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Customer Experience Design (MKTG90041)

Graduate courseworkPoints: 12.5On Campus (Parkville)

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Overview

Availability
Semester 2
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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: 9 April 2024

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: 9 April 2024

Assessment

DescriptionTimingPercentage

Individual presentation

  • 10 minutes
Throughout the teaching period10%

Test

  • 1 hours
First half of the teaching period15%

Group assignment (groups of 3-4)

  • 4000 words
End of the teaching period25%

Exam

  • 2 hours
2 Weeks after the end of teaching50%

Last updated: 9 April 2024

Dates & times

  • Semester 2
    Principal coordinatorErik Mooi
    Mode of deliveryOn Campus (Parkville)
    Contact hours36 hours (1.5hr lecture plus 1.5hr workshop each week)
    Total time commitment170 hours
    Teaching period22 July 2024 to 20 October 2024
    Last self-enrol date 2 August 2024
    Census date 2 September 2024
    Last date to withdraw without fail20 September 2024
    Assessment period ends15 November 2024

    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: 9 April 2024

Further information

  • Texts

    Prescribed texts

    There are no specifically prescribed or recommended texts for this subject.

  • Related Handbook entries

    This subject contributes to the following:

    TypeName
    CourseMaster of Digital Marketing
  • 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.

    Entry requirements including prerequisites may apply. Please refer to the CAP applications page for further information.

Last updated: 9 April 2024