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Follow the links below to find material targeted to the unit's elements, performance criteria, required skills and knowledge

Elements and Performance Criteria

1. Specify intent
   • Document objectives for digital engagement
   • Specify characteristics of product, brand or organisation
   • Identify and work within legislation, regulation and policy frameworks relevant to digital user experiences
2. Classify users and conversation types
   • Classify users according to engagement patterns, socio-economic, and digital platform characteristics
   • Identify user and conversation types from data analysis of similar known user experience journeys
   • Draw schematics to represent typical conversation types based on device, platform, client and user intent
3. Profile user journeys and interventions
   • Identify and document the digital enclaves and engagement patterns of users
   • Nominate and classify points of digital contact with client product, brand or organisation
   • Model an atypical user journey
   • Select location, style and triggers for intervention in the user journey
4. Design engagement opportunities and events
   • Develop user stories from multiple perspectives that promote positive engagement
   • Design digital and/or analogue events that stimulate user engagement and enhance the experience
   • Ensure user interface design meets user, brand, product and organisation style and expectations
   • Establish performance indicators for user experiences and engagement
5. Converse, monitor and respond to users
   • Facilitate real time interaction with users according to design
   • Monitor user engagement using relevant digital tools and techniques
   • Respond to users within relevant performance indicator parameters
6. Review and evaluate user experiences
   • Collate digital data on user experience journeys
   • Moderate data to identify exceptions from expectations
   • Document issues and recommendations to improve further user experiences

Performance Evidence

Evidence of the ability to:

document objectives and characteristics for digital engagement

identify and classify digital users and engagement patterns

create schematic(s) of user journeys

select mode, type and form of digital interventions in user experience

write digital user stories

interpret legislation, regulation and policy as applied to creating user experiences

interact with digital users ‘on-brand’ in real time

evaluate digital data to identify performance exceptions.

Note: If a specific volume or frequency is not stated, then evidence must be provided at least once.

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Knowledge Evidence

To complete the unit requirements safely and effectively, the individual must:

list the types of digital experience based on current technology

explain how legislation and policy impacts on user experience design

compare user types, their digital journeys, and common characteristics

list common events and methods used for intervention in digital journeys

demonstrate usage of common industry analytics tools applied to user experience data.

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