what does ux mean to the ba community?

What does UX mean to the BA community?Gillian Fatica

November 2014

Copyright © 2014, Intel Corporation. All rights reserved.

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This presentation is for informational purposes only. INTEL MAKES NO WARRANTIES, EXPRESS OR IMPLIED, IN THIS SUMMARY.

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Agenda

Introduction

The Business Analyst (BA) role in User Experience

Case Study

Summary

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Introduction

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What is UX?

UX = User Experience

A user’s involvement with a tool or process and how it makes them feel

Think about the experiences you have everyday with websites and tools – how do they make you feel?

Happy

Satisfied

Annoyed

Frustrated

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The Return On Investment of UX

Following user centered design practices helps ensure a positive User Experience with the completed solution or service.

End user productivity

Satisfaction and adoption

Support call volume

Usability driven re-work

Positive UXNegative UX

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ROI of UX: http://www.youtube.com/watch?v=O94kYyzqvTc

http://www.youtube.com/watch?v=O94kYyzqvTc


The Business Analyst Role in UX

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The Business Analyst Role in UX

There is overlap in the Business Analyst and User Experience professional’s role.

BAs can do key UX roles – perhaps you already do.

User research

Set goals

Design

Evaluate

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The BA Role in UX – User Research

Requirements gathering in a UX project.

Try not to ask a user what they want – find out what they need.

Research upfront to learn who the users are.

Who are you designing for?

What are their goals?

How often do they do this task?

Where do they use your solution/process?

Use real user output, don’t guess!

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Interviews

Surveys

Usability Testing

Shadowing


The BA Role in UX – User Research

Personas are used to represent a user group.

Makes a user group more real.

Good communication tool between you and developers.

Focuses design on the user needs.

Organization name

Month dd, yyyy

Design for the most important users on their most important tasks –

trying to design for everyone usually makes it poor for all.


The Business Analyst Role in UX – Design

Business Analysts Design User Interfaces all the time!

Start with paper and pencil

Low resolution wireframe tools

Wireframes act as requirements

documentation.

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The Business Analyst Role in UX – UX goals

Set UX goals

Prove the ROI

Critical Success Indicators:

Reduced drop-off rate.

Decrease in help desk calls.

Increased adoption or conversion rate

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The Business Analyst Role in UX - Evaluate

Stakeholder reviews

Usability Testing

Why?

Get the design right before you code it.

Cheaper to change before you build it.

Maybe get it right first time.

When?

Throughout process. As often as possible.

Who?

Real users.

Involve stakeholders and developers in observation.

How?

Virtually. Screen sharing software.

Facilitate test, try not to help.

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Case Study

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Case Study: Business to Business E-commerce WebsiteProject purpose: to redesign a Business to Business Ecommerce site.

Project goal: a complete transformation of the look, feel and usability of the web site.

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“We took our early designs directly to our customers and conducted extensive testing to determine what adjustments were needed. By putting the user first, we created a solution that customers want. How do we know? They told us! The user experience was, and continues to be our top priority”.

Intel Business Project Manager


Case Study: Business to Business E-commerce Website

User Centered Design methods used:

User research: to define Personas and form requirements.

– Customer surveys, 1:1 interviews, local knowledge, BA experience.

Task lists and scenarios: to understand how the tool fits into the context of the user’s day to day work.

– User research and Personas were key to this effort

Organization name

Month dd, yyyy

Quote from technical team: we really didn’t get what the users were trying

to achieve, until you described the Personas – light bulbs were going off in

the room, and you could see in peoples faces that now they really

understood who we were designing for.


Suzannemarketing manager

Persona 2 Example

“I need to review product information and pricing for multiple products at the same time. I’d like to see all the data at once”

Suzanne is the marketing manager at TechHouse plc. She sets the sales goals and is responsible for design wins. Suzanne regularly researches the product roadmap, and wants to know information regarding the product lifecycle so she knows when to shift focus from a product to the latest version. Suzanne works hard on design wins with her end customers, and when there is an important deal she likes to monitor it closely and make sure it is delivered on time to her customer. She liaises with her Buyer daily to ensure he has all the product, availability and pricing information he needs

Goals• To achieve sales targets.• To win designs with her end customers.

Desires• To know when there is an alternative product available, particularly when her first choice is not available.• Wants to be able to easily check product availability.• To access purchasing and marketing tools when she is on the go without having to find a wi-fi signal or get out her laptop.• To be notified when a special order has shipped.

Frustrations• Can’t use some web tools

on her tablet as it doesn’t support flash.

• Finds it really difficult to search for a specific order using her smartphone.


Case Study: Business to Business E-commerce Website

Wireframes – to design the task flow in the User Interface

Usability Testing – using these wireframes

.

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Summary

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Summary

BAs can do UX!

Research the user to understand their User Experience

Set User Experience goals

Use wireframes to communicate design

Evaluate your design before you code it

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