BK307 - Designing the User Experience

Unit Overview

Credit Points:Prerequisite:Co-requisite:Workload:
15.00BK218N/A36 contact hours

Aims & Objectives

This is a third year core unit in the Bachelor of Business Digital Marketing discipline.

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 and usability testing. The fundamentals of digital analytics are covered, with a view to how to use analytics to monitor and improve the usability of interactive marketing and digital applications.

Unit topics include:

  • User experience design concepts
  • Designing the User Experience.
  • User Requirements.
  • Prototype design.
  • Data and web analytics.
  • Usability testing.

Learning Outcomes

At the completion of this unit students should be able to:

  1. Understand the concepts and practice of digital design for various users.
  2. Identify the requirements and limitations of users in general, and appraise the needs of target users in particular.
  3. Utilise user data to conduct data analytics and evaluation in web analytics environment using Google Analytics
  4. Practice designing in digital advertising and digital marketing environments.
  5. Design and administer various tests for meeting user requirements.

Teaching Method

Lecture: 2 hours
Tutorial/Workshop: 1 hour
Face to Face


Assessment TaskLearning Outcomes Assessed*Weighting
1. Formative assessment 0%
2. Contribution and Participationa-e10%
3. Requirement Analysisa,b15%
4. Digital Reporta-c35%
5. Critical Evaluationb-e40%
Total 100%

*refer to learning outcomes above.


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

Prescribed Text Book:

There is no prescribed textbook for this unit.

Reference Reading

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

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 communicateIndependent and Lifelong LearningEthicsAnalytical and Problem Solving Cultural and Global AwarenessTeam workSpecialist knowledge of a field of study



Levels of attainmentExtent covered
5The standard 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
4The standard 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
3The standard 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 
2The standard 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 standard is not considered, there is no theory or practice or activities associated with this standard