TECH4100 UX and Design Thinking Report 2 Sample
Assessment Description
The assessment will be an advanced-level report that will require students to showcase their ability to apply design thinking models, analyse the UX development life cycle, and evaluate UX design principles and practices in the development of web and mobile software applications.
Assessment Task: In this assessment, you are required to create a comprehensive UX Design Report for a web or mobile software application of your choice. The report should demonstrate your advanced knowledge and skills in applying design thinking models, analysing the UX development life cycle, and evaluating UX design principles and practices.
Assessment deliverables:
1. Introduction:
a. Provide a detailed overview of the selected web or mobile software application.
b. Clearly state the goals and objectives of the UX design project.
2. Design Thinking Models:
a. Apply advanced design thinking models to the UX design project.
b. Explain how the selected design thinking models informed your design process and decision-making.
c. Analyse the impact of the design thinking models on the overall project outcomes.
3. Analysis of the UX Development Life Cycle:
a. Analyse the UX development life cycle, including the research, analysis, design, implementation, and evaluation phases.
b. Evaluate the purpose and objectives of each phase in relation to the chosen application.
c. Critically analyse how each phase was addressed in your UX design project and discuss any modifications or improvements made based on the analysis.
4. Evaluation of UX Design Principles and Practices:
a. Evaluate the effectiveness of the UX design principles and practices applied to the development of the chosen application.
b. Critically analyse the impact of the UX design principles and practices on the user experience and overall success of the application.
c. Provide evidence and examples to support your evaluation and recommendations for future enhancements.
5. Conclusion:
a. Summarise the key insights, challenges, and successes of the UX design project.
b. Reflect on the application of design thinking models, the analysis of the UX development life cycle, and the evaluation of UX design principles and practices.
c. Discuss future recommendations for further improvements and innovations in UX design.
Students must conduct research externally and included references in order to produce a well referenced assessment. You should use at least ten (10) sources of information and reference these in accordance with the Kaplan Harvard Referencing Style.
Solution
Introduction
a. Overview of the Selected Web Application
The website of the Commonwealth Bank of Australia should be an extensive and comprehensive integrated, informative, and interactive digital platform for its numerous financial services. It must link users to mainstream banking products, enable account management, provide access to tools on financial matters, and reach customer support. Among major further development possibilities of features included are online access to accounts, transaction management, applying for loans, and investment opportunities. It targets, above all, both personal and business banking customers, who can find different solutions to their needs (CBA, 2024).
User Demographics: The users of the CBA website include ordinary customers needing personal banking services, such as account management and loan application, and business customers using financial facilities and account monitoring.
Current UX Context: The present user experience (UX) The current UX in the CBA website exhibits strengths in providing comprehensive services and functional design. On the contrary, it shows weaknesses in difficult navigation and sometimes poor performance related to mobile usability in total irreparably jerks the user's satisfaction.
Figure 1 Common Wealth Bank Australia
(Source: CBA, 2024)
b. Goals and Objectives of the UX Design Project
Project Goals: The main theme of this UX design project is centered on enhancing user navigation and improving usability on mobile.
Project Objectives: Particular objectives will be the improvement of users' satisfaction, reducing the bounce rate, and smoothing of transaction processes for a seamless banking experience.
Design Thinking Models
a. Application of Advanced Design Thinking Models
Considering the complexity of the UX design project of the Commonwealth Bank of Australia website, two quite advanced design thinking models were chosen for this work: the Double Diamond model and the so-called Design Sprint framework.
Model Selection: The Double Diamond model was chosen because it comprehensively encompasses divergent and convergent thinking in problem-solving. This model helps to see a wide range of possibilities that get narrowed down to find the best solution. Regarding the framework of the Design Sprint, the orderly and time-saving method allows the potential of rapidly prototyping and testing ideas within a short time (Gronman & Lindfors, 2021).
Figure 2 Double Diamond Model
(Source: Design Council, 2024)
Application Process: The front end of the application was based on the Double Diamond model, which included major stages such as Discover and Define, Develop, and Deliver. The first stage was the 'Discover' phase, in which in-depth research into user needs, points of minimum pleasure, and competitor analysis was conducted. This involved user interviews, online surveys, and the analysis of emergent data. In this regard, the Define stage synthesizes insights gained to define core problems and areas of improvement.
Ideation sessions and brainstorming workshops were conducted during the Development phase for creative thinking in producing innovative solutions. The ideas could be visualized and tested due to prototyping. User testing was done along with iterative refinements based on the feedback during the delivery phase of the process. It was in this that the Design Sprint framework imbued rapid prototyping and user feedback sessions as part of its main function to test out ideas fast and help validate them (Intrapreneur Nation, 2023).
b. Design Thinking Models Informing the Design Process
The structured approach of the Double Diamond model precluded the introduction of user needs at the core of design possibilities before commitment to a final solution. This defined clear problem statements and aligned design efforts to user expectations. The iterative nature of the Design Sprint framework allows for quick idea validation to make adjustments based on real user feedback for university assignment help.
Design Process: The Double Diamond model's phases guided the design process as follows:
1. Discover: Conducted research as a means of gathering qualitative and quantitative information concerning user behaviors and preferences (Hardy et al., 2018).
2. Defined: Analyzed research findings to identify key user issues and design opportunities.
3. Develop: Ideas were brainstormed, and after developing the prototypes, they were refined.
4. Deliver: Prototyped, tested with users, and integrated feedback to enhance usability.
Complementing that was the framework of Design Sprint, whereby one could prototype and do user testing in a week for fast insights and validation to inform further designs.
c. Impact of Design Thinking Models
Project Outcomes: The application of these design thinking models contributed significantly to the improved usability and user experience of the website. In the so-called holistic approach using the model of the Double Diamond, ensured that the user needs were very well known and considered. Because of the iterative tests done, alongside refinement with the help of the Design Sprint framework, better and more effective design solutions were created with the inclusion of the user in mind.
Evidence: Evidence includes the need to redesign the navigation structure based on user feedback, which simplifies the means of navigating to key features and reduces frustration among users. Further improvements in mobile usability were achieved through rapid prototyping and iterative testing to usher in a more responsive, intuitive mobile user experience. Integrating these design thinking models provided an intuitive and engaging user experience, with the functionality of the website better aligned to the users' needs and expectations (FasterCapital 2024).
Analysis of the UX Development Life Cycle
a. Analysis of the UX Development Life Cycle Phases
Research Phase: The research consisted of a multi-faceted method of understanding user needs and behaviors. Key methods employed included user interviews, surveys, and competitor analysis. User interviews were held with a cross-section of users of the Commonwealth Bank of Australia website to understand the experiences, challenges, and expectations of users. Questionnaires were dispensed for the capture of quantitative data on user preferences and pain points. Competitor analysis provided a yardstick against other financial institution websites, showing what was industry behavior and what could be differentiated.
Outcomes: The study identified some important findings, including frequent user navigation difficulties, much-improved mobile functioning of the web, and competitor website feature analysis that identified successful features and design elements that could be adopted or adapted.
Analysis Phase: The research thus carried out was systematically analyzed to identify recurring themes and issues. This included synthesizing qualitative feedback from interviews and quantitative data from surveys to define key user pain points and preferences. Patterns began to emerge: users were getting lost in navigation complexity, and they asked for a more streamlined mobile experience. These insights would set the user personas and journey maps and be very influential in the development of the design direction (Rosala, 2022).
Figure 3 UX Development Life Cycle
(Source: Author, 2024)
Design Phase: Multiple design solutions were developed on the findings. Wireframing was done to define the structure of the new website and the flow of its navigation, focusing on simplifying access to key features for better usability. Developing interactive prototypes to test design concepts with users. Designing user flows to streamline the process of completing common tasks like account management and transaction processing.
Implementation Phase: During the implementation phase, design solutions were turned into functional website elements. In this respect, the new wireframes, prototypes, and user flows were integrated into the website architecture in collaboration with the development team. For instance, key enhancements leaned toward an intuitive navigation system and increased responsiveness on mobile. Testing was virtually an important part of the implementation phase to ensure that new design elements could function as intended and meet performance standards.
Evaluation Phase: The success of the new design was measured through user testing and analytics. During user testing, real users were asked to interact with the updated Website to identify any outstanding problems or areas where improvements could be made. Analytics, on its part, tracked user behaviors, engagement signals, and conversion rates. This feedback allowed actionable insight into making further refinements.
b. Purpose and Objectives of Each Phase
Phase Objectives: Each phase of the UX development life cycle had distinct objectives:
- Research Phase: This will enable the gathering of thorough insights into user needs and industry standards.
- Analysis Phase: Synthesis of research findings in defining the design requirements.
- Design Phase: In this phase, design solutions are formulated and tested to meet the identified user needs.
- Implementation Phase: By putting together and deploying the design solutions on the website.
- Evaluation Phase: To assess the effectiveness of the design changes and identify opportunities for further improvement.
Phase Evaluation: The goals of each phase were successfully fulfilled:
- The research phase brought in a solid foundation of user insights.
- The analysis phase clarified the design requirements and directed the course of the design.
- Practical solutions were given during the design phase, which were then validated through prototypes.
- The implementation phase successfully incorporated these solutions into the website.
- The evaluation phase confirmed the design improvements and highlighted areas for ongoing enhancement.
c. Critical Analysis of Each Phase
In the execution of each phase, there was a structured approach to UX design. The research phase skillfully captured user feedback and competitive insights; however, the scope of user interviews may be further increased. Key user problems were identified correctly in the analysis phase, but much of the nuance of the user feedback was not caught at the beginning. The design phase includes effective solutions, though a lot of iteration is needed before coming to the optimal versions for several design elements. The implementation phase comfortably rolled out the features, though there were minor bugs in the initial tests, which in turn were addressed.
Modifications and Improvements: After some continuous analysis and feedback, the subsequent few modifications have been made:
• Research Phase: Research was expanded to include user interviews across a broader demographic range.
• Analysis Phase: More feedback from users was utilized to refine the design requirements.
• Design Phase: In this phase, the iterative prototypes took into account the needs that were overlooked by the users and enhanced usability.
• Implementation Phase: Further testing was conducted to iron out minor issues.
• Evaluation Phase: Incorporated ongoing mechanisms for user feedback to continue refining the design.
The overall UX development life cycle therefore focuses on the solution of user needs, improving the overall user experience of the CBA website. Continuous evaluation and iteration will make the design solutions current and effective.
Evaluation of UX Design Principles and Practices
a. Effectiveness of UX Design Principles and Practices
Applied Principles: The foundations of some of the key principles in UX design, including usability, accessibility, and visual hierarchy, were applied to the website developed for the Commonwealth Bank of Australia. This means that through its design, the application of usability, regarding navigation and processes in a simplified manner, considerations have been taken forward through clear labeling. The website access will be compatible with screen readers and supports alt texts on images. The visual hierarchy was optimized through a consistent layout, bold call-to-action buttons, and an information flow that was clear and logical.
Effectiveness: The principles were well applied to make more usable this user interface. Usability: Improvements have been made so that users can better find a task and complete it. Accessibility - changes have been made to ensure that people with a disability can use the website. Visual hierarchy allows intuitive navigation and prioritization of what the most important actions are, thus making it way more enjoyable and user-friendly (Gada & Chudasama, 2024).
b. Impact on User Experience and Success
User Experience: Following the principles of UX greatly enhanced the interaction of the user with the application. Users expressed increased satisfaction since navigation around the system was well-simplified and had more features to ensure access. A clear visual hierarchy helps the user find what is important faster and reduces both cognitive load and frustration (Lewis & Sauro, 2021).
Application Success: Increased user satisfaction with a decline in the number of bounces, therefore higher usability of the site. That is, design enhancements enabled users to accomplish their tasks with greater efficiency and a more cohesive user journey.
c. Evidence and Recommendations
Feedback from users indeed proved that the new design went down well, especially in terms of navigation and access. Performance indicators proved this true as bounce rates started to decline and engagement began to rise.
This can be taken further by incorporating sophisticated personalization, optimizing the site for new devices, and updating accessibility features continuously through user feedback. Continuous user testing and performance analysis will ensure ongoing refinement and alignment with evolving user needs (Nasution & Nusa, 2021).
Conclusion
a. Summary of Key Insights, Challenges, and Successes
Insights: The UX design project for the CBA website showed how it was important to carve in usability, accessibility, and visual hierarchy to develop better satisfaction for users. Key insights included simplified navigation and improved functionality on mobiles.
Challenges: Major challenges included addressing complex navigation issues and making sure comprehensive accessibility happened across a wide array of user groups. These were mitigated through iterative design refinements and extensive user testing.
Successes: Successes included a smoother navigation system, more responsiveness with mobile devices, and increased accessibility features. There also seemed to be a higher level of satisfaction and engagement by the users, based on user feedback and performance metrics.
b. Reflection on Design Thinking Models and UX Evaluation
Design Thinking Reflection: The implementation of design thinking models Double Diamond and Design Sprint was well conducted, systematically solving user needs and giving validity to the design solutions.
UX Evaluation Reflection: A critical analysis of UX design principles demonstrated how usability, accessibility, and visual hierarchy effectively enhance user experience in the attainment of project goals.
c. Future Recommendations
Improvements: In the future, more personalization features can be added to make it better suited for emerging devices.
Innovations: Future innovations can be made by embedding user insights driven by AI and continuous adaptation based on real-time feedback to create an even better user experience.
References
CBA 2024, CommBank - bank accounts, credit cards, home loans and insurance, Commbank, viewed on 10 Sept 2024, <https://www.commbank.com.au/>.
Design Council 2024, The Double Diamond, Designcouncil, viewed on 10 Sept 2024, <https://www.designcouncil.org.uk/our-resources/the-double-diamond/>.
FasterCapital 2024, How To Use Design Thinking, Ideation, And Prototyping To Generate And Test New Ideas, FasterCapital, viewed on 10 Sept 2024, <https://fastercapital.com/topics/how-to-use-design-thinking,-ideation,-and-prototyping-to-generate-and-test-new-ideas.html>.
Gada, T & Chudasama, S 2024, ‘The Role of User Experience in Effective Product Design Exercises Strategies for Incorporating User-Centric Approaches and Data Analysis with Business Intelligence,’ International Research Journal of Modernization in Engineering Technology and Science, pp. 6856-6860. <https://doi.org/10.56726/irjmets56245.>.
Gronman, S & Lindfors, E 2021, ‘The Process Models of Design Thinking A Literature Review and Consideration from the Perspective of Craft, Design and Technology Education,’ Design and Technology in Education, pp. 110-118.
Hardy, A, Wojdecka, AB, Ma, J & West J 2018, ‘How inclusive, user-centred design can improve psychological therapies for psychosis: Development of SlowMo’, JMIR MENTAL HEALTH, pp. 1-19.
Intrapreneur Nation 2023, Ideation and Design Thinking Process - The Intrapreneur’s Guide, Intrapreneur Nation, viewed on 10 Sept 2024, <https://intrapreneurnation.com/intrapreneurship-guide/ideation-design-thinking-strategy/>.
Lewis, JR & Sauro, J 2021, ‘USABILITY AND USER EXPERIENCE: DESIGN AND EVALUATION,’ HANDBOOK OF HUMAN FACTORS AND ERGONOMICS, pp.972–1015. <https://doi.org/10.1002/9781119636113.ch38.>.
Nasution, WSL & Nusa, P 2021, ‘UI/UX Design Web-Based Learning Application Using Design Thinking Method,’ ARRUS Journal of Engineering and Technology, pp.18–27. <https://doi.org/10.35877/jetech532.>.
Rosala, M 2022, How to Analyze Qualitative Data from UX Research: Thematic Analysis, Nielsen Norman Group, viewed on 10 Sept 2024, <https://www.nngroup.com/articles/thematic-analysis/>.
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