Course Title: Product Design and Customer Experience

Part A: Course Overview

Course Title: Product Design and Customer Experience

Credit Points: 12.00

Important Information:


Course Coordinator: Dr Kevin Argus

Course Coordinator Phone: +61 3 9925 1457

Course Coordinator Email:

Course Coordinator Location: Building 13 Level 2

Pre-requisite Courses and Assumed Knowledge and Capabilities


Course Description

This course focuses on the customer experience of a product and how to identify, evaluate and iterate product features to maximise customer success. During this courses, you will be introduced to the fundamentals of User Experience, and how to understand a customer’s needs based on a variety of research, testing and data inputs. Measuring, analysing and interpreting customer success data will be central to this course, and how these insights can be utilised to improve products. You will also develop a deep understanding of key customer sales and service metrics, and how these map across the customer lifecycle.


Objectives/Learning Outcomes/Capability Development

On successful completion of this course you will be able to:

CLO1 Construct a customer lifecycle plan by analysing customer needs, identifying key product metrics and applying insights to product improvement

CLO2 Develop and interpret the key metrics that drive customer sales and service

CLO3  Evaluate the different phases of the customer lifecycle and articulate how to manage these to drive customer sales and service outcomes


Overview of Learning Activities

This course uses highly structured learning activities to guide your learning process and prepare you for your assessments. The activities are a combination of individual, peer-supported and facilitator-guided activities, and where possible project-led, with opportunities for feedback throughout. 

Authentic and industry-relevant learning is critical to this course and you will be encouraged to critically compare and contrast what is happening in your context and in industry, and to use your insights. 

Social learning is another important component and you are expected to participate in class and group activities, share drafts of work and resources and give and receive peer feedback. You will be expected to work efficiently and effectively with others to achieve outcomes greater than those that you might have achieved alone. 

The learning activities enable you to understand course learning resources and apply that learning to improve your own practice, for example by producing real-world artefacts and engaging in scenarios and case studies. 

Overview of Learning Resources

Each learning activity contains the core resources, such as videos, podcasts, readings, templates, articles, industry tools and/or communities that you need to complete that activity, or links to those resources. 

Additional learning resources designed into the course, will be clearly marked as supplemental. If your course teaching team finds additional resources during course delivery which they think can support or be of interest to the class cohort, these will be made available as required during the teaching period. 

In your class environment, besides your learning activities you will also find 

  • All assessment briefs 
  • A course information page with a study schedule, 
  • Various communication tools to facilitate collaboration with your peers and facilitators, and to share information 

Learning Resources are also available online through RMIT Library databases and other facilities. If you require assistance with the RMIT library facilities contact the Business Liaison Librarian for your school. Contact details for Business Liaison Librarians are located on the RMIT Library website. 


Overview of Assessment

This course has three assessments, all of which must be completed. A total mark of 50% is required for a pass in the course.

Assessment Task 1: Development of a customer research map (Weighting 30%)
Linked CLOs: 1

Assessment Task 2: Development of a customer success metrics plan (Weighting 30%)
Linked CLOs: 2

Assessment Task 3: Development of a customer lifecycle plan (Weighting 40%)
Linked CLOs: 1, 3