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SOUTH AFRICAN QUALIFICATIONS AUTHORITY 
REGISTERED QUALIFICATION: 

Advanced Diploma in User Centered Design 
SAQA QUAL ID QUALIFICATION TITLE
101901  Advanced Diploma in User Centered Design 
ORIGINATOR
Red and Yellow Creative School of Business (Pty) Ltd (previously known as The Red & Yellow School of Logic & Magic) 
PRIMARY OR DELEGATED QUALITY ASSURANCE FUNCTIONARY NQF SUB-FRAMEWORK
CHE - Council on Higher Education  HEQSF - Higher Education Qualifications Sub-framework 
QUALIFICATION TYPE FIELD SUBFIELD
Advanced Diploma  Field 10 - Physical, Mathematical, Computer and Life Sciences  Information Technology and Computer Sciences 
ABET BAND MINIMUM CREDITS PRE-2009 NQF LEVEL NQF LEVEL QUAL CLASS
Undefined  120  Not Applicable  NQF Level 07  Regular-Provider-ELOAC 
REGISTRATION STATUS SAQA DECISION NUMBER REGISTRATION START DATE REGISTRATION END DATE
Reregistered  EXCO 0821/24  2021-07-01  2027-06-30 
LAST DATE FOR ENROLMENT LAST DATE FOR ACHIEVEMENT
2028-06-30   2031-06-30  

In all of the tables in this document, both the pre-2009 NQF Level and the NQF Level is shown. In the text (purpose statements, qualification rules, etc), any references to NQF Levels are to the pre-2009 levels unless specifically stated otherwise.  

This qualification does not replace any other qualification and is not replaced by any other qualification. 

PURPOSE AND RATIONALE OF THE QUALIFICATION 
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:
  • Theory and Principles of User Centred Design.
  • Application and Practice of User Centred Design.
  • 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 emphasising 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 specialised 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 cognisant 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 is 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 programme is highly relevant and keenly focused on the current and future needs of the industry.

    This integrated process ensures that at 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. 
    		•

    LEARNING ASSUMED TO BE IN PLACE AND RECOGNITION OF PRIOR LEARNING 
    Recognition of Prior Learning (RPL):
    Entry into this qualification is permitted via the provision of Recognition of Prior Learning in accordance with the Council of Higher Education requirements.

    Entry Requirements:
    The minimum admission requirement is:
  • A Diploma, Level 6.
    Or
  • A Bachelor's Degree, Level 7. 
    		•

    RECOGNISE PREVIOUS LEARNING? 
    Y 

    QUALIFICATION RULES 
    This qualification comprises compulsory modules at Level 7 totalling 120 Credits.

    Compulsory Modules Level 7, 120 Credits:
  • Theory and Principles of User Centred Design, 28 Credits.
  • Application and Practice of User Centred Design, 32 Credits.
  • Professional Practice of User Centred Design, 24 Credits.
  • Independent Study-User Research and Ideation, 10 Credits.
  • Independent study-prototypes, 12 Credits.
  • Independent study-final design and specification, 14 Credits. 
    		•

    EXIT LEVEL OUTCOMES 
  • Apply principles of visual design and perceptual organisation to digital products, services and strategies.
  • Explain the relevance of New Media within society, culture and business.
  • Create various digital design solutions based on a rigorous User Centred Design process.
  • Express both technical and aesthetic criticisms of the work of peers and self in a Design Studio context.
  • Create and use comprehensive project plans in the completion of a User Centred Design project.
  • Construct informed critiques of concepts and designs using research methodologies relevant to the field of User Centred Design.
  • Function as an effective and integral member of a User Centred Design team. 
    		•

    ASSOCIATED ASSESSMENT CRITERIA 
    The Associated Assessment Criteria will be applied in an integrated manner across the Exit Level Outcomes.
  • Visually generate and evaluate solutions using the Design Studio method.
  • Implement iteratively prototyping methods as part of the creation of a completed interface/interaction solution.
  • Distinguish key interface and interaction patterns and principles in the critique and creation of a realised interface design.
  • Create digital designs that implement principles of visual design, perception and organisation in a user focused manner.
  • Complete industry-appropriate tasks by applying the knowledge and skills learnt in the programme.
  • Assess requirements for, engage in iterative design of, and evaluate the usability of digital product or service.
  • Translate technical, customer and business objectives into user centred research and development strategies.
  • Conduct appropriate, rigorous and valid research as part of the development of a user centred product or service.
  • Communicate technical and design requirements to other team members in the delivery of a user centred product or service through industry-appropriate verbal, written and presentation skills.
  • Evaluate design solutions by using narrative techniques.
  • Apply a defined process for structuring content through the appropriate application of Information Architecture principles and methods.
  • Prepare industry-appropriate technical prototypes of digital products and services through the creation of interactive prototypes.
  • Construct the customer, business, and technical requirements in a given User Centred Design process.
  • Evaluate design solutions by using narrative techniques.
  • Construct the customer, business, and technical requirements in a given User Centred Design process.
  • Generate visually and evaluate solutions using the Design Studio method.
  • Generate design solutions by applying narrative techniques and methods.
  • Execute industry-appropriate tasks both independently and as a contributing member of a team.

    Integrated Assessment:
    Formative Assessment:
    A range of formative assessments is completed throughout the year in line with each of the module outcomes. Formative assessment strategies include, among others, research, case studies, presentations, simulations and practical activities.

    The assessments take the form of both group and individual assessments. These assessments are aimed at not only assessing students' knowledge and research capabilities, but also their ability to apply their knowledge, as well as to assess their competency within a practical real-world environment. This gives students the opportunity to test, evaluate and build on their knowledge in a practical and applied manner.

    Furthermore, the assessments are designed to test students' ability to work within a team to achieve a solution -a critical cross field outcome - as well as to assess the individual's understanding of the key concepts and their application.

    Summative Assessment:
    Integrated assessments, focused on the achievement of the exit level outcomes, will be completed at the end of each semester-one of an applied knowledge (practical) nature, in the form of a practical summative assessment, and one of a theoretical understanding and application nature, in the form of a written examination. Added to that will be a final practical assessment to be completed by students in the form of a project answering an open brief.

    The examinations are designed to assess the application of theoretical knowledge within the teaching and learning framework. They will assess students 'theoretical knowledge and understanding of the core concepts as well as their ability to apply this knowledge appropriately.

    The following module assessments will assess the students' ability to integrate the knowledge they have learnt across all three modules and apply the competence gained over the entire qualification. 
    		•

    INTERNATIONAL COMPARABILITY 
    This qualification compares with the following international qualifications:

    America - Lowa State University Graduate HCI program:
    "Interdisciplinary by definition, HCI impacts nearly every area of our lives. The HCI graduate major reflects a broad recognition in academia and industry of the need to train researchers to meet the challenges created by today's breakneck pace of technological progress".

    America - Center Centre Two Year Diploma in User Experience Design and Technology:
    "The user experience design school creating the next generation of industry-ready UX designers".

    Center Centre's one-of-a-kind, built-from-scratch curriculum prepares well-rounded junior user experience (UX) designers that companies need. Center Centre is authorized as a postsecondary educational institution by the Tennessee Higher Education Commission (THEC)".

    Australia - University of Queensland Graduate Certificate in Interaction Design:
    "In the past, computer work was a profession for specialists. Today, and even more so in the future, interaction with electronic devices is a major part of our daily lives. From early childhood onwards we are connected to networks, telecommunications and computer-based technology, therefore the focus of systems design and design in technology consequently is destined to change. These programs train students to understand and solve usability problems".

    Canada - University of Toronto-Centennial College Joint program in New Media Studies:
    "Students in New Media can earn an Honours Bachelor of Arts Degree and an Ontario College Certificate while learning from leading academics and professionals. The program focuses on the critical thinking, research, design, and communications skills and experience needed to analyse the impact of media on culture today".

    "Interface design, navigation and interaction:
    Extends work on interface design. Students have opportunities to gain real world experience in the techniques of user interface design. Participants learn to do a requirements document for projects, how to design an interface which meets the needs of the requirements of the document and how to test a design with real world users".

    America - Carnegie Mellon University Human Computer Interaction Institute:
    Undergraduate major in HCI:
    Human-Computer Interaction (HCI) is devoted to the design, implementation, and evaluation of interactive computer-based services and applications. Examples of HCI products include intelligent computer tutors and educational games, online communities, Smartphone apps and interactive robots. Constructing an HCI product is a cyclic, iterative process that involves at least three stages.

    America - Dakota State University Bachelor of Science in Digital Arts and Design:
    "The web design and production program is actually a specialization of the Digital Arts and Design Degree. This means you'll take the core requirements that will prepare you to work on multimedia design teams before turning to web design". 

    ARTICULATION OPTIONS 
    This qualification provides opportunities for both horizontal and vertical articulation as follows:

    Horizontal Articulation:
  • Bachelor of Arts Design in Digital Media, Level 7.
  • Bachelor of Arts in Creative Brand Communications, Level 7.
  • Bachelor of Arts in Interaction Design, Level 7.
  • Bachelor of Interaction Design, Level 7.

    Vertical Articulation:
  • Bachelor of Arts Honours in Creative Brand Communication, Level 8.
  • Bachelor of Arts Honours in Digital Media, Level 8.
  • Bachelor of Arts Honours in Creative Brand Communication, Level 8.
  • Bachelor of Arts Honours in Design, Level 8. 
    		•

    MODERATION OPTIONS 
    N/A 

    CRITERIA FOR THE REGISTRATION OF ASSESSORS 
    N/A 

    NOTES 
    N/A 

    LEARNING PROGRAMMES RECORDED AGAINST THIS QUALIFICATION: 
     
    NONE 


    PROVIDERS CURRENTLY ACCREDITED TO OFFER THIS QUALIFICATION: 
    This information shows the current accreditations (i.e. those not past their accreditation end dates), and is the most complete record available to SAQA as of today. Some Primary or Delegated Quality Assurance Functionaries have a lag in their recording systems for provider accreditation, in turn leading to a lag in notifying SAQA of all the providers that they have accredited to offer qualifications and unit standards, as well as any extensions to accreditation end dates. The relevant Primary or Delegated Quality Assurance Functionary should be notified if a record appears to be missing from here.
     
    1. Red and Yellow Creative School of Business (Pty) Ltd (previously known as The Red & Yellow School of Logic & Magic) 


    All qualifications and part qualifications registered on the National Qualifications Framework are public property. Thus the only payment that can be made for them is for service and reproduction. It is illegal to sell this material for profit. If the material is reproduced or quoted, the South African Qualifications Authority (SAQA) should be acknowledged as the source.