Advanced Diploma in User Centered Design

Purpose:

The foundational theories upon which much of the field rests, Human-Computer Interaction (HCI) is mature and well represented in both academia and industry. There are established HCI programmes both locally and internationally. The same holds true for Interface Design, Interaction Design and Information Architecture; although these are usually offered as modules in a larger programme. This qualification will equip students with both theoretical and practical skills grounded in sound strategic thinking, rooted in critically analysing assigned challenges, a deep understanding of human motivation and behaviours, as well as an understanding of the vast number of touch points available via technology today.

Research is ongoing and continuous in the field with large notable institutions producing academic output relevant to the field. For example, Donald Norman at MIT has a voluminous research output in various aspects of the field. So, whilst ostensibly this offering is new in the academic context, the industry need and growth potential indicate that the development of this programme is long overdue.

Digital Design is concerned with the creation of meaning and significance between people and Brands, Products and Services they interact with in the context of New Media. A qualified student will strategically apply User-Centred Design processes and methods in the creation of these experiences and relationships. The teaching and learning environment ensures that knowledge and theoretical practices result in grounding that is highly applicable within industry through three overarching modules, entitled:

1. Theory and Principles of User-Centred Design.
2. Application and Practice of User-Centred Design.
3. Professional Practice of User-Centred Design.

Through this, the students' experience is of a highly theoretical and applied nature as their academic knowledge is developed and refined through constant evaluation, such as knowledge assessments and applied practice, as well as real-world simulations, case studies, and scenarios. This gives them the opportunity to test, evaluate and build on their critical knowledge and theoretical competency in practice.

Rationale:

This qualification is designed to create digital designers who are equipped to enter the fast-evolving, digitally focused marketing, advertising and communications industry, by emphasizing the integration of theory and practice with skills and knowledge required by today's employers. This qualification aims to develop digitally savvy, up-to-date, highly skilled professionals for the Marketing, Advertising and Communication industry.

The qualification structure has been designed for a holistic understanding of a digital design landscape that is rapidly and constantly changing, with full awareness of both traditional user-centred design knowledge and tactics, as well as the impact of digital technologies, the connected consumer and the challenges facing industry today. Through maintaining and leveraging close ties with the industry, this qualification ensures that the preparation of students meets the needs of this shifting and dynamic field.

Emphasis is placed on developing the values of professionalism and flexibility as demanded in the workplace, and aims to build knowledge, confidence, and a specialized skill set. There is a clear gap in the industry for User-Centred Designers; one that academia has struggled to keep abreast of. In South Africa, there is a clear demand for people in this field, and as in the rest of the world, academia has not been able to keep up, or indeed be cognizant of the demand.

There is scope for them to enter the industry in the media, communications, web, or software development industries. This would include (but not be necessarily limited to):

• User Experience Designer.
• Information Architecture Specialist.
• Information Designer.
• Interaction Designer.
• Interface Designer.
• Digital Service Designer.
• Digital Product Designer.
• Usability Engineer.

This would be typically as part of a development team; however, the skills acquired allow for entry into these industries as a strategist. There would be growth potential for the graduate to eventually enter senior positions in the above, with particular vectors leading towards seniority in strategy and project lead/manager positions.

The methodological underpinning and skill sets are in the field of User-Centred Design. The industry has a high demand for graduates with these skills, with an assured prospect of continued growth. As such, the program is highly relevant and keenly focused on the current and future needs of the industry. This integrated process ensures that at the exit level the student is able to work effectively as a fully rounded Digital Designer.

In addition, the qualification will also prepare students for postgraduate study and provide articulation options into a relevant Postgraduate Diploma and or Bachelor of Honours Degree at Level 8.