incorporating user experience into business analysis · © elm 2013 3 09/10/2013 agenda...
TRANSCRIPT
Incorporating User Experience into
Business Analysis Government E-Services Case Studies
Thursday, November 14, 2013
Anas Orwani
© Elm 2013
09/10/2013 © Elm 2013 3
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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Elm
● Established in 2002.
● Owned by the Public Investment Fund
(PIF), the investment arm of the Saudi
Ministry of Finance.
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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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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
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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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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.
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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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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.
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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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UI Design
● Follows prototype creation.
● Important to reflect UX output.
● Consensus with developers.
● Rule of Thirds - White Space - Fold Line
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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
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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