Reference no: EM133708274

Innovation and Creativity in Business Analytics

Assessment - UX, CX and Ethical innovation case study

Students are to write a 1000-word report in response to the UX, CX and Ethical Innovation case study.

Assessment Description

In 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

Assessment Instructions
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:

How Design Thinking principles were applied in the development of your proposed innovation

Application of UX and CX principles during the development process

Acknowledgement and management of legal and ethical issues in the creation of your innovation.

Alignment to the customer journey for your nominated personas.

Utilisation of analytics tools.

Select a case study brief from either Appendix A or Appendix B (select only one)

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:

DISCOVER & DEFINE
Problem statement
Defining your target audience
Creating Personas outcomes
User journey mapping

DESIGN
Lo-fi vs Hi-fi design
Wireframes & prototypes

TEST + ITERATE
How to capitalise on failure in rapid prototyping and fast loop iterations

In 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-user

Appendix A
UX and CX - home try-on program that allows customers to try on glasses before making a purchase.

Develop an app for offering affordable, stylish glasses online.

Use design thinking to create a user-friendly website and a home try-on program that allows customers to try on glasses before making a purchase.

For example, Warby Parker became a leader in the USA eyewear industry by applying a design thinking approach to this challenge/ opportunity.

Success criteria include:

Ideation - How innovative and creative is the solution?

Feasibility - How feasible is the solution for implementation?

Customer centric - How well does the solution meet the needs of the end user (UX)?

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 Charlotte:

28 years old
Single
Fashionable
Comfortable with tech
Sociable
Leads a busy life
In Charlotte's journey map, consider how Charlotte thinks and feels at each step in the journey, thereby emphasising with Charlotte.

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.

List any legal and ethical constraints that may impact on your innovation. This includes whether safe , private and secure operation has been considered in the design?

Appendix B
GPS-enabled banking transaction history, allowing you to better see where you spend your money when budgeting.

A user-centric design solution is GPS-enabled banking transaction history, which allowed users to see geographically where they spend their money, not only how they spend their money. This can offer added assistance with budgeting.

Capital One is an example of a bank that has used design thinking to streamline this process and make it more user-friendly. Capital One obtained feedback from consumers and then set up a SaaS solution called OneView.

You are required to apply the steps of Design Thinking to develop this technological product from conception to implementation, from a UX and CX perspective. This includes:

EMPATHISE - develop a persona for the person you are trying to attract to the immersive travel experience

DEFINE - what is the User Experience they are seeking from the immersive travel experience

BRAINSTORM - outline different conceptions of the immersive travel experience

PROTOTYPE - How do we translate brainstormed ideas into actionable implementation objectives?

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?
To develop this design, there is a need to nominate a persona. For example, this is the persona of Lucas:
30 years old
Single/Suburban
Comfortable with tech
Busy travelling for work
In Lucas's journey map, consider how Lucas thinks and feels at each step in the journey, thereby emphasising with Lucas.

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.