The UX Analyst
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The document discusses the roles of business analysts and UX designers, emphasizing the need for a human-centered approach in software development. It identifies common reasons for software failures and introduces concepts like proto-personas, job stories, and customer journey maps to enhance understanding of user needs and align business goals. By focusing on motivations and outcomes instead of mere features, organizations can improve product success and avoid typical pitfalls.
The UX Analyst
- 1. The UX Analyst Elevating the Business Analyst with the lens of Human Centered Design Thinking
- 4. Why Software Fails • Unrealistic or unarticulated project goals. • Inaccurate estimates of needed resources. • Badly defined system requirements. • Poor reporting of the project's status. • Unmanaged risks. • Poor communication among customers, developers, and users. • Use of immature technology. • Inability to handle the project's complexity. • Sloppy development practices. • Poor project management. • Stakeholder politics. • Commercial pressures.
- 5. Why Software Fails • Unrealistic or unarticulated project goals. • Inaccurate estimates of needed resources. • Badly defined system requirements. • Poor reporting of the project's status. • Unmanaged risks. • Poor communication among customers, developers, and users. • Use of immature technology. • Inability to handle the project's complexity. • Sloppy development practices. • Poor project management. • Stakeholder politics. • Commercial pressures.
- 6. Solvable
- 7. What is a Business Analyst? • A Business Analyst identifies business needs and determines solutions to business problems.
- 8. • A UX Designer identifies user needs and determines solutions to user problems. What is a User Experience Designer?
- 9. Differences
- 10. UX DesignerBusiness Analyst Differences • Identify what the new system should do. • What CAN users do? • Create process flow diagrams. • Research Current Process • Identify how the new system should work. • What WILL users do? • Create navigation flow diagrams. • Research Users
- 11. Similarities Solve Problems • By listening. • By communicating. • By problem-solving. • By analyzing. • By visualizing.
- 12. UX DesignerBusiness Analyst Let’s combine them • Business goals • “What will success look like for this product?” • Behavioral goals • “What are the behaviors that support these goals?”
- 13. Let’s combine them “What do users have to do for this product to be successful?”
- 14. Let’s combine them “What do users have to do for this product to be successful?” It’s not about features. It’s about measurable, observable outcomes.
- 15. Examples Before: • We need to increase the number of users who select Plan B and Plan D instead of Plan A. • We need to sell more movie tickets than our competitor down the street. After: • We need people to better understand Plans B and D. • Users need to understand why our movie theater is better than our competitor down the street.
- 16. Brings focus. • To every feature; every user story. Brings ideas. • Objective measurement to evaluate proposed solutions. Accountability for Designers. • Links design work directly to business outcomes. Benefits
- 17. Stakeholder Politics Addressing the first problem
- 20. What are Personas? Representation of a typical user. • Identify behaviors and motivations. • It is a way to summarize trends and patterns, observed through extensive user research.
- 21. Problems with Personas Time consuming and expensive! • Not enough user data. • Often to vague to be useful. • Often contain unvalidated conclusions. Do not incorporate existing beliefs. • Limited company buy-in.
- 22. What are Proto-Personas? Leaner variant of the traditional Persona. • Not initially the result of user research. • Stakeholders encapsulate the organization’s beliefs based on their domain expertise and gut feeling.
- 23. Benefits of Proto-personas Short 4 hour workshop. Creates alignment with Stakeholders. Keeps Stakeholders invested. Reinforces company awareness about the end user. Direction for further user research.
- 25. Badly defined requirements Addressing the second problem
- 27. What are User Stories? A tool used to capture a description of a software feature from an end-user perspective. “As a <user>, I want to <goal>, so that <reason>.”
- 28. Benefits of User Stories Perfect tool for maximizing development throughput. Keeps things manageable and separate.
- 29. Problems with User Stories Locked into a sequence with no context. Proposes unvalidated solutions. Users don’t judge software based on individual features!
- 30. What are Job Stories? Situation vs. Persona Motivation vs. Goal Expected Outcome vs. Reason
- 31. Examples Before: • As a user, I want to save my work, so that my work is saved when I return. • As an administrator, I want to add a new user, so they may access the system. After: • When I return to the application, I want to pick-up where I left off, so I can easily continue my work. • When a new user joins our organization, I want to add them to the system, so they may access the system.
- 32. Benefits of Job Stories Defines motivations, not implementations. • Empowers the designer and developer to build the right solution. Removes assumptions about the user. • Provides contextual information.
- 33. Poor communication among customers, developers, and users. Addressing the third problem
- 35. What is a Customer Journey Map?
- 36. What is a Customer Journey Map? Graphic interpretation of the overall story between a customer and an organization. • From an individual’s perspective. • Correlates key decisions with emotions. • Across all touchpoint and channels.
- 37. Benefits Identifies operational inefficiencies. Helps avoid unnecessary features. Discover new opportunities. Encourage Internal Coordination.
- 38. Key Take-aways
- 39. Key Take-aways • Focus on motivations and outcomes, not just features. • Enhance business goals by incorporating behavioral goals. • Our clients can avoid common pitfalls by incorporating design thinking strategies. “What do users have to do for this product to be successful?”