This subject introduces techniques in which to identify consumer trends for creative ideation. It also includes analytical and rational implementation of strategies, as well as best practices for marketing to engage consumers effectively. It covers the various approaches towards measuring of success in an advertising communication.

This subject focuses on the role of technology in design and how technology can be used to solve problems or create an immersive experience for consumers. Topics will cover current and emerging technologies in modern society, digital product design principles, as well as how to integrate technology for an innovative user experience.

This subject focuses on the craft of content creation to engage target audiences. It includes going through the process of research, developing insights and creative ideas to produce a campaign. This provides an in-depth experience of working in a creative agency, as well as insights to the latest trends and innovations in the advertising industry.

In this subject, students will be introduced to user experience design — its definition, methodologies, application, mindsets, skillsets, and context within the larger product design and advertising/marketing ecosystem. Students will also survey various user research methods — both qualitative (user interviews, contextual inquiry) and quantitative (surveys, website metrics, secondary research) — learning the when, why, and how to use each.

In this subject, students will create user personas reflecting the information and insights relevant to product and advertising/marketing teams, identifying key user needs, frustrations, and pain points. Students will also learn about origins of information architecture, how user behaviours influence their approach to navigation, search, and sorting/filtering.

In this subject, students will learn the fundamentals of paper sketching and its importance to the user experience design process. Students will also learn about visual design and communication through a series of usability and product design frameworks that emphasize emotional connection. Visual design topics include colour, typography, imagery, and layout. Next, students will be introduced to design systems — frameworks that enable product design teams to centralise and distribute reusable design components and code libraries across the organisation.

In this subject, students will be introduced to various prototype formats (paper to functional) and the role of visual and interaction fidelity in user testing. Students will be required to produce a prototype for usability testing; in preparation for testing, they will learn about recruitment, planning, facilitation, and synthesis best practices, culminating in the creation of a usability testing report.