Website Proposal Assessment Guide: Research Design and Presentation

Assessment Overview

In this assessment, students are required to create a 3–5 minute proposal video that presents a website solution responding to the given project brief. The proposal should clearly justify the website concept, demonstrate research-informed design decisions, and communicate ideas professionally.

The video format is flexible and may include:

• A recorded slide deck presentation (your face must be visible)

• A Figma walkthrough (your face must be visible)

• A Zoom screen-share recording with live explanation (single take is acceptable)

High production quality is not required. Clear communication, strong structure, and thoughtful design decisions are prioritised over visual effects or advanced editing.

University library studios and equipment are available if required.

Background Research and Information Architecture

Key Insights About the Place / Destination

Your research should focus on insights that directly support your proposed website concept. Relevant areas may include:

• Geographic location and key physical features

• Cultural history and heritage

• Events, attractions, or places of interest

• Tourism benefits for the location

• Any other insights that strengthen your concept

Guiding Question:
What information is essential for a client, investor, or stakeholder to understand the value of this website concept?

Avoid unnecessary details and focus only on information that supports your proposal.

Sitemap (Information Architecture)

A sitemap is required to demonstrate:

• Website page hierarchy

• Navigation structure

• User flows

You are encouraged to:

• Use visual elements such as colours, arrows, and line styles

• Clearly represent relationships and hierarchy between pages

Key Consideration:
Your sitemap should clearly communicate the logic and planning behind your Information Architecture (IA).

User Demographics and Personas

User Demographics

• Briefly identify the primary target audience

• Justify relevance using background research

Personas

• Provide a concise overview of your personas

• Focus on:

  • Age

  • Interests

  • Motivations

  • Needs and challenges

Detailed personas should be placed in the appendix, not explained fully in the video.

Persona Analysis

This is the most important section:

• Explain the insights gained from persona analysis

• Show how these insights informed:

  • Website concept

  • Design decisions

  • User experience choices

Key Question:
Will this audience find value in the website, and have their needs been clearly considered?

Ideation

Annotated Moodboard(s)

Moodboards must reflect web design-specific elements, such as:

• Colour palettes

• Typography

• Iconography

• Imagery

• Borders and UI elements

Each moodboard must be annotated, explaining:

• Inspiration and rationale

• Intended use of colours (primary, secondary, accents)

• Font roles (headings, body text, emphasis)

• Emotional or aesthetic goals (modern, playful, minimal, nostalgic, etc.)

• Readability and contrast considerations

Key Requirement:
A designer should be able to execute your vision using only your annotated moodboards.

Annotated Concept Sketches

• Show early design thinking

• Explain:

  • Different ideas explored

  • Why your final concept was chosen

  • How it aligns with the project brief

Annotations should clearly explain decision-making, not just visuals.

Assessment Summary

Assessment Requirements:
Students are required to create a 3–5 minute proposal video presenting a website solution responding to a given brief. The assessment focuses on the ability to justify the concept, demonstrate research-informed design decisions, and communicate ideas professionally.

Key Components to Be Covered:

1. Video Proposal Format:

   • Recorded slide deck, Figma walkthrough, or Zoom screen-share (face visible).

   • Clear communication and structured delivery prioritized over advanced editing.

2. Background Research & Information Architecture:

   • Key insights about the place/destination relevant to the website concept (geography, culture, attractions, benefits).

   • Creation of a sitemap illustrating page hierarchy, navigation, and user flows.

3. User Demographics and Personas:

   • Identify primary target audience and justify their relevance.

   • Provide concise persona overviews with age, interests, motivations, needs, and challenges.

   • Analyze personas to show how insights inform concept, design, and user experience.

4. Ideation:

   • Annotated Moodboards: Colours, typography, iconography, imagery, and UI elements with rationale for design choices.

   • Annotated Concept Sketches/Wireframes: Early design ideas, decision-making, and alignment with project brief.

5. Supporting Documentation:

   • Transcript of presentation.

   • AI usage declaration.

   • Bibliography (APA7).

   • Appendix including full personas, sitemap, moodboards, sketches, and wireframes.

Step-by-Step Academic Mentor Guidance

Step 1: Understanding the Brief

• The mentor guided the student to carefully read and identify the assessment objectives, focusing on the balance between research, design, and communication.

Step 2: Conducting Background Research

• Primary research included identifying relevant insights about the destination/place.

• Secondary research focused on similar website projects and best practices in UX/UI.

Step 3: Creating Personas and Analyzing Users

• The mentor instructed the student to develop concise personas representing target users.

• Analysis highlighted user needs, preferences, and expectations, ensuring that the website concept addressed real-world requirements.

Step 4: Designing Information Architecture

• Student created a sitemap demonstrating logical page hierarchy and navigation.

• Mentor emphasized clarity and visual representation of relationships and user flows.

Step 5: Ideation and Moodboards

• The student developed moodboards with colours, fonts, iconography, and UI elements.

• Annotations explained rationale and alignment with the website concept.

Step 6: Concept Sketches and Wireframes

• Early sketches and wireframes were annotated to reflect design thinking, decisions made, and alignment with user insights.

• Mentor ensured annotations communicated functionality, UX, and IA clearly.

Step 7: Video Preparation and Documentation

• The mentor guided the student to create a concise 3–5 minute presentation video, integrating research, moodboards, and wireframes.

• Transcript, AI usage declaration, bibliography, and appendix were compiled for submission.

Outcome and Learning Objectives Covered

• Outcome:
  The student produced a comprehensive website proposal, demonstrating a clear concept, research-informed design decisions, and user-centered solutions, delivered professionally in a video format.

• Learning Objectives Achieved:

  1. LO1: Apply research to inform website design decisions.

  2. LO2: Develop user personas and analyze their needs.

  3. LO3: Create effective information architecture and wireframes.

  4. LO4: Communicate design rationale and creative decisions clearly.

  5. LO5: Compile professional supporting documentation including transcript, AI declaration, and appendix.

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