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The UX Analyst
Elevating the Business Analyst with the lens
of Human Centered Design Thinking
Why this matters
Why this matters
https://www.youtube.com/watch?v=O94kYyzqvTc#t=49s
Why Software Fails
• Unrealistic or unarticulated project goals.
• Inaccurate estimates of needed resources.
• Badly define...
Why Software Fails
• Unrealistic or unarticulated project goals.
• Inaccurate estimates of needed resources.
• Badly define...
Solvable
What is a Business Analyst?
• A Business Analyst identifies business needs and
determines solutions to business problems.
• A UX Designer identifies user needs and determines
solutions to user problems.
What is a User Experience Designer?
Differences
UX DesignerBusiness Analyst
Differences
• Identify what the new
system should do.
• What CAN users do?
• Create process flo...
Similarities
Solve Problems
• By listening.
• By communicating.
• By problem-solving.
• By analyzing.
• By visualizing.
UX DesignerBusiness Analyst
Let’s combine them
• Business goals
• “What will success look
like for this product?”
• Behavi...
Let’s combine them
“What do users have to do for this
product to be successful?”
Let’s combine them
“What do users have to do for this
product to be successful?”
It’s not about features.
It’s about measu...
Examples
Before:
• We need to increase the number of users who select
Plan B and Plan D instead of Plan A.
• We need to se...
Brings focus.
• To every feature; every user story.
Brings ideas.
• Objective measurement to evaluate proposed
solutions.
...
Stakeholder
Politics
Addressing the first problem
Proto-Personas
asdf;klasdlf;kja;sldfkjasd;fj
What are Personas?
What are Personas?
Representation of a typical user.
• Identify behaviors and motivations.
• It is a way to summarize tren...
Problems with Personas
Time consuming and expensive!
• Not enough user data.
• Often to vague to be useful.
• Often contai...
What are Proto-Personas?
Leaner variant of the traditional Persona.
• Not initially the result of user research.
• Stakeho...
Benefits of Proto-personas
Short 4 hour workshop.
Creates alignment with Stakeholders.
Keeps Stakeholders invested.
Reinfor...
Benefits of Proto-personas
Badly defined
requirements
Addressing the second problem
Job Stories
asdf;klasdlf;kja;sldfkjasd;fj
What are User Stories?
A tool used to capture a description of a
software feature from an end-user
perspective.
“As a <use...
Benefits of User Stories
Perfect tool for maximizing development
throughput.
Keeps things manageable and separate.
Problems with User Stories
Locked into a sequence with no context.
Proposes unvalidated solutions.
Users don’t judge softw...
What are Job Stories?
Situation vs. Persona
Motivation vs. Goal
Expected Outcome vs. Reason
Examples
Before:
• As a user, I want to save my work, so that my work is
saved when I return.
• As an administrator, I wan...
Benefits of Job Stories
Defines motivations, not implementations.
• Empowers the designer and developer to build the
right s...
Poor communication
among customers,
developers, and users.
Addressing the third problem
Customer Journey Maps
asd;flkjasl;dfkjals;dkfja;lsdkj
What is a Customer Journey Map?
What is a Customer Journey Map?
Graphic interpretation of the overall story
between a customer and an organization.
• From...
Benefits
Identifies operational inefficiencies.
Helps avoid unnecessary features.
Discover new opportunities.
Encourage Inter...
Key Take-aways
Key Take-aways
• Focus on motivations and outcomes,

not just features.
• Enhance business goals by incorporating behavior...
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The UX Analyst

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Elevating the Business Analyst with the lens of Human Centered Design Thinking.

Learn how Human Centered Thinking and User Experience Design can directly address common software pitfalls.

Published in: Design
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The UX Analyst

  1. 1. The UX Analyst Elevating the Business Analyst with the lens of Human Centered Design Thinking
  2. 2. Why this matters
  3. 3. Why this matters https://www.youtube.com/watch?v=O94kYyzqvTc#t=49s
  4. 4. Why Software Fails • Unrealistic or unarticulated project goals. • Inaccurate estimates of needed resources. • Badly defined system requirements. • Poor reporting of the project's status. • Unmanaged risks. • Poor communication among customers, developers, and users. • Use of immature technology. • Inability to handle the project's complexity. • Sloppy development practices. • Poor project management. • Stakeholder politics. • Commercial pressures.
  5. 5. Why Software Fails • Unrealistic or unarticulated project goals. • Inaccurate estimates of needed resources. • Badly defined system requirements. • Poor reporting of the project's status. • Unmanaged risks. • Poor communication among customers, developers, and users. • Use of immature technology. • Inability to handle the project's complexity. • Sloppy development practices. • Poor project management. • Stakeholder politics. • Commercial pressures.
  6. 6. Solvable
  7. 7. What is a Business Analyst? • A Business Analyst identifies business needs and determines solutions to business problems.
  8. 8. • A UX Designer identifies user needs and determines solutions to user problems. What is a User Experience Designer?
  9. 9. Differences
  10. 10. UX DesignerBusiness Analyst Differences • Identify what the new system should do. • What CAN users do? • Create process flow diagrams. • Research Current Process • Identify how the new system should work. • What WILL users do? • Create navigation flow diagrams. • Research Users
  11. 11. Similarities Solve Problems • By listening. • By communicating. • By problem-solving. • By analyzing. • By visualizing.
  12. 12. UX DesignerBusiness Analyst Let’s combine them • Business goals • “What will success look like for this product?” • Behavioral goals • “What are the behaviors that support these goals?”
  13. 13. Let’s combine them “What do users have to do for this product to be successful?”
  14. 14. Let’s combine them “What do users have to do for this product to be successful?” It’s not about features. It’s about measurable,
 observable outcomes.
  15. 15. Examples Before: • We need to increase the number of users who select Plan B and Plan D instead of Plan A. • We need to sell more movie tickets than our competitor down the street. After: • We need people to better understand Plans B and D. • Users need to understand why our movie theater is better than our competitor down the street.
  16. 16. Brings focus. • To every feature; every user story. Brings ideas. • Objective measurement to evaluate proposed solutions. Accountability for Designers. • Links design work directly to business outcomes. Benefits
  17. 17. Stakeholder Politics Addressing the first problem
  18. 18. Proto-Personas asdf;klasdlf;kja;sldfkjasd;fj
  19. 19. What are Personas?
  20. 20. What are Personas? Representation of a typical user. • Identify behaviors and motivations. • It is a way to summarize trends and patterns,
 observed through extensive user research.
  21. 21. Problems with Personas Time consuming and expensive! • Not enough user data. • Often to vague to be useful. • Often contain unvalidated conclusions. Do not incorporate existing beliefs. • Limited company buy-in.
  22. 22. What are Proto-Personas? Leaner variant of the traditional Persona. • Not initially the result of user research. • Stakeholders encapsulate the organization’s beliefs based on their domain expertise and gut feeling.
  23. 23. Benefits of Proto-personas Short 4 hour workshop. Creates alignment with Stakeholders. Keeps Stakeholders invested. Reinforces company awareness about the end user. Direction for further user research.
  24. 24. Benefits of Proto-personas
  25. 25. Badly defined requirements Addressing the second problem
  26. 26. Job Stories asdf;klasdlf;kja;sldfkjasd;fj
  27. 27. What are User Stories? A tool used to capture a description of a software feature from an end-user perspective. “As a <user>, I want to <goal>,
 so that <reason>.”
  28. 28. Benefits of User Stories Perfect tool for maximizing development throughput. Keeps things manageable and separate.
  29. 29. Problems with User Stories Locked into a sequence with no context. Proposes unvalidated solutions. Users don’t judge software based on individual features!
  30. 30. What are Job Stories? Situation vs. Persona Motivation vs. Goal Expected Outcome vs. Reason
  31. 31. Examples Before: • As a user, I want to save my work, so that my work is saved when I return. • As an administrator, I want to add a new user, so they may access the system. After: • When I return to the application, I want to pick-up where I left off, so I can easily continue my work. • When a new user joins our organization, I want to add them to the system, so they may access the system.
  32. 32. Benefits of Job Stories Defines motivations, not implementations. • Empowers the designer and developer to build the right solution. Removes assumptions about the user. • Provides contextual information.
  33. 33. Poor communication among customers, developers, and users. Addressing the third problem
  34. 34. Customer Journey Maps asd;flkjasl;dfkjals;dkfja;lsdkj
  35. 35. What is a Customer Journey Map?
  36. 36. What is a Customer Journey Map? Graphic interpretation of the overall story between a customer and an organization. • From an individual’s perspective. • Correlates key decisions with emotions. • Across all touchpoint and channels.
  37. 37. Benefits Identifies operational inefficiencies. Helps avoid unnecessary features. Discover new opportunities. Encourage Internal Coordination.
  38. 38. Key Take-aways
  39. 39. Key Take-aways • Focus on motivations and outcomes,
 not just features. • Enhance business goals by incorporating behavioral goals. • Our clients can avoid common pitfalls by incorporating design thinking strategies. “What do users have to do for this product to be successful?”

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