This presentation is to show how Experience Designers and Business Analysts work together in an Agile environment, what their roles exactly are and how the roles overlap. Presented at CAS 2016 (Conference Agile Spain) in Vitoria-Gasteiz, Spain.

1. User-Centered Analysis
and Design in Agile
by Nazlı Ceren Binyıldırım & Fatma Ürek Uludağ
@fatmaurek @licenidae @confagilespain #CAS2016

2. Speakers
Nazlı Ceren Binyıldırım
Experience Designer at Turkey
@licenidae
Fatma Ürek Uludağ
Business Analyst at Turkey
@fatmaurek
@fatmaurek @licenidae @confagilespain #CAS2016

3. Agenda ▸ What are Experience Design, User-Centered
Design, Design Thinking?
▸ What are BA and XD, and how do they fit in
Agile?
▸ BA and XD collaboration in Agile
▸ The tools we use
▸ Why adopt User-Centered Analysis and
Design?
▸ Q&A
@fatmaurek @licenidae @confagilespain #CAS2016

4. Experience
Design
“Experience design (XD) is the practice of
designing products, processes, services,
events, omnichannel journeys, and
environments with a focus placed on
the quality of the user experience and
culturally relevant solutions.”
- Wikipedia
“User experience encompasses all aspects
of the end-user's interaction with the
company, its services, and its products…”
- Nielsen Norman Group
@fatmaurek @licenidae @confagilespain #CAS2016

5. User-centered
Design
“User-centered design means understanding
what your users need, how they think, and
how they behave, and incorporating that
understanding into every aspect of your
process.”
– Jesse James Garrett, User Experience
Designer
@fatmaurek @licenidae @confagilespain #CAS2016

6. Design
Thinking
“We cannot solve our problems with the same
thinking we used when we created them.”
- Albert Einstein
Design thinking is a user-centered,
solution-focused approach to problem
solving. It’s a creative, collaborative, iterative,
practical, scalable, adaptable and highly
empathic way of solving wicked problems.
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8. BAs and XDs
How do they work together?
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9. XDs vs BAs
in Waterfall
Experience Designers are not capable of
analysing requirements or considering
business issues.
Business Analysts are not capable of
conducting research, empathising with
end-users or designing.
@fatmaurek @licenidae @confagilespain #CAS2016

10. The UX
Spectrum
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11. XDs & BAs
in Agile
Experience Designers should analyze
requirements and consider business
issues.
Business Analysts should conduct
research, empathize with end-users and
design.
@fatmaurek @licenidae @confagilespain #CAS2016

12. Definition
Of BA:
BABoK V2 vs V3
BABoK 2.0
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 enable the
organization to achieve its goals.
BABoK 3.0
Business analysis is the practice of enabling change in an
enterprise by defining needs and recommending solutions
that deliver value to stakeholders. Business analysis
enables an enterprise to articulate needs and the rationale
for change, and to design and describe solutions that can
deliver value.
@fatmaurek @licenidae @confagilespain #CAS2016

13. BA and XD Collaboration
“As you navigate through the rest of your life, be open to collaboration. Other people and other people's
ideas are often better than your own. Find a group of people who challenge and inspire you, spend a lot of
time with them, and it will change your life.” - Amy Poehler
@fatmaurek @licenidae @confagilespain #CAS2016

14. Learning
Opportunities
Yes, the roles are very similar, and often
overlap, but this provides learning
opportunities on both sides, so that the
team can be more effective and efficient.
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15. Overlapping Roles
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16. Overlapping Roles
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17. 2 Disciplines
1 Product
BAs are the voice of the business and XDs
bring multiple perspectives together to
form a cohesive view; to be successful
both should be involved in all stages of
the product’s lifecycle.
@fatmaurek @licenidae @confagilespain #CAS2016

18. Lean UX Lean UX opens the entire design process
to the whole team and invites them to
collaborate. It ensures high quality
outcomes and effective communication.
This creates a shared vision and
responsibility.
Lean UX principles: cross-functional teams;
small, dedicated, colocated; progress =
outcomes not output; problem-focus
teams; removing waste; small batch size;
continuous discovery; getting out of the
building; shared understanding; no
rockstars, gurus, ninjas; externalize your
work; making over analysis; learning over
growth; outcomes over documentation.
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19. Inception
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20. Iteration 0
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21. Iteration n
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22. Iteration 1-n
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23. Business
Model
Canvas
https://strategyzer.com/books/business-model-generation
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24. Value
Proposition
Canvas
https://strategyzer.com/books/value-proposition-design
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25. User
Journey
Map
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26. Why adopt User-Centered
Analysis and Design?
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27. Outcomes
vs Outputs
“Features and services are outputs. The
business goal they are meant to achieve
are outcomes. Lean UX measures progress
in terms of explicitly defined business
outcomes.”
- Lean UX, Jeff Gothelf
“Even the best designers produce successful
products only if their designs solve the right
problems. A wonderful interface to the wrong
features will fail.”
– Jakob Nielsen
@fatmaurek @licenidae @confagilespain #CAS2016

28. Oracle
Global
Research
2013
http://www.oracle.com/us/corporate/press/1903222
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29. Generation Z
& Cultural Requirements
Digital natives (mobile first)
Shorter attention span
Trust in e-commerce (especially mobile)
Not easily impressed
Prefer videos (YouTube over Facebook)
Like messaging instead of e-mails
Experiences over privacy
Multitaskers and unconcerned w/ money
Multiple online personas
Ambient UX and new generation
interactions
http://www.forbes.com/sites/rachelarthur/2016/03/16/generation-z
@fatmaurek @licenidae @confagilespain #CAS2016

30. Evolution of
Service and
Product Design
Stage 1: In-store exchange (upto the 1960s)
Stage 2: Delivery (1960s to 1990s)
Stage 3: Omni-presence (Mid-90s till 2011)
Stage 4: Forecasting and generation of demand
(2011 onward)
Ergonomics + Technology = New Interactions
Changing cultural norms, motivations,
behaviors and needs
Social impact and ecological impact
https://www.linkedin.com/pulse/20140804133402-26423492-evolution-of-service-design
@fatmaurek @licenidae @confagilespain #CAS2016

31. Integrate UX
within Your
Organisation
Business + Culture (mission, vision and
values)
Have an Experience Strategy and share it
Create evangelists
Open collaboration and communication
Excel at user and customer experiences
Sense of ownership (for products and
services you build)
Make sure everyone shares the business
and experience visions
@fatmaurek @licenidae @confagilespain #CAS2016

32. Conclusion “It is about them and for them. The closer the
end-users’ needs are analysed and answered,
the more successful the adoption or
purchase of a solution. You iterate until you
get it right from a customer perspective. This
the power of HCD.”
– Olivier Delarue, Lead, UNHCR Innovation
@fatmaurek @licenidae @confagilespain #CAS2016

33. Thank you!
NAZLI CEREN BİNYILDIRIM
nazli@thoughtworks.com
linkedin.com/in/nazcb
FATMA ÜREK ULUDAĞ
furek@thoughtworks.com
linkedin.com/in/fatmaurek
@fatmaurek @licenidae @confagilespain #CAS2016