Nick Gatehouse
General Manager Strategic Initiatives, Westfield Scentre Group
This project is about helping Scentre Group create shopping and leisure experiences that are the absolute best in the world.

In 2017 we expect more than 530 million customers to visit Westfield shopping centres. Increasingly the challenge is to make their time with us more engaging, more efficient and unique. Digital technology is the way we're going to make it happen.

What we need from learners is a UX strategy and prototypes to help us solve key customer pain points. We are looking for smart ideas that improve the whole journey - from trip planning to instore activity and receiving goods at home.

We're excited about meeting and working with some really great talent to bring new ideas to life, and innovation into our centres.

Your Goal

Create a UX strategy and prototype, put a Westfield certified project experience on your resume and watch your UX career take off.

Learn skills in

  • Design Thinking
  • Behaviour Design
  • Business Model Canvas
  • User Experience Fundamentals
  • User Personas
  • User Journey Mapping
  • Wireframing and Prototyping
  • Usability Testing
Welcome to the future of learning
Project Benefits
Project Benefits
Don't give up your day job… just yet

Learn via the best curated content from around the world, delivered in easily digestible chunks weekly via our platform, to be viewed on your phone or at home, when it suits.

Special offer - free coaching

There's coaches - and there's our coaches. To see what we mean, register your interest on a project and you'll receive an hour of coaching free - no strings, no spamming you for the rest of your life - we just know you're going to love the experience. Places are limited though so don’t dilly dally.

What to expect

Each week you'll spend
10 hours
Weekly workshop
3 hours
3 hours
Read/watch curated content
3 hours
3 hours
Self-guided learning
3 hours
3 hours
Personal coaching
1 hour (fortnightly)
1 hour (fortnightly)

Skills You'll learn

Behaviour Design

Design and human behaviour are intimately connected. A strong design can promote and change people's behaviours. Conversely, knowing how humans react can help you design interactions that feel like magic. An understanding of behavioural design will help you design better.

Behavioural outcome

You will demonstrate your understanding of behaviour design by leveraging your awareness of how people and design connect to create strong design that can alter people's behaviour.

Usability Testing

Usability testing is about making sure people can use your product. It involves showing real people a preview of your designs and asking them what they think. In doing so you'll learn what works (and what doesn't) with your current design. These insights will make your final product more intuitive and can help you avoid costly rework later down the track.

Behavioural outcome

You will demonstrate your understanding of usability testing by testing your designs with real users and refining your designs from their feedback.

Wireframing and Prototyping

A wireframes is a mockup of a web page or screen in an app. It shows how the page/screen will be laid out and how different elements relate to each other. They are used early in the design process to help ideate and iterate possible solutions. Once you're happy with the direction you can create a prototype by linking your wireframes together to simulate your final product. This will give you a much better sense of how your product will feel and can be used in usability testing to get some user feedback.

Behavioural outcome

You will demonstrate your understanding of wireframing and prototyping by creating a mockup that conveys to others how your product/app might work.

User Experience Fundamentals

A good user experience is the result of a considered and thoughtful design process that can determine how people will interact with a product or service. This atom will give you an overview of the basic principles and concepts behind designing successful user experiences.

Behavioural outcome

A good user experience is the result of a considered and thoughtful design process that can determine how people will interact with a product or service. This atom will give you an overview of the basic principles and concepts behind designing successful user experiences. You will demonstrate your knowledge in UX fundamentals by adopting a human-centred design approach to designing a product/service.

User Journey Mapping

A user journey tells the story of a user's interactions with a product or service. It details their interactions across both physical and digital touchpoints and captures what they're thinking/feeling/doing at each stage of their journey. Having a user journey map allows you to build empathy for the user and allows you identify opportunities to improve the overall user experience.

Behavioural outcome

You will demonstrate skill in user journey mapping by producing a detailed user journey map describing the various interactions a user has with a product/service

Dispositional Skills

Our fully accredited coaches will sit with you to identify your strengths and focus on an area of development you can work on during the course of the project. Our coaches will give you the best chance of success by setting a personalised action plan you can follow. Regular coaching catchups help ensure you’re on target.

Dispositional skills to choose from:

  • Communication
  • Collaboration
  • Leadership
  • Empathy
  • Mindfulness

Business Model Canvas

The business model canvas is a strategic management template used to align the value proposition of a business with their audience, product, infrastructure and finances. Businesses use the business model canvas to ensure synergy between their activities and the aim they wish to deliver to their customers.

Behavioural outcome

You will demonstrate your understanding of the business model canvas through applying the key areas of your business idea to the business model canvas.

User Personas

User personas are fictional characters created to reflect the different kind of users that might engage with a product, a brand or a site. A user persona is a representation of the goals and behaviours of a particular segment of users including patterns, skills, attitudes and the environment. User personas give better insights in to your clients or customers; their goals and behaviours.

Behavioural outcome

You will demonstrate an ability to synthesise user research into a singular stereotypical character that demonstrates the target audience of the project/product.

Synthesis

Synthesis is the process of bringing together separate elements or components of a problem in order to form a coherent whole.

Behavioural outcome

You will demonstrate skill in synthesis through contextualising research, ideas and data in order to form a coherent solution to a problem. You will understand how to interpret data to reach a hypothesis, choose a focus area and create context.

Secondary Research

Secondary research is the summary, collation and/or synthesis of existing research . Note: research refers to diligent and systematic inquiry or investigation into a subject in order to discover facts or principles.

Behavioural outcome

You will demonstrate skill in secondary research through secondary research techniques: including identifying, critical review, collation and contextualising of existing research. You will also demonstrate an ability to communicate the results and embed actionable insights towards solving problems.

Primary Research

Primary research is first-hand research, carried out to answer specific issues or questions. It can involve questionnaires, surveys or interviews with individuals or small groups. Note: research refers to diligent and systematic inquiry or investigation into a subject in order to discover facts or principles.

Behavioural outcome

You will demonstrate primary research techniques including: problem identification, questionnaire or survey construction, carrying out research interviews, presenting your research with data visualisation, communicating research results and embedding actionable insights toward solving problems.

Creativity & Ideation

Creativity and ideation are the processes of generating ideas, insights and solutions that are contextual to a brief, scenario or problem.

Behavioural outcome

You will demonstrate competency in ideation through generating ideas that are contextual to a problem. You will demonstrate creativity in the ideation process by approaching the problem from varying perspectives and using information from various sources to drive your ideation approach.

Communication

Communication is the purposeful activity of information exchange between two or more participants in order to convey a message or deliver an intended meaning.

Behavioural outcome

You will demonstrate competency in communication by successfully transmitting your ideas, thinking, processes and solutions in a way that is easily understood by others. A range of techniques may be used to demonstrate this competency including body language, written, visual and oral styles.

Paper Planers share the love

Everyone should do this. There’s a great sense of achievement at the end because it’s project based. No matter what your current role there’s plenty to take back to your work or life.
Ruari
Learner
Great job providing this unique experience, it was well catered for all along the way - the process was progressed with care, encouragement, open communication, team embrace and many other facets of support. Everything went right - just great.
Christie
Learner
I enjoy being able to receive feedback directly from the employer. I also like the lateral view that the meetings take with discussion being allowed to explore alternative avenues of thought.
Hannah
Learner

Your Support Crew

Matt Gardan
Project Lead

Matt Gardan is founder and “Big Chief” of boutique mobile content agency Digital Native. His career spans two decades and multiple continents, where he's worked for innovative start ups and some of the largest companies in Australia. Matt spent 7 years in Paris launching innovative UK smoothie company innocent. He was brought back to Australia by Westpac to be their Digital Brand Director. In 2013 he founded Digital Native. Matt's a rare hybrid of skills and expertise that stretch across three key areas - Brand, User Experience and Social.

James Beilharz
Coach

This is James B, your dedicated career and life coach. He's the smiley "soft skills" guy - he'll knuckle down with you to dig out your strengths and focus on areas that need development. Jamie coaches as he lives his life: "off the charts". (He didn't want us to write that, but we did anyway.)

Nick Gatehouse
Employer

And representing the employer on this one is Nick Gatehouse. Nick is General Manager, Strategic Initiatives, Customer Experience at Scentre Group. He's going to throw open the doors of Westfield to give rare insights into the real challenges their industry faces in engaging and retaining customers. Nick is super into digital technology so is really excited to get started. Watch out, his enthusiasm is contagious.

Dates & Fees

Next Start Date
Starts 8 March
7 weeks
Wednesday 6 - 9pm
Cost
$1500 (incl. GST)
Save 10% if you pay up front!

About the Company

Every year people spend more than $22 billion in Westfield's 35 shopping centres in London, New York, San Francisco, LA, NZ and of course Australia (where it all started). The Australian and Kiwi shopping centres are now owned and managed by Scentre Group, who are the employers on this project. With more than 400 million customer visits per year, strong franchise value and leading retail brands, Westfield centres are an essential part of their communities' social and economic fabric. It's not just shops anymore - there's food, fashion, leisure and entertainment, with technology increasingly the way retailers and consumers connect. That's where you come in...