Module Code: MBA633

Module Title: Real-world Business Analytics and Management

MBA633 Assessment 3 – Case Study 40%

Length: 2000 words

Assessment Instructions:

Yourhealth is a fitness application (App) available for Android and Apple users. Currently, the app can be synchronised to users’ wearable devices and track daily physical activity, workout statistics etc. It also can monitor heart rate, blood pressure and caloric consumption. The organisation’s vision is to allow users to manage their health proactively. In the same strategic direction, the organisation is planning to implement machine learning and artificial intelligence to analyse the users’ health data to manage their health and diet appropriately. Currently, they are working on a prototype with the following features:

  1. Based on the data related to daily physical activities, heart rate and blood pressure, the app will generate appropriate recipes for the user to influence their dietary choices. This feature will be expanded to integrate the users’ online shopping account for the supermarkets such as Coles and Woolworths, and the required ingredients can automatically pre-populate the customer order.
  2. The app will require the user’s Medicare details and linked to the user’s My Health Record to access the user’s medical history. This feature will enable the app to recommend customised diets and exercise based on their past/ongoing medical conditions. As an example, for a diabetic person, the app will monitor blood sugar and recommend a daily intake of carbohydrates, protein, and other nutrition.
  3. The app will also be linked to various medical practitioners and significant hospitals. In the case of an emergency, based on the data collected from the user’s device, a direct notification will be sent to emergency services so that no one needs to call emergency services manually.
  4. Another feature will be the video-calling facility for the general practitioner (family doctor); this will eliminate appointment and waiting times for the user.

You have been approached by the organisation that owns the app to provide your expert opinion on the following questions, having gathered qualitative and quantitative data to use Artificial Intelligence (AI) and Machine Learning in the health and wellbeing industries.:

  • What sort of Business Intelligence (BI) tool will be helpful to develop the functionality and manage data of this app? Provide your rationales.
  • What can be some of the potential implementation challenges for implementing these features regarding privacy and security of the data?
  • What can be some of the ethical issues that may arise for this app, and how can they be mitigated?


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