RMIT Classification: Trusted
Category Weight
Product Ideation and
Technology Innovation Process
Persona 3 marks
Analysis of website 3 marks
Elements
4 marks Product Ideation provides:
(1) A purpose of the product;
(2) A Target Market description;
(3) A Value Proposition
description;
(4) A Competitive Advantage
description;
Presented using the "Value
Proposition" canvas.
Fully specified Personas:
(1) Contain complete description
of the user;
(2) List specific attributes that are
relevant and distinct;
(3) List specific goals and needs;
(4) Are not based on real people;
(5) Are representative of the user
groups.
The website analysis:
(1) Is relevant to the social
challenge and product ideation;
(2) Services the Personas (that is
meets the Personas needs, tasks,
and goals);
(3) Considers Nielsen design
heuristics are met;
(3) Considers the questions
posed in the spec;
(4) Is supported by relevant
screenshots.
COSC2803 Semester 1 2023 (Apr-23) | Competitive Review | Rubric
Excellent (4)
The product ideation is fully complete
and contains all required elements. The
concept of the ideation clear.
The purpose of the product is well
defined in the context of the social
challenge. The value of the product to a
clear beneficiary and presented using the
Value Proposition. A distinct competitive
advantage has been identified through a
well considered analysis of existing
product offerings.
Excellent (3)
The Persona is distinct and fully
specified with all required elements.
The Persona represents an important
user group for the chosen social
challenge, and is relevant to the stated
purpose of "addressing the social
challenge".
Excellent (3)
Fully complete analysis for the websites
or mobile application.
Chosen website or mobile application is
highly relevant to the chosen social
challenge, and is highly relevant to the
product ideation concept.
Analysis demonstrates that the chosen
website satisfies the needs & goals of
one (1) of Persona.
Analysis gives an excellent description of Analysis gives an satisfactory description
how the website meets Nielsen design
heuristicsm, without errors.
Multiple screenshots provide excellent
support and evidence to the analysis.
Good (3)
The product ideation is mostly complete The product ideation is satisfcatorily
and contains most required elements.
The concept of the ideation clear, with few can be understood.
missing details.
The purpose of the product may not be
well defined in the context of the social
challenge. The value of the product or the
beneficary could be further developed.
The competitive advantage may not be
compelling or the anlaysis fails to
address a key element.
Good (2)
The Persona may not be distinct and is
mostly specified with most required
elements.
The Persona represents an relevant user
group for the chosen social challenge,
and is relevant to the stated purpose of
"addressing the social challenge".
Good (2)
Sufficient analysis for the websites or
mobile application.
Chosen website or mobile application is
relevant to the the chosen social
challenge, and is relevant to the product
ideation concept. However, key criteria for
the product ideation be missing.
Analysis demonstrates that the chosen
website partially satisfies the needs &
goals of one (1) of Persona.
of how the website meets Nielsen design
heuristics, however there may beerrors in
the explanation.
Minimal screenshots provide some
support to the analysis.
Fair (2)
complete. The concept of the ideation
The purpose of the product is not well
defined in the context of the social
challenge. The value of the product or the
beneficary is not clear. The competitive
advantage is not compelling or the
anlaysis fails to address several key
element.
Poor (1) NN (0)
The product ideation is below minimal Insufficient
requirements missing multiple elements,
and/or that the concept of the production
is unclear.
The purpose of the product is incomplete
or not relevant to the social challenge.
The beneficiary and the value proposition
are not related. The competitive
advantage has not been identified due to
an incomplete analysis.
Poor (1) NN (0)
The Persona is partially described with Insufficient
multiple required elements missing.
The Persona may not represent an
important user group for the chosen
social challenge, and may not be relevant
to the stated purpose of "addressing the
social challenge".
Poor (1) NN (0)
Attempt at the analysis is made. Insufficient
Chosen website or mobile application is
irrelevant to the the chosen social
challenge, or is irrelevant to the product
ideation concept.
The chosen website may be irrelevant to
the Personas.
Analysis of how how the website meets
Nielsen design heuristics is missing, or
the analysis contains multiple significant
erros.
Few, to no, supporting screenshots are
provided.