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The shift to online assessment has brought an opportunity to reflect on the implementation of alternative assessment practices (Lock & Redmond, 2015). Against this backdrop, the study explores how different comparison sources can stimulate feedback processes and influence student learning, as represented by the quality of their final products. Students were divided into three groups used different assessment practices to improve their assessment rubric (self and peer assessment; exemplar). Data showed no significant differences between the groups in the final rubric scores. Further analysis suggested that exemplar group performed significantly better than the self-assessment group. The students' responses to the post-project survey seemed to suggest that the exemplar group had the most positive experiences among the three groups.