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Assessment Task 1 BSBMKG534 Design effective digital user experiences Establish metrics and specify interaction design

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Assessment Task 1 BSBMKG534 Design effective digital user experiences Establish metrics and specify interaction design. Submission details Qualification code and title Unit code and title BSBMKG534 Design effective digital user experiences Learner’s name Phone no. Learner’s ID number Assessor’s name Phone no. Assessment site Assessment date/s Time/s Further details Learner’s declaration I declare that the work submitted for this assessment is my own work. Learner’s signature Date The assessment task is due on the date specified by your assessor. Your assessor must approve any variations to this arrangement in writing. Overview This task forms part of your assessment for BSBMKG524 Design effective user experiences. This assessment will focus on the skills and knowledge needed to establish metrics for assessing user experiences and to specify effective user interaction designs. Your task To meet the assessment requirements for this assessment task you will base your portfolio of evidence on an organisation agreed with your assessor. You will research and report on the design of a user experience where a user will engage with a product, service, brand or an organisational story on digital platforms (website, apps, etc.). Your assessor will advise you on the resources and materials that you can use for this assessment task. © Innovation and Business Industry Skills Council Ltd 1st edition version: 1 Page 1 of 11 Assessment Task 1 BSBMKG534 Design effective digital user experiences Note: This assessment task is the first of two assessment tasks in which you will plan, implement, monitor and evaluate a user experience (UX) as part of a total, integrated project. Complete the steps outlined below. Steps 1. Select a suitable business or organisation as the basis of this task. Alternatively, you may use the ‘Solar Now’ scenario in Appendix 2. 2. Advise and gain agreement on with your assessor on: a. your chosen organisation b. a product or service provided by this organisation, or an organisational brand or story, as the basis for the remaining steps (for example, the organisation might be introducing a new product, providing an additional service, making changes to existing products or services, changing its brand, or updating the way it does business) c. a timeframe and format for submission. You may use the template provided in Appendix 1: Template for outlining UX design as a guide to a suitable format for the submission of this assessment. 3. Plan and develop the metrics for measuring the user experience, including: a. using appropriate sources to identify and outline the organisation’s requirements for the user experience b. using appropriate sources to identify the users, their expectations, and their expected behaviour and usage pattern c. defining the criteria for measuring the effectiveness of user experiences d. identifying the systems or processes for collecting and analysing data on user experiences. 4. Plan and specify the relevant interaction design to create an effective user experience, by: a. identifying the essential features and information for the interaction b. researching current digital technologies and platforms to establish which ones will best engage your intended users and meet their digital experience needs. Remember to identify and specify the technologies and platforms that will be used for your design. c. describing the interaction patterns that you would use to aid individuals who are using the interface, including how you will help users have consistent and intuitive experiences d. outlining how the interface behaviour is relevant to the organisation’s product, service or brand/story. © Innovation and Business Industry Skills Council Ltd 1st edition version: 1 Page 2 of 11 Assessment Task 1 BSBMKG534 Design effective digital user experiences 5. Outline the legislative, regulatory and/or organisational policy aspects that were considered in formulating the metrics and specification of the design. If you identified required modifications to existing organisational policies and procedures, then you should describe these. Compile all documentation in the required format and submit within the timeframe agreed with your assessor. Evidence requirements You must: ? prepare, write and submit a detailed document (of at least 2,000 words) that addresses all required points using the template provided in Appendix 1: Template for outlining UX design (or another suitable format) ? submit all documentation in a report format and within the timeframe agreed with your assessor. Your assessor will be looking for evidence that you: ? interpreted client requirements for the user experience ? researched and documented user expectations ? developed appropriate performance measures for user experiences ? established suitable systems and processes for gathering data about user experiences ? identified the critical features and information for the interaction ? evaluated digital technologies to implement user experiences ? described how the selected interaction patterns will assist users to have positive experiences ? outlined how the interface behaviour is relevant to the product, service, brand or story you have chosen ? considered any current legislation, regulation or organisational policy aspects in the development of the experience design. © Innovation and Business Industry Skills Council Ltd 1st edition version: 1 Page 3 of 11 Assessment Task 1 BSBMKG534 Design effective digital user experiences Appendix 1: Template for outlining UX design Organisation information Name of organisation: Name of contact person (stakeholder): Design concept description Metrics User experience Outline the organisation’s requirements for the user experience. © Innovation and Business Industry Skills Council Ltd 1st edition version: 1 Page 4 of 11 Assessment Task 1 BSBMKG534 Design effective digital user experiences Identification of users and their expectations Identify the users of the product or service and their expectations, as well as their expected behaviour and patterns regarding the usage of the product or service. Key observable and measurable criteria List and explain the criteria for measuring user experience. Data collection Identify the processes and methods you will employ to collect data on user experiences. Interaction design © Innovation and Business Industry Skills Council Ltd 1st edition version: 1 Page 5 of 11 Assessment Task 1 BSBMKG534 Design effective digital user experiences Evaluation of current digital technologies List and describe two or three technologies and platforms that are best suited to engage users of the product or service and meet their digital experience needs. Briefly justify your choices. Common interaction patterns Outline the common interaction patterns and the rationale for their use, along with graphical representation where applicable. Interface behaviour Identify what efforts will be made to make interface behaviour relevant to the product, service or organisation. Legislative, regulatory or organisational policy aspects © Innovation and Business Industry Skills Council Ltd 1st edition version: 1 Page 6 of 11 Assessment Task 1 BSBMKG534 Design effective digital user experiences Identify any legislative, regulatory or organisational policy aspects and their impact upon user experience. © Innovation and Business Industry Skills Council Ltd 1st edition version: 1 Page 7 of 11 Assessment Task 1 BSBMKG534 Design effective digital user experiences Appendix 2: Solar Now scenario The industry Solar Now is a part of the solar energy (photovoltaic) industry within Australia. As with 96% of the industry, they are an SME (small to medium size enterprise) and their main activity is the installation of solar panels and associated equipment. Further, almost 50% of these SMEs are what could be called micro businesses, mainly small family-based enterprises. The industry has been dependent on government support through subsidies to clients in the form of rebates for solar installation. In 2014, over 21,000 people worked in the industry in Australia. The industry grew rapidly from the early 2000s, but has slowed significantly with a change in government policy regarding direct support. Australia’s Renewable Energy Target has been a driver for the industry, but there are fears this might change significantly. With reductions in rebates and less publicity, many in the industry fear their old reliance on ‘passive’ marketing is coming to an end. For solar businesses to survive in this volatile marketplace, a new approach to marketing services and benefits to potential clients will be required. There has been an untapped demand for solar installation within the community, especially from those supporting ‘green’ causes. A recast product offering and a more sophisticated marketing approach are required to engage with this group in the changed environment. Most businesses in the industry have relied on traditional marketing methods, if any at all. However, with most potential clients active online, the future for many will rely on digital marketing. Company background Solar Now was established in Sydney in the early 2000s, being one of the first accredited installers of solar panels on the eastern seaboard. The business now has expanded operations in Brisbane, Canberra and Melbourne. Solar Now has grown from a small family business to employing over 200 staff in the four offices. Fifty per cent of these are based in Sydney. Eighty per cent are trained and accredited installers. As an SME, it is in the top range in terms of size, and has become a dominant player in the solar field on the east coast of Australia. Sales value and installations have grown year in, year out at an average rate of 30% during the last decade. However, this has plateaued in the last two years, and sales figures for the current year have declined by 40%. New clients, new products and new approaches are necessary to arrest these changes. Most of the business has attracted government rebates to date, and this has led to a focus on domestic suburban installations. The company is aware of a growing need to engage the business sector more with the benefits of solar, and to target tech savvy professionals who support green causes, who may not be as reliant on rebates. The company has also considered there is untapped potential in regional and rural areas for installers with their experience and expertise. © Innovation and Business Industry Skills Council Ltd 1st edition version: 1 Page 8 of 11 Assessment Task 1 BSBMKG534 Design effective digital user experiences Solar Now has acquired the Australian rights to market new lithium iron power storage batteries being produced in China. These batteries enable the storage of solar power on the premises, and promise significant cost savings for clients over time, with far reduced reliance on expensive ‘grid’ power. This presents a new and exciting market for Solar Now, which has recently appointed a new marketing team, headed by an experienced digital marketer. Objectives Solar Now conducted a strategy conference recently, and the management agreed on the following objectives for the next twelve months. ? Arrest domestic installation decline rate through better target marketing and services. ? Introduce the new ‘Solar Now LI Battery Panel’ to current and new clients. ? Lobby Federal Government for retention of current solar panel rebate. ? Introduce targeted online engagement with customers. ? Improve cost efficiencies in installation and service contract processes. Customer profile By segment, a recent survey and analysis of Solar Now revealed the following profile over the last two years. Geographic Most domestic customers lived within a 15-kilometre radius of a major city 15% were based in inner city locations. 98% of existing customers had existing connections to the power grid. All domestic customers owned or were purchasing their home. Demographic 60% were families with the main income earner over 40 years old. 20% were young families with two children under 10. 5% were over 65. 20% were ‘blue collar’, 70% were ‘white collar professionals’ and 10% were businesses. For clients, average annual income was between $75,000 and $150,000. 75% had post school qualifications. Psychographic Significant number of professionals with left leaning political views. The ‘green’ causes dominated their choices across a range of product categories including motor vehicles and recreation options. © Innovation and Business Industry Skills Council Ltd 1st edition version: 1 Page 9 of 11 Assessment Task 1 BSBMKG534 Design effective digital user experiences Cultural groups represented were predominately Caucasian. Most were not active in traditional religions. There was a strong interest in ‘smart’ technology as a means to address climate change issues. Most had the latest smartphones and used them extensively. Behavioural 60% of customers take over two months to confirm an order, with extensive consultation requirements. Most customers identified saving money over the long term as a significant motivator. Most clients like to have their panels and equipment visible as a badge of their ‘green’ credentials. Business owners who purchased panels for business premises also had panels installed in their homes. Over 75% of sales came from referrals and ‘green’ community groups. Digital 98% of customers had a smartphone with internet access. 30% actively used Instagram, 65% Facebook and 70% Twitter. 60% said they used multiple devices on any one day (desktop, smartphone, tablet, etc.) 40% said they had increased in listening to podcasts and reading internet-only news blogs over the last twelve months. 75% had bought something online in the last month. Current marketing mix Solar Now has been using a traditional marketing and promotion mix since the business started. This had been effective when turnover was almost guaranteed by government policy, but with new pressures and products Solar Now has found new approaches will be needed to drive customer growth. These methods have been tried and tested to date: ? advertising in local and regional newspapers ? pamphlet letterbox drops to business and residential homes ? thirty-second radio advertisements ? promotions and sponsorships with community environmental groups ? established website and a Facebook business page. © Innovation and Business Industry Skills Council Ltd 1st edition version: 1 Page 10 of 11 Assessment Task 1 BSBMKG534 Design effective digital user experiences SWOT analysis Based on recent survey and business data, the directors of Solar Now have prepared the following SWOT analysis to inform business plans. Strengths Strong presence and identity within the marketplace for solar installation. Referral business is common. Over ten years’ experience in installation. New sales and distribution rights for the Solar Now LI Battery Panel. Offices in four major cities. Highly trained, accredited installers on staff. Well regarded among community and environmental groups. Engagement with government is well regarded. Opportunities Ratified renewable targets set at international conference will stimulate demand. Expected demand for Solar Now LI Battery Panel in multiple customer segments. Growth in the inner city professional market. Focus on digital marketing will resonate with the client base. With the employed workforce of accredited installers, expansion to associated products and service could be rapid. Weaknesses Reliance on government rebates and policy. Large employed workforce may not be suited to products and services. Smaller companies may be more agile to deal with change in the industry. Current predominance of middle-income professional clients may limit further growth. Traditional marketing methods have positioned the business as an installer only, maybe not suited to new product launch. Has seen an increase in warranty calls on solar panels installed in last three years, leading to questions of reliability. Threats Government removes rebates. Government abandons the Renewable Energy Target. Mergers between small installers to create larger business competition. Alternative importers of LI Batteries may become active. Product risk (failure, warranty, malfunction, damage, etc.). Banks reduce lending facility due to changing business conditions. Digital marketing from competitors will engage clients before Solar Now has adapted. © Innovation and Business Industry Skills Council Ltd 1st edition version: 1 Page 11 of 11 Assessment Task 1 BSBMKG534 Design effective digital user experiences Digital strategy Solar Now has taken the strategic position to support their revitalising plans with a new emphasis on digital marketing. This will complement the existing marketing mix and focus on: ? developing detailed data on the digital usage patterns and expectations of the existing customer base ? designing user and customer engagement that will stimulate customer growth and positive branding ? understanding the various technologies and platforms that can be used, and the associated interface characteristics ? establishing a modelling and testing environment to support their development of digital marketing and user experience. © Innovation and Business Industry Skills Council Ltd 1st edition version: 1 Page 12 of 11 Design concept description: The name of the company I have chosen is Solar Now which is a part of the solar energy industry within Australia. Being a Small to medium size enterprise the major activity is installation of solar panels and associated equipment. This industry had rapid growth since 2000s which then slowed gradually with change in the government policy regarding direct support. As the publicity decreased along with reduction in the rebates, passive marketing started to come down. To sustain in an environment where there are lots of ups and down, it was mandatory to develop a new approach to marketing services and benefits to potential clients. There has been demand for solar installation within the community where those support green causes, but the only way to satisfy the customers is to offering exceptional service with new and unique marketing approach. These approaches made huge changes in the way of marketing from traditional to digital marketing. Being one of the first accredited installers of solar panels on the eastern seaboard Solar now was established in Sydney in early 2000s and then expanded to Brisbane, Canberra and Melbourne. This company is now marketing new lithium iron power storage batteries which are being produced in China, by getting approval from Australia. These batteries help to store solar power on the premises and reduced cost for the clients over the time and reduced reliance on expensive grid power. Metrics User experience Outline the organisation’s requirements for the user experience. In the first place, a Business should have a proper planning about what they are develop and how they are going to serve the customers followed by maintain a good objective that let them achieve what they wanted. The third and most important requirement is updating the way of marketing, as the days past there are always improvement in the marketing plan, so a company has to follow the latest trend to attract more users. While choosing any projects a company should make sure whether that project has good scope and will benefit consumers. At last a business should follow some policies which will let them be organized and maintain good relationship with the consumers. Identification of users and their expectations Identify the users of the product or service and their expectations, as well as their expected behaviour and patterns regarding the usage of the product or service. The best way to identify the users is to measure the amount of product sold and to count the number of users used the website. Even with the usage time of the website a business can easily find how many of them just browsed about the product and how many of them are buying the product. Next major way is developing designs that can be easily used by the users, as all the users are looking for something that is easy to use and consistent. One of the best ways is to give free trials for the users for a week or for a month then they will decide whether like the product or service provided by the company. This allows the company to study and gather details about the expectation of users, from which they can make changes to the current service or improve the upcoming products. Key observable and measurable criteria List and explain the criteria for measuring user experience. The best method to measure user experience is the research about user goal, motivation, behavior, need and wants. Some methods are, Interview – Have to interview individuals or small groups about their needs and preference, there interviews should have planned questions by avoiding Yes or No questions so more information can be gathered. Workshop – This is a meeting of large group of people which gives opportunities for peerreferenced needs identification. Even in workshops is highly recommended to have questions prepared in hand. Research - It’s good to study about the user needs in online to gather more different ideas Observation – Observing user interaction with current design will give clear idea whether to improve the design or make any changes. Surveys – This is a good method to get feedback from the users about the service and product. Persona Modeling – This method enable the company to build a picture if typical customer from known behaviors. By using the existing data and feedbacks from the customer a clear picture can be built. Data collection Identify the processes and methods you will employ to collect data on user experiences. Internet plays a major role in collecting data on user experience because it’s a big computer network. The US Digital Government Network have provided extensive list of methods on data collection which can be widely used on data collection. Some of the best practices are, Web performance Customer satisfaction Making the website visible to search engine Usability Mobile responsiveness Social media use in relation to traffic to and from the site With the help of above methods al the Business can find out about the user experience and also they can use some more tools like Google Analytics, Klout, Native, Inbuilt tools, Sprout Social, Google AdWords, Web hosting services. These tools help the company to track the users with the social media performance to see the who is engaged with the company’s brand and who is sharing it with their friends and peers and what people are saying about the product. Through these both positive and negative feedbacks can be collected which in turn helps in either modifying the website or making changes. Interaction design Evaluation of current digital technologies List and describe two or three technologies and platforms that are best suited to engage users of the product or service and meet their digital experience needs. Briefly justify your choices. Digital marketing is nothing but sharing information on the World Wide Web, that is Internet. This web enables communication between businesses, consumer and business and between user and the machines. There is a huge list of web technology that can be used for interaction techniques. Some of few are Cloud, Database driven, Desktop, Frameworks, HTML, Mobile and web browsers. Among this list the best suited technologies are Mobile and Web browser. Mobile – In the recent days mobiles are widely used by almost all the age groups and moreover it became a part of their body. When it comes to digital marketing, the users can easily access the entire website in mobile and through social media they can review about the product, see what others think and said after purchasing the good and then come to a conclusion whether to buy the product or not. As the mobile phones are handy they need not spend separate time to study about a company or product, they can do it on the go. Web Browser – In the past browsers are only used in desktop but in recent days they are used in Mobiles. This is the only way to access the website where all the users can get to know about the business and product. There are many browsers in market namely, Chrome, Firefox, Safari and Microsoft edge. Digital marketing is nothing without the usage of browsers. Common interaction patterns Outline the common interaction patterns and the rationale for their use, along with graphical representation where applicable. Some of the common interaction patterns are, Shopping – Booking, Purchase product, Shopping cart, Store Locator Searching – Autocomplete, Search box, Site index, Tag cloud Choices – Country selector, Date selector Data – Table filter, Overview of detail, Thumbnail Interaction – Action button, Guided tour, Slideshow Navigation – Breadcrumbs, Home link, Icon menu, Scrolling menu, to the top link Interface behaviour Identify what efforts will be made to make interface behaviour relevant to the product, service or organisation. Some simple rules for interface behavior are, Defining how users can interact – some common options are using mouse while browsing in a desktop or laptop, also Fingers in case of mobile, desktop and laptop, sometimes even voice can be used for the search Providing Clues – The company can use some common and attracting colours, branding the product and company name in unique way and consistency in the branding, also can use common patterns and devices Anticipating errors – The design should be made in such a way that there are zero possibilities for the errors and by chance any errors occurred then it should be corrected without any delay Simplifying the Interface – All the information should be managed in some small chunks so it can be easily obtained when needed Legislative, regulatory or organisational policy aspects Identify any legislative, regulatory or organisational policy aspects and their impact upon user experience. For any company Organizational policies and rules are mandatory to run the company successfully without any obstacle. The same is applicable for digital marketing as well. It is must to understand the expectation of the community and designing effective user experiences which is essential to maintain the organization’s integrity within the digital space. Some of the regulations and policies are, Australian Intellectual Property Law – This helps the company to get full rights upon the name, design and copy right protection. While choosing the name for a product or some other significant like website, we should choose them carefully as not all the names can be registered. Australian Consumer Law – There are two basic principles of advertising and selling which can be stated as, Should not engage in conduct that is likely to mislead or deceive Should not make false or misleading claims or statements. There are applicable for both physical and online practises. Privacy Regulation – Office of the Australian information commissioner regulates how a business can collect, assess and store personal information and communication. Consumers need to give permission to the business to collect and use their information which is sensitive and private. So all the organizations should have a privacy policy and provide information to the public regarding this. The Competition and Consumer Act – This Act covers the product safety, industry regulation and the relationships between suppliers, wholesalers, retailers and consumers. Australian e-marketing code of practice – Within Australia it is must to have receipts before sending any commercial electronic message for all the business outside the government organization and charities. The Spam Act 2003 prohibited sending of any unsolicited commercial messages within Australian connection