The Agile Business Analyst and Product ManagerPulling it all together

Chris Matts@papachrismatts

♯IIBAUK

© International Institute of Business AnalysisI I B A U K C h a p t e r

1IIBAUK.org

GivenWhenThen

Source: Adrian Martel, Carl Hattley, Angela Pesta

Customer

Need

Outcome

Feature

Source: Richard Warner

Customer

Need

Outcome

Feature

Source: Richard Warner

Customer

Need

Outcome

Feature

Source: Richard Warner

Type of Insight Start Then Then Further Detail

UX

UX research - ethnography Need Customer Outcome

UX Research: Best Practice Outcome Customer Need

Data

Data: Correlation between behaviour and customer Outcome Customer Need

Data: Customer segment not apparent Outcome Need Customer

Data shows different customer groups have different behaviour Customer Outcome Need

Product

Competitor Analysis Need Customer Outcome

Directed Platform Creation (Emergent Tech) Outcome Customer Need Customer Identity, Brand Identity (e.g. iPad, Tesla)

Emerging Utility Technology Outcome Need Customer Anti-Brand, e.g. Solar power. Customer constrained

Specific Use Technology Breakthrough Need Outcome Customer e.g. Post-Its

Exaptable Emerging Breakthrough Technology Need Customer Outcome e.g. Gore-tex

Management

Management KPI to move Outcome Customer Need

Business Originated

Desired Feature Outcome Needs more insight. Often expressed as business request / HIPPO

Problem Solving Feature Need Needs more insight. Often expressed as business request / HIPPO

Customer Targeted Feature Customer Needs more insight. Often expressed as business request / HIPPO

Technology Driven

Internal Improvements Business Analysis e.g. Technology driven; Internal systems

Legal / Regulatory

Accessibility Regulations Need Customer

Regulatory Reporting Business Analysis

Customer Services

Call centre feature request Need Customer Outcome

Call centre failure demand Need Customer Outcome

Bono

Flat U2

Joshua Lane

Red Rock

Ireland

OUTPUT

Stalk Bono!

JOBS TO BE DONE

Stalk Bono!

JOBS TO BE DONE

Autograph

Stalk Bono!

JOBS TO BE DONE

Autograph

Meet Bono

Stalk Bono!

JOBS TO BE DONE

Autograph

Meet Bono

Tour of U2sites

Stalk Bono!

JOBS TO BE DONE

Autograph

Meet Bono

Tour of U2sites

Show knowledge

of U2

DESIGNS

Ç√

Ç√

USABILITY TESTING

Ç√

GIVEN-WHEN-THEN

GIVEN I HAVE SELECTED BONOAND THERE ARE BONO SITES NEARBYAND I’VE MARKED A SITE AS IMPORTANT

WHEN I OPEN THE APP

THEN THE APP DISPLAYS THE MAPAND I AM AT THE CENTREAND THE BONO SITESAND THE NAME OF THE IMPORTANT SITES

TODO: NO BONO SITESTODO: NO IMPORTANT SITESTODO: PROXIMITY ALERT

GIVEN-WHEN-THEN

GIVEN I HAVE SELECTED BONOAND THERE ARE BONO SITES NEARBYAND I’VE MARKED A SITE AS IMPORTANT

WHEN I OPEN THE APP

THEN THE APP DISPLAYS THE MAPAND I AM AT THE CENTREAND THE BONO SITESAND THE NAME OF THE IMPORTANT SITES

TODO: NO BONO SITESTODO: NO IMPORTANT SITESTODO: PROXIMITY ALERT

GIVEN-WHEN-THEN

GIVEN I HAVE SELECTED BONOAND THERE ARE BONO SITES NEARBYAND I’VE MARKED A SITE AS IMPORTANT

WHEN I OPEN THE APP

THEN THE APP DISPLAYS THE MAPAND I AM AT THE CENTREAND THE BONO SITESAND THE NAME OF THE IMPORTANT SITES

TODO: NO BONO SITESTODO: NO IMPORTANT SITESTODO: PROXIMITY ALERT

GIVEN-WHEN-THEN

GIVEN I HAVE SELECTED BONOAND THERE ARE BONO SITES NEARBYAND I’VE MARKED A SITE AS IMPORTANT

WHEN I OPEN THE APP

THEN THE APP DISPLAYS THE MAPAND I AM AT THE CENTREAND THE BONO SITESAND THE NAME OF THE IMPORTANT SITES

TODO: NO BONO SITESTODO: NO IMPORTANT SITESTODO: PROXIMITY ALERT

STORIES

GIVEN I HAVE SELECTED BONOAND THERE ARE BONO SITES NEARBYAND I’VE MARKED A SITE AS IMPORTANT

WHEN I OPEN THE APP

THEN THE APP DISPLAYS THE MAPAND I AM AT THE CENTREAND THE BONO SITESAND THE NAME OF THE IMPORTANT SITESTODO: NO BONO SITESTODO: NO IMPORTANT SITESTODO: PROXIMITY ALERT

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Customer

Need

Outcome

Feature

GivenWhenThen

As aI wantSo that

Source: Richard Warner

Questions?@papachrismatts

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