In this practical assignment, you will delve into the realm of user experience $($UX$)$ in

digital marketing. The focus will be on both tactical and technical aspects,

emphasizing the human element of UX$.$ Furthermore, you will explore how digital

transformation impacts and evolves the digital user experience.

Objective:

To analyse, strategize, and implement user$-$centric tactics for enhancing digital user

experience, considering both tactical and technical aspects, and exploring the impact

of digital transformation.

Assignment Structure:

I. Introduction $(10)$

a$.$ Provide an overview of the significance of user experience in digital marketing.

b$.$ Define key terms such as UX$,$ UI$,$ and touch on the human aspects of digital

interactions.

II$.$ Tactical User Experience $(15)$

a$.$ Website Analysis:

$-$ Choose a business website $($real or hypothetical$).$

$-$ Analyse its current user experience, focusing on navigation, content structure,

and calls to action.

b$.$ User Persona Development:

$-$ Create a detailed user persona relevant to the chosen business.

$-$ Analyse how the existing website aligns with the needs and preferences of the

user persona.

c$.$ Competitor Analysis:

$-$ Investigate and compare the user experience of a competitor's website.

$-$ Identify areas of improvement based on the competitor's strengths.

d$.$ Tactical Recommendations:

$-$ Propose tactical changes to enhance the user experience, considering

insights from the website analysis, user persona, and competitor analysis.

III. Technical User Experience $(20$ marks$)$:

a$.$ Mobile Responsiveness:

$-$ Assess the mobile responsiveness of the chosen website.

$-$ Provide recommendations for optimizing the site for various devices.

b$.$ Page Speed Optimization:

$-$ Utilise online tools to evaluate the website's page speed.

$-$ Propose technical solutions to improve loading times.

c$.$ Accessibility Analysis:

$-$ Evaluate the website's accessibility features.

$-$ Suggest improvements to ensure a more inclusive user experience.

d$.$ Technical Recommendations:

$-$ Recommend technical enhancements to improve the overall user experience,

focusing on mobile responsiveness, page speed, and accessibility.

Digital Transformation Impact $(15)$

Digital Transformation Overview:

$-$ Define digital transformation and its relevance to digital marketing.

$-$ Explore how businesses are leveraging digital transformation for enhanced

user experiences.

Case Study Analysis:

$-$ Analyse how digital transformation impacted the user experience.

Strategic Recommendations:

$-$ Propose strategic approaches for integrating digital transformation into the chosen

business's digital marketing strategy.

Conclusion $(10)$

a$.$ Summarise the key findings from the tactical and technical analyses.

b$.$ Emphasise the importance of continuous improvement in user experience within

the context of digital transformation.

Submission Guidelines:

$-$ Present your findings in a clear and well$-$organized document.

$-$ Utilise visuals, screenshots, or mock$-$ups to illustrate points.

$-$ Support your recommendations with data and industry best practices.

$-$ Use proper citation and referencing.

Assessment Criteria:

$-$ Depth of analysis and insights provided in both tactical and technical aspects.

$-$ Relevance and applicability of recommendations to enhance user experience.

$-$ Critical examination of the impact of digital transformation on user experience.

$-$ Clarity and organization of the document.

$-$ Creativity in proposing strategic approaches for integrating digital

transformation