Assignment Specification
1. Introduction
The aim of this coursework is to enable students to apply the models, concepts, techniques and
framework introduced during the lectures to the development of digital innovation solutions that
creates new business value in support of the business strategy based on a given case study. The
learning objectives of the coursework include the acquisition of creativity and innovative thinking,
critical thinking, analysis and writing skills.
Students are required to produce an individual report based on a case described below by applying the
concepts, models and methods learned. The complete report (main body/content) should not exceed 20
pages of A4 (10% variation), including tables and diagrams/illustrations but excluding cover page,
table of content, references, and appendices. An appendix can be used to include more detailed
materials to back up main body points but will not be assessed.
2. The Case Study
| Digi-Motion – A Case of Dynamic Digital Innovation Digi-Motion is a digital transport systems solution company. Digi-Motion focus on advanced digitally enabled transport solutions that make use of disruptive technologies such as drones, robotics, cloud computing, internet of things (IoTs), 3D printing, augmented reality (AR) and virtual reality (VR). Their products include: • A driverless car – the Digi-Podule™ |
|
| Figure 1: Digi-Podule | Figure 2: A similar example of self-driving vehicle being tested in a pedestrianised zone in Milton Keynes. Source: Getty Image |
Digi-podule .∞..
An autonomous self-driving vehicle being tested in a pedestrianised zone in Milton
Keynes ( Getty )
| • a pilotless air taxi the Digi-Liftus™. | |
| Figure 3: Digi-Liftus Airtaxi Concept | Figure 4: A competitor Volocopter’s 2X air taxi model: capable of 30 minutes’ flight. Source: Sean Gallup/Getty Images |
| Digi-Motion pride themselves on integrating digital product design and manufacture using CAD CAM (Computer Aided Design and Computer Aided Manufacturing) systems and 3D printing to produce exciting and innovative new product designs. These products are enhanced by the use of digital service packages that use enable seamless interaction with both user devices and technologies and company management and maintenance technologies. For example, their driverless vehicle is linked to phone, tablet and PC apps, enabling the selection, ordering, and routing of the vehicle as well as in journey entertainment, comfort, climate and diagnostic control. Service-Based Product Plans – Unmanned Aerial Vehicles (UAVs) Digi-Motion have developed a pilotless air taxi the Digi-Liftus ™ for use as a delivery drone. It takes advantage of the development of air navigation rules for drones over 150kg in the UK that are governed by the Civil Aviation Authority (CAA) and European Aviation Safety Agency (EASA). The CAA and related rules enable Digi-Motion to develop in this space as their drone has both completely autonomous AI (artificial intelligence) software and emergency landing capability as well as remote monitoring by a qualified pilot that can take over in emergency situations. The Digi-Liftus System – Airtaxi Digi-Motion have carefully planned the services they provide as a system of systems. Below is a description of the systems involved when Digi-Liftus is used as an airtaxi. Digi-Liftus Airtaxi Systems There are three main systems: the Digi-Liftus Air Transport System that provides the air vehicle and services to move the passengers from one location to another through the air this works with a Customer Digital Services System that allows the client to order a flight in the Digi-Liftus from A to B at a specific time and includes billing and travel documents. Finally, these two systems link to the Digi-Podule Ground Transport System using taxi digi podules to move client passengers and their luggage between the air terminal and their waiting Digi-Liftus. The Digi-Liftus Air Transport System This includes the dedicated air traffic control system, a ticketing system to print electronically transfer ticket information to clients, an airports system (looking after luggage, boarding etc.). This interfaces to the Digi-Liftus Aircraft System (this covers the Digi-Liftus machine and all its onboard systems). Digit-Liftus Aircraft System This includes the physical airfame system (the structure of the Digi-Liftus and its electrical and mechanical components), the propulsion system, the flight control system (controlling how the Digi Liftus flies), the navigation system (controlling the locations it flies to on the route), the aircrew |
Digi-Liftus .∞.
| system that manages a piloted version if needed and finally the cabin environment and safety system. New Market Opportunities Digi-Motion are entering the market to provide drone services. They will own the drone as a platform, but lease or hire out the drone and its capabilities to clients on a per use or contract basis. Digi-Motion also wants to take advantage of selling big data accumulated through use of its products with the client. Hardware Platform Design The current physical hardware platform design uses a digital quadcopter arrangement as the airframe, which is safe but slow. It uses four innovative electric motors with low battery power requirements connected to propellers or rotors for lift. It has a powerful set of new light weight lithium Ion batteries and is remotely piloted to follow a route by a powerful onboard processor and AI system that recognises landmarks as well as being guided by GPS. They had started commercially selling the machine as a pilotless air taxi as it has a big payload (the amount of paying passengers or cargo it can carry in addition to its own weight), but there is much competition and other designs have more rotors that make them safer. They do not want to change the 4 rotor design but instead are considering ideas for markets where its basic design can be used to give them a competitive advantage. Innovation Plans to Develop a Delivery drone Digi-Motion are planning to adapt their pilotless air taxi the Digi-Liftus™ for use as a delivery drone or a pilotless air taxi. The current design uses a quadcopter design, which is safe but slow. They are thinking of other designs that could double the speed of the design for use in fast deliveries required by the high end market of Amazon etc. This would enable them to have a competitive advantage over the competition. — APPENDIX A) Notes from Chief System Designer – Digi-Liftus Dear Consultant, Our machine aims to fly 3 people 45 miles at about 60mph along fixed routes between London Heathrow and Gatwick airports. It is a quadcopter design with 4 electric motors, spaced around a passenger compartment and an emergency parachute and lifting body design that enables it to glide safely to earth in the event of an accident. This design reduces the number of motors and weight. An example of the digital electronic propulsion/sensor control system is below: Figure 5: Digi-Liftus Electronic Sensor and Propulsion System |
The Digiliftus Electronic Propulsion
& Sensor Control System
The electronic control system of the
Digiliftus is very similar to the
examples shown:
Autonomous Drone Architecture
Source: DIN65 & https://systemdesign.intel.com/is-that-drone-the-sound-of-progress/
| Because of its speed and lifting capacity we are now developing a modified design which could operate as an unmanned drone version (at slower speed) where containers would be slid into the passenger compartment (the Digi-Podule or with four seats slid in as in the original ‘Digi-Lift4us’. These containers would be modular and contain whatever equipment was needed for the job, for example cranes, robots, and sensors of various kinds to suit what the Digi-Podule was to be used for Figure 6: Digi-Podule – a Digi-Liftus with a modular container system |
| Figure 7: Digi-Podule Hardware: Pallet Technology Infrastructure Diagram |
| Pods: – A Modular Approach – The pod concept enables a modular approach to adding to new specialised equipment to the Digi Liftus to meet suitable future business opportunities. They call this product the Digi-Podule ™ and they expect to develop future Digi-Podule pod payload ideas. • The first pod that they would like to design is for UK farm crop monitoring and control. The aim is to fit Pod 1 with sensors to monitor crops and farm land. |
Digi-Podule
UAV Driverless Air-Transport General Architecture
Digi-Podule .∞.
Sensor & Actuator
Mission Pod 1
Payload (Modular)
Airframe
Pallet
Pallet Structure
Modular Electronic Data/Control System Connector
Podule Universal
Podule Universal battery connector
data bus
Podule Universal
mechanical positioning
connectors
Podule Universal
power controller
v v
Lockable plugs to secure the pallet and power and
data connectors to the Digi-Liftus quadcopter
Modular Power to Payload System
| Other pods they are considering are: • Security patrol pod (pod 2)– equipped with cameras and sensors to patrol a large area and report unauthorised entry or behaviour. • Enforcer pod (pod 3)– a pod equipped with sensors acting as a mother-ship able to launch small drones for patrol and security enforcement for police forces. |
As an employee, Digi-Motion would like to use your new found digital innovation knowledge (from
the Digital Innovation module they sponsored you to attend) to help them solve a number of problems
related to innovation. These problems have been posed as separate questions that relate to the above
information and that in the appendix.
3. Questions and what to deliver in the report
1) Introduction – Background/Motivation/Opportunities (10 marks). Critically discuss with
examples how the transport industry have evolved/transformed in the last decade with the
advancement of digital technology, and the business opportunities for Digi-Motion.
2) Digital Innovations (30 marks). Using the case scenario provided above as a source of
information,
a) Draw the system of systems diagrams for the Digi-Liftus airtaxi version from The DigiLiftus System – (see the Airtaxi section).
b) Describe and demonstrate with reasoning all aspects of an ideation process using your own
idea examples to ‘ideate’ suitable innovations (including appropriate disruptive technology
such as IoT, 3D printing, VR cloud, robotics etc) to support the Digi-Podule themes (crop,
security and law enforcement products).
c) Critically explain the tasks your new innovations will be used for, the capabilities the
specific technologies offer and the performance improvements they improve the task with
and the type of innovation, using relevant theory/models.
d) Using the relevant product architecture theory compare and contrast the different product
architecture types/capabilities for the non-digital (analog) technology compared with the
digital technology architecture for the Digi-Podule and your innovations from b).
3) Service Ecosystems and diffusion Strategy (30 marks). Based on your innovations from 2)
above, using relevant theory/model/framework,
a) Business Ecosystem. Analyse and illustrate of the “to-be” business ecosystem of DigiMotion for the new market opportunities ((i.e., drone services, drone as a platform, and
data services), including the key actors and partners involved.
b) Service innovation. Detail the new service(s) and the value proposition and reasoning for
each of the innovative service you suggest that support the overall value proposition of
your digital innovation as in part 2
c) Co-creation. Explore the co-creation opportunities between Digi-Motion and a) suppliers
and b) customers etc as a result of the innovation.
d) Digital/Service Platform. Detail with reasoning the digital platform model that you will
need to support your digital/service innovation and co-creation opportunities as in c)
e) Diffusion Strategy. Develop an innovation diffusion strategy that would facilitate the
adoption and use of your digital solutions to achieve the business objective.
4) Ethical issues/considerations and wider implications (10%). Discuss wider implications and
potential ethical issues for your digital innovations and solutions.
5) Resources contribution and learning (10 marks). In addition to the above, to encourage peer
leaning and knowledge co-creation, you are required to:
a) contribute two resources in relation to the case study which can be in the form of
websites, articles, case studies and so on to the discussion forum on Blackboard
between 24 February and 23 March 2022. Each resource should be unique and not
to be the same with your peers. You will also need to provide a brief statement of how
each of your resource contributes to the case study/assignment.
b) give a two-minute talk of your contribution at the last session on 24 March 2022,
and
c) provide a reflection on the learning experience in terms of your and your peers
contributions, the value derived to self and others in the final report. This could
include to what extent this resource contribution activity and practice increases your
level of understanding/participation/ productivity/quality of your report output,
creativity/motivation, and understanding of theory to practice of co-creation in this
setting.
In addition, there are 10 marks allocated to the structure (clarity of organisation and structure –
addresses all components of the assignment brief with appropriate weighting across each component,
logical structure to the overall argument that is easy to follow), and presentation (e.g. effective use of
tables and diagrams, proper use of citation and referencing in an Author-Year e.g., Harvard, APA
format, length/page limit).
4. The criteria used for grading assignment:
| Aspects/Criteria | % Range | Descriptors |
| Introduction – motivation and opportunity (10 %) |
80+ | Outstanding and novel discussion with examples of how the transport industry has evolved/transformed in the last decade with the advancement of digital technology, and the business opportunities for Digi-Motion, supported by suitable references. |
| 70 – 79 | Excellent discussion with examples of how the transport industry has evolved/transformed in the last decade with the advancement of digital technology, and the business opportunities for Digi-Motion, supported by suitable references. |
|
| 60-69 | Very good and clear discussion with examples of how the transport industry has evolved/transformed in the last decade with the advancement of digital technology, and the business opportunities for Digi-Motion, supported by suitable references. |
|
| 50-59 | Good and competent discussion with examples of how the transport industry has evolved/transformed in the last decade with the advancement of digital technology, and the business opportunities for Digi-Motion, supported by suitable references |
|
| 49 and below |
Inadequate discussion of how the transport industry has evolved/transformed in the last decade with the advancement of digital technology, and the business opportunities for Digi Motion, supported by suitable references |
|
| Digital Innovations (30%) |
80+ | Original and novel: a) Illustration of the system of systems diagrams for the Digi-Liftus airtaxi version from The Digi-Liftus System – Airtaxi section. b) Description and demonstration of a suitable process using your own idea examples to ‘ideate’ suitable innovations (using disruptive technology such as IoT, 3D printing, VR |
| cloud, robotics etc) to support the Digi-Liftus themes (crop, security and law enforcement products . c) critical explanation of the tasks your new innovations will be used for, the capabilities they offer and the performance improvements they improve the task with and the type of innovation using relevant theory/models.. d) Appropriate use of the relevant product architecture theory to compare and contrast the different product architecture types for the non-digital technology compared with the digital technology architecture for the Digi-Podule and your innovations from b). |
|
| 70-79 | Large numbers of very good examples of: a) Illustrationa of the system of systems diagrams for the Digi-Liftus airtaxi version from The Digi-Liftus System – Airtaxi section. b) Description and demonstration of a suitable process using your own idea examples to ‘ideate’ suitable innovations (using disruptive technology such as IoT, 3D printing, VR cloud, robotics etc) to support the Digi-Liftus themes (crop, security and law enforcement products . c) critical explanation of the tasks your new innovations will be used for, the capabilities they offer and the performance improvements they improve the task with and the type of innovation using relevant theory/models. d) Appropriate use of the relevant product architecture theory to compare and contrast the different product architecture types for the non-digital technology compared with the digital technology architecture for the Digi-Podule and your innovations from b). |
| 60-69 | Some very good examples of: a) Illustrations of the system of systems diagrams for the Digi-Liftus airtaxi version from The Digi-Liftus System – Airtaxi section. b) Description and demonstration of a suitable process using your own idea examples to ‘ideate’ suitable innovations (using disruptive technology such as IoT, 3D printing, VR cloud, robotics etc) to support the Digi-Liftus themes (crop, security and law enforcement products). c) critical explanation of the tasks your new innovations will be used for, the capabilities they offer and the performance improvements they improve the task with and the type of innovation using relevant theory/models.. d) Appropriate use of the relevant product architecture theory to compare and contrast the different product architecture types for the non-digital technology compared with the digital technology architecture for the Digi-Podule and your innovations from b). |
| 50-59 | Reasonable examples of: a) Illustrations of the system of systems diagrams for the Digi-Liftus airtaxi version from The Digi-Liftus System – Airtaxi section. b) Description and demonstration of a suitable process using your own idea examples to ‘ideate’ suitable innovations (using disruptive technology such as IoT, 3D printing, VR cloud, robotics etc) to support the Digi-Liftus themes (crop, security and law enforcement products . |
| c) critical explanation of the tasks your new innovations will be used for, the capabilities they offer and the performance improvements they improve the task with and the type of innovation using relevant theory/models.. d) Appropriate use of the relevant product architecture theory to compare and contrast the different product architecture types for the non-digital technology compared with the digital technology architecture for the Digi-Podule and your innovations from b). |
||
| 49 and below |
No or little examples of: a) Illustrations of the system of systems diagrams for the Digi-Liftus airtaxi version from The Digi-Liftus System – Airtaxi section. b) Description and demonstration of a suitable process using your own idea examples to ‘ideate’ suitable innovations (using disruptive technology such as IoT, 3D printing, VR cloud, robotics etc) to support the Digi-Liftus themes (crop, security and law enforcement products . c) critical explanation of the tasks your new innovations will be used for, the capabilities they offer and the performance improvements they improve the task with and the type of innovation using relevant theory/models. d) Appropriate use of the relevant product architecture theory to compare and contrast the different product architecture types for the non-digital technology compared with the digital technology architecture for the Digi-Podule and your innovations from b). |
|
| Service Ecosystem and diffusion strategy (30%) |
80+ | Outstanding and nove1: a) Business Ecosystem. Analyse and illustrate of the “to-be” business ecosystem of Digi-Motion for the new market opportunities ((i.e., drone services, drone as a platform, and data services), including the key actors and partners involved. b) Service innovation. Describe the new service experience and/or service solution and the reasoning for each of the innovative service you suggest that support the overall value proposition of your digital innovation as in part 2, including the type of service innovation. c) Co-creation. Explore the co-creation opportunities between Digi-Motion and a) suppliers and b) customers etc as a result of the innovation. d) Digital/Service Platform. Detail with reasoning the digital platform model that you will need to support your digital/service innovation and co-creation opportunities as in c) e) Diffusion Strategy. Develop an innovation diffusion strategy that would facilitate the adoption and use of your digital solutions to achieve the business objective |
| 70-79 | Excellent: f) Business Ecosystem. Analyse and illustrate of the “to-be” business ecosystem of Digi-Motion for the new market opportunities ((i.e., drone services, drone as a platform, and data services), including the key actors and partners involved. g) Service innovation. Describe the new service experience and/or service solution and the reasoning for each of the innovative service you suggest that support the overall |
| value proposition of your digital innovation as in part 2, including the type of service innovation. h) Co-creation. Explore the co-creation opportunities between Digi-Motion and a) suppliers and b) customers etc as a result of the innovation. i) Digital/Service Platform. Detail with reasoning the digital platform model that you will need to support your digital/service innovation and co-creation opportunities as in c) j) Diffusion Strategy. Develop an innovation diffusion strategy that would facilitate the adoption and use of your digital solutions to achieve the business objective |
|
| 60-69 | Very good: a) Business Ecosystem. Analyse and illustrate of the “to-be” business ecosystem of Digi-Motion for the new market opportunities ((i.e., drone services, drone as a platform, and data services), including the key actors and partners involved. b) Service innovation. Describe the new service experience and/or service solution and the reasoning for each of the innovative service you suggest that support the overall value proposition of your digital innovation as in part 2, including the type of service innovation. c) Co-creation. Explore the co-creation opportunities between Digi-Motion and a) suppliers and b) customers etc as a result of the innovation. d) Digital/Service Platform. Detail with reasoning the digital platform model that you will need to support your digital/service innovation and co-creation opportunities as in c) e) Diffusion Strategy. Develop an innovation diffusion strategy that would facilitate the adoption and use of your digital solutions to achieve the business objective a) Business Ecosystem. Analyse and illustrate of the “to-be” business ecosystem of Digi-Motion for the new market opportunities ((i.e., drone services, drone as a platform, and data services), including the key actors and partners involved. b) Service innovation. Describe the new service experience and/or service solution and the reasoning for each of the innovative service you suggest that support the overall value proposition of your digital innovation as in part 2, including the type of service innovation. c) Co-creation. Explore the co-creation opportunities between Digi-Motion and a) suppliers and b) customers etc as a result of the innovation. d) Digital/Service Platform. Detail with reasoning the digital platform model that you will need to support your digital/service innovation and co-creation opportunities as in c) e) Diffusion Strategy. Develop an innovation diffusion strategy that would facilitate the adoption and use of your digital solutions to achieve the business objective |
| 50-59 | Good and reasonable: |
| 49 and below |
Limited: a) Business Ecosystem. Analyse and illustrate of the “to-be” business ecosystem of Digi-Motion for the new market |
| opportunities ((i.e., drone services, drone as a platform, and data services), including the key actors and partners involved. b) Service innovation. Describe the new service experience and/or service solution and the reasoning for each of the innovative service you suggest that support the overall value proposition of your digital innovation as in part 2, including the type of service innovation. c) Co-creation. Explore the co-creation opportunities between Digi-Motion and a) suppliers and b) customers etc as a result of the innovation. d) Digital/Service Platform. Detail with reasoning the digital platform model that you will need to support your digital/service innovation and co-creation opportunities as in c) e) Diffusion Strategy. Develop an innovation diffusion strategy that would facilitate the adoption and use of your digital solutions to achieve the business objective |
||
| Ethical issues and consideration (10%) |
80+ | Comprehensive and extremely well discussed with original insight and evidence/support from wider literature. Highly comprehensive and relevant to the task. |
| 70 – 79 | Excellent discussion with deep insight and evidence and support from wide literature. Comprehensive and relevant to the task. |
|
| 60-69 | Very well discussed with interesting insights, support and evidence for literature. Mostly comprehensive and relevant to the task. |
|
| 50-59 | Reasonable discussed but prone to being descriptive with little critical analysis. Generally relevant to the stated tasks. |
|
| 49 and below |
Little relevant discussion nor the task is properly addressed. Little evidence of appropriate reading. |
|
| esource contribution and reflection (10%) |
80+ | Outstanding and in-depth reflection of the learning experience and the value derived to self and others with original insight of the co-creation practice. |
| 70 -79 | Excellent reflection of the learning experience and value derived to self and others with interesting insight of the co creation practices. |
|
| 69-69 | A very good reflection of the learning experience and value derived to self and others, and the co-creation practices. |
|
| 50-59 | Good reflection of the learning experience although the value derived to self and others, and the co-creation practices, is vague or unclear at times. |
|
| 49 and below |
No or little reflection of the learning experience and value derived to self and others, and the co-creation practices. |
|
| Quality of the report – Structure and Presentation (10%) |
80+ | Addresses all components of the assignment brief with appropriate weighting across each component. Outstanding linkages between components developing a strong, logical structure to the overall argument that is easy to follow. Outstanding presentation including creative and appropriate use of graphical and tabular presentation to support the analysis. All figures and tables appropriately captioned and discussed in text. Fully accurate referencing using the Harvard referencing system. Page count appropriate within allowed range. |
| 70 -79 | Addresses all components of the assignment brief with appropriate weighting across each component. Excellent linkages between components developing a strong, logical structure to the overall argument that is easy to follow. Excellent presentation including creative and appropriate use of graphical and tabular presentation to support the analysis. All figures and tables appropriately captioned and discussed in text. Fully accurate referencing using the Harvard referencing system with only minor issues. Page count appropriate within allowed range. |
| 60-69 | Addresses all components of the assignment brief with appropriate weighting across each component. Very good linkages between components giving a logical structure. Very good presentation including appropriate use of graphical and tabular presentation. Majority of figures and tables appropriately captioned and discussed in text. Majority of referencing uses the Harvard referencing system. Page count appropriate within allowed range. |
| 50-59 | Addresses all components of the assignment brief with appropriate weighting across each component. Explicit linkages between components giving a coherent overall structure. Clear presentation with some use of graphical and tabular presentation. Most figures and tables appropriately captioned and discussed in text. Most of referencing uses the Harvard referencing system. Page count appropriate within allowed range. |
| 49 and below |
Significant omissions of components of the assignment brief or significantly skewed weighting across each component. Poor or no linkages between components, illogical or incoherent structure. Poor presentation with no or overuse of inappropriate presentation formats. Limited or incorrect captioning of figures and tables; no in-text discussion. Limited or no referencing or clear demonstration of failure to understand the concept of referencing. Page count above or below allowed range. |
