SlideShare a Scribd company logo

BA as Digital Systems Analyst

Download as PPTX, PDF
SQALab, profile picture
SQALab

The document outlines a presentation by EPAM experts discussing the evolving role of Digital Business Analysis (BA) and the necessary systems analysis skills in digital projects. It highlights the importance of integrating design and engineering processes to improve user experience, manage complexity, and streamline digital solutions. The presentation also includes examples of successful digital engagements and emphasizes the need for a multidisciplinary approach to address the challenges in the digital landscape.

Education
1 of 78
Downloaded 17 times
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21
22
23
24
25
26
27
28
29
30
31
32
33
34
35
36
37
38
39
40
41
42
43
44
45
46
47
48
49
50
51
52
53
54
55
56
57
58
59
60
61
62
63
64
65
66
67
68
69
70
71
72
73
74
75
76
77
78
1CONFIDENTIAL BA as Digital Systems Analyst JON RIEKSE / SERGEY SHIMANSKY 13 October 2016
2CONFIDENTIAL WHO WE ARE SERGEY SHIMANSKYJON RIEKSE Senior Director, Technology Solutions EPAM London, UK Business Analysis Team Leader EPAM Minsk, Belarus
3CONFIDENTIAL PURPOSE OF THIS PRESENTATION 1. Share lessons learned from complex digital engagements 2. Discuss System Analysis skills needed in our digital engagements 3. Think about where the industry (and our BA careers) may be headed
4CONFIDENTIAL AGENDA 1. Digital BA today @ EPAM Belarus 2. How a systems analysis approach can be applied to: a) User experience (UX) & interface design b) Enterprise content & data architecture c) Development & integrations 3. Example digital projects & the BA role 4. Navigating our future careers
5CONFIDENTIAL EPAM GLOBAL SCALE: 4 CONTINENTS, 25 COUNTRIES, 50+ DELIVERY CENTERS 13,400 1,700 2,700 500 1300 EASTERN EUROPE APAC CENTRAL EUROPE WESTERN EUROPE NORTH AMERICA DELIVERY PROFESSIONALS* KEY IN-MARKET LOCATIONS AMSTERDAM, NL FRANKFURT, DE GOTHENBURG, SE LONDON, UK NEWTOWN, PA (HQ) ATLANTA, GA BOSTON, MA CHICAGO, IL CONSHOHOCKEN, PA HOUSTON, TX LOS ANGELES, CA MOUNTAIN VIEW, CA NEW YORK, NY PHILADELPHIA, PA SAN FRANCISCO, CA SEATTLE, WA OTTAWA, CANADA TORONTO, CANADA GUADALAJARA, MEXICO MANCHESTER, UK VIENNA, AT ZURICH, SZ BUDAPEST, HU WARSAW, PL MOSCOW, RU NORTH AMERICA WESTERN EUROPE CEE APAC HONG KONG, HK SHANGHAI, CH SINGAPORE, SG
6CONFIDENTIAL 24 YEARS OF ENGINEERING EXPERIENCE DRIVES SHIFT TO PRODUCT AND PLATFORMS ENGINEERING SERVICES EPAM FOUNDED IN 1993 DIGITAL PLATFORM ENGINEERING & ORCHESTRATION SERVICES PRODUCT DEVELOPMENT SERVICES TECHNOLOGY SERVICES PRODUCT ENGINEERING 1990s 2000s 2012-2015 2015-2018
7CONFIDENTIAL FULL-STACK END-TO-END SOLUTION PRACTICES DIGITAL ENGAGEMENT INTELLIGENT ENTERPRISE Data Intelligence Big Data/Data Lake, Data Science, Text Analytics, Real-time/Streaming, Search, Visualization, Agile BI Application and Cloud Management Infrastructure Architecture , DevOps, AppOps, SysOps Agile & Lean Agile Thinking, Eng. Processes & Tools ADVANCED TECHNOLOGY Solution Architecture & Technology Platforms N-Tier, frameworks, Integration, J2XE, .NET, Scalability, Sustainability, Supportability Assurance Security, QA, Testing, Automation, Performance Embedded & IoT Appliances, Devices, Infotainment, Robotics Enterprise Architecture & Integration Data Platforms Data Consulting CORE ENGINEERING / PRODUCT ENGINEERING Business Analysis Product mgmt. process, requirement gathering and mgmt. process, industry specifics INDUSTRY EXPERTISE / BUSINESS CONSULTING DIGITALBUSINESS Enterprise Apps SAP, CRM, Marketing Automation/Ops, ECM, BPM, Taxonomy, Social Enterprise, Green Field Digital Marketing & Analytics CEM, DAM, CRM, Customer Identity, Loyalty Touchpoint Tech Mobile, Social, Wearables, GameTech, AR/VR Commerce & Content eCommerce & ECM Platforms, Domain-specifics Digital Strategy, Experience, Digital Platforms Digital Strategy, Experience, Service Design, TRIZ
8CONFIDENTIAL DESIGN, BUILD, RUN, OPTIMIZETHINK DIGITALBUSINESS FULL-STACK SOLUTION PRACTICES Omni-Commerce & Touchpoint Tech eCommerce, Social, Mobile/Wearables, GameTech, AR/VR Data Intelligence & Search Big Data/Data Lake, Data Science, Text Analytics, Real-time/Streaming, Search, Visualization, Agile BI Application and Cloud Management Infrastructure Architecture, DevOps, TechOps Enterprise Apps Green Field, SAP, CRM, Marketing Ops, ECM/BPM, Taxonomy Digital Marketing & Analytics CEM, DAM, CRM, Customer Identity, Loyalty EXPERIENCE CONSULTING Digital Strategy, Experience, Service Design, TRIZ TECHNOLOGY CONSULTING Enterprise/Solution Architecture & Integration, Data Consulting, Agile, Processes & Tools Technology Platforms N-Tier, frameworks, Integration, J2XE, .NET, Scalability, Sustainability, Supportability Product Management & Business Analysis Product mgmt. process, requirement gathering and mgmt. process, industry specifics Delivery Management, Engineering Productivity (EngX) Assurance Security, QA, Testing, Automation, Performance IoT & Embedded, Automotive Connected Devices, Appliances, Infotainment, Robotics, Internet of Cars Financial Services & Insurance Consulting HealthCare & Life Sciences Consulting Retail & Consumer Consulting Travel & Hospitality Consulting Business Agility, Transformation, & Process Automation STRATEGY & INDUSTRY CONSULTING Strategy, SMEs, Program & Change Mgmt.
9CONFIDENTIAL IMPLEMENTATION & DELIVERYEXPERIENCE DESIGN SOLUTION DESIGNPRODUCT DESIGN SAMPLE MULTIDISCIPLINARY/ CROSS-FUNCTIONAL TEAM EXECUTIVE TEAM PROJECT MANAGER EXECUTIVE SPONSOR DELIVERY MANAGER BUSINESS OWNER TECH. ARCHITECT PRODUCT OWNERS IT TEAM ENTERPRISE ARCH. EXPERIENCE DESIGN LEAD TECH LEAD QA TEAM BA TEAM FRONT-END DEVS ANALYTICS TEAM CONTENT STRATEGISTS EXPERIENCE DESIGNERS QA LEAD EXECUTIVE TEAM MANAGMT. TEAM LEADERSHIP TEAM CORE TEAM LEAD BA DIGITAL ENGAGEMENT LEADER ACCOUNT MANAGER DEV OPS CORE DEVs ANALYTICS LEAD DEV TEAMS Client PROJECT MANAGER QA MANAGER PROGRAM MANAGER PROGRAM MANAGER SOLUTION ARCHITECTS TEAM LEAD
10CONFIDENTIAL DIGITAL BA TODAY @ EPAM BELARUS
11CONFIDENTIAL DIGITAL BA IN BELARUS Strategy & Experience Digital Marketing Commerce Mobility
12CONFIDENTIAL WHAT WE TYPICALLY DO BA activities: • Presale • Discovery • Delivery Support • Training • User-acceptance testing Context: • Turn-key solutions • Mixture of onsite/offshore work • Experience & Technology Consulting
13CONFIDENTIAL WHAT SKILLS ARE REQURED • Domain knowledge: • E-commerce • Digital marketing • Platforms knowledge: • SAP Hybris • Adobe Experience Manager • Sitecore • Others • Soft-skills and consulting mindset
14CONFIDENTIAL WHAT ARE THE CHALLENGES • Large teams incl. Content strategy, UX/UI, Delivery manager. Who’s doing what? • Alignment of streams, especially UX/BA. Who starts when? Who does what? • High expectations from the client.
15CONFIDENTIAL DIGITAL SOLUTION CONSULTING COMPETENCIES MAP Business Analysis UX Solutions Platforms Soft-skills • Initiative started at • EPAM DEP Minsk
16CONFIDENTIAL THE COMPLEXITY OF THE DIGITAL SPACE
17CONFIDENTIAL SO WHAT’S SO SPECIAL ABOUT DIGITAL? 1. Origin of the web as a marketing communication channel o Equates to a multi-disciplinary team driven by creative & design (UX) 2. Technical & integration complexity has grown over the last 20 years o Web is now the mission-critical business application 3. Legacy systems may still be in place, cobbled together with newer technology platforms o Enterprise data and business logic is often misunderstood 4. Each organization’s digital infrastructure is unique & custom o Often developed to the limits of the organizations ability to manage and deliver complexity
18CONFIDENTIAL SYSTEMS APPROACH TO: UX DESIGN
19CONFIDENTIAL INTEGRATING DESIGN & ENGINEERING • It can be difficult in an organization, especially when under time and cost pressure, which is usually always • You solve this by creating a multidiscipline digital culture • Leadership • Different mindsets require finding common ground • Decompose problems in order to solve them: • Visual Design • Information Architecture/interaction design • Business logic • Technical/development • Content & data governance • Change management, current state to future state
20CONFIDENTIAL • Design and Engineering are often seen as different disciplines, but it is when they work in harmony that we can have the greatest impact, • We bring staff of all disciplines together to understand and deliver the value of Harmonising Design & Engineering. • We drive this strategic initiative throughout the organisation helping to develop the business skill set and the future of EPAM. INTEGRATING DESIGN & ENGINEERING 2 Engineering Team with Design Advisors ENGINEERING EFFORT Design Team with Engineering Advisors DESIGN EFFORT DESIGN TEAM EXPERIENCE ENGINEERIN G TEAM Design and Engineering are augmented throughout the project lifecycle. PROJECT LIFECYCLE
21CONFIDENTIAL • Ultimately we are building a digital, software system • System thinking has to be brought up into initial Product definition and requirements gathering • Trying to systematize design after it’s completed is inefficient and causes root quality problems down the road BA AS DIGITAL SYSTEMS ANALYST 2 DESIGN TEAM EXPERIENCE ENGINEERIN G TEAM EXPERIENCE DESIGNER UI DEVELOPER SOLUTION ARCHITECTURE DIGITAL STRATEGY INFORMATION ARCHITECTURE CONTENT STRATEGY BUSINESS ANALYSIS DEV OPS DATA ARCHITECT DIGITAL ANALYTICS
22CONFIDENTIAL USER EXPERIENCE (UX) IN DIGITAL PROJECTS • Interfaces have to be intuitive o There is no instruction manual for web visitors • UX often leads the effort…..but o Technical complexity and cost should be understood by all stakeholders o Patterns should be established to facilitate predictable UX and support develoment efficiency • Avoid the unique snowflake approach by systemized, pattern reuse
23CONFIDENTIAL COMPLEXITY IS EXPENSIVE (AND NOT ALWAYS INTUITIVE) • Which one costs more??
24CONFIDENTIAL TYPES OF UX DELIVERABLES • Personas • Customer/User Journey Maps • User Task Prioritization (Responsive) • Sitemap • Page Template/Wireframe Inventory • Interaction Design / Annotations • Clickable/HTML prototype • Brand/Visual Style guide • Visual Design Comps
25CONFIDENTIAL EXAMPLES: CLICKABLE SITEMAP (GLIFFY PLUG-IN)
26CONFIDENTIAL EXAMPLES: PAGE TEMPLATES & COMPONENTS
27CONFIDENTIAL COMPONENT APPROACH A component based approach for UX planning, gives you the following benefits: FINDABILITY Taxonomies for dynamically serving up relevant content. MODULARITY Variations of the message for different components, channels, and devices. 1 2 FACETED SEARCH RELATED CONTENT BODY COPY CROSS-PROMO MOBILE CHANNELS COMPONENT APPROACH
28CONFIDENTIAL COMPONENT APPROACH PERSONALIZATION Persona matrices that determine who gets what message. CONTEXTUAL VERSIONING Thematic content variations based on seasonal or topical relevancy. ANALYTICS Variations on the message to A / B test for efficacy. 3 5 4 SPORTS SPORTS COMPONENT APPROACH
29CONFIDENTIAL COMPONENTIZATION PAGE TEMPLATE LAYOUT COMPONENT
30CONFIDENTIAL INTERACTIONS / ANNOTATIONS EXAMPLE 1
31CONFIDENTIAL INTERACTIONS / ANNOTATIONS EXAMPLE 2
32CONFIDENTIAL FROM WIREFRAME TO CONTENT TEMPLATE
33CONFIDENTIAL FROM CONTENT TEMPLATE TO CMS
34CONFIDENTIAL • Underlying decomposed content/data model • Consistency between elements BA TASKS DURING THE UX PROCESS • Interaction Definition • Image rendition analysis, affects wireframes • Alignment with UI team • Technical team is looking at payload • Lazy loading/SEO needs to be considered VISUAL DESIGN UX FLOWS WIREFRAMES • Screen definition alignment to requirements • Business logic implications • Technical Constraints from 3rd party integrations SITEMAP • Are all templates identified • Differences in Sitemap based on user state (e.g. logged in) • System bounded (no loose ends) WIREFRAMES CONTINUED • Clarity to technical team of analysis, including caching, API dependencies, etc. • Taxonomy relationships, consistent and optimization of design/configuration • Interaction behavior is understood BEFORE interface development • Analytics events (JavaScript firing)
35CONFIDENTIAL SYSTEMS APPROACH TO: ENTERPRISE CONTENT & DATA
36CONFIDENTIAL ENTERPRISE CONTENT 1. So now we’ve talked about planning one website 2. But enterprise content management is truly enterprise 3. Need to think about many websites and channels 4. Enterprise taxonomy, search, translation and localization 5. Unified messaging across channels PUBLIC WEBSITE SERVICE PORTAL IN STORE SALES APP MOBILE APP CONTENT BRAND MICROSITE
37CONFIDENTIAL ENTERPRISE CONTENT & DATA 1. Often need to take an API based approach to content, so content can be served to ‘headless’ applications 2. As new content is created, it can be available to other applications 3. Same approach can be used for enterprise data, including products 4. Create an enterprise data dictionary o Customer.First Name o Product.Feature o Product.Main Image CONTENT REQUIRED FOR NEW APPLICATION CONTENT AVAILBLE FOR ALL APPLICATIONS
38CONFIDENTIAL CONTENT GOVERNANCE In order to have a long term successful web presence the experience both for the customer and the business user is important. An integral part of that is the content Governance . Having the correct content governance model in place will help streamline the workflow and the • Content creation • Content maintenance • Content updates Content owners will have clearly defined roles and responsibilities to improve web efficiency. A sample content governance model
39CONFIDENTIAL WORKFLOW DIAGRAM EXAMPLE
40CONFIDENTIAL SYSTEMS APPROACH TO: DEVEOPMENT & INTEGRATIONS
41CONFIDENTIAL SYSTEM THINKING UPFRONT TO SUPPORT DEVELOPMENT 1. Data and content relationships o How is content related to products? 2. System Boundaries o Does an MVP platform have all links & integrations accounted for? 3. API Understanding o How will these data be retrieved, what are the parameters? 4. An Object Oriented Approach o What attributes does a customer have? How about a product? 5. Inheritance o Does this business rule apply across the whole enterprise, or just one region or country?
42CONFIDENTIAL HIGH LEVEL SYSTEM VIEW EXAMPLE • Sketch diagram during discovery • Vet with technical architects • Use when discussing integrations with client stakeholders • Gives a shared understanding • Framework for future integration detail
43CONFIDENTIAL EXAMPLE DIGITAL BA WORK
44CONFIDENTIAL National Capital Poison Center With a rise in poisoning deaths nationwide and a decrease in calls to poison centers, NCPC recognized that the public was getting their poisoning information from unreliable sources. NCPC engaged EPAM to create a centralized digital source of poison information to help triage potential poison exposure. The end result is an integrated information website and triage application that provides a unified integrated solution for a complex architecture including multiple application systems, external integrations, and a number of user and administration interfaces. EPAM BUILDS INTERACTIVE TRIAGE TOOL FOR NCPC
45CONFIDENTIAL National Capital Poison Center KEY HIGHLIGHTS • Launch of native Andriod and iOS application with continuously updating substance database with over 110,000 pharmaceutical and household products • End-to-end design and development of two corresponding responsive content sites: posion.org and webpoisoncontrol.org • Selection of Sitecore as the CMS of choice • Implementation of Microsoft Azure to offer scalable and reliable infrastructure platform • A complex recommendation engine that includes algorithms for 950 unique ingredients and will eventually include thousands of algorithms
46CONFIDENTIAL EXAMPLE BPMN & BUSINESS LOGIC 1. Used BPMN to align UX, Business logic, and system architecture 2. Created business logic document, which a) Consolidated rules of the system b) Showed inputs required c) Outputs expected d) Allowed developers to focus on development 3. Shared understanding of something very complex 4. Allowed approval from scientific stakeholders of project 5. Facilitated unit & automated testing approach
47CONFIDENTIAL EXAMPLE BPMN & BUSINESS LOGIC EXAMPLE
48CONFIDENTIAL EXAMPLE BPMN & BUSINESS LOGIC EXAMPLE BL-214 – Do any ingredient algorithms require weight?  Included in BPM-201: Algorithm Information from Product  Input: Product, Age  Output: Y/N 1. Do any ingredient algorithms require weight (for specific age already entered) in order to make a triage recommendation? a. Note: Requires age as parameter as some algorithms will have age brackets where one requires weight (mg/kg) and another age may only be in mg. This business logic has to be re-run on age change. 2. Ignore ingredient if in Products/Ingredient record field “IgnoreForCalculation” is set to TRUE
49CONFIDENTIAL ALLEGIS As one of the largest recruiting companies in the world, Allegis relies on their web presence to attract potential candidates, recruiters, and companies from all around the globe. With 7 sub companies utilizing 40 unique sites on disparate systems, EPAM was brought in to consolidate their branding and sites to support their recruiting needs on an international scale. ALLEGIS SELECTS EPAM TO BUILD A CONSOLIDATED BRAND AND WEB-PLATFORM
50CONFIDENTIAL ALLEGIS • Consolidated 40 web-sites into a single platform that re-uses and streamlines website operations across operating companies to allow for new revenue opportunities • Enabled the organization’s ability to quickly and efficiently publish up-to- date, relevant, and engaging content by transitioning from a technical content development SDLC to a distributed content authoring model • Assisted in training Allegis Sitecore development team into experienced Sitecore website deliverers • Integrated with Weblog, Disqus blog commenting, Brightcove video, Hubspot marketing automation, Google maps, Bing maps, eRecruit jobs feed, Maxhire jobs feed, Brafton news feed and more KEY HIGHLIGHTS
51CONFIDENTIAL MULTISITE REQUIREMENTS PLANNING 1. Think about multisite and feature sharing from the beginning 2. Determine a business hierarchy for requirements management: • Enterprise • Company 1 • Website a • Website b • Company 2 • Website a • Website b 3. Determine configuration aspects per type, per site, per locale 4. Technical/Integration differences between the sites? 5. Non-functional differences? 6. Opportunities for alignment? 7. Recommendations to be made o Finding best practices within the company from BA activities
52CONFIDENTIAL THE NEED FOR DIGITAL TRANSFORMATION CUSTOMER EXPERIENCE • Non-targeted content • System specific experience • Non-responsive content delivery • Difficult content discovery MULTI-SYSTEM INTERACTION • Disconnected experience • Restricted marketing automation • Non-responsive design FRAGMENTED TECHNOLOGICAL ECOSYSTEMS • Monolithic and customized systems • Low community participation • No support for multisite • Low insights from marketing efforts L A C K O F C U S T O M E R I N S I G H T S A N D T A R G E T E D C O N T E N T D E L I V E R Y
53CONFIDENTIAL CHALLENGES – STAKEHOLDER’S VIEW L A C K O F C U S T O M E R I N S I G H T S A N D T A R G E T E D C O N T E N T D E L I V E R Y • Disconnected messaging • Non-relevant content • Static content • Multiple logins • Website had lack of customer ‘contextual awareness’ CUSTOMERS/ PROSPECTS • No unified content interface • Duplicate content • No support for multiple sites • Lack of content and product relationships CONTENT EDITORS • Restricted marketing • Limited insights into marketing efforts • Low community participation • No commerce insights • Limited means of content targeting • No personalisation capabilities MARKETERS • Huge start-up time • Lack of design principles • Code and content separation • Arduous build and deploy DEVELOPERS
54CONFIDENTIAL 54 Digital Transformation Platforms – Future State ERP / Hybris SEARCH APPLIANCE
55CONFIDENTIAL SBOS Methodologies and Tools
56CONFIDENTIAL Content Management Web Experience Mobile Experience (sites and apps) Contextual Intelligence (xDB) Social Experience Experience Analytics capabilities Email Experience Commerce Print Experience Personalization and Experience Testing Experience Automation Business Intelligence Machine Learning Customer DB Integration (CRM, ERP, Call Center etc.) Federated Experience Content Management Contextual Intelligence 3rd Party Connectors Omni channel Automation 3rd Party Experiences
57CONFIDENTIAL Sitecore Experience Platform – Marketing Capabilities Customer Business Objectives SBOS Process and Methodology Quick Wins Tactics & Results Commerce & CRM Integration
58CONFIDENTIAL Steps to Sitecore Personalisation PERSONAS CUSTOMER NEEDS & JOURNEY BUSINESS KPIs DIGITAL GOALS/CTAs CONTENT IMPLICIT vs. EXPLICIT
59CONFIDENTIAL Types of Personalization in Sitecore XP • In the moment • Explicit (Sitecore forms) • Keywords, GeoIP, Campaigns Rules-Based Personalization • Implicit • Based on visitor behavior • Adapts as visit progresses Predictive (profile based) Personalization • Integrated with CommerceConnect • Integrates with CRM • Personalized cross channel Connected Personalization
60CONFIDENTIAL Personalization Data Model Content Commerce Connect Onsite Search Content & Products Purchase data Shopping Cart dataCX Data Channel, referrer & campaign data Pages viewed Forms/CTAs
61CONFIDENTIAL Personalization and Profiling Generic Content Categories for Groups Specific Audience Home Page, Impact Pages, Decision Pages Specific sessions, detail pages Personalize here Profile this content
62CONFIDENTIAL Implicit Persona Definition • Top Tasks • Relevant Content • Purchasing Decision Journey • How does it differ per persona? User Needs & Journey • CTAs / Request a Quote • Increased Engagement • Advocacy & Thought Leadership Business KPIs • Content that identifies the persona • Content targeted to the user • Depth of content for each persona Content
63CONFIDENTIAL Commerce OOTB Personalization Rules
64CONFIDENTIAL Creating Personalized Digital Experiences Site interactions Experience Profile Search Email Social Offline Traffic Acquisition … Other Channels Inbound History & Integration Anonymous Visitor Data Digital Fingerprint
65CONFIDENTIAL Sales & Marketing Insights Technical Approach • Syncing of all Marketo email campaign management • Awareness of offline CRM activity • SSO, single source of customer info • Awareness of products purchased on web experience • Allows single view of the customer through all digital touch points LEVERAGING MARKETO & SFDC
66CONFIDENTIAL Digital Transformation Outcome CUSTOMER EXPERIENCE • Responsive content delivery • Unified experience on all channels • Connected backend processes INTEGRATED BEST-OF-BREED SYSTEMS • API approach for integration • Allows component reuse • Sitecore and Marketo complement each other A L L O W S G R O W T H O F C O M M U N I T Y P A R T I C I P A T I O N T H R O U G H N E W F E A T U R E S A N D C O L L A B O R A T I O N T O O L S C R E A T E D I N S I G H T S F O R S A L E S A N D M A N Y O T H E R D E P A R T M E N T S
67CONFIDENTIAL THE EVOLVING BA ROLE
68CONFIDENTIAL CONSULTING & CLIENT ENGAGEMENT
69CONFIDENTIAL CONSULTING & CLIENT ENGAGEMENT Examples of IT-consultants: • QA • BA • SA • PM/DM Common skill-set: • Excellent track record • Presentation skills • Meetings facilitation • Confidence: ability to advise, persuade and drive
70CONFIDENTIAL DIGITAL SKILLS: CONTENT MANAGEMENT • CMS Overview: ECM, WCM, DAM, etc. • Content management team • Content publishing workflows • Content types: blogs, articles, product content, assets, etc. • Translation, Localization & Internalization • Digital assets management • Taxonomy management • Content migration And more…
71CONFIDENTIAL DIGITAL SKILLS: E-COMMERCE • Product management • Prices • Taxes • Delivery options • Payment options • Customer service • Inventory management • Order management • Returns and refunds And more…
72CONFIDENTIAL DIGITAL SKILLS: DIGITAL MARKETING • SEO • Web-Analytic • Personalization • A/B testing • Social engagement • Email marketing And more…
73CONFIDENTIAL NAVIGATING OUR FUTURE CAREERS
74CONFIDENTIAL DESIGN, BUILD, RUN, OPTIMIZETHINK DIGITALBUSINESS FULL-STACK SOLUTION PRACTICES Omni-Commerce & Touchpoint Tech eCommerce, Social, Mobile/Wearables, GameTech, AR/VR Data Intelligence & Search Big Data/Data Lake, Data Science, Text Analytics, Real-time/Streaming, Search, Visualization, Agile BI Application and Cloud Management Infrastructure Architecture, DevOps, TechOps Enterprise Apps Green Field, SAP, CRM, Marketing Ops, ECM/BPM, Taxonomy Digital Marketing & Analytics CEM, DAM, CRM, Customer Identity, Loyalty EXPERIENCE CONSULTING Digital Strategy, Experience, Service Design, TRIZ TECHNOLOGY CONSULTING Enterprise/Solution Architecture & Integration, Data Consulting, Agile, Processes & Tools Technology Platforms N-Tier, frameworks, Integration, J2XE, .NET, Scalability, Sustainability, Supportability Product Management & Business Analysis Product mgmt. process, requirement gathering and mgmt. process, industry specifics Delivery Management, Engineering Productivity (EngX) Assurance Security, QA, Testing, Automation, Performance IoT & Embedded, Automotive Connected Devices, Appliances, Infotainment, Robotics, Internet of Cars Financial Services & Insurance Consulting HealthCare & Life Sciences Consulting Retail & Consumer Consulting Travel & Hospitality Consulting Business Agility, Transformation, & Process Automation STRATEGY & INDUSTRY CONSULTING Strategy, SMEs, Program & Change Mgmt.
75CONFIDENTIAL EPAM VR PRACTICE
76CONFIDENTIAL EPAM VR PRACTICE • What BA Skills are needed in VR o APIs, process models, content/data relationships, business logic…
77CONFIDENTIAL MAKING YOURSELF INDISPENSABLE 1. Analyze digital complexity and find/create patterns 2. Communicate about complex digital systems 3. Make recommendations for simplification and quality 4. Become an authority on your client or employers business, content, and data models 5. Learn about new technology 6. These skills are in demand globally!
78CONFIDENTIAL Q&A

More Related Content

PPTX
Business Analysts are on the GO: Design with users, not for them!
SQALab
 
PPTX
Modern BA - way to delivering value
SQALab
 
PPTX
Building innovation pipeline with service design methods
ELEKS
 
PDF
User Experience Audit by Gridle
Clientjoy.io
 
PPTX
Mobile UX-COE
Satyajit Roy
 
PDF
UX STRAT USA 2021: Matthew Holloway, Possible
UX STRAT
 
PDF
CX driven product development
CX NPD ltd
 
PDF
UX STRAT 2014: Brian Gillespie, "How to Avoid Losing Design Strategy to Busin...
UX STRAT
 
Business Analysts are on the GO: Design with users, not for them!
SQALab
 
Modern BA - way to delivering value
SQALab
 
Building innovation pipeline with service design methods
ELEKS
 
User Experience Audit by Gridle
Clientjoy.io
 
Mobile UX-COE
Satyajit Roy
 
UX STRAT USA 2021: Matthew Holloway, Possible
UX STRAT
 
CX driven product development
CX NPD ltd
 
UX STRAT 2014: Brian Gillespie, "How to Avoid Losing Design Strategy to Busin...
UX STRAT
 

What's hot (18)

PPT
Empowering startups
IAMCP MENTORING
 
PDF
Establishing HCD Culture for a 115 Year Old Bank
UXDXConf
 
PDF
UX STRAT Europe 2019: Clemens Lutsch, Centigrade
UX STRAT
 
PDF
UX STRAT USA 2021: Sönke Rohde, Salesforce
UX STRAT
 
PDF
ROI of UX by Jagriti Pande
Jagriti Pande
 
PPTX
Building the UX Center of Excellence at Vistaprint (UX Strategy Conference 2013)
Susan Rice
 
PDF
UX STRAT Europe, Annie Stewart: Building a UX Strategy for Europe
UX STRAT
 
PPTX
Product Management Career Conversation
SupportGCI
 
PDF
UX STRAT Europe 2018: Wanja Rinke, PwC
UX STRAT
 
PPTX
PMI-SV: ProDUCT Mgmt Basics for ProJECT Mgrs
Rich Mironov
 
PDF
UX STRAT Online 2021 Presentation by Carolyn Chang and Christine Liao of Link...
UX STRAT
 
PDF
Businesses Want Results, Not Empathy Maps — #cxtalks Dallas 10 minute talk
Jeremy Johnson
 
PPTX
StartUP Product Meetup, SF, 16May2012
Rich Mironov
 
PDF
Customer Experience & User Experience - is the union greater than the sum of ...
UXPA International
 
PDF
UX STRAT Europe, Stefan Dieffenbacher: The User Experience Strategy Behind On...
UX STRAT
 
PPTX
Agile@Cork: Silicon Valley View of Product Owner/Manager Challenges
Rich Mironov
 
PDF
It Takes Two To Tango: How To Court Your Product Manager
Rachel Daniel
 
PDF
How to create a massive linked in referral network with the most influential ...
Danil Dintsis, Ph. D., PgMP
 
Empowering startups
IAMCP MENTORING
 
Establishing HCD Culture for a 115 Year Old Bank
UXDXConf
 
UX STRAT Europe 2019: Clemens Lutsch, Centigrade
UX STRAT
 
UX STRAT USA 2021: Sönke Rohde, Salesforce
UX STRAT
 
ROI of UX by Jagriti Pande
Jagriti Pande
 
Building the UX Center of Excellence at Vistaprint (UX Strategy Conference 2013)
Susan Rice
 
UX STRAT Europe, Annie Stewart: Building a UX Strategy for Europe
UX STRAT
 
Product Management Career Conversation
SupportGCI
 
UX STRAT Europe 2018: Wanja Rinke, PwC
UX STRAT
 
PMI-SV: ProDUCT Mgmt Basics for ProJECT Mgrs
Rich Mironov
 
UX STRAT Online 2021 Presentation by Carolyn Chang and Christine Liao of Link...
UX STRAT
 
Businesses Want Results, Not Empathy Maps — #cxtalks Dallas 10 minute talk
Jeremy Johnson
 
StartUP Product Meetup, SF, 16May2012
Rich Mironov
 
Customer Experience & User Experience - is the union greater than the sum of ...
UXPA International
 
UX STRAT Europe, Stefan Dieffenbacher: The User Experience Strategy Behind On...
UX STRAT
 
Agile@Cork: Silicon Valley View of Product Owner/Manager Challenges
Rich Mironov
 
It Takes Two To Tango: How To Court Your Product Manager
Rachel Daniel
 
How to create a massive linked in referral network with the most influential ...
Danil Dintsis, Ph. D., PgMP
 
Ad

Viewers also liked (15)

PPTX
Место аналитика: выбираем для себя
SQALab
 
PPTX
Mission possible - the social warfare
SQALab
 
PDF
Анализ атрибутов качества
SQALab
 
PPTX
UX, UI, Usability - как не запутаться в модных понятиях
SQALab
 
PPTX
BI-проекты глазами аналитика
SQALab
 
PPTX
Как выбирать задачи, полезные для продукта
SQALab
 
PDF
Иди и рисуй! Моделирование в работе аналитика
SQALab
 
PPTX
Можно ли улучшить эффективность разработки без взаимодействия с заказчиком?
SQALab
 
PDF
Soft Skills: "Мягкие навыки" твердого характера
SQALab
 
PPTX
Вся польза от аналитика
SQALab
 
PPTX
Бизнес-аналитик: синдром полукровки
SQALab
 
PPTX
Я б в начальники пошёл, пусть меня научат
SQALab
 
PPT
Мы несем потери! Бригада разработчиков выехала!
SQALab
 
PPTX
Пути аналитика неисповедимы: широкий взгляд на карьерное развитие
SQALab
 
PPTX
Где скрывается вовлеченность: что мы поняли, разрабатывая и продавая SAAS-про...
SQALab
 
Место аналитика: выбираем для себя
SQALab
 
Mission possible - the social warfare
SQALab
 
Анализ атрибутов качества
SQALab
 
UX, UI, Usability - как не запутаться в модных понятиях
SQALab
 
BI-проекты глазами аналитика
SQALab
 
Как выбирать задачи, полезные для продукта
SQALab
 
Иди и рисуй! Моделирование в работе аналитика
SQALab
 
Можно ли улучшить эффективность разработки без взаимодействия с заказчиком?
SQALab
 
Soft Skills: "Мягкие навыки" твердого характера
SQALab
 
Вся польза от аналитика
SQALab
 
Бизнес-аналитик: синдром полукровки
SQALab
 
Я б в начальники пошёл, пусть меня научат
SQALab
 
Мы несем потери! Бригада разработчиков выехала!
SQALab
 
Пути аналитика неисповедимы: широкий взгляд на карьерное развитие
SQALab
 
Где скрывается вовлеченность: что мы поняли, разрабатывая и продавая SAAS-про...
SQALab
 
Ad

Similar to BA as Digital Systems Analyst (20)

PPTX
C4 Creds Master Pack
PeteUrmson
 
PDF
H&T Software Profile
panganayi
 
PDF
What do you get when excel and powerpoint are having a baby?
Nils Breitmann
 
PDF
Platform Strategy to Deliver Digital Experiences on Azure
WSO2
 
PDF
Innovative Business Solutions for Construction Industry
Jake Lavrenko
 
PPTX
Benefits of the New Product Development Process
Engine Neer
 
PDF
Ganintegrate- Think Smart Integration brochure
Judith Mugeni
 
PDF
Brainspotting presentation 2013_slideshare
Brainspotting
 
PDF
Gent profile
Gent
 
PPTX
Examination into it & competitive strategies within construction
sai0513
 
PDF
Icygen
ICYGEN
 
PPTX
Composale DXP with MACH architecture.pptx
Pieter Brinkman
 
PDF
BizTransSysTech_v1.0
BizTrans SysTech
 
PDF
Services of GNS company
Andrei Groodiy
 
PDF
Silk Software House - Who We Are?
Silk Software House - We Build Software
 
PDF
Silk Software House - Who We Are?
Silk Software House - We Build Software
 
PDF
Square One All Practice Capability 2015
Georgina Austin
 
PDF
Square One All Practice Capability 2015 BLANK
Matt Arnold
 
PPTX
Process Orchestration is a Tool in your Enterprise Architecture Toolbelt Talk...
ZachWylie3
 
PPT
Click Earn Grow 2009 Original Concept Next Generation Online Betting Technolo...
Click Earn Grow
 
C4 Creds Master Pack
PeteUrmson
 
H&T Software Profile
panganayi
 
What do you get when excel and powerpoint are having a baby?
Nils Breitmann
 
Platform Strategy to Deliver Digital Experiences on Azure
WSO2
 
Innovative Business Solutions for Construction Industry
Jake Lavrenko
 
Benefits of the New Product Development Process
Engine Neer
 
Ganintegrate- Think Smart Integration brochure
Judith Mugeni
 
Brainspotting presentation 2013_slideshare
Brainspotting
 
Gent profile
Gent
 
Examination into it & competitive strategies within construction
sai0513
 
Icygen
ICYGEN
 
Composale DXP with MACH architecture.pptx
Pieter Brinkman
 
BizTransSysTech_v1.0
BizTrans SysTech
 
Services of GNS company
Andrei Groodiy
 
Silk Software House - Who We Are?
Silk Software House - We Build Software
 
Silk Software House - Who We Are?
Silk Software House - We Build Software
 
Square One All Practice Capability 2015
Georgina Austin
 
Square One All Practice Capability 2015 BLANK
Matt Arnold
 
Process Orchestration is a Tool in your Enterprise Architecture Toolbelt Talk...
ZachWylie3
 
Click Earn Grow 2009 Original Concept Next Generation Online Betting Technolo...
Click Earn Grow
 

More from SQALab (20)

PDF
Готовим стажировку
SQALab
 
PPTX
Куда приводят мечты? или Искусство развития тестировщика
SQALab
 
PPT
Оптимизация Selenium тестов и ускорение их поддержки
SQALab
 
PPT
Автоматизация 0.0: 0 - бюджет, 0 - опыт программирования
SQALab
 
PPTX
Нагрузочное тестирование нестандартных протоколов с использованием Citrix и J...
SQALab
 
PPTX
Continuous performance testing
SQALab
 
PDF
Конфиги вместо костылей. Pytestconfig и зачем он нужен
SQALab
 
PPT
Команда чемпионов в ИТ стихии
SQALab
 
PPTX
API. Серебряная пуля в магазине советов
SQALab
 
PPTX
Добиваемся эффективности каждого из 9000+ UI-тестов
SQALab
 
PPT
Делаем автоматизацию проектных KPIs
SQALab
 
PDF
Вредные привычки в тест-менеджменте
SQALab
 
PPTX
Мощь переполняет с JDI 2.0 - новая эра UI автоматизации
SQALab
 
PPT
Как hh.ru дошли до 500 релизов в квартал без потери в качестве
SQALab
 
PPTX
Стили лидерства и тестирование
SQALab
 
PPT
"Давайте не будем про качество"
SQALab
 
PDF
Apache.JMeter для .NET-проектов
SQALab
 
PPTX
Тестирование геолокационных систем
SQALab
 
PPTX
Лидер или босс? Вот в чем вопрос
SQALab
 
PPTX
От Зефира в коробке к Structure Zephyr или как тест-менеджеру перекроить внут...
SQALab
 
Готовим стажировку
SQALab
 
Куда приводят мечты? или Искусство развития тестировщика
SQALab
 
Оптимизация Selenium тестов и ускорение их поддержки
SQALab
 
Автоматизация 0.0: 0 - бюджет, 0 - опыт программирования
SQALab
 
Нагрузочное тестирование нестандартных протоколов с использованием Citrix и J...
SQALab
 
Continuous performance testing
SQALab
 
Конфиги вместо костылей. Pytestconfig и зачем он нужен
SQALab
 
Команда чемпионов в ИТ стихии
SQALab
 
API. Серебряная пуля в магазине советов
SQALab
 
Добиваемся эффективности каждого из 9000+ UI-тестов
SQALab
 
Делаем автоматизацию проектных KPIs
SQALab
 
Вредные привычки в тест-менеджменте
SQALab
 
Мощь переполняет с JDI 2.0 - новая эра UI автоматизации
SQALab
 
Как hh.ru дошли до 500 релизов в квартал без потери в качестве
SQALab
 
Стили лидерства и тестирование
SQALab
 
"Давайте не будем про качество"
SQALab
 
Apache.JMeter для .NET-проектов
SQALab
 
Тестирование геолокационных систем
SQALab
 
Лидер или босс? Вот в чем вопрос
SQALab
 
От Зефира в коробке к Structure Zephyr или как тест-менеджеру перекроить внут...
SQALab
 

Recently uploaded (20)

PPTX
Cell Types and Its function , kingdom of life
ClaireMangundayao1
 
PPTX
IMMUNITY IMMUNITY refers to protection against infection, and the immune syst...
shilpa939953
 
PDF
Pre independence Education in Inndia.pdf
goofy5603
 
PPTX
Introduction_to_Human_Anatomy_and_Physiology_for_B.Pharm.pptx
chetansingh379583
 
PPTX
human mycosis Human fungal infections are called human mycosis..pptx
shilpa939953
 
PPTX
Pharma ospi slides which help in ospi learning
rameetkumar304
 
PDF
01-Introduction-to-Information-Management.pdf
PrinceIbarra
 
PDF
Anesthesia in Laparoscopic Surgery in India
mohitsuren827
 
PPTX
PPH.pptx obstetrics and gynecology in nursing
SrideviDevaraj5
 
PDF
STATICS OF THE RIGID BODIES Hibbelers.pdf
pascualasturiaskaye4
 
PPTX
Pharmacology of Heart Failure /Pharmacotherapy of CHF
Rajshri Ghogare
 
PDF
Abdominal Access Techniques with Prof. Dr. R K Mishra
mohitsuren827
 
PPTX
Lesson notes of climatology university.
sgladness67
 
PPTX
master seminar digital applications in india
ananyaray35
 
PDF
ANTIBIOTICS.pptx.pdf………………… xxxxxxxxxxxxx
HakHe
 
PDF
Saundersa Comprehensive Review for the NCLEX-RN Examination.pdf
sreejithcareers
 
PDF
102 student loan defaulters named and shamed – Is someone you know on the list?
Kweku Zurek
 
PDF
Basic Mud Logging Guide for educational purpose
wdandworks
 
PDF
Physiotherapy_for_Respiratory_and_Cardiac_Problems WEBBER.pdf
DrMONISHAphysio
 
PDF
FourierSeries-QuestionsWithAnswers(Part-A).pdf
Raji Murugan
 
Cell Types and Its function , kingdom of life
ClaireMangundayao1
 
IMMUNITY IMMUNITY refers to protection against infection, and the immune syst...
shilpa939953
 
Pre independence Education in Inndia.pdf
goofy5603
 
Introduction_to_Human_Anatomy_and_Physiology_for_B.Pharm.pptx
chetansingh379583
 
human mycosis Human fungal infections are called human mycosis..pptx
shilpa939953
 
Pharma ospi slides which help in ospi learning
rameetkumar304
 
01-Introduction-to-Information-Management.pdf
PrinceIbarra
 
Anesthesia in Laparoscopic Surgery in India
mohitsuren827
 
PPH.pptx obstetrics and gynecology in nursing
SrideviDevaraj5
 
STATICS OF THE RIGID BODIES Hibbelers.pdf
pascualasturiaskaye4
 
Pharmacology of Heart Failure /Pharmacotherapy of CHF
Rajshri Ghogare
 
Abdominal Access Techniques with Prof. Dr. R K Mishra
mohitsuren827
 
Lesson notes of climatology university.
sgladness67
 
master seminar digital applications in india
ananyaray35
 
ANTIBIOTICS.pptx.pdf………………… xxxxxxxxxxxxx
HakHe
 
Saundersa Comprehensive Review for the NCLEX-RN Examination.pdf
sreejithcareers
 
102 student loan defaulters named and shamed – Is someone you know on the list?
Kweku Zurek
 
Basic Mud Logging Guide for educational purpose
wdandworks
 
Physiotherapy_for_Respiratory_and_Cardiac_Problems WEBBER.pdf
DrMONISHAphysio
 
FourierSeries-QuestionsWithAnswers(Part-A).pdf
Raji Murugan
 

BA as Digital Systems Analyst

  • 1. 1CONFIDENTIAL BA as Digital Systems Analyst JON RIEKSE / SERGEY SHIMANSKY 13 October 2016
  • 2. 2CONFIDENTIAL WHO WE ARE SERGEY SHIMANSKYJON RIEKSE Senior Director, Technology Solutions EPAM London, UK Business Analysis Team Leader EPAM Minsk, Belarus
  • 3. 3CONFIDENTIAL PURPOSE OF THIS PRESENTATION 1. Share lessons learned from complex digital engagements 2. Discuss System Analysis skills needed in our digital engagements 3. Think about where the industry (and our BA careers) may be headed
  • 4. 4CONFIDENTIAL AGENDA 1. Digital BA today @ EPAM Belarus 2. How a systems analysis approach can be applied to: a) User experience (UX) & interface design b) Enterprise content & data architecture c) Development & integrations 3. Example digital projects & the BA role 4. Navigating our future careers
  • 5. 5CONFIDENTIAL EPAM GLOBAL SCALE: 4 CONTINENTS, 25 COUNTRIES, 50+ DELIVERY CENTERS 13,400 1,700 2,700 500 1300 EASTERN EUROPE APAC CENTRAL EUROPE WESTERN EUROPE NORTH AMERICA DELIVERY PROFESSIONALS* KEY IN-MARKET LOCATIONS AMSTERDAM, NL FRANKFURT, DE GOTHENBURG, SE LONDON, UK NEWTOWN, PA (HQ) ATLANTA, GA BOSTON, MA CHICAGO, IL CONSHOHOCKEN, PA HOUSTON, TX LOS ANGELES, CA MOUNTAIN VIEW, CA NEW YORK, NY PHILADELPHIA, PA SAN FRANCISCO, CA SEATTLE, WA OTTAWA, CANADA TORONTO, CANADA GUADALAJARA, MEXICO MANCHESTER, UK VIENNA, AT ZURICH, SZ BUDAPEST, HU WARSAW, PL MOSCOW, RU NORTH AMERICA WESTERN EUROPE CEE APAC HONG KONG, HK SHANGHAI, CH SINGAPORE, SG
  • 6. 6CONFIDENTIAL 24 YEARS OF ENGINEERING EXPERIENCE DRIVES SHIFT TO PRODUCT AND PLATFORMS ENGINEERING SERVICES EPAM FOUNDED IN 1993 DIGITAL PLATFORM ENGINEERING & ORCHESTRATION SERVICES PRODUCT DEVELOPMENT SERVICES TECHNOLOGY SERVICES PRODUCT ENGINEERING 1990s 2000s 2012-2015 2015-2018
  • 7. 7CONFIDENTIAL FULL-STACK END-TO-END SOLUTION PRACTICES DIGITAL ENGAGEMENT INTELLIGENT ENTERPRISE Data Intelligence Big Data/Data Lake, Data Science, Text Analytics, Real-time/Streaming, Search, Visualization, Agile BI Application and Cloud Management Infrastructure Architecture , DevOps, AppOps, SysOps Agile & Lean Agile Thinking, Eng. Processes & Tools ADVANCED TECHNOLOGY Solution Architecture & Technology Platforms N-Tier, frameworks, Integration, J2XE, .NET, Scalability, Sustainability, Supportability Assurance Security, QA, Testing, Automation, Performance Embedded & IoT Appliances, Devices, Infotainment, Robotics Enterprise Architecture & Integration Data Platforms Data Consulting CORE ENGINEERING / PRODUCT ENGINEERING Business Analysis Product mgmt. process, requirement gathering and mgmt. process, industry specifics INDUSTRY EXPERTISE / BUSINESS CONSULTING DIGITALBUSINESS Enterprise Apps SAP, CRM, Marketing Automation/Ops, ECM, BPM, Taxonomy, Social Enterprise, Green Field Digital Marketing & Analytics CEM, DAM, CRM, Customer Identity, Loyalty Touchpoint Tech Mobile, Social, Wearables, GameTech, AR/VR Commerce & Content eCommerce & ECM Platforms, Domain-specifics Digital Strategy, Experience, Digital Platforms Digital Strategy, Experience, Service Design, TRIZ
  • 8. 8CONFIDENTIAL DESIGN, BUILD, RUN, OPTIMIZETHINK DIGITALBUSINESS FULL-STACK SOLUTION PRACTICES Omni-Commerce & Touchpoint Tech eCommerce, Social, Mobile/Wearables, GameTech, AR/VR Data Intelligence & Search Big Data/Data Lake, Data Science, Text Analytics, Real-time/Streaming, Search, Visualization, Agile BI Application and Cloud Management Infrastructure Architecture, DevOps, TechOps Enterprise Apps Green Field, SAP, CRM, Marketing Ops, ECM/BPM, Taxonomy Digital Marketing & Analytics CEM, DAM, CRM, Customer Identity, Loyalty EXPERIENCE CONSULTING Digital Strategy, Experience, Service Design, TRIZ TECHNOLOGY CONSULTING Enterprise/Solution Architecture & Integration, Data Consulting, Agile, Processes & Tools Technology Platforms N-Tier, frameworks, Integration, J2XE, .NET, Scalability, Sustainability, Supportability Product Management & Business Analysis Product mgmt. process, requirement gathering and mgmt. process, industry specifics Delivery Management, Engineering Productivity (EngX) Assurance Security, QA, Testing, Automation, Performance IoT & Embedded, Automotive Connected Devices, Appliances, Infotainment, Robotics, Internet of Cars Financial Services & Insurance Consulting HealthCare & Life Sciences Consulting Retail & Consumer Consulting Travel & Hospitality Consulting Business Agility, Transformation, & Process Automation STRATEGY & INDUSTRY CONSULTING Strategy, SMEs, Program & Change Mgmt.
  • 9. 9CONFIDENTIAL IMPLEMENTATION & DELIVERYEXPERIENCE DESIGN SOLUTION DESIGNPRODUCT DESIGN SAMPLE MULTIDISCIPLINARY/ CROSS-FUNCTIONAL TEAM EXECUTIVE TEAM PROJECT MANAGER EXECUTIVE SPONSOR DELIVERY MANAGER BUSINESS OWNER TECH. ARCHITECT PRODUCT OWNERS IT TEAM ENTERPRISE ARCH. EXPERIENCE DESIGN LEAD TECH LEAD QA TEAM BA TEAM FRONT-END DEVS ANALYTICS TEAM CONTENT STRATEGISTS EXPERIENCE DESIGNERS QA LEAD EXECUTIVE TEAM MANAGMT. TEAM LEADERSHIP TEAM CORE TEAM LEAD BA DIGITAL ENGAGEMENT LEADER ACCOUNT MANAGER DEV OPS CORE DEVs ANALYTICS LEAD DEV TEAMS Client PROJECT MANAGER QA MANAGER PROGRAM MANAGER PROGRAM MANAGER SOLUTION ARCHITECTS TEAM LEAD
  • 11. 11CONFIDENTIAL DIGITAL BA IN BELARUS Strategy & Experience Digital Marketing Commerce Mobility
  • 12. 12CONFIDENTIAL WHAT WE TYPICALLY DO BA activities: • Presale • Discovery • Delivery Support • Training • User-acceptance testing Context: • Turn-key solutions • Mixture of onsite/offshore work • Experience & Technology Consulting
  • 13. 13CONFIDENTIAL WHAT SKILLS ARE REQURED • Domain knowledge: • E-commerce • Digital marketing • Platforms knowledge: • SAP Hybris • Adobe Experience Manager • Sitecore • Others • Soft-skills and consulting mindset
  • 14. 14CONFIDENTIAL WHAT ARE THE CHALLENGES • Large teams incl. Content strategy, UX/UI, Delivery manager. Who’s doing what? • Alignment of streams, especially UX/BA. Who starts when? Who does what? • High expectations from the client.
  • 15. 15CONFIDENTIAL DIGITAL SOLUTION CONSULTING COMPETENCIES MAP Business Analysis UX Solutions Platforms Soft-skills • Initiative started at • EPAM DEP Minsk
  • 17. 17CONFIDENTIAL SO WHAT’S SO SPECIAL ABOUT DIGITAL? 1. Origin of the web as a marketing communication channel o Equates to a multi-disciplinary team driven by creative & design (UX) 2. Technical & integration complexity has grown over the last 20 years o Web is now the mission-critical business application 3. Legacy systems may still be in place, cobbled together with newer technology platforms o Enterprise data and business logic is often misunderstood 4. Each organization’s digital infrastructure is unique & custom o Often developed to the limits of the organizations ability to manage and deliver complexity
  • 19. 19CONFIDENTIAL INTEGRATING DESIGN & ENGINEERING • It can be difficult in an organization, especially when under time and cost pressure, which is usually always • You solve this by creating a multidiscipline digital culture • Leadership • Different mindsets require finding common ground • Decompose problems in order to solve them: • Visual Design • Information Architecture/interaction design • Business logic • Technical/development • Content & data governance • Change management, current state to future state
  • 20. 20CONFIDENTIAL • Design and Engineering are often seen as different disciplines, but it is when they work in harmony that we can have the greatest impact, • We bring staff of all disciplines together to understand and deliver the value of Harmonising Design & Engineering. • We drive this strategic initiative throughout the organisation helping to develop the business skill set and the future of EPAM. INTEGRATING DESIGN & ENGINEERING 2 Engineering Team with Design Advisors ENGINEERING EFFORT Design Team with Engineering Advisors DESIGN EFFORT DESIGN TEAM EXPERIENCE ENGINEERIN G TEAM Design and Engineering are augmented throughout the project lifecycle. PROJECT LIFECYCLE
  • 21. 21CONFIDENTIAL • Ultimately we are building a digital, software system • System thinking has to be brought up into initial Product definition and requirements gathering • Trying to systematize design after it’s completed is inefficient and causes root quality problems down the road BA AS DIGITAL SYSTEMS ANALYST 2 DESIGN TEAM EXPERIENCE ENGINEERIN G TEAM EXPERIENCE DESIGNER UI DEVELOPER SOLUTION ARCHITECTURE DIGITAL STRATEGY INFORMATION ARCHITECTURE CONTENT STRATEGY BUSINESS ANALYSIS DEV OPS DATA ARCHITECT DIGITAL ANALYTICS
  • 22. 22CONFIDENTIAL USER EXPERIENCE (UX) IN DIGITAL PROJECTS • Interfaces have to be intuitive o There is no instruction manual for web visitors • UX often leads the effort…..but o Technical complexity and cost should be understood by all stakeholders o Patterns should be established to facilitate predictable UX and support develoment efficiency • Avoid the unique snowflake approach by systemized, pattern reuse
  • 23. 23CONFIDENTIAL COMPLEXITY IS EXPENSIVE (AND NOT ALWAYS INTUITIVE) • Which one costs more??
  • 24. 24CONFIDENTIAL TYPES OF UX DELIVERABLES • Personas • Customer/User Journey Maps • User Task Prioritization (Responsive) • Sitemap • Page Template/Wireframe Inventory • Interaction Design / Annotations • Clickable/HTML prototype • Brand/Visual Style guide • Visual Design Comps
  • 27. 27CONFIDENTIAL COMPONENT APPROACH A component based approach for UX planning, gives you the following benefits: FINDABILITY Taxonomies for dynamically serving up relevant content. MODULARITY Variations of the message for different components, channels, and devices. 1 2 FACETED SEARCH RELATED CONTENT BODY COPY CROSS-PROMO MOBILE CHANNELS COMPONENT APPROACH
  • 28. 28CONFIDENTIAL COMPONENT APPROACH PERSONALIZATION Persona matrices that determine who gets what message. CONTEXTUAL VERSIONING Thematic content variations based on seasonal or topical relevancy. ANALYTICS Variations on the message to A / B test for efficacy. 3 5 4 SPORTS SPORTS COMPONENT APPROACH
  • 34. 34CONFIDENTIAL • Underlying decomposed content/data model • Consistency between elements BA TASKS DURING THE UX PROCESS • Interaction Definition • Image rendition analysis, affects wireframes • Alignment with UI team • Technical team is looking at payload • Lazy loading/SEO needs to be considered VISUAL DESIGN UX FLOWS WIREFRAMES • Screen definition alignment to requirements • Business logic implications • Technical Constraints from 3rd party integrations SITEMAP • Are all templates identified • Differences in Sitemap based on user state (e.g. logged in) • System bounded (no loose ends) WIREFRAMES CONTINUED • Clarity to technical team of analysis, including caching, API dependencies, etc. • Taxonomy relationships, consistent and optimization of design/configuration • Interaction behavior is understood BEFORE interface development • Analytics events (JavaScript firing)
  • 36. 36CONFIDENTIAL ENTERPRISE CONTENT 1. So now we’ve talked about planning one website 2. But enterprise content management is truly enterprise 3. Need to think about many websites and channels 4. Enterprise taxonomy, search, translation and localization 5. Unified messaging across channels PUBLIC WEBSITE SERVICE PORTAL IN STORE SALES APP MOBILE APP CONTENT BRAND MICROSITE
  • 37. 37CONFIDENTIAL ENTERPRISE CONTENT & DATA 1. Often need to take an API based approach to content, so content can be served to ‘headless’ applications 2. As new content is created, it can be available to other applications 3. Same approach can be used for enterprise data, including products 4. Create an enterprise data dictionary o Customer.First Name o Product.Feature o Product.Main Image CONTENT REQUIRED FOR NEW APPLICATION CONTENT AVAILBLE FOR ALL APPLICATIONS
  • 38. 38CONFIDENTIAL CONTENT GOVERNANCE In order to have a long term successful web presence the experience both for the customer and the business user is important. An integral part of that is the content Governance . Having the correct content governance model in place will help streamline the workflow and the • Content creation • Content maintenance • Content updates Content owners will have clearly defined roles and responsibilities to improve web efficiency. A sample content governance model
  • 41. 41CONFIDENTIAL SYSTEM THINKING UPFRONT TO SUPPORT DEVELOPMENT 1. Data and content relationships o How is content related to products? 2. System Boundaries o Does an MVP platform have all links & integrations accounted for? 3. API Understanding o How will these data be retrieved, what are the parameters? 4. An Object Oriented Approach o What attributes does a customer have? How about a product? 5. Inheritance o Does this business rule apply across the whole enterprise, or just one region or country?
  • 42. 42CONFIDENTIAL HIGH LEVEL SYSTEM VIEW EXAMPLE • Sketch diagram during discovery • Vet with technical architects • Use when discussing integrations with client stakeholders • Gives a shared understanding • Framework for future integration detail
  • 44. 44CONFIDENTIAL National Capital Poison Center With a rise in poisoning deaths nationwide and a decrease in calls to poison centers, NCPC recognized that the public was getting their poisoning information from unreliable sources. NCPC engaged EPAM to create a centralized digital source of poison information to help triage potential poison exposure. The end result is an integrated information website and triage application that provides a unified integrated solution for a complex architecture including multiple application systems, external integrations, and a number of user and administration interfaces. EPAM BUILDS INTERACTIVE TRIAGE TOOL FOR NCPC
  • 45. 45CONFIDENTIAL National Capital Poison Center KEY HIGHLIGHTS • Launch of native Andriod and iOS application with continuously updating substance database with over 110,000 pharmaceutical and household products • End-to-end design and development of two corresponding responsive content sites: posion.org and webpoisoncontrol.org • Selection of Sitecore as the CMS of choice • Implementation of Microsoft Azure to offer scalable and reliable infrastructure platform • A complex recommendation engine that includes algorithms for 950 unique ingredients and will eventually include thousands of algorithms
  • 46. 46CONFIDENTIAL EXAMPLE BPMN & BUSINESS LOGIC 1. Used BPMN to align UX, Business logic, and system architecture 2. Created business logic document, which a) Consolidated rules of the system b) Showed inputs required c) Outputs expected d) Allowed developers to focus on development 3. Shared understanding of something very complex 4. Allowed approval from scientific stakeholders of project 5. Facilitated unit & automated testing approach
  • 47. 47CONFIDENTIAL EXAMPLE BPMN & BUSINESS LOGIC EXAMPLE
  • 48. 48CONFIDENTIAL EXAMPLE BPMN & BUSINESS LOGIC EXAMPLE BL-214 – Do any ingredient algorithms require weight?  Included in BPM-201: Algorithm Information from Product  Input: Product, Age  Output: Y/N 1. Do any ingredient algorithms require weight (for specific age already entered) in order to make a triage recommendation? a. Note: Requires age as parameter as some algorithms will have age brackets where one requires weight (mg/kg) and another age may only be in mg. This business logic has to be re-run on age change. 2. Ignore ingredient if in Products/Ingredient record field “IgnoreForCalculation” is set to TRUE
  • 49. 49CONFIDENTIAL ALLEGIS As one of the largest recruiting companies in the world, Allegis relies on their web presence to attract potential candidates, recruiters, and companies from all around the globe. With 7 sub companies utilizing 40 unique sites on disparate systems, EPAM was brought in to consolidate their branding and sites to support their recruiting needs on an international scale. ALLEGIS SELECTS EPAM TO BUILD A CONSOLIDATED BRAND AND WEB-PLATFORM
  • 50. 50CONFIDENTIAL ALLEGIS • Consolidated 40 web-sites into a single platform that re-uses and streamlines website operations across operating companies to allow for new revenue opportunities • Enabled the organization’s ability to quickly and efficiently publish up-to- date, relevant, and engaging content by transitioning from a technical content development SDLC to a distributed content authoring model • Assisted in training Allegis Sitecore development team into experienced Sitecore website deliverers • Integrated with Weblog, Disqus blog commenting, Brightcove video, Hubspot marketing automation, Google maps, Bing maps, eRecruit jobs feed, Maxhire jobs feed, Brafton news feed and more KEY HIGHLIGHTS
  • 51. 51CONFIDENTIAL MULTISITE REQUIREMENTS PLANNING 1. Think about multisite and feature sharing from the beginning 2. Determine a business hierarchy for requirements management: • Enterprise • Company 1 • Website a • Website b • Company 2 • Website a • Website b 3. Determine configuration aspects per type, per site, per locale 4. Technical/Integration differences between the sites? 5. Non-functional differences? 6. Opportunities for alignment? 7. Recommendations to be made o Finding best practices within the company from BA activities
  • 52. 52CONFIDENTIAL THE NEED FOR DIGITAL TRANSFORMATION CUSTOMER EXPERIENCE • Non-targeted content • System specific experience • Non-responsive content delivery • Difficult content discovery MULTI-SYSTEM INTERACTION • Disconnected experience • Restricted marketing automation • Non-responsive design FRAGMENTED TECHNOLOGICAL ECOSYSTEMS • Monolithic and customized systems • Low community participation • No support for multisite • Low insights from marketing efforts L A C K O F C U S T O M E R I N S I G H T S A N D T A R G E T E D C O N T E N T D E L I V E R Y
  • 53. 53CONFIDENTIAL CHALLENGES – STAKEHOLDER’S VIEW L A C K O F C U S T O M E R I N S I G H T S A N D T A R G E T E D C O N T E N T D E L I V E R Y • Disconnected messaging • Non-relevant content • Static content • Multiple logins • Website had lack of customer ‘contextual awareness’ CUSTOMERS/ PROSPECTS • No unified content interface • Duplicate content • No support for multiple sites • Lack of content and product relationships CONTENT EDITORS • Restricted marketing • Limited insights into marketing efforts • Low community participation • No commerce insights • Limited means of content targeting • No personalisation capabilities MARKETERS • Huge start-up time • Lack of design principles • Code and content separation • Arduous build and deploy DEVELOPERS
  • 54. 54CONFIDENTIAL 54 Digital Transformation Platforms – Future State ERP / Hybris SEARCH APPLIANCE
  • 56. 56CONFIDENTIAL Content Management Web Experience Mobile Experience (sites and apps) Contextual Intelligence (xDB) Social Experience Experience Analytics capabilities Email Experience Commerce Print Experience Personalization and Experience Testing Experience Automation Business Intelligence Machine Learning Customer DB Integration (CRM, ERP, Call Center etc.) Federated Experience Content Management Contextual Intelligence 3rd Party Connectors Omni channel Automation 3rd Party Experiences
  • 57. 57CONFIDENTIAL Sitecore Experience Platform – Marketing Capabilities Customer Business Objectives SBOS Process and Methodology Quick Wins Tactics & Results Commerce & CRM Integration
  • 58. 58CONFIDENTIAL Steps to Sitecore Personalisation PERSONAS CUSTOMER NEEDS & JOURNEY BUSINESS KPIs DIGITAL GOALS/CTAs CONTENT IMPLICIT vs. EXPLICIT
  • 59. 59CONFIDENTIAL Types of Personalization in Sitecore XP • In the moment • Explicit (Sitecore forms) • Keywords, GeoIP, Campaigns Rules-Based Personalization • Implicit • Based on visitor behavior • Adapts as visit progresses Predictive (profile based) Personalization • Integrated with CommerceConnect • Integrates with CRM • Personalized cross channel Connected Personalization
  • 60. 60CONFIDENTIAL Personalization Data Model Content Commerce Connect Onsite Search Content & Products Purchase data Shopping Cart dataCX Data Channel, referrer & campaign data Pages viewed Forms/CTAs
  • 61. 61CONFIDENTIAL Personalization and Profiling Generic Content Categories for Groups Specific Audience Home Page, Impact Pages, Decision Pages Specific sessions, detail pages Personalize here Profile this content
  • 62. 62CONFIDENTIAL Implicit Persona Definition • Top Tasks • Relevant Content • Purchasing Decision Journey • How does it differ per persona? User Needs & Journey • CTAs / Request a Quote • Increased Engagement • Advocacy & Thought Leadership Business KPIs • Content that identifies the persona • Content targeted to the user • Depth of content for each persona Content
  • 64. 64CONFIDENTIAL Creating Personalized Digital Experiences Site interactions Experience Profile Search Email Social Offline Traffic Acquisition … Other Channels Inbound History & Integration Anonymous Visitor Data Digital Fingerprint
  • 65. 65CONFIDENTIAL Sales & Marketing Insights Technical Approach • Syncing of all Marketo email campaign management • Awareness of offline CRM activity • SSO, single source of customer info • Awareness of products purchased on web experience • Allows single view of the customer through all digital touch points LEVERAGING MARKETO & SFDC
  • 66. 66CONFIDENTIAL Digital Transformation Outcome CUSTOMER EXPERIENCE • Responsive content delivery • Unified experience on all channels • Connected backend processes INTEGRATED BEST-OF-BREED SYSTEMS • API approach for integration • Allows component reuse • Sitecore and Marketo complement each other A L L O W S G R O W T H O F C O M M U N I T Y P A R T I C I P A T I O N T H R O U G H N E W F E A T U R E S A N D C O L L A B O R A T I O N T O O L S C R E A T E D I N S I G H T S F O R S A L E S A N D M A N Y O T H E R D E P A R T M E N T S
  • 69. 69CONFIDENTIAL CONSULTING & CLIENT ENGAGEMENT Examples of IT-consultants: • QA • BA • SA • PM/DM Common skill-set: • Excellent track record • Presentation skills • Meetings facilitation • Confidence: ability to advise, persuade and drive
  • 70. 70CONFIDENTIAL DIGITAL SKILLS: CONTENT MANAGEMENT • CMS Overview: ECM, WCM, DAM, etc. • Content management team • Content publishing workflows • Content types: blogs, articles, product content, assets, etc. • Translation, Localization & Internalization • Digital assets management • Taxonomy management • Content migration And more…
  • 71. 71CONFIDENTIAL DIGITAL SKILLS: E-COMMERCE • Product management • Prices • Taxes • Delivery options • Payment options • Customer service • Inventory management • Order management • Returns and refunds And more…
  • 72. 72CONFIDENTIAL DIGITAL SKILLS: DIGITAL MARKETING • SEO • Web-Analytic • Personalization • A/B testing • Social engagement • Email marketing And more…
  • 74. 74CONFIDENTIAL DESIGN, BUILD, RUN, OPTIMIZETHINK DIGITALBUSINESS FULL-STACK SOLUTION PRACTICES Omni-Commerce & Touchpoint Tech eCommerce, Social, Mobile/Wearables, GameTech, AR/VR Data Intelligence & Search Big Data/Data Lake, Data Science, Text Analytics, Real-time/Streaming, Search, Visualization, Agile BI Application and Cloud Management Infrastructure Architecture, DevOps, TechOps Enterprise Apps Green Field, SAP, CRM, Marketing Ops, ECM/BPM, Taxonomy Digital Marketing & Analytics CEM, DAM, CRM, Customer Identity, Loyalty EXPERIENCE CONSULTING Digital Strategy, Experience, Service Design, TRIZ TECHNOLOGY CONSULTING Enterprise/Solution Architecture & Integration, Data Consulting, Agile, Processes & Tools Technology Platforms N-Tier, frameworks, Integration, J2XE, .NET, Scalability, Sustainability, Supportability Product Management & Business Analysis Product mgmt. process, requirement gathering and mgmt. process, industry specifics Delivery Management, Engineering Productivity (EngX) Assurance Security, QA, Testing, Automation, Performance IoT & Embedded, Automotive Connected Devices, Appliances, Infotainment, Robotics, Internet of Cars Financial Services & Insurance Consulting HealthCare & Life Sciences Consulting Retail & Consumer Consulting Travel & Hospitality Consulting Business Agility, Transformation, & Process Automation STRATEGY & INDUSTRY CONSULTING Strategy, SMEs, Program & Change Mgmt.
  • 76. 76CONFIDENTIAL EPAM VR PRACTICE • What BA Skills are needed in VR o APIs, process models, content/data relationships, business logic…
  • 77. 77CONFIDENTIAL MAKING YOURSELF INDISPENSABLE 1. Analyze digital complexity and find/create patterns 2. Communicate about complex digital systems 3. Make recommendations for simplification and quality 4. Become an authority on your client or employers business, content, and data models 5. Learn about new technology 6. These skills are in demand globally!

Editor's Notes