IIBA Webinar 30 Mar 2023 BA Story Telling

1. BUSINESS ANALYSIS AND THE ART OF STORYTELLING
LIVE WEBINAR – 30TH MARCH 2023

2. © 2023 The Capital Markets Company. Capco Confidential. All rights reserved. 2
BUSINESS ANALYSIS AND THE ART OF STORYTELLING
TODAY‘S SPEAKERS
Jonathan Mowlem
Principal Consultant
Scotland Marketing &
Partnerships Lead
E: Jonathan.Mowlem@capco.com
John Wisner
Managing Principal
UK Consulting BA & Process
Capability Lead
E: John.Wisner@capco.com

3. © 2023 The Capital Markets Company. Capco Confidential. All rights reserved. 3
CAPCO SCOTLAND
Deep local financial services industry expertise with a strong track record in delivering strategy to execution in Scotland
Wealth & Asset Management
Insurance
Capital Markets
Banking & Payments
Investments
Transformation Services
Data & Analytics
Digital Innovation ESG
Systems Integration
Technology Advisory
Risk, Regulatory & Compliance
Digital Engineering
Strategy
Security Services
Modern Delivery Consumer Duty
We understand your business: Our people are equipped with knowledge
across a range of specialist areas
UK WIDE MOBILITY & SCALABILITY:
We have a further c.1200 Consultants in the UK (London and Manchester) allowing for
full UK coverage with fast mobilisation to support our Scotland clients as required
Chairs Award 2022
OUR SCOTLAND CLIENTS INCLUDE
315+
HEADCOUNT
28%
BUSINESS
CONSULTANTS
26%
PROJECT
MANAGER
18%
BUSINESS
ANALYSTS
8%
PMO
SUSTAINED GROWTH SINCE 2015
2017 2018
120
80
2016
2015 2019
140
2020 2021
150
260
40
2022
300
2023
315
24%
SPECIALISTS

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AGENDA 01 Why do we tell stories?
02 The rules of storytelling
03
Sharing the story of our analysis approach (including
audience participation)
05 Q&A
06 Thank you and closing

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BUSINESS ANALYSIS AND THE ART OF STORYTELLING

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WHY DO WE TELL STORIES?
Storytelling is a powerful way to deliver any message
Share information,
opinions, views and
decision-making.
Allow people to
come together,
inform what our
values are and act
on them.
Create other worlds,
emotions, ideas and
make the everyday
seem incredible.
Teach us empathy
and take us on
terrific journeys.
Appeal to our senses
and our emotions,
not only drawing our
attention more
easily, but also
leaving an impact
on us as audiences.
1 2 3 4 5

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THE RULES OF STORYTELLING
Basic storytelling structure adheres to certain rules
Beginning, middle,
and end
Create suspense
(“What will happen next?”)
People, Place, Plot,
and Purpose
Bring characters to
life as characters
Immerse your
audience in a story
Bring characters to
life as characters
Tell a person al story
to help captivate
your audience
Build up to a S.T.A.R.
(“Something They’ll Always
Remember” ) Moment
End with a positive
takeaway
1 2 3 4
5 6 7 8
9

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QUESTION #1
Opportunity for Audience participation
and to inform the webinar
Question: What stories do you tell as a Business Analyst?
Available Answers (Select up to three that apply most):
1. Solution functionality and capabilities
2. Future State Benefits
3. Current or Target process
4. Vision, scope and objectives
5. Propose changes or Improvement Opportunities
6. Proposing conceptual solution/(s)
7. Requirements and priorities
8. Stakeholders and perspectives
9. Analysis Approach
10. Issues, problems and root-causes
What stories do you tell as a Business Analyst?

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THE STORIES TOLD BY BUSINESS ANALYSTS
What is the focus of some of our BA storytelling
Context & Proposed
Approach
1
Establish Issues and
Opportunities
2
Requirements/
Stories and Priorities
3
Solution Design &
Architecture
4
User Interface,
Look and Feel
5
Data and
Interface Analysis
6
Implementation,
Traceability
& Progress
7
Business Benefits
& Value
8

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NOW LET’S SHARE THE STORY OF OUR ANALYSIS APPROACH

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• Project vision, scope and
objectives
• Outline the initiative and
analysis approach
• Stakeholders
• Set the tone for future
engagement and transparency
Agree Scope
& Priorities
Define/Validate Vision
and Rationale
Identify
Stakeholders (RACI)
Agree Analysis
Approach
Enable Visibility
& Transparency
1) Context & Proposed Approach
CONTEXT &
PROPOSED APPROACH

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• Business process and
variations
• Pain points (incl. root causes)
& opportunities
• Controls
• Process timings
• Priorities
• Inform and help continually
appraise the business case
ESTABLISH PROBLEMS
AND OPPORTUNITIES Agree Scope
& Priorities
Define/Validate Vision
and Rationale
Identify
Stakeholders (RACI)
Agree Analysis
Approach
Current State
Process
Timing & Benefits
Analysis
Enable Visibility
& Transparency
Agree Issues &
Opportunities
Appraise
Business Case
1) Context & Proposed Approach 2) Establish Issues and Opportunities

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• Eliciting requirements &
rationale
• Establish root causes of issues
• Share individual stakeholder
stories & perspectives
• Requirements are captured
digitally as early as possible
• Appreciate different
perspectives
• Represent stakeholders
• Promote continued review of
analysis to improve quality
REQUIREMENTS / STORIES
AND PRIORITISATION Agree Scope
& Priorities
Define/Validate Vision
and Rationale
Identify
Stakeholders (RACI)
Agree Analysis
Approach
Current State
Process
Timing & Benefits
Analysis
Enable Visibility
& Transparency
Agree Issues &
Opportunities
Appraise
Business Case
Elicit Requirements
& Rationale
Root Cause Analysis
Consider
Perspectives
Validate
Requirements
Requirements
Prioritisation
Review & Sign-Off
Update Traceability
& Share
1) Context & Proposed Approach 2) Establish Issues and Opportunities
3) Requirements/
Stories and
Prioritisation

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Agree Scope
& Priorities
Define/Validate Vision
and Rationale
Identify
Stakeholders (RACI)
Agree Analysis
Approach
Current State
Process
Timing & Benefits
Analysis
Enable Visibility
& Transparency
Target State
Process
Functional Capabilities
Determined
Functional Design
Defined
Application Architecture
Collaboration
Functional
Analysis
Agree Issues &
Opportunities
Appraise
Business Case
Elicit Requirements
& Rationale
Root Cause Analysis
Consider
Perspectives
Validate
Requirements
Requirements
Prioritisation
Review & Sign-Off
Update Traceability
& Share
Update Traceability
& Visibility
1) Context & Proposed Approach 2) Establish Issues and Opportunities
4) Solution Design &
Architecture
3) Requirements/
Stories and
Prioritisation
• Target state process is defined
• Functional capabilities
Identified
• Functional Architecture
• Focus on component features
and detailed analysis
• Traceability
• Stakeholder RACI refined
SOLUTION DESIGN
& ARCHITECTURE

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QUESTION #2
Opportunity for Audience participation
and to inform the webinar
Question: What best describes how you adapt your approach
Analysis, depending on the situation, stakeholder/team needs or
focus of the change?
Available Answers (Select up to two that apply most):
1. Adaptive analysis approach
2. Techniques that suit the situation
3. Determined by requirements tooling
4. Influenced by the delivery methodology (e.g. Agile)
5. Bespoke or customised for each engagement
6. Typically consistent, irrespective of the situation
How do you adapt your approach Analysis?

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• User interfaces, applications or
reporting
• Prototyping-based approach
• User-driven wireframes and/or
prototypes
• End user expectations and
logic
• Internal branding
• Design thinking and user
experience
• Promote buy-in or awareness
of the proposed solution
• Bring solutions to life
USER INTERFACE &
EXPERIENCE ANALYSIS Agree Scope
& Priorities
Define/Validate Vision
and Rationale
Identify
Stakeholders (RACI)
Agree Analysis
Approach
Current State
Process
Timing & Benefits
Analysis
Enable Visibility
& Transparency
Target State
Process
Functional Capabilities
Determined
Functional Design
Defined
Application Architecture
Collaboration
Collaborative
Prototype/
Mock-Up
Consider Branding
Standards & NFRs
Review, Refine and
Define Requirements
Functional
Analysis
Agree Issues &
Opportunities
Appraise
Business Case
Elicit Requirements
& Rationale
Root Cause Analysis
Consider
Perspectives
Validate
Requirements
Requirements
Prioritisation
Review & Sign-Off
Update Traceability
& Share
Elicit High-
Level Needs
1) Context & Proposed Approach 2) Establish Issues and Opportunities
4) Solution Design &
Architecture
3) Requirements/
Stories and
Prioritisation
5) User
Interface, Look
and feel

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Agree Scope
& Priorities
Define/Validate Vision
and Rationale
Identify
Stakeholders (RACI)
Agree Analysis
Approach
Current State
Process
Timing & Benefits
Analysis
Enable Visibility
& Transparency
Target State
Process
Functional Capabilities
Determined
Functional Design
Defined
Application Architecture
Collaboration
Collaborative
Prototype/
Mock-Up
Consider Branding
Standards & NFRs
Review, Refine and
Define Requirements
Functional
Analysis
Agree Issues &
Opportunities
Appraise
Business Case
Elicit Requirements
& Rationale
Root Cause Analysis
Consider
Perspectives
Validate
Requirements
Requirements
Prioritisation
Review & Sign-Off
Update Traceability
& Share
Update Traceability
& Visibility
Elicit High-
Level Needs
Agree Data
Entities
Identify Data
Requirements
Data Modelling
Appraise Data
Sources
Data Analysis &
Validation
Data/Interface
Specification
Consider Enterprise
Architecture
Update Traceability
& Visibility
1) Context & Proposed Approach 2) Establish Issues and Opportunities
4) Solution Design &
Architecture
6) Data and Interfaces Analysis
3) Requirements/
Stories and
Prioritisation
5) User
Interface, Look
and feel
• Data sourcing, interfaces,
storage, translation and/or
reporting
• Contextualise the data
landscape
• Data management frameworks
• Data modelling of
relationships and sources
• Field level analysis
• Master or authoritative
sources
• Investigation, exploration,
mapping and/or translation to
support of the story being told
• Visibility, transparency &
traceability
DATA AND
INTERFACES ANALYSIS

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• Collaboration with delivery
partners
• Shared and timely insight
• Contributing to solution
development
• Collaborative and adaptive
• Visibility and MI
• Visibility, transparency &
traceability
• Prepare and support business
adoption
• User training, awareness and
communications
IMPLEMENTATION
& TRACEABILITY
Analysis MI &
Dashboards
Agree Scope
& Priorities
Define/Validate Vision
and Rationale
Identify
Stakeholders (RACI)
Agree Analysis
Approach
Current State
Process
Timing & Benefits
Analysis
Enable Visibility
& Transparency
Target State
Process
Functional Capabilities
Determined
Functional Design
Defined
Application Architecture
Collaboration
Collaborative
Prototype/
Mock-Up
Consider Branding
Standards & NFRs
Review, Refine and
Define Requirements
Functional
Analysis
Agree Issues &
Opportunities
Appraise
Business Case
Elicit Requirements
& Rationale
Root Cause Analysis
Consider
Perspectives
Validate
Requirements
Requirements
Prioritisation
Review & Sign-Off
Update Traceability
& Share
Elicit High-
Level Needs
Agree Data
Entities
Identify Data
Requirements
Data Modelling
Appraise Data
Sources
Data Analysis &
Validation
Data/Interface
Specification
Consider Enterprise
Architecture
Update Traceability
& Visibility
Development
Collaboration
Progress & Status
Visibility
Full Traceability &
Reporting
Business/Solution
Adoption
1) Context & Proposed Approach 2) Establish Issues and Opportunities
4) Solution Design &
Architecture
6) Data and Interfaces Analysis
7) Implementation,
& Traceability
3) Requirements/
Stories and
Prioritisation
5) User
Interface, Look
and feel

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Analysis MI &
Dashboards
Agree Scope
& Priorities
Define/Validate Vision
and Rationale
Identify
Stakeholders (RACI)
Agree Analysis
Approach
Current State
Process
Timing & Benefits
Analysis
Enable Visibility
& Transparency
Target State
Process
Functional Capabilities
Determined
Functional Design
Defined
Application Architecture
Collaboration
Collaborative
Prototype/
Mock-Up
Consider Branding
Standards & NFRs
Review, Refine and
Define Requirements
Business Case
Refinement
Retrospectives &
Lessons Learned
Value Propositions &
Business Architecture
Best Practice &
CofE
Functional
Analysis
Agree Issues &
Opportunities
Appraise
Business Case
Elicit Requirements
& Rationale
Root Cause Analysis
Consider
Perspectives
Validate
Requirements
Requirements
Prioritisation
Review & Sign-Off
Update Traceability
& Share
Update Traceability
& Visibility
Elicit High-
Level Needs
Agree Data
Entities
Identify Data
Requirements
Data Modelling
Appraise Data
Sources
Data Analysis &
Validation
Data/Interface
Specification
Consider Enterprise
Architecture
Update Traceability
& Visibility
Development
Collaboration
Progress & Status
Visibility
Full Traceability &
Reporting
Business/Solution
Adoption
1) Context & Proposed Approach 2) Establish Issues and Opportunities
4) Solution Design &
Architecture
6) Data and Interfaces Analysis
8) Business Benefits & Value
7) Implementation,
& Traceability
3) Requirements/
Stories and
Prioritisation
5) User
Interface, Look
and feel
• Retrospectives and reviews
• Improvements to analysis
approach introduced
throughout
• Past lessons learned
considered
• Wider value propositions are
identified
• Share insight with BA and
process community
• Recognise the business benefit
• Recognise role played by the
business analysis
• End on a high…
• Opportunities for a sequel?
• Interesting and engaging ways
to share
BUSINESS BENEFITS
& VALUE

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QUESTION #3
Opportunity for Audience participation
and to inform the webinar
Question: Which of the key points in today’s session will you take
away and put into practice?
Available Answers (Select up to three that apply most):
1. Emphasize the story when sharing your analysis
2. Outline the analysis approach and rationale
3. Share insight on process timings, pain points (Issues), opportunities
(to improve)
4. Ensure that individual stakeholder stories are shared
5. Functional design in collaboration with Architecture & Technology
6. Adapting your analysis approach
7. Approaches to suit different situations
8. Data and Interfaces analysis
9. Traceability
10. Implementation and business benefits
What will you take away from this session?

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Q&A

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THANK YOU
For more information, please contact:
Jonathan Mowlem
Principal Consultant
Scotland Marketing & Partnership
Lead
E: Jonathan.Mowlem@capco.com
John Wisner
Managing Principal
UK Consulting BA & Process
Capability Lead
E: John.Wisner@capco.com

23. © 2023 The Capital Markets Company. Capco Confidential. All rights reserved.