What does UX mean to the BA community?

What does UX mean to the BA
community?
Gillian Fatica
November 2014

Copyright © 2014, Intel Corporation. All rights reserved.
Legal Notices
This presentation is for informational purposes only. INTEL MAKES NO WARRANTIES, EXPRESS OR IMPLIED, IN THIS SUMMARY.
Intel and the Intel logo are trademarks of Intel Corporation in the U.S. and/or other countries. * Other names and brands may be claimed as the property of
others.
2

Agenda
Introduction
The Business Analyst (BA) role in User Experience
Case Study
Summary
3

Introduction
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What is UX?
UX = User Experience
 A user’s involvement with a tool or
process and how it makes them feel
Think about the experiences you
have everyday with websites and
tools – how do they make you feel?
 Happy
 Satisfied
 Annoyed
 Frustrated
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The Return On Investment of UX
Following user centered design practices helps ensure a positive User
Experience with the completed solution or service.
End user productivity
Satisfaction and adoption
Support call volume
Usability driven re-work
Positive UXNegative UX
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ROI of UX: http://www.youtube.com/watch?v=O94kYyzqvTc

The Business Analyst Role in UX
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The Business Analyst Role in UX
There is overlap in the Business Analyst and User Experience
professional’s role.
BAs can do key UX roles – perhaps you already do.
 User research
 Set goals
 Design
 Evaluate
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The BA Role in UX – User Research
Requirements gathering in a UX project.
Try not to ask a user what they want – find out what they need.
Research upfront to learn who the users are.
 Who are you designing for?
 What are their goals?
 How often do they do this task?
 Where do they use your solution/process?
 Use real user output, don’t guess!
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Interviews
Surveys
Usability
Testing
Shadowing

The BA Role in UX – User Research
Personas are used to represent a user group.
 Makes a user group more real.
 Good communication tool between you and developers.
 Focuses design on the user needs.
Organization name
Month dd, yyyy
Design for the most important users on their most important tasks –
trying to design for everyone usually makes it poor for all.

The Business Analyst Role in UX – Design
Business Analysts Design User Interfaces all the time!
 Start with paper and pencil
 Low resolution wireframe tools
 Wireframes act as requirements
documentation.
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The Business Analyst Role in UX – UX goals
Set UX goals
 Prove the ROI
 Critical Success Indicators:
 Reduced drop-off rate.
 Decrease in help desk calls.
 Increased adoption or conversion rate
12

The Business Analyst Role in UX - Evaluate
Stakeholder reviews
Usability Testing
 Why?
 Get the design right before you code it.
 Cheaper to change before you build it.
 Maybe get it right first time.
 When?
 Throughout process. As often as possible.
 Who?
 Real users.
 Involve stakeholders and developers in observation.
 How?
 Virtually. Screen sharing software.
 Facilitate test, try not to help.
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Case Study
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Case Study:
Business to Business E-commerce Website
Project purpose: to redesign a Business to Business Ecommerce site.
Project goal: a complete transformation of the look, feel and usability of the web
site.
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“We took our early designs directly to our
customers and conducted extensive testing to
determine what adjustments were needed. By
putting the user first, we created a solution that
customers want. How do we know? They told
us! The user experience was, and continues to
be our top priority”.
Intel Business Project Manager

Case Study:
User Centered Design methods used:
 User research: to define Personas and form requirements.
– Customer surveys, 1:1 interviews, local knowledge, BA experience.
 Task lists and scenarios: to understand how the tool fits into the context of
the user’s day to day work.
– User research and Personas were key to this effort
Organization name
Month dd, yyyy
Quote from technical team: we really didn’t get what the users were trying
to achieve, until you described the Personas – light bulbs were going off in
the room, and you could see in peoples faces that now they really
understood who we were designing for.

Suzanne
marketing manager
Persona 2 Example
“I need to review product information and
pricing for multiple products at the same
time. I’d like to see all the data at once”
Suzanne is the marketing manager at TechHouse plc. She sets the sales goals and is
responsible for design wins. Suzanne regularly researches the product roadmap, and wants
to know information regarding the product lifecycle so she knows when to shift focus from a
product to the latest version. Suzanne works hard on design wins with her end customers,
and when there is an important deal she likes to monitor it closely and make sure it is
delivered on time to her customer. She liaises with her Buyer daily to ensure he has all the
product, availability and pricing information he needs
Goals
• To achieve sales targets.
• To win designs with her
end customers.
Desires
• To know when there is an alternative
product available, particularly when her
first choice is not available.
• Wants to be able to easily check
product availability.
• To access purchasing and marketing
tools when she is on the go without
having to find a wi-fi signal or get out
her laptop.
• To be notified when a special order
has shipped.
Frustrations
• Can’t use some web tools
on her tablet as it doesn’t
support flash.
• Finds it really difficult to
search for a specific order
using her smartphone.

Case Study:
Wireframes – to design the task flow in the User Interface
Usability Testing – using these wireframes
 .
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Summary
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Summary
BAs can do UX!
Research the user to understand their User Experience
Set User Experience goals
Use wireframes to communicate design
Evaluate your design before you code it
20

What does UX mean to the BA community?

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