BK307 - Designing the User Experience

Credit Points: 15 credit points

Workload: 36 hours

Prerequisite: BK208 Digital Marketing Foundations

Co-requisite: N/A

Aims & Objectives

This is a third year core unit in the Bachelor of Business Digital Marketing discipline. For Course Learning Outcomes and further information relating to Bachelor of Business programs please visit our website:  http://www.mit.edu.au/study-with-us/programs/bachelor-business.

The aim of this unit is to explore the concept of user experience and the fundamental importance of design in the context of digital advertising and digital marketing. It provides an overview of information architecture, and introduces several key techniques used by user experience practitioners, including heuristic evaluation, contextual inquiry, usability testing, and multivariate testing. The fundamentals of digital analytics are covered, with a view to how to use analytics to monitor and improve the usability of interactive applications.

Unit topics include:

  • Designing the User Experience
  • Client/Business Requirements
  • User Requirements
  • Information Architecture
  • Games vs Productivity
  • Prototyping in Design
  • Usability Testing
  • Analysis & Reporting of Usability Testing
  • Play Testing
  • Search Engine Optimisation Overview

Learning Outcomes

The Course learning outcomes applicable to this unit are listed on the Melbourne Institute of Technology’s website: www.mit.edu.au
At the completion of this unit students should be able to:
a. Understand the concepts and practice of user experience design.
b. Describe the concept of usability and user experience.
c. Identify the constraints and limitations of users in general, and appraise the needs of target users in particular.
d. Generate analytics reports based on user data in a dedicated web analytics environment.
e. Design and administer various tests that can be used to evaluate usability.


Assessment Task     Due Date A B Unit Learning Outcomes
1. Formative assessment Week 3     - - n/a
2. Contribution and participation Weeks 1-12 - 10% a-d
3. Assignment 1 [group] Week 7 10% - a-c
4. Assignment 2 presentation [group] Week 10 - 10% a-c
5. Assignment 2 report [group] Week 10 20% - a-c
6. Case Study Analysis [3 hours] TBA - 50% a-d
TOTALS   30% 70% 100%

Task Type: Type A: unsupervised, Type B: supervised.

Contribution and Participation (10%)

This unit has class participation as an assessment. The assessment task and marking rubric will follow the Guidelines on Assessing Class Participation (https://www.mit.edu.au/about-us/governance/institute-rules-policies-and-plans/policies-procedures-and-guidelines/Guidelines_on_Assessing_Class_Participation). Further details will be provided in the assessment specification on the type of assessment tasks and the marking rubrics.

Teaching Methods

NOTE: All School of Business units 3-hour workshops Flipped Classroom Mode.

Textbook and Reference Materials

Note: Students are required to purchase the prescribed text book and have it available each week in class.

Prescribed Text Book

  • Schwartz, E. (2017). Exploring Experience Design. UK: Packt Publishing.

Other recommended references

  • Budiu, R. & Nielsen, J. (2017).  User Experience for Mobile Applications and Websites, 3rd ed. Fremont, CA: Nielsen Norman Group.
  • Hay, L. (2017). Researching UX Analytics: Understanding Is the Heart of Great UX. USA: SitePoint.
  • Rosenfeld, L. & Morville, P. (2015). Information Architecture: For the Web and Beyond, 4th Edition. USA: O'Reilly Media.

Adopted Reference Style: APA can be found in MIT library referencing
The Referencing style for this using is APA: See the MIT Library Referencing webpage: https://library.mit.edu.au/referencing/APA  and the Unit Moodle page for additional referencing support material and weblinks.

Graduate Attributes

MIT is committed to ensure the course is current, practical and relevant so that graduates are “work ready” and equipped for life-long learning. In order to accomplish this, the MIT Graduate Attributes identify the required knowledge, skills and attributes that prepare students for the industry.
The level to which Graduate Attributes covered in this unit are as follows:

Ability to communicate Independent and Lifelong Learning Ethics Analytical and Problem Solving Cultural and Global Awareness Team work Specialist knowledge of a field of study


Levels of attainment Extent covered
The attribute is covered by theory and practice, and addressed by assessed activities in which the students always play an active role, e.g. workshops, lab submissions, assignments, demonstrations, tests, examinations.
The attribute is covered by theory or practice, and addressed by assessed activities in which the students mostly play an active role, e.g. discussions, reading, intepreting documents, tests, examinations.
The attribute is discussed in theory or practice; it is addressed by assessed activities in which the students may play an active role, e.g. lectures and discussions, reading, interpretation, workshops, presentations.
The attribute is presented as a side issue in theory or practice; it is not specifically assessed, but it is addressed by activities such as lectures or tutorials.
The attribute is not considered, there is no theory or practice or activities associated with this attribute.