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DATA4900 Innovation and creativity in business analytics Report 4 Sample

Assessment Description

In this assessment, you will be writing an individual report for the Assignment Helpline 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.

Background:

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:

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

2. Application of UX and CX principles during the development process

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

4. Alignment to the customer journey for your nominated personas.

5. Utilisation of analytics tools.

Assessment Instructions

Select a case study brief from either Appendix A or Appendix B or a similar one of your own (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:

1. DISCOVER & DEFINE

• Problem statement

• Defining your target audience

• Creating Personas outcomes

• User journey mapping

2. DESIGN

• Lo-fi vs Hi-fi design

• Wireframes & prototypes

3. 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

Solution

Introduction

This report is based on UK and CX ethical innovation for the case study of coffee machine. The background of this report is to propose innovation for coffee machine in order to create advanced coffee machine design that will provide additional features such as music while making coffee and add flavours. This report includes user persona based on the case study and user journey map based on thinking of the user in respect to the coffee machine application.

Problem Statement and solution

Tea and coffee machine

To make a tea and coffee machine more interesting

1. Music player integration: The machine could be linked to a music streaming service or a user's personal music library to play their favorite songs while making the drink.

2. Flavor customization: Allow customers to add flavors like mint, chili, or caramel to their drinks through the machine's interface or an app.

3. Visual displays: The machine could display different lights or animations while making the drink, or even mimic a game.

4. User app: An app could be created to interact with the beverage maker and improve the customer experience by allowing for easy customization, control, and monitoring of the machine.

5. Ease of use: Adding features to enhance customer ease of use such as a touch-screen interface, voice commands, and pre-set drink options.

Application of UX and CX principles during the development process

To apply UX and CX principles during the development process of the tea and coffee machine with light and music, consider the following steps:

• User research: Conduct user research to gather information on the target audience's needs, pain points, and behavior patterns in regards to making tea and coffee.

• Empathy mapping: Create empathy maps to understand the user's experience and emotions when making tea and coffee.

• Define problems: Identify the problems that users face when making tea and coffee and prioritize them based on their impact.

• Ideation: Generate a range of potential solutions to address the user problems, including the integration of light and music.

• Prototyping and Testing: Create prototypes of the most promising solutions and test them with a sample of users to gather feedback.

• Refinement: Based on the feedback, refine the solution to ensure it addresses the user needs and provides a seamless experience.

• CX Design: Ensure that the solution is designed with a focus on the customer experience, from the ease of use of the machine and app to the visual and sensory elements of the machine. Ensure that the integration of light and music enhances the user experience and adds to the overall enjoyment of making tea and coffee.

• Usability Testing: Test the machine's usability with a sample of users to ensure that it is user-friendly and meets their needs.

By following these steps, you can develop a tea and coffee machine that incorporates light and music in a way that enhances the user experience and provides a positive customer experience.

Acknowledgement and management of legal and ethical issues in the creation of your innovation.
When creating a UX and CX innovation, it is important to consider and manage the legal and ethical issues involved. This includes:

• Data privacy: Ensure that the user data collected through the application is stored securely and only used for the intended purpose, in compliance with relevant privacy laws.

• Intellectual property: Be aware of the intellectual property rights of others and ensure that any music, visual displays, or other content used in the innovation is legally obtained or licensed.

• Accessibility: Ensure that the application is accessible to users with disabilities, in compliance with relevant accessibility laws.

• User consent: Obtain user consent for the collection and use of their data, including clear and concise information on how their data will be used.

• Data security: Implement appropriate security measures to protect user data from unauthorized access, use, or disclosure.

• Responsibility: Ensure that the application is designed and developed in a way that minimizes potential harm to users, and that the company is held accountable for any issues that may arise.

By acknowledging and managing these legal and ethical issues, you can ensure that your UX and CX innovation is created in a responsible and sustainable manner, and that it meets the expectations of users and stakeholders.

User persona
Name: Melanie
Age: 30 years old
- Married/one child/Suburban
- Comfortable with tech
- Loves unusual flavours and trying new things
- Drinks a lot of coffee and various teas
- Leads a busy life

Customer journey map

Design thinking canvas

Utilisation of analytics tools.

Analytics tools can be useful throughout the UX and CX innovation process to gather insights and inform decision-making. Consider the following steps:

• Data collection: Use analytics tools to collect data on user behavior and feedback, including usage patterns, time spent on the application, and customer satisfaction scores.

• Data analysis: Analyze the data to identify patterns and trends that can inform decision-making, such as which features are being used most frequently, which areas of the application are causing the most frustration, and what customers are saying about the experience.

• User Testing: Use analytics tools to gather data on user testing, including how users interact with the application, what they like and dislike, and how they respond to different design elements.

• User Behavior Tracking: Use analytics tools to track user behavior over time, including the frequency and duration of usage, and any changes in behavior.

• Performance metrics: Use analytics tools to monitor the performance of the application, including load times, response times, and error rates, to identify areas for improvement.

By utilizing analytics tools throughout the UX and CX innovation process, you can gain valuable insights into user behaviour and customer experience, and make informed decisions that improve the overall quality of the application.

References

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