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Incorporating User Experience into Business Analysis Government E-Services Case Studies Thursday, November 14, 2013 Anas Orwani © Elm 2013

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Incorporating User Experience into

Business Analysis Government E-Services Case Studies

Thursday, November 14, 2013

Anas Orwani

© Elm 2013

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Agenda

● Introduction

○ Elm

○ Why UX?

○ Berkeley University

Research

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Agenda

● Incorporating UX in BA Process

○ Kick Off

○ Job Title

○ UX Guidelines & Standard

○ BA Process

■ Persona

■ User Journey

■ Prototyping

■ UI Design

■ Usability Testing

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Agenda

● Challenges

● Future Plans

● Resources

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Elm

● Established in 2002.

● Owned by the Public Investment Fund

(PIF), the investment arm of the Saudi

Ministry of Finance.

What is User Experience?

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http://developer.apple.com/ue

“The user experience for applications encompasses

the visual appearance, interactive behaviour, and

assistive capabilities of software”

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Why UX?

● Usability is a non-functional requirement.

● An interface should:

o Be easy to learn how to use (No need for a user

manual).

o Have a high retention rate.

o Results in user delight (e.g. shortcuts) & trust (e.g.

same language).

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Why UX?

● Usability is a non-functional requirement.

● An interface should be:

o Be easy to learn how to use (No need for a user

manual).

o Have a high retention rate.

o Results in user delight (e.g. shortcuts) & trust (e.g.

same language).

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Why UX?

● Customer satisfaction enhancement

o 999

● Cost reduction

o Elm Call Center

● Increased revenue o Amazon’s $300 Million Button: One Time Purchases

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Why UX?

● For Government E-Services

o A usable interface will:

Reduce operations cost.

Enhance customer (nation) satisfaction.

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Why UX?

● For Government E-Services

o A usable interface will:

Reduce operations cost.

Enhance customer (nation) satisfaction

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Why UX?

● For Government E-Services

o A usable interface will:

Reduce operations cost.

Enhance customer (nation) satisfaction.

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Why UX?

● To tune BAs Mindest since a BA:

o Is Process/Fact-Oriented (doesn’t cater for the users’

emotions)

o Thinks Requirements-Intrinsic

o Follows a System–Linear Approach

o Does Problem Solutioneering

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Why UX?

● To tune BAs Mindest since a BA: o Is Process/Fact-Oriented (doesn’t cater for the users’

emotions)

o Thinks Requirements-Intrinsic

o Follows a System–Linear Approach

o Does Problem Solutioneering

● Interview with Patrick (Chief Experience Officer

at Macquariem)

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Why UX?

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Why UX?

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Berkeley University Research

● Findings:

o BA and UX skill sets overlap more than they

diverge.

o Neither can work in a silo:

BAs must think about user needs

UX practitioners must consider business needs

“To be successful at either BA or UX, you have to know a lot about the other”

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Ian Crew

Data Services

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Berkeley University Research

● Findings:

o BA and UX skill sets overlap more than they

diverge.

o Neither can work in a silo:

BAs must think about user needs

UX practitioners must consider business needs

Incorporating UX in BA Process

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Kick Off

● Designate an owner.

● Learn.

● Conduct an internal workshop (Value

Realization).

● Present feasibility to management.

● Allocate budget.

● Partner with a UX consultancy firm

o Train

o Help in creating the standard

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Job Title

● No specific UX specialist role.

● UI Design.

● Benefit:

o Less investment till actual value realization.

● Drawback:

o UX might be influenced or deprioritized. So,

governance is needed.

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UX Guidelines & Standard

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UX Guidelines & Standard

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BA Process

● General Guidelines:

o Early UX Thinking Involvement.

o Business Requirements re-visit from UX

perspective.

o Usability testing is important.

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BA Process

● General Guidelines:

o Early UX Thinking Involvement.

o Business Requirements re-visit from UX perspective.

o Usability testing is important.

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BA Process

Stakeholders

•Client

•Sponsor

•Business Developer

•Project Manager

•BA Lead

•Account Manager

Stakeholders

•Project Manager

•BA Lead

Stakeholders

•Client

•Project Manager

•Sponser

Stakeholders

•Execution Team

•Project Manager

•Client

•Sponsor

Scoping

•Review Business Case / Proposal

•Stakeholder Analysis & Persona Definition

•Business Context

•Features

Planning

•Communication & Elicitation Plan

•Change Management

•Deliverables & Estimations

Business Requirements Elicitation

•Business Context

•Features

•Business Processes (User Journies)

•Business Rules

•Roles & Privileges

•Prototype & UI Design

Solution Requirements Analysis

•Solution Requirements

•Requirements Artifacts

•Common Artifacts

•Prototype & UI Design

Initiation Definition Execution

Validation

Management

Communication

Validation

Management

Communication

Validation

Verification

Management

Communication

Management

Communication

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Observations

● Having a BA process is a pre-condition.

● Personas can be reusable (RCA).

● UX helps in requirements prioritization.

● Both UX and BA look for gaps between

stakeholder requirements and what end users

really need.

● Not all software projects will require UX:

o Enhancing a system with a good usability.

o Changing the business logic embedded in a system.

Persona

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Definition

● A persona model describes an end user

goals & objectives.

o Motivation

o Psychology

● Humanized user profile.

● Teaches stakeholder(end user) life style.

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Sample

Elm Persona

© Elm 2013

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Fahad

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Elm Persona (Draft)

● Reusable persona (RCA).

o Segmentation.

o Common personalities.

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Sulaiman: A Business Man

Personal Information

Age 50

Location Riyadh

Education Master of Marketing Management

Title General Manager (Family Business)

Industry Stationary

Language Arabic & English

Technology

Amount 6 hours daily

Usage Type Stocks – Online Magazines - eBanking

Device Type IPad - Smart Phone

Elm Systems Yakeen Validates customers data

Ishaar Receives updates regarding employees visa status

Goals Motivation Data validation results are retrieved real-time.

Frustration Needs to input much text to initiate an eService

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Omar: A Young Man

Personal Information

Age 18

Location Majma’a

Education Elementary

Title N\A

Industry Second Hand Cars

Language Arabic

Technology

Amount 3 hours daily

Usage Type Chatting – Cars Forums

Device Type PC

Elm Systems Car CV Retrieves second hand cars information

Tamm Performs cars ownership transfer

Goals Motivation System availability – Arabic interface

Frustration Cannot do multi-transactions through one request

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Hesham: An HR Agent

Personal Information

Age 35

Location Jeddah

Education Bachelors in Administration

Title HR Agent

Industry Telecommunications

Language Arabic

Technology

Amount 3 hours daily

Usage Type Facebook – Twitter – MOI Portal

Device Type Smart Phone

Elm Systems Muqeem Performs eVisa for residents

Efada Checks medical certificates results for employees

Goals Motivation Service is accessible through Mobile

Frustration Need to enter many validation fields and pass codes

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Turki: A Commoner

Personal Information

Age 48

Location Hafr Albaten

Education N/A

Title N/A

Industry Car Rental

Language Arabic

Technology

Amount 2 hours daily

Usage Type Cars Forums – News

Device Type PC

Elm Systems Tamm Performs Driving Authorization

Appointment Books appointment with Traffic Department

Goals Motivation Process has fewer steps to request an authorization

Frustration Uninformed of released earlier appointment slots

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Mousa: A Disabled Person

Personal Information

Age 35

Location Hail

Education Diploma in Accounting

Title Accountant

Industry Oil & Energy

Language Arabic

Technology

Amount 2 hours daily

Usage Type YouTube – Health

Device Type Laptop

Elm Systems Muqeem Performs Visa for Home Labor

Appointment Books appointment with Ministry of Labor

Goals Motivation White space is effectively used

Frustration Need to read CAPTCHA code; no audio challenge

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Fatima: An Unemployed Female

Personal Information

Age 25

Location Dammam

Education Bachelors in Arts

Title N/A

Industry N/A

Language Arabic – English

Technology

Amount 5 hours daily

Usage Type Design Forums - Facebook

Device Type Laptop

Elm Systems Hafiz Looks for a job through Ministry of Labour

Efada Conducts recruiting medical tests for employers

Goals Motivation Hafiz & Efada data are correct

Frustration Cannot navigate Hafiz to search for new Arts jobs

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User Journeys

● Mapped to Business Process Model.

● Use personas to create scenarios and

capture activities the user does within and

outside the system.

A User Journey:

Fahad, the secretary, to

share classified files

© Elm 2013

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Fahad

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Pure BA Suggested Business Process

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The Humanized Business Process

An Engineered Solution:

SMS Notification

© Elm 2013

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SMS Notification

● Automation project.

● BA suggests SMS notification.

● Persona says: Ma’eed’s office has no

coverage!!!

● Had to look for other alternatives.

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Prototyping

● Low Fidelity vs. High Fidelity wireframes

o Waterfall: High Fidelity Wireframes

o Agile: Low Fidelity Wireframes (for each

sprint).

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Low Fidelity

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High Fidelity

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UI Design

● Follows prototype creation.

● Important to reflect UX output.

● Consensus with developers.

● Rule of Thirds - White Space - Fold Line

iPhone’s One Button

© Elm 2013

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Lose Functionality to Stimulate Usability

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Usability Testing

● Can happen while: o Enhancing an existing product UX.

o Getting usability feedback during UAT.

● 3 Participants: o User

o Facilitator

o Observer (Facilitator can act, too)

● Issues Log: o Description

o Priority

o Resolution Tracking

Usability Testing:

Tamm

© Elm 2013

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Issues Log

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Issues Log

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Resulted User Stories

Usability Testing:

Individual’s Services

Portal

© Elm 2013

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Challenges

● Security vs. Usability

o Validation fields (e.g. Issue Vehicle Registration).

● Measuring UX impact is not easy

o No log for government systems. So, we relied on

usability testing.

o Surveys are good but they interrupt users.

● Developers expectations

o Stick to prototype look and feel: No UI Designers.

o Resist UX enhancements.

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Challenges ● Decision makers perspective

o End users do not have any other alternatives.

2011 Customer Satisfaction Report

Only 9% of customers selected “System is difficult to use”.

Investment persuasion is not easy.

● Other expectations:

o Requested to revisit all old systems.

● Conflicting Priority

o Conflict in priority between implementing UX

enhancements and building new business features.

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Future Plans ● UX Governance

● Customer’s Support Analysis

● Finalizing Elm Persona

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Resources Business Analyst Role in developing successful User

Experience, Sean Van Tyne, Jan, 2009:

http://www.slideshare.net/guest60e6aa1/business-analyst-

role-in-developing-successful-user-experience

iOS Human Interface Guidelines:

https://developer.apple.com/library/ios/documentation/usere

xperience/conceptual/mobilehig/Introduction/Introduction.ht

ml#//apple_ref/doc/uid/TP40006556-CH1-SW1

Android Design:

http://developer.android.com/design/index.html

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Resources Entropii Training Slides:

http://www.entropii.com/

The $300 Million Button

http://www.uie.com/articles/three_hund_million_button/

What a BA should know about the UX profession: Interview

with Patrick Quattlebaum

http://www.bridging-the-gap.com/what-a-ba-should-know-

about-the-ux-profession-interview-with-patrick-quattlebaum/

Business analysis and user experience at Berkeley

http://inews.berkeley.edu/articles/Apr-May2011/BA-UX

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Resources Persona Creation and Usage Toolkit

http://www.interactionbydesign.com/presentations/olsen_pe

rsona_toolkit.pdf

Thank You

© Elm 2013