Course Title: Product Design and Customer Experience

Part A: Course Overview

Course Title: Product Design and Customer Experience

Credit Points: 12.00

Important Information:


Flexible Terms

Course Code




Learning Mode

Teaching Period(s)


City Campus


660H Graduate School of Business and Law


JanJun2020 (All)

Course Coordinator: Dr Kevin Argus

Course Coordinator Phone: +61 3 9925 1457

Course Coordinator Email:

Course Coordinator Location: Building 13 Level 2

Course Coordinator Availability: By appointment

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 course, 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 

Resources are also available online through RMIT Library databases and other facilities. Visit the RMIT library website for further details. Assistance is available online via our chat and email services, face to face at our campus libraries or via the telephone on (03) 9925 2020.


Overview of Assessment

The assessment tasks, their weighting and the course learning outcomes to which they are aligned are as follows:

Assessment Task 1: 30%
Linked CLOs: 1

Assessment Task 2: 30%
Linked CLOs: 2

Assessment Task 3: 40%
Linked CLOs: 1, 3