| MKTG1401 Customer Experience Design |
MKTG1401 Assessment 3: Industry Project
Assessment type: Industry Project (Individual)
Format: Presentation and Report
Due Date: Wednesday, Week 7 23:59 (Melbourne time)
Presentation duration: 8-10 minutes, 10-15 slides + appendix
Weighting: 50%
Report word count: 3000 words (+/- 10%)
Overview
In this final assessment, you will present your integrated solutions, established metrics and an action plan in response to the case you have worked on in Assessment 1 and 2. You will also compile a report outlining the overall CX Design thinking process you have gone through to arrive at your solutions, metrics and action plan.
Assessment Criteria
This assessment will measure your ability to:
- Demonstrate professional communication skills that engage a business audience (10 pts)
- Model clear, logical academic writing and referencing skills (10 pts)
- Critically present data from secondary and primary sources to produce research insights relevant to the business (5 pts)
- Continuous redesign CX principles to produce clear, authentic and informative design artefacts relevant to the customer journey (5 pts)
- Formulate a CX strategy aligned with all elements of CX design that allows for sustainable competitive advantage (10 pts)
- Apply conceptual and practical knowledge of CX to develop metrics to assess your solutions and justify their feasibility and viability (10 pts)
Course learning outcomes
This assessment is relevant to the following course learning outcomes:
- CLO1 Demonstrate a broad, critical and practical understanding of customer experience and practices in business.
- CLO2: Apply innovative design thinking and creativity approaches to effectively address experiential marketing problems.
- CLO4: Create a CX strategy that integrates all elements of customer experience design, to allow for sustainable competitive advantage.
- CLO5: Apply conceptual and practical knowledge on customer experience to planning, implementing, and monitoring solutions for real customer experience problems.
- CLO6: Write about, discuss and present on consumer experience phenomena within the conventions of academic standards at a master’s degree level.
Assessment Details
Your task is to articulate research insights that are clear and actionable and to present your strategy to form insights, define the problem, generate ideas to solve the problem, and find ways of measuring the outcome of these ideas, if they were to be implemented. Use the full CX Design thinking process to report insights about the current CX situation, define clear CX problems, articulate CX strategy, propose integrated and prototyped solutions, establish metrics and establish an aspirational CX journey.
Presentation requirements
Your presentation should cover the following items:
- Overview of key insights (4-5 slides): Research context, insights and problems should be clear and actionable. This includes any information you think may be useful to help convey insights (e.g. personas and journeys)
- CX Strategy and Measurable, feasible and viable tested solutions (8-10 slides): Clearly articulate your CX Strategy based on the problem statement, what the brand stands for, and a vision for the future. Solutions should be integrated, well-developed (prototyped), smart, creative, original and effective. Your proposed ideas address should address your CX strategy and detected problems. Ensure that your solutions are measurable, viable and feasible. Include future journey maps here here.
- Appendix with design elements and other elements: Outline your research and ideation techniques. It should be clear how you have managed to get to your insights, personas, journeys, strategy and ideas. You can also use your appendix to provide more information on personas and journeys that you preferred not to show on the main slides to avoid cluttering.
Report Requirements
Your report should include the following sections:
1. Executive Summary (included in from the word count — make it short and sweet)
2. Relevant research insights
Your goal is to integrate and compile primary and secondary research insights that are relevant to the problems you detected. Now that you have gone through the research process individually and in a team, you should have a much better idea of what is relevant and what is not relevant. Being relevant means that you are specific, precise, and clear about the data you are interested in and how you frame the insights to provide context to the problem you have detected. In this process, you may need to leave some things out (things that initially seemed important but now may seem out of place). Check if you still need to collect more data to fill some knowledge gaps and to guarantee you are properly contextualising the characteristics and behaviour of the segment you have chosen. Ask yourself: do I have enough data to inform the final submission of my journey maps and personas? Do I need to collect more data? If so, what type of data should I collect? For example, you may realise you do not have much information on a relevant stage of your journey — can you collect more data to fill this gap? Remember, you are aiming for relevance and explanatory power.
3. Reassess your artefacts to make sure you only have relevant personas, journeys, and problem statement
Make sure you have included relevant personas, journeys, and problem statement. Make sure your personas and journey maps are rich and authentic. This is the third iteration of your personas and journey maps. While it might have been okay to be trialing personas and journey maps in Assessments 1 and 2, the expectation is that your personas and journey are well-built, precise, clear, informative, grounded in data, and therefore relevant to the proposed solutions in your assessment. Re-articulate the problem statement, if necessary, to get a more integrated POV. “How might we…[address the problem statement], while also being mindful of [brands’ mission, trends, or market issues]?”
4. CX Strategy and tested prototyped solutions
Your strategy can now be articulated in terms of a clear CX Vision and goals. Present your integrated solutions to address the problem. Your strategy should be clear and compelling, and address the problem statement, while also being aligned with what the brand stands for, and its vision for the future. The CX strategy is a statement about how you imagine the experiences provided by the organisation should look like and the CX vision works like a tag line that sums up the tone and brands’ promise for CX. The strategy also includes a plan of action with the solutions that you have proposed.
Your proposed ideas should address your CX strategy and detected problems. Include a prototype of your solution (e.g., mock-ups, storyboards, simulation or similar) and a clear sense of how your idea will unfold when you put in practice. You should also articulate how you are going to execute your solution. Whenever possible, test your solutions with your customers and have some feedback to report.
5. Aspirational CX journey
Present an aspirational CX journey in which it is clear how your solutions will improve the current journey. Your proposed solutions should be smart, creative, original, and effective. You should articulate how your ideas clearly address CX vision and detected problems and integrate well with pain points and gain points in the journeys. Demonstrate how your solutions change the journey.
6. Metrics, viability and feasibility
You should attach metrics to all your proposed solutions to be able to assess whether your initiatives occurred and whether they were successful in improving engagement and CX. You will also discuss the viability and feasibility of the solutions.
7. Appendix (excluded from the 3000 words)
The appendix contains references (RMIT Harvard Style). It should contain anything you could not fit in the 3000 words. Explain your research, ideation and prototyping process. Explain what you did, in what order, why? In addition, provide evidence of your work in the CX Design process. This should include important information such as how many interviews you conducted, with information on who your interviewees are, survey respondent numbers, and questions in the survey. If you looked at online and social media, you should detail the specific forums and social media you consulted. Your ideation processes should also be captured in your appendix. Your goal is to provide a clear sense of what you did and how you did it. Remember to engage in triangulation (using multiple sources of data). You can use the appendix to convey how you have achieved this.
Referencing guidelines
Use RMIT Harvard referencing style for this assessment. You must acknowledge all the sources of information you have used in your assessments.
Refer to the RMIT Easy Cite referencing tool to see examples and tips on how to reference in the appropriate style. You can also refer to the library referencing page for more tools such as EndNote, referencing tutorials and referencing guides for printing.
Submit your video presentation and report as file uploads in Canvas.
Academic integrity and plagiarism
Academic integrity is about honest presentation of your academic work. It means acknowledging the work of others while developing your own insights, knowledge and ideas.
You should take extreme care that you have:
- Acknowledged words, data, diagrams, models, frameworks and/or ideas of others you have quoted (i.e. directly copied, summarised, paraphrased, discussed or mentioned in your assessment through the appropriate referencing methods)
- Provided a reference list of the publication details so your reader can locate the source if necessary. This includes material taken from Internet sites
If you do not acknowledge the sources of your material, you may be accused of plagiarism because you have passed off the work and ideas of another person without appropriate referencing, as if they were your own.
RMIT University treats plagiarism as a very serious offence constituting misconduct.
Plagiarism covers a variety of inappropriate behaviours, including:
- Failure to properly document a source
- Copyright material from the internet or databases
- Collusion between students
For further information on our policies and procedures, please refer to the University website.
Assessment declaration
When you submit work electronically, you agree to the assessment declaration.
