research approaches, and excellent understanding of a variety of research methodologies
- Excellent experience design skills and the ability to create artefacts such as insights and recommendations papers, Personas, Customer Journey Maps, and Service Blueprints.
Last updated: 4 March 2025
Eligibility and requirements
Prerequisites
None
Corequisites
None
Non-allowed subjects
None
Inherent requirements (core participation requirements)
The University of Melbourne is committed to providing students with reasonable adjustments to assessment and participation under the Disability Standards for Education (2005), and the Assessment and Results Policy (MPF1326). Students are expected to meet the core participation requirements for their course. These can be viewed under Entry and Participation Requirements for the course outlines in the Handbook.
Further details on how to seek academic adjustments can be found on the Student Equity and Disability Support website: http://services.unimelb.edu.au/student-equity/home
Last updated: 4 March 2025
Assessment
| Description | Timing | Percentage |
|---|---|---|
Individual presentation
| Throughout the teaching period | 10% |
Test
| First half of the teaching period | 15% |
Group assignment (groups of 3-4)
| End of the teaching period | 25% |
Exam
| 2 Weeks after the end of teaching | 50% |
Last updated: 4 March 2025
Dates & times
- Semester 2
Principal coordinator Erik Mooi Mode of delivery On Campus (Parkville) Contact hours 36 hours (1.5hr lecture plus 1.5hr workshop each week) Total time commitment 170 hours Teaching period 28 July 2025 to 26 October 2025 Last self-enrol date 8 August 2025 Census date 1 September 2025 Last date to withdraw without fail 26 September 2025 Assessment period ends 21 November 2025 Semester 2 contact information
Prof. Erik Mooi - erik.mooi@unimelb.edu.au
What do these dates mean
Visit this webpage to find out about these key dates, including how they impact on:
- Your tuition fees, academic transcript and statements.
- And for Commonwealth Supported students, your:
- Student Learning Entitlement. This applies to all students enrolled in a Commonwealth Supported Place (CSP).
Subjects withdrawn after the census date (including up to the ‘last day to withdraw without fail’) count toward the Student Learning Entitlement.
Last updated: 4 March 2025
Further information
- Texts
- Related Handbook entries
- Available through the Community Access Program
About the Community Access Program (CAP)
This subject is available through the Community Access Program (also called Single Subject Studies) which allows you to enrol in single subjects offered by the University of Melbourne, without the commitment required to complete a whole degree.
Please note Single Subject Studies via Community Access Program is not available to student visa holders or applicants
Entry requirements including prerequisites may apply. Please refer to the CAP applications page for further information.
Last updated: 4 March 2025