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Assessment 4 InformationSubject Code: DATA4900Subject Name: Innovation and Creativity in Business AnalyticsAssessment Title: UX, CX and Ethical innovation case studyAssessment Type: Individual reportWord Count: 1,000 Words (+/-10%)Weighting: 30 %Total Marks: 30Submission: Portal via TurnItInDue Date: Sunday 23:55pm (AEST) Week 12Your 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 DescriptionIn 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 innovation2. Application of UX and CX principles during the development process3. 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 InstructionsSelect a case study brief from either Appendix A or Appendix B (select only one of these briefs)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 mapping2. DESIGN• Lo-fi vs Hi-fi design• Wireframes & prototypes3. TEST + ITERATE• How to capitalise on failure in rapid prototyping and fast loop iterationsIn 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-userImportant Study InformationAcademic Integrity PolicyKBS values academic integrity. All students must understand the meaning and consequences of cheating, plagiarism and other academic offences under the Academic Integrity and Conduct Policy.What is academic integrity and misconduct?What are the penalties for academic misconduct?What are the late penalties?How can I appeal my grade?Click here for answers to these questions:http://www.kbs.edu.au/current-students/student-policies/.Word Limits for Written AssessmentsSubmissions that exceed the word limit by more than 10% will cease to be marked from the point at which that limit is exceeded.Study AssistanceStudents may seek study assistance from their local Academic Learning Advisor or refer to the resources on the MyKBS Academic Success Centre page. Click here for this information.Assessment Marking GuideSection Criteria NN (Fail)0%-49% P (Pass) 50%-64% CR (Credit) 74%-65% DN (Distinction) 75%-84% HD (HighDistinction)85%-100%Part A:Discovering and Defining the business problem from a UX/ CX perspectiveStudents must develop a clear definition of the problem from a UX/CX perspectiveStudent has not defined the business problem from a CX/ UX perspectiveStudent has produced a basic outline of the business problem from a CX/ UX perspectiveStudent has produced a well written report on the business problem from a CX/ UX perspectiveThe problem is clearly defined, reflecting good use of UX and CXprinciplesStudent has produced a well defined business problem from a CX/ UX perspectiveEvidence of extensive researchStudent has expertly defined a business problem from a CX/ UXperspectiveEvidence of deep research into this business opportunity.Part B:Applying UX/CX Design Thinking principles in developing the proposed innovation.Students mustprecisely explain how UX/ CX Design Thinking principles will be applied in developing their selected, proposed innovation.Student has omitted several parts of the task or the content oftheir report is irrelevantStudent has produced a basic report on application of UX/ CX Design Thinking principles.Benefits of innovation may not be that realistic or clear from a UX/ CX perspective.Student has produced a well written report on the application of UX/ CX Design Thinking principles.Benefits of the innovation are clear and realistic from a UX/ CX perspective.Evidence of researchStudent has produced a well integrated report on theapplication of UX/ CX Design Thinking principles.Benefits of the innovation from a UX/ CX perspective are clearly related to thecase study andrealisticEvidence of wellthought out researchStudent has produced a well integrated and original report on the application of UX/ CX Design Thinking principles.Benefits of the innovation from a UX/ CX perspective are clearly related to the case study, practical and realisticEvidence of deepresearch into the topicPage 4 Kaplan Business School Assessment OutlinePart C:Application of legal and ethical considerations for proposed innovationStudents must realistically imagine that they are working on the opportunity selected and demonstrate legal and ethical considerations accordingly Students have omitted legal and ethical considerations from their reportStudents only briefly mentioned legal and ethical considerations in their reportStudents explain legal and ethicalconsiderations well and have some realistic implications for their proposed innovation.Some evidence of research Students explain legal and ethical considerations well and support their arguments with evidence from relevant references and some realistic suggestions for the application ofthese principlesSuggestions may be practical but could be integrated more Students integrate legal and ethical considerations principles really well in their report and support their arguments with good evidence fromrelevant referencesSuggestions are practical, specific and integratedPart D:References and structureStudents must use Harvard referencing style and list a minimum of five referencesCase study report must have appropriate headings and logicalstructureIncorrect referencing, irrelevant or noreferencesPoor structureBasic Harvard referencing with a few errorsReport structure logicalHarvard referencing with no errorsReport structure appropriate Harvard referencing with no errorsReport structure logical with some novelty Harvard referencing with no errorsReport structure logical, integrated and flowswellSome noveltyComments:Page 5 Kaplan Business School Assessment OutlineAppendix AUX and CX – for car passengersFind a way of making a passenger experience, whilst travelling in car, more enriching. This experience could be extended to being as a passenger in a driverless car.There are no limits to what you can envision, for example:• An app to improve the customer experience?• A new feature to enhance customer comfort?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 Francine:- 39 years old- Married/two children/Suburban- Comfortable with tech- Travels to client venues/sites regularly- Typically has to drive or take an Uber- Unable to continue working during travel (sometimes 60+ mins) due to lack of workspace- Driverless vehicles (Shared Autonomous Vehicles) provide an opportunity to continue working with privacy- Public transportation and Uber does not allow the privacy required to work as a passengerIn Francine’s journey map, consider how Francine thinks and feels at each step in the journey, thereby emphasising with Francine.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 belowList any legal and ethical constraints that may impact on your innovation. This includes whether safe operation has been considered in the design?Appendix BUX and CX – for an amusement ride at a theme parkA leading theme park (e.g. Disneyland) is seeking to introduce a new high-tech amusement ride, primarily for 15 to 30 year olds, who are fit and who satisfy minimum height and weight requirements.This park is has its own unique theme. Consumers are price sensitive.Parks rely on volume and the new ride is intended to attract patrons, with the new amusement ride intended to be a destination in itself.You will be asked to apply the steps of Design Thinking to develop this amusement ride 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 park2. 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?In developing your approach and deliverable, consider producing a Design Thinking canvas, similar to the canvas outlined below:List any legal and ethical constraints that may impact on your innovation. This includes whether safe operation has been considered in the design?
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