User Experience Design and Customer Journeys

DIG70001 12.5 Credit Points Hawthorn


  • One term (6 teaching weeks)

Contact hours

  • 48 hours

2020 teaching periods


HT2  Term 2 HT4  Term 4

20 Apr 20 - 31 May 20

7 Jul 20

Last self enrolment:
20 Apr 20

8 May 20

Last withdraw without fail:
15 May 20

21 Sep 20 - 1 Nov 20

8 Dec 20

Last self enrolment:
21 Sep 20

9 Oct 20

Last withdraw without fail:
16 Oct 20

Aims and objectives

This unit explores the concept of the user (customer) experience and the fundamental importance of user experience design when creating interactive applications. It provides an overview of the important discipline area of information architecture, and introduces several key techniques used by UX practitioners, including heuristic evaluation, contextual inquiry, usability testing, A-B testing and customer journey mapping.

Students who successfully complete this unit will be able to:
1. Analyse the concept of usability and user experience
2. Critically evaluate the constraints and limitations of users in general, and evaluate the needs of target users in particular.
3. Design information architecture appropriate to the context of use.
4. Design and administer a usability test to identify and solve user experience issues independently and collaboratively in multiple contexts.
5. Interpret experimental results of A-B and multivariate tests to optimise user experience and engagement.

Courses with unit

GC-DMT - Graduate Certificate of Digital Marketing Technologies