How to integrate user experience and business analysis for successful outcomes

How to integrate user experience and business
analysis for successful outcomes
June 2024
Chris Rourke – CEO

© User Vision Ltd. 2024
Hello!
Chris Rourke
Founder & CEO
Background in Engineering Psychology and Human Factors
Started User Vision in 2000
UX Strategy, User Research, Experience & Service Design, Accessibility, UX Training
We specialise in the art and science of understanding users, transforming their needs
into actionable insights, and crafting solutions to elevate user experiences and
accessibility for all.

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‘These pages must
remain as they are.
The business requires it’

Are Business goals and User goals always aligned?
Examples you may have experienced
Prioritizing Revenue Over User Experience
Data Collection and Privacy Concerns
Planned Obsolescence and Forced Upgrades
Feature Bloat and Complexity
Vendor Lock-in and Proprietary Formats
Minimal contact centre staff Over Convenient phone contact with a human
BA and UX professionals must work together to help
businesses to strike a balance between their commercial
goals and the needs and preferences of their users.

What we’ll cover today
1. Introduction to User Experience
2. Why and How we measure User Experience
3. Enabling a productive engagement
between UX and BA.

1. Introduction to User
Experience
Key goals, activities and deliverables from user
needs research through to product design and
evaluation

Experiences
Interactions
Touchpoints
Processes
Business/System
Requirements
INTENTIONAL
UX
CONSEQUENTIAL
UX

User Experience
Useful – It serves a purpose and enables
the user to accomplish a goal or objective
Usable – It allow the user to effectively
and efficiently achieve their goal
Accessible – It can be discovered and
used effectively by all users
Engaging – It is pleasing, nurturing trust
and satisfaction in the brand.
Accessible
Useful Engaging
The overall experience and satisfaction a user has from
the use of a product or a service.
Usable

Useful
• Relevant
• Valuable
• Helpful
Usable
• Effective
• Efficient
• Findable
• Clear
• Consistent
Accessible
• Technically
accessible
• Universally usable
Engaging
• Satisfying
• Desirable
• Credible
User Experience

Two common pitfalls

Human-Centred Design process
Designed
solution
meets user
requirements
Iterate until user
requirements
are met
Plan the human-
centred design
process
Understand and
specify the
context of use
Specify the user
requirements
Produce design
solutions to
meet user
requirements
Evaluate the
designs against
user
requirements

Human-Centred Design process - Simplified
Build
Iterate until user
requirements
are met
Planning Discovery
Definition
Design
Testing

Discovery
Definition
Design
Testing

Discovery
Definition
Design
Testing
Discover & document user
needs based on research, not
assumption

Research user needs and context of use
Learn about the users, goals,
tasks and contexts
Observation & Interviews
Focus groups
Surveys
Diary studies
Top tasks / true intent
Discovery

Document and understand findings
Capture & illustrate users and their needs
Personas & Storyboards help to visualise the user and their experience
Discovery

Document and understand findings
Customer (user) journey maps and service blueprints help visualise the journey,
pain points and opportunities
Illustrate the process, weaknesses and opportunities
Discovery

Discovery
Definition
Design
Testing
Determine User
Requirements based
on the user needs
you‘ve discovered

Business Solution
User requirement : A requirement for
use that provides the basis for design
and evaluation of an interactive system
to meet user needs.
What do I mean by User Requirements?

Discovery
Definition
Design
Testing
Design solution with respect to the
requirements and best practice

Produce design solutions
Design a solution, based on the user & task insights
Considerations throughout the design process:
1. Create a robust Information Architecture
2. Prototyping helps to iteratively design and test concepts
3. Employ Interaction & design principles to ensure a usable solution
4. Consider Accessibility throughout
Design

Information Architecture for navigation structure
Use methods such as card sorting
and tree testing to help people
find information more easily
Design

Prototyping
Representations can range from low fidelity paper prototypes to
interactive and realistic high-fidelity ones
Design

Usability Heuristics and Interaction Principles
Heuristics
1. Visibility of System Status
2. Match Between the System and the Real World
3. User Control and Freedom
4. Consistency and Standards
5. Error Prevention
6. Recognition Rather than Recall
7. Flexibility and Efficiency of Use
8. Aesthetic and Minimalist Design
9. Help Users Recognize, Diagnose, and Recover
from Errors
10. Help and Documentation
Interaction Principles
1. Suitability for the user’s tasks
2. Self-descriptiveness
3. Conformity with user expectations
4. Learnability
5. Controllability
6. Use error robustness
7. User engagement
Design
Your own organisation’s style
guide, pattern library or design
system can be other
references.

Inclusive Design - WCAG 2.2 Guidelines Design

Discovery
Definition
Design
Testing
Can users use it? Meeting
their requirements?

Evaluate the solution
Test and improve your design through iteration
• Usability testing
• Accessibility testing
• UX evaluations & inspections
• Surveys
• Beta testing, diary studies
Testing

Human-Centred Design process – Simplified with activities
Discovery
Definition
Design
Testing
Observation & Interviews
Focus groups
Surveys
Diary studies
Top tasks / true intent
Define User Requirements
based on the user needs
discovered
Information Architecture
Prototyping
Reference design principles
Accessibility audits
Usability testing
Accessibility testing
UX evaluations
Surveys
Beta testing,
Diary studies

Summary – Introduction to UX
Products deliver
experiences
The right balance
between user
experience and
business requirements
START FROM
EXPERIENCE
Useful
Usable
Accessible
Engaging
FOUR MAIN GOALS
Discovery
Definition
Design
Testing
HUMAN CENTRED
DESIGN PROCESS

Exercise 1 - BA and UX where you work
How do the fields of BA and UX inter-relate in your organisation?
1. Discuss how the two fields work together in your organisation. Do they support each
other and work toward the same goal.? Are they equally considered by ‘the business’? Do
either of these apply some of the activities we’ve just described? If so, is there ever a
conflict or an overlap of skills? 5 Minutes
2. Share with the rest of the group. In particular: was there a consensus view within each
table? Can you give examples? 5 Minutes

Why and How we
Measure Experience
A Framework for measuring the user experience

Why should we measure
the user experience?

A product is more than
the product.
It is a cohesive,
integrated set of
experiences.
Donald Norman

“User Experience” is an outcome,
not (just) a function or an activity.
Users will have an experience,
whether it is designed or not.
If the experience fails,
the product fails.

Measure what you value
instead of valuing only
what you can measure.
Andy Hargreaves

e.g. Purchases
Spend
Conversion
Behaviour Business
Performance
e.g. Visits
Time on site
Bounce rate

Behaviour Experience
Business
Performance
e.g. Task Success
Efficiency
Satisfaction
e.g. Purchases
Spend
Conversion
e.g. Visits
Time on site
Bounce rate

1. The outcome of our
products and services is the
experience they deliver
2. If the experience fails,
the product fails
3. We need to understand
if we are delivering that
positive experience for users
Accessible
Useful Engaging
Usable

How can we measure
the user experience?

First we establish what we want to measure,
then work out how we will measure it

Experience measurement categories
Delight
How do people feel
about using it?
Facility
Can people use it?
Engagement
Do people use it?
e.g.
Successful? (Usability)
Findable?
Understandable?
e.g.
Adoption?
Retention?
Utilisation?
e.g.
Valuable?
Credible/Trustworthy?
Satisfying?

We don’t collect data unless we have
the ability and intent to act on it

Measurement
“A set of observations expressed as a
quantity that reduces uncertainty”
”How to Measure Anything” by Douglas Hubbard

Metrics: Standards of
measurement
Analytics
Computer
tracked
metrics
Observations
Human
tracked
metrics

Attitudes are not
perfect predictors of behaviour

Example measures
Sources Metrics
Surveys Customer perception: Perceived success, perceived ease of use
Web analytics What they did on the site (but not how they felt about it)
Usability testing Task effectiveness (success), task efficiency, user satisfaction
“Tree testing” Findability (directness, lostness, etc.)
CSAT Overall satisfaction
Customer accounts Frequency of use, adoption, retention, conversion

Summary - Measuring experience
Products deliver
experiences
The user will have an
experience whether it is
designed or not
If the experience fails,
the product fails.
EXPERIENCE
MATTERS
We need to understand
the experience
Measuring the
experience ties
together behaviour and
business performance
MEASURE WHAT
YOU VALUE
Start with what to
measure, then think
about how to measure
Measure Facility,
Engagement and
Delight
Choose appropriate
sources
ESTABLISH
METRICS

Exercise 2 - Apply UX measurement to your organisation
What measures of UX could you apply to your organisation?
Consider a product or service you are involved with at the moment:
Consider what metrics could be used to measure the user experience. Refer to the table of
examples
Discuss with your table – share ideas
15 minutes

3. Working together
better
How to have a productive engagement between
UX and BA.

Experiences
Interactions
Touchpoints
Processes
Business/System
Requirements
Evolving professions
Traditional role of UX
Expanded role of BA
Expanded role of UX
Traditional role of BA

A convergence over time
Business
Analysis
User
Experience
User
needs,
req’ts
Business Focus End User Focus

How can BAs and UX teams work better together?
What activities and outputs can enable close collaboration between BA and UX ?
• Current Status - Do an inventory of your BA & UX resources, responsibilities and roles - who is
responsible for what at a high level. Overlaps?
• Activity & Output analysis - Look at activities and deliverables of your BAs and UX. Are there
redundancies? Could they do it in a more unified way?
• Meet & Exchange - Have BA and UX teams do a ‘show and tell’ on their projects and skills. Do
some skill share and cross-training between teams.
• Collaborate - Find a simple small trial project to have them work together.

Exercise 3 – Techniques and skills between BA & UX
What are practical ways in which BAs can better engage and work with UX in the future?
• Are there obstacles to be overcome? If so, what and how?
• How might you approach the division of labour?
• List the main activities you apply to understand user needs and ensure user-centred
design
• Which ones would you assign for BA team, UX team, both?
• Are there opportunities for collaboration?
• What duties, knowledge, skills and behaviours, tools and techniques are shared or could be
shared for greater fulfilment.

@UserVision
www.uservision.co.uk
hello@uservision.co.uk
55 North Castle Street
Edinburgh
EH2 3QA
United Kingdom
Tel: 0131 225 0850
@UserVision
www.uservision.co.uk
hello@uservision.co.uk
Chris Rourke
CEO
chris@uservision.co.uk

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