Application
This unit describes the skills and knowledge required to design a series of interactions between a user (individual) and a digital marketing implementation.
It applies to individuals working in a variety of marketing communications occupational roles who have responsibility for design of user experience where users engage with a product, brand or organisational story on various digital platforms.
No licensing, legislative or certification requirements apply to this unit at the time of publication.
Elements and Performance Criteria
ELEMENT | PERFORMANCE CRITERIA |
Elements describe the essential outcomes. | Performance criteria describe the performance needed to demonstrate achievement of the element. |
1. Establish metrics for user experience | 1.1 Identify and review relevant client or organisational requirements for user experience 1.2 Research and document user expectations 1.3 Prepare key observable and measurable criteria for effective user experiences 1.4 Establish systems and processes to collect data on user experiences 1.5 Recognise and design experiences within current legislation, regulation and organisational policy |
2. Specify interaction design | 2.1 Specify and prioritise features and information critical to the user interaction 2.2 Identify preferred technologies and platforms best suited to the interaction and user needs 2.3 Define interaction patterns relevant to the context 2.4 Establish interface behaviour relevant to the product, brand or organisation for identified platforms 2.5 Provide designs to achieve consistent and intuitive experiences |
3. Design user interfaces | 3.1 Assess and evaluate existing user interfaces against design requirements 3.2 Prepare site, application maps and content inventory 3.3 Storyboard user transactions, navigation, access and egress options 3.4 Prepare and review wireframes and mock-ups of user journeys across the relevant technologies and platforms |
4.Test design | 4.1 Establish an actual, prototype or virtualised test environment 4.2 Model expected user behaviours against specified user stories 4.3 Incorporate real-time user feedback where appropriate 4.4 Revise metrics, interaction and interface designs based on testing to better meet requirements |
Evidence of Performance
Evidence of the ability to:
interpret client requirements to identify user experience expectations
research user expectations
develop performance measures for user experiences
prepare data collection systems relevant to user experiences
evaluate digital technologies to implement user experiences
demonstrate expected user behaviour within a specific application
use current industry tools to prepare and test a digital user experience application.
Note: If a specific volume or frequency is not stated, then evidence must be provided at least once.
Evidence of Knowledge
To complete the unit requirements safely and effectively, the individual must:
list current digital technologies and platforms used to engage users
compare common user usage patterns in the digital space
explain consistent and intuitive user experience design
describe the use of common industry tools to design and test user experiences.
Assessment Conditions
Assessment must be conducted in a safe environment where evidence gathered demonstrates consistent performance of typical activities experienced in the marketing communications field of work and include access to:
relevant legislation and regulations
communications equipment and technology
relevant workplace documentation and resources
case studies or, where possible, real situations
industry software packages and apps (where applicable).
Assessors of this unit must satisfy the requirements for assessors in applicable vocational education and training legislation, frameworks and/or standards.
Foundation Skills
This section describes language, literacy, numeracy and employment skills incorporated in the performance criteria that are required for competent performance.
Skill | Performance Criteria | Description |
Reading | 1.1, 1.2, 1.5, 3.1, 3.4 | Identifies, analyses and evaluates complex textual information to determine organisational, legislative and regulatory requirements, as well as trends and user expectations |
Writing | 1.2-1.4, 1.5, 2.1-2.3, 2.5, 3.1-3.4 | Researches, plans and prepares documentation using format and language appropriate to context, organisational requirements and audience Uses graphical representations and mapping to enable holistic visualisations of complex systems |
Numeracy | 1.4, 3.2, 4.4 | Establishes data systems and graphical schematics to capture, monitor, measure and test the user experience |
Navigate the world of work | 1.1, 1.5, 3.1 | Develops, monitors and modifies organisational policies and procedures in accordance with legislative requirements and organisation goals |
Interact with others | 2.5 | Selects and uses appropriate conventions and protocols when communicating with internal and external stakeholders to seek or share information |
Get the work done | 1.1-1.5, 2.1-2-5, 3.1-3.4, 4.1-4.4 | Plans and organises information and complex tasks in a logical sequence, effectively managing workload Makes decisions by systematically analysing information, identifying and evaluating options against set criteria, and choosing most appropriate option Uses understanding of digital world to create effective, relevant, user experiences |
Sectors
Business Development – Marketing