The document discusses challenges faced by business analysts and the need for new techniques in business analysis. It outlines traditional vs new ways of business analysis, with the new way focusing on eliciting requirements by thinking like a customer and determining what is valuable. Some challenges discussed are unclear requirements, focusing on solutions over problems, connecting different ideas, and not knowing the end user. The document advocates using new techniques like empathy mapping, journey mapping, and prototyping that involve end users in the design process to help overcome these challenges and better meet user needs.

1. PINAR CİNALİ
Business Analysts are on the GO!
Design with users, not for users

2. HI, I’M PINAR CINALI
Associate Partner @
linkedin.com/in/pinar-cinali
@pinardcinali
Delivers;
● Business Analysis Consultancy Services
● IIBA® Business Analysis and User Experience
Training
● User Experience Design Projects
Trainer - Facilitator - Principal Consultant
ex-Business Analyst,
ex-Employee @VESTEL & @SONY

3. I have something to say...
● Traditional & New Ways of Business Analysis
● Challenges BAs Face
● New Techniques for Business Analysts

4. BUSINESS ANALYSIS
TRADITIONALNEW

5. BUSINESS ANALYSIS
Traditional Way of Business Analysis
Business Analysis is the set of tasks and techniques used to
work as a liaison among stakeholders in order to understand
the structure, policies, and operations of an organization, and to
recommend solutions that enable the organization to achieve its
goals. [The BABOK® V2 Guide]
● Gather requirements from stakeholders
● Model and document requirements
● Recommend solutions
● Scope the system requirements

6. BUSINESS ANALYSIS
New Way of Business Analysis
Business Analysis is the practice of enabling change in an
organizational context by defining needs and recommending
solutions that deliver value to stakeholders. [The BABOK® V3 Guide]
● Elicit Requirements by Thinking as a Customer
● See the Whole
● Determine What is Valuable
● Understand What is Doable
● Responding to Change

7. BUSINESS ANALYSIS
Traditional Business
Analysis
New-Age Business Analysis
lots of challenges

8. CHALLENGES
#1. Unclear Requirements
#2. Problem vs Solution
#3. New Magic Quadrant
#4. Connecting The Dots
#5: Products Fail
#6: Don’t Know Who The User Is
#7: Design With User, Not For Users

9. CHALLENGE #1: UNCLEAR REQUIREMENTS
Primary causes of project failures
PMI’s PULSE OF THE PROFESSION 17
39%
Inaccurate
Requirements

10. CHALLENGE #1: UNCLEAR REQUIREMENTS

11. CHALLENGE #1: UNCLEAR REQUIREMENTS
REQUIRES
ELICITATION
REQUIRES DEEP
RESEARCH
Adapted from the Johari Window, a communication model developed by Joseph Luft and Harry Ingham
WE ARE HAPPY REQUIRES MORE
ANALYSIS

12. CHALLENGE #2: PROBLEM vs SOLUTION
Problem
● A customer problem, need or benefit
that the product should address
Solution
● A specific implementation to address
the need or product requirement

13. CHALLENGE #2: PROBLEM vs SOLUTION
Problem: I need a writing instrument that
works in zero gravity
Solution: I need a pen that works in zero
gravity

14. CHALLENGE #2: PROBLEM vs SOLUTION
Ground the innovation process with insights

15. CHALLENGE #3: NEW MAGIC QUADRANT

16. So many dots to connect:
ideas with different ideas to create new and unusual concepts
business with customers to gain insight and engagement
products with services for comprehensive customer experiences
customers with customers to build richer communities
CHALLENGE #4: CONNECTING THE DOTs

17. CHALLENGE #4: CONNECTING THE DOTs
TECHNOLOGY
PEOPLE
VALUEEXPERIENCE
CONTEXT
Make the connections between them by thinking with the left and right side of the brain which is
essential for innovation

18. CHALLENGE #4: CONNECTING THE DOTs
Renaissance
The famous portrait
Leonardo da Vinci
CONTEXT is important!
This is not possible by looking more closely. It may be possible by seeing the big picture, understanding how
objects relate to their context

19. CHALLENGE #4: CONNECTING THE DOTs
“Learn how to see.
Realize that everything
connects to everything else.”
Leonardo Da Vinci

20. “You can’t connect the dots
looking forward;
you can only connect them
looking backwards.“
Steve Jobs
CHALLENGE #4: CONNECTING THE DOTs

21. CHALLENGE #5: PRODUCT FAILURE
WHY is it so hard to build a
product that customers
LOVE?
Customers are in the driving
seat…

22. CHALLENGE #5: PRODUCT FAILURE
It is not about what you develop as a product
It is about how you design the experience of using that product
User Experience matters because...
•UX improves conversions and customer satisfaction by 83%
•88% of users won’t return after a negative experience
In order to design lovable products, we should apply user centered design.

23. CHALLENGE #6: USERS UNKNOWN
“We spend a lot time designing the bridge, but not enough time
thinking about the people who are crossing it.”

24. CHALLENGE #7: DESIGN WITH USERS, NOT FOR USERS
Co-creation is an approach that increases
the user’s direct involvement; teams literally
design concepts in collaboration with their
end-users.

25. CHALLENGE #7: DESIGN WITH USERS, NOT FOR USERS
Consider who to involve!
Finding the right participants is the key to
successful co-creation.
Think about the target customers, and involve
a mix of primary persona types to help bring
different perspectives to the process.
Let the end-user
tell you what they
need

26. CHALLENGE #7: DESIGN WITH USERS, NOT FOR USERS
BUSINESS ANALYST
• identifying needs
• collaborating on requirements
• facilitating solutions
• focused clearly on the business
USER CENTERED BUSINESS
ANALYST
● identifying needs
● collaborating on requirements
● facilitating solutions
● focused clearly on user needs.

27. FORGET TRADITIONAL METHODS
FORGET TRADITIONAL METHODS to OVERCOME CHALLENGES
Consider which techniques will help you get users talking, thinking and collaborating

28. REFLECT
MAKE
OBSERV
E
USE set of techniques...
STAKEHOLDER
MAP
INTERVIEW
S
EMPATHY MAP
FOCUS GROUP
AFFINITY DIAGRAM
CUSTOMER JOURNEY MAPPING
BUSINESS MODEL CANVAS
KANO ANALYSIS
STORYBOARDING
USER STORY
TOUCHPOINTS MATRIX
PERSONA
SERVICE BLUEPRINT
VALUE PROPOSITION
CANVAS
PROTOTYPINGMIND MAPPING
MVP
JOB
SHADOWING
ETHNOGRAPHIC RESEARCH
FORGET TRADITIONAL METHODS
USABILTY TESTING

29. New Age Techniques
INSIGHT
RESEARCH

30. New Age Techniques
CONTEXTUAL
INQUIRY
Spend a few hours watching how your users do their job and behave in their environment

31. New Age Techniques
EMPATHY
MAPPINGWalk in your customer’s shoes. Try to feel like them and understand why they say something but do
something else.

32. New Age Techniques
Turn medical scans into
adventures by having
empathy and doing
research with parents
and children
An MRI system at the University of California San Francisco Benioff Children's
Hospital features a cable car theme. Credit: GE Healthcare

33. New Age Techniques
JOURNEY MAPS
Show the whole customer experience across all touchpoints between the customer and the
organization

34. New Age Techniques
PROTOTYPING
Used to create a working or non-working model of a possible solution.
It has been defined as elicitation technique

35. New Age Techniques
USABILITY
TESTINGGet your simple prototype into the hands of the people you’re designing for.
Most critical phase of user centered design process

36. Final words...
• Due to the challenges we are facing working in a traditional way, it is necessary for us to change
to a new way of working.
• It is time to involve the users in the design process to create the right solution for the problem.
• Don’t forget to design WITH users, not just FOR them!

37. ANY QUESTION?