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BA and Beyond 19 - Susanne Schmidt-Rauch - Deeper business analysis by user experience methods

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When we received a future business process description using a conventional process diagram in order to represent an overview of the requirements for a financial advisory tool, we felt that business analysts did not want us - the user experience specialists - to start with "our" work.

We convinced them to use a series of 3 workshops implementing scenario-based development (tell the story of the process from the users' perspective) and a special design-studio technique (visually brainstorm on most difficult design challenges) to their project procedure.

The result was a more qualified future business process, a deeper understanding of the context of use and a tangible paper prototype, ready to be tested by and with users.

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BA and Beyond 19 - Susanne Schmidt-Rauch - Deeper business analysis by user experience methods

  1. 1. Deeper Business Analysis by UX methods or: How to be a unicorn Dr. Susanne Schmidt-Rauch
  2. 2. Once upon a time…
  3. 3. Nice idea, let’s do it differently!
  4. 4. User Experience is not about asking people what they want! It is about doing everything (possible) to learn about the user, the context of use and the occurring problems in order to solve them effectively to the users’ satisfaction and delight.
  5. 5. Be a Ford or be a Jobs? Lightsaber No. 1: CRITICAL THINKING!!!
  6. 6. The project 8
  7. 7. simplified process Starting point: first artefact is a process definition based on epics 9 Define Goals for financial decisions Elicit financial demands based on assets Explain possiblities to close gaps Define next steps
  8. 8. When I say «user scenario» – is this your association? 10 Financial Advisory System Define Goals Client Advisor Elicit Demands Explain possibilities Define next steps Pricing Service CRM
  9. 9. Tell a real story 11 … you need a topic, a protagonist, a trigger, and an expected outcome Marc
  10. 10. 12 Collect cohesive scenario steps: Marc clicks on the retirement calculator Following inputs: - male/female → male - … - Years until «normal» retirement → automatically calculated from date of birth - Net income (gross income is automatically calculated) - … Following results: - He does not have the same when retired - There is an annual gap of 24’930 EUR Caution: do not show numbers more precise than they are Marc feels alarmed and wants to talk about that Example
  11. 11. 13
  12. 12. 14 «Marc disagrees because his wife…» «Our Marc would not understand…. «Marc would not feel good about the outcome if …» Allow this
  13. 13. Avoid that 15 «I was an advisor for 20 years, we never…» «Me as a customer, I would think it is easy to…» «I was an advisor for 20 years, we always…»
  14. 14. User representatives ≠ users!
  15. 15. Bias: High subjectivity Bias: Occupational Blindness Bias: Extrapolation error Bias: Group think over time User representatives ≠ users!
  16. 16. User representatives ≠ users! Lightsaber No. 2: Know whom to ask!
  17. 17. 19 Collect design challenges of the scenario steps: How can we help the advisor to derive a financial goal? How might we map goals to actions/to-dos? How might we explain which goals one can have? Example
  18. 18. Brainstorm the challenges 20
  19. 19. At this point you have economized weeks of work and lot’s of «cloudy» discussions! Lightsaber No. 3: Visualize early and cohesive!
  20. 20. Now the magic happens? If you mean Hard Work, YES! → Prototyping 22
  21. 21. Ready to test?! Don’t be afraid, be curious! Lightsaber No. 4: Aim at testable artefacts!
  22. 22. 24 User Observer: can be in a different room with a group of observers Facilitator
  23. 23. Why it works … when you follow a testing strategy 25 Identified Usability Flaws No. of Participants 1 2 3 4 5 6 85 %
  24. 24. What is a testing strategy? 26 Idea / Vision Conceptual Design Visual Design Implementation Operation Contextual Inquiry Walkthrough / User Testing 5-seconds-Test Beta-Testing Piloting Continuous Discovery Exemplary Strategy
  25. 25. Let’s summarize…
  26. 26. The Plan UX is more than nicely painted images! 28 Tell a story: Define a user scenario Analyze the story: Find Design Challenges Brainstorm solution candidates: Design Studio Give it a feeling: Cohesive Prototype Learn for next steps: Test with users
  27. 27. How to convince teams to apply UX methods early? 29 Convinced hero approach Don’t-talk-but-do approach External prophet approach
  28. 28. Early user interventions are pretty useful… 30 Cost of Change 1 EUR 1 EUR 3-8 EUR 7-78 EUR 29- >1500 EUR Idea / Vision Conceptual Design Visual Design Implementation Operation Repu- tation! Product Maturity
  29. 29. Final Lightsaber: Be projectable!
  30. 30. Take aways • UX-methods including tests are useful, especially early in the process • Always aim at testable artefacts • If your project is staffed with user representatives: beware! They are not representative at all. • Don’t-talk-but-do, but be projectable 32
  31. 31. Thank you. Happy to discuss… Dr. Susanne Schmidt-Rauch susanne.schmidt@evux.ch

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