Business Analyst Role in developing successful User Experience

Business Analyst Role in developing successful User Experience International Institute of Business Analysis January 20, 2009 San Diego, CA

Agenda

About the Speaker

User Experience Definition

How the User Experience fits in the solution life cycle

User Experience Roles and Activities

User Experience Deliverables

Q & A

About the Speaker

Sean Van Tyne is the User Experience Director for Global Architecture at Fair Isaac. Fair Isaac is the global leader for Decision Management solutions. At Fair Isaac, Sean provides leaderships for teams across the US, UK, and India designing their next generation enterprise platform for over 80 countries.

Prior to Fair Isaac, Sean was the AVP of User Experience for Strategy & Technology at LPL Financial; Director of User Experience and Technical Communications for Marketing and Product Management at Mitchell International; Director of Product Design for Medibuy.

Sean is currently President of the User Experience Special Interest Group ( www.uxsig.org ); the Founder and Chair of the User Experience Business Information Group for SDSIC ( www.sdsic.org ); a member of the UXnet ( www.uxnet.org ) Board of Directors; and advisor on a number of professional and corporate boards.

User Experience Definition: An industry standard – broad term

“ User experience’ encompasses all aspects of the end-user's interaction with the company, its services, and its products...”

- Nielsen Norman Group www.nngroup.com/about/userexperience.html

User Experience Definition: For application development

“ The user experience for applications encompasses the visual appearance, interactive behavior, and assistive capabilities of software...”

- Apple http://developer.apple.com/ue/

How the User Experience fits in the solution life cycle: Marketing, User Experience, and Technology

Marketing…

Defines the market problem and competition

Identifies target market segments and needs

Develops the business objectives for the solution

User Experience…

Defines the end-users goals

Validates the designs meet the target customers business needs

Evaluates the usability with the customers’ end-users

Technology…

Specifies the technology architecture

Develops, tests, and fixes the solution

Releases and maintains the technology

Marketing Technology User Experience User Experience is the bridge between the business objectives and the technology solution

How the User Experience fits in the solution life cycle: Product Management, Design, and Development Product Management Product Design Product Development WHY & WHAT HOW & WHEN

How the User Experience fits in the solution life cycle: The Rational Unified Process IconProcess RUP - www.iconprocess.com/iconProcess/disciplines.php

User Experience Roles and Activities

User Researcher

Defines user group profiles, personas, and analyzing user tasks and workflows

Information Architect

Designs the application’s structure, information within screens, navigation, and other interaction design elements

Visual Designer

Defines the user interface, including color use guidelines, typographical standards and visual hierarchies

Interaction Designer

Transforms wireframes and graphic design elements into a functional prototype

Usability Evaluator

Determine the appropriate evaluation methods, designing the usability tests, recruiting participants, conducting the evaluation or test, analyzing the data, reporting summarized results, and making recommendations

User Experience Deliverables

User Researcher

Profile Target Users; Research Potential User Needs

User Profile; Personas

Information Architect

Develop UI Flowchart; Develop Wireframe

Flowchart; Wireframe

Visual Designer

Develop Visual Design; Graphic Files; Guidelines

Visual Design

User Interface Prototyper

Prototype User Interface

UI Prototype

Usability Evaluator

Plan Usability Test; Conduct Usability Test

Usability Test Report

User Researcher Deliverables: User Profile

User Research Deliverables: Persona SENIOR MANAGER GATEKEEPERS

Matthew Johnson Program Staff Director

51-years-old

Married, 3 children, 1 grandchild

Ph.D. in Economics

Comfortable using a computer, intermediate Internet user, with a T1 connection at work and dial-up at home

Uses email extensively; uses the web about 1.5 hours a day for his work

"Can you get me that analysis by Tuesday?" Matthew spends most of his time at work requesting and reviewing reports, preparing memos and briefs for, and supervising staff.