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Designers are from Mars, BAs are from Venus

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Presentation originally given at Interaction South America 2015
November 18, 2015, Cordoba, Argentina
Current version presented at UX New Zealand (Wellington, NZ, Oct 13, 2016)
Also presented at:
June 09, 2016: UX Scotland 2016 (Edinburgh, Scotland)
April 29, 2016, UXPA Boston Conference 2016 (Boston, MA)
April 30, 2016, UXcamp Chicago (closing keynote) (Chicago, IL)
Feb 24, 2016, CapCHI Ottawa (Ottawa, ON)

Published in: Design

Designers are from Mars, BAs are from Venus

  1. 1. DESIGNERS ARE FROM MARS, SOL Mercury Jupiter Uranus Mars Venus Earth Neptune Saturn UX NEW ZEALAND #UXNZ2016 OCT 13, 2016 @CORNELIUX BAs ARE FROM VENUS. DESIGNERS ARE FROM MARS, SUN
  2. 2. Not BA
  3. 3. GETTING TO “THE TABLE”
  4. 4. DESIGN IS POLITICS
  5. 5. UX BA ? Love Optimized: NeurAlignPhil Balagtas, #UXNZ2016
  6. 6. Funct’l Specs Work+$ IA IxD / Proto Visual Design Business Modelling User Research Enterprise / Large Scale Projects Work+$ BA work UX work BA work UX work Startup / Small Scale Projects
  7. 7. A BRIEF HISTORY OF UX & BA
  8. 8. DESIGN HISTORY BA HISTORY Aristotle (384-322 BC) Theories on departmentalization of labour Taylorism (1880-1910) Analyzed and synthesized workflows Vitruvius (80-15 BC) Vitruvian Triad Da Vinci (1452-1519) Typography, sketching, industrial design “IA” (1968) Don Norman (1984) “UX” “Systems Analyst” (1970s) Started working on computer data analysis JJG (2002) Elements of User Experience Microprocessor Adam Smith (1723-1790) Described the process used in a pin factory IIBA/ BABOK (2004-2005) “Human Factors” (1914-1918) Design of military equipment. Agile IA User researcher Interact’n designer UX designer Product designer Product Designer Product Owner Business analyst Systems analyst BI analyst Business process analyst etc.
  9. 9. 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 enables the organization to achieve its goals. BABOK2 BUSINESS ANALYSIS
  10. 10. BABOK3 BUSINESS ANALYSIS Business analysis enables an enterprise to articulate needs and the rationale for change, and to design and describe solutions that can deliver value to stakeholders.
  11. 11. Business flows Conceptual models Use cases User stories REQUIREMENTS FUNCTIONAL NON-FUNCTIONAL (BABOK1 - 2005) Performance Scalability Security Privacy Usability Reliability & many more...
  12. 12. Performance experts Scalability experts Security experts Privacy experts Reliability experts NFRs WHO? Performance Scalability Security Privacy Usability Reliability & many more... Business analysts NON-FUNCTIONAL (BABOK1 - 2005)
  13. 13. Performance Scalability Security Privacy Operability Reliability & many more... NFRs NON-FUNCTIONAL (BABOK2 - 2009) Is the application understandable to users? Operability requirements include the extent to which users can recognize whether an application will actually fulfill their needs, the ease of learning the application, and the usability of the application. UX?
  14. 14. NFRs Performance Scalability Security Privacy Usability Reliability & many more... NON-FUNCTIONAL (BABOK3 - 2015) “Ease with which a user can learn to use the solution” Learnability
  15. 15. THE DESIGN PROCESS toothpastefordinner.com
  16. 16. THE DESIGN PROCESS RESEARCH CONCEPT/PROTOTYPE DESIGN DANIEL NEWMAN BILL BUXTON
  17. 17. An evidence-based methodology that involves end-users throughout the creative process to identify, conceptualize and design services or products that are measurably easier to use, learn and remember. WHAT IS UX DESIGN?
  18. 18. WHAT WE DO UX BA Contextual Inquiries Card Sorting Interaction Design Eye Tracking Data Models Process Flows Business Plan Use Cases GapAnalysis Product Roadmap Personas Visual Design Usability Testing UserAcceptance Testing Screen Flows Wireframes Content Strategy + many more Decision Modelling + many more CostAnalysis SkillsAnalysis
  19. 19. OVERLAP UX BA Prototyping Brainstorming Observation Evangelism Contextual Inquiries Card Sorting CompetitiveAnalysis TaskAnalysisInteraction Design Eye Tracking Data Models Process Flows Business Plan Use Cases Feature Prioritization GapAnalysis Product Roadmap Personas Visual Design Usability Testing UserAcceptance Testing Screen Flows Wireframes Content Strategy + many more Decision Modelling + many more CostAnalysis SkillsAnalysis UX + BA + more Interviews Focus Groups Journey Maps
  20. 20. OVERLAP
  21. 21. BUSINESS MODEL CANVAS EXPERIENCE CANVAS COMMON MODELS
  22. 22. UX BA= DIFFERENCES USERS STAKEHOLDERS
  23. 23. Industry1 UXBA CAREER PATH BA Project BA Project BA Project BA Project BA Project BA Project BA Project BA Project Industry2 UX Project UX Project UX Project UX Project UX Project UX Project Industry1 Industry2 Industry3 Industry4 Industry5 Industry6 UX Project UX Project UX Project UX Project UX Project UX Project UX Project UX Project
  24. 24. THIS IS SPARTA! UX BA
  25. 25. BE NICE.
  26. 26. “TREAT YOUR TEAM THE SAME WAY YOU TREAT USERS.”
  27. 27. MAKING DECISIONS
  28. 28. “THESE AREN’T THE DESIGNS YOU’RE LOOKING FOR...”
  29. 29. Confidence Experience 0% 100% DUNNING-KRUGER EFFECT None Expert (knowledge) *Nobel Prize Psychology 2000
  30. 30. UX PROFESSIONALS User Evidence User Research Design Theory Usability Testing Results, User Metrics Contextual Inquiries, Ethnography, Interviews, etc.) Elements (Line, Shape, Typography, Color, etc.) Principles (Proximity, Contrast), Laws (Fitts’Law, etc.) DesignValidationStack byCennyddBowlesandJamesFox MAKING DECISIONS
  31. 31. BUSINESSANALYSTS UserAcceptance Testing, Process Metrics JAD Sessions, Focus Groups etc. Key concepts, techniques and principles (efficiency, process streamlining, risk analysis etc.) Evidence Business Research Business Theory BusinessValidationStack by@Corneliux MAKING DECISIONS
  32. 32. UX PROFESSIONALS BUSINESSANALYSTS User Evidence User Research Design Theory Evidence Business Research Business Theory MAKING DECISIONS
  33. 33. User Evidence User Research Design Theory Evidence Business Research Business Theory MAKING DECISIONS UX PROFESSIONALS BUSINESSANALYSTS Elements, Principles, Laws Theories(Efficiency, Streamlining, etc.) Deductive Logic Argument
  34. 34. User Evidence User Research Design Theory Evidence Business Research Business Theory MAKING DECISIONS UX PROFESSIONALS BUSINESSANALYSTS Ethnography, Interviews, Diaries JAD Sessions, Focus Groups Inductive Logic Argument
  35. 35. People participate with their guards up, skeptical and critical. People can stop themselves from retaining facts Stories are much easier to synthesize People cannot stop themselves from remembering stories VERBALIZING NEEDS FORMAL CONVERSATION STORY-BASED CONVERSATION FAST COMPANY
  36. 36. User Evidence User Research Design Theory Evidence Business Research Business Theory MAKING DECISIONS UX PROFESSIONALS BUSINESSANALYSTS Usability Testing UserAcceptance Testing Physical World TestedArgument
  37. 37. MAKING DECISIONS UX PROFESSIONALS BUSINESSANALYSTS User Evidence User Research Design Theory Evidence Business Research Business Theory . . . . . . . . . . . . . . . . . . . . . . $ Usability Testing UserAcceptance Testing
  38. 38. Probability of design project success MAKING PROJECTIONS Hiring delay between lead BA and lead UX designer Probability of conflict between BAand UX 0 100% 2 months *data from 23 projects
  39. 39. UX BA ? Love Optimized: NeurAlignPhil Balagtas, #UXNZ2016 business analysis PAUL SHERMAN #UXNZ2016 photo by @chrisredeye
  40. 40. THE NEW REALITY...
  41. 41. DESIGN HISTORY BA HISTORY BA+UX Role? Aristotle (384-322 BC) Theories on departmentalization of labour Taylorism (1880-1910) Analyzed and synthesized workflows Vitruvius (80-15 BC) Vitruvian Triad Da Vinci (1452-1519) Typography, sketching, industrial design “IA” (1968) Don Norman (1984) “UX” “Systems Analyst” (1970s) Started working on computer data analysis JJG (2002) Elements of User Experience Microprocessor Adam Smith (1723-1790) Described the process used in a pin factory IIBA/ BABOK (2004-2005) “Human Factors” (1914-1918) Design of military equipment. Agile IA User researcher Interact’n designer UX designer Product designer Product Designer Product Owner Business analyst Systems analyst BI analyst Business process analyst etc.
  42. 42. @corneliux THANK YOU. #UXNZ2016

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