what does ux mean to the ba community?
DESCRIPTION
Slides from a presentation given by Gillian Fatica to a meeting of IIBA UK's South West branch on [13 November 2014. User Experience, or UX, is a fashionable buzzword. Is it just a fad, or is it actually important to your project? If you have users, then the answer is yes! But what if you have no UX resource? In this presentation we will explain how the BA is perfectly positioned to take on several key UX roles, and drive towards a delightful user experience. We shall demonstrate how we have used key concepts, tools and techniques to produce valuable results. Key learnings include: - What UX actually means - The ROI of UX and why time should be invested in it - Discover tools and techniques for BAs to apply on their projects - See a case study of a web based business application designed using UX principles and methodsTRANSCRIPT
What does UX mean to the BA community?Gillian Fatica
November 2014
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Legal Notices
This presentation is for informational purposes only. INTEL MAKES NO WARRANTIES, EXPRESS OR IMPLIED, IN THIS SUMMARY.
Intel and the Intel logo are trademarks of Intel Corporation in the U.S. and/or other countries. * Other names and brands may be claimed as the property of others.
Copyright © 2014, Intel Corporation. All rights reserved.
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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
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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
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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.
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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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Copyright © 2014, Intel Corporation. All rights reserved.
Copyright © 2014, Intel Corporation. All rights reserved.
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
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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.
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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.
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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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Copyright © 2014, Intel Corporation. All rights reserved.
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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Copyright © 2014, Intel Corporation. All rights reserved.