COMM2501/5501 Assessment 2, T3 1
Assessment 2: Critical analysis of the efficacy of data visualisations
Assessment instructions and rubric
Task
Find an example of data visualisation of your choice to analyse on the basis of its ability to communicate data insights.
You may choose any data visualisation form, be it a static graph, real time data dashboard, interactive online
visualisation, immersive visualisation or digital or print infographic. Your selected example should be accessible easily to
the marker and should not take more than a few minutes to explore or navigate through the various visuals. 
In this assessment we will be paying particular attention to aspects of user experience and the principles of producing an
engaging visualisation that can be used to communicate a clear message.
Instructions
Write a critical analysis of the data visualisation covering the following core concepts:
1. Briefly describe the data set interrogated in the visualisation and your motivation to select this data
visualisation.
2. Identify the analytical methods employed, e.g. type of data visualisation, statistics presented.
3. Describe and critique the data story presented and the insights they provide: identify the core conclusions of the
visualisation, and analyse how the mode of visualisation, its structure, design and any interactivity employed
present these arguments.
4. Describe any shortcomings of useability or legibility in the visualisation.
5. Conclude with recommendations for possible improvements to the visualisation: What analytical methods may
have been better employed? What aspects of user experience design, including information hierarchy, colour,
interactive methods, values to stakeholders, etc. could be improved upon to aid data legibility, and how? What
evaluative frameworks might be employed to assess the usability of this visualisation?
6. Support your arguments with citations where appropriate.
7. This is an individual work.
See also the assessment rubric below.
This assessment is supported by the following:
1. UX tutorials modules 1-4
2. Data storytelling, modules 1-2
3. Wireframe tutorial, module 4
4. UX evaluation case studies, module 4
Submission guidelines
Note the following requirements:
• Provide a title page with the complete reference to the data object you are analysing along with clear
instructions for accessing the visualisation, along with your name and student number.
• If analysing a static image, you must include it in your text with appropriate caption and citation. Provide
screenshots of the visuals where appropriate.
COMM2501/5501 Assessment 2, T3 2
• Length: 1000 words (excluding tables and figure captions – text within tables counts).
• References should be in Harvard style, with full bibliography.
Submit your assessment via the Turnitin link on the Moodle course webpage in Assessments section. See below more
information on the Turnitin submission in page 3.
Workload
1.5 hour per module (modules 1-4, total 6 hours)
Assessment criteria
This assignment will be assessed based on the following guidelines
1. Research: choice of data visualisation, justifications, and identification of sources (see also instruction 1)
2. Analysis of visualisation methodologies: analysis and critical thinking (see also instructions 2-4)
3. Conclusion and recommendations (see also instruction 5)
4. Business communication
Assessment rubric
Fail Pass Credit Distinction High Distinction
Research (15%) The visualisation is
poorly chosen, with
no evidence of
research and/or a
significant missing
amount of required
information.
The visualisation
choice is
inappropriate, with
minimal evidence
of research and/or
important
information is
missing.
The visualisation is
appropriate with
evidence of
research into
relevant sources of
information.
There is an
appropriate choice
of visualisation
with evidence of a
breadth of
research from a
selection of
relevant
information
sources.
There is an
excellent choice of
visualisation with
careful and
considered
research evidence
that discriminates
effectively between
information
sources.
Analysis of
visualisation
methodologies
(50%)
There has been no
attempt to analyse
and/or the analysis
presented is
incomprehensible.
There is no
evidence of critical
analysis of UX
design or
evaluation
methods.
The analysis
presented does not
sufficiently meet
the objectives.
There is little
evidence of critical
analysis of UX
design or
evaluation
methods.
The analysis is
sound but could be
better sequenced
or more
comprehensive for
greater impact.
The critical analysis
of UX design and
basic evaluation
methods are
present.
The analysis
demonstrates links
to key concepts
and an
appreciation of the
issues.
The principles of
UX design and
evaluation, as they
apply to data
visualisation, are
described.
The analysis
methodologies
demonstrate a
complex
understanding of
the links to key
concepts and issues
involved.
The principles of
UX design and
evaluation have
been applied
carefully.
Conclusion and
recommendations
(25%)
There are no
recommendations
(or conclusions)
identified in the
report.
The
recommendations
(or conclusions)
are identified but
poorly explained or
described.
The
recommendations
(or conclusions)
are identified with
some justification
provided.
The
recommendations
(or conclusions)
have been critically
analysed and
logically argued.
The report
synthesises a
number of
The
recommendations
(or conclusions)
demonstrate highly
critical reflection
and contextual
awareness. The
analysis is
sophisticated with
COMM2501/5501 Assessment 2, T3 3
concepts/factors
into a larger idea.

a strong balance of
theory and
personal reflection.
Business
communication
(10%)
The report does not
have a logical
structure and/or
the text does not
communicate the
findings. The visual
design and/or
written language
detract from the
report. The
citations are limited
or incorrect.
The report lacks
structure and
summarises rather
than synthesizes
related ideas. The
interpretation and
the visual design
add little to the
report. The
citations are
present and mostly
accurate.
The report is
adequately
structured and
provides a logical
flow of
information. The
text clearly
communicates the
findings and
demonstrates a
sound
interpretation. The
citations are
accurate and up to
date.
The report is well-
structured and
logically
communicated
with clear text. The
findings exhibit
solid translation
and interpretation,
and the visual
design
complements the
report. The
multiple citations
are accurately
recorded.
The report is
expertly structured
and communicated
without error. The
text is expressive
and concise. The
report recognises
competing
explanations and
identifies the
relative merits and
limitations of a
position. The visual
design enhances
the overall report.
The multiple
citations are
current, accurately
recorded and
highly relevant.


Turnitin Submission
Your assignment report must be uploaded as a unique document and all parts must be in portrait format. As long as the
due date of the assessment is still future, you can resubmit your work. Note that the previous version of your assignment
will be replaced by the new version.
Assignments must be submitted via the Turnitin submission box that is available on the course Moodle website. Turnitin
reports on any similarities between your cohort’s assignments, and also with regard to other sources (such as the
internet or all assignments submitted all around the world via Turnitin). Please read this webpage
(https://student.unsw.edu.au/turnitin), as we will assume that you are familiar with its content. You can also find on the
Moodle webpage the Turnitin Similarity Report Interpretation Guide (2019).
You need to check your document once it is submitted (check it on-screen). We will not mark assessments that cannot be
read on screen. Students are reminded of the risk that technical issues may delay or even prevent their submission (such
as internet connection and/or computer breakdowns). Students should allow enough time (at least 24 hours is
recommended) between their submission and the due time. The Turnitin module will not let you submit a late report. No
paper copy will be either accepted or graded.
Late submission
Please note that it is School policy that late submission of assignments will incur in a penalty. A penalty of 25% of the
mark the student would otherwise have obtained, for each full (or part) day of lateness (e.g., 0 day 1 minute = 25%
penalty, 2 days 21 hours = 75% penalty). Students who are late must submit their assignment on Moodle and send an
email to the LIC. The date and time of your upload on Moodle determines the submission time for the purposes of
calculating the penalty.
More information on Late submissions, extensions and special consideration is available in the Moodle course webpage
section Getting started.
COMM2501/5501 Assessment 2, T3 4
Plagiarism awareness
Students are reminded that the work they submit must be their own. While we have no problem with students working
together on the assignment problems, the material students submit for assessment must be their own.
Students should make sure they understand what plagiarism is—cases of plagiarism have a very high probability of being
discovered. More information on Academic integrity and plagiarism is available in the Moodle course webpage section
Getting started.