BAs ARE FROM VENUS. DESIGNERS ARE FROM MARS, DESIGNERS ARE FROM Uranus Jupiter. Saturn Mercury. Venus. Mars. Earth.
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1 UX NEW ZEALAND #UXNZ2016 OCT 13, Uranus Jupiter Saturn Mercury DESIGNERS ARE FROM MARS, Mars DESIGNERS ARE FROM MARS, SUN SOL Earth Venus BAs ARE FROM VENUS. Neptune
2 Not BA
3 GETTING TO THE TABLE
4 DESIGN IS POLITICS inspired by Thirteen Stripes, Fifty Stars by
5 DESIGN IS POLITICS
6
7 UX BA? Phil Balagtas, #UXNZ2016 Love Optimized: NeurAlign
8 Work + $ Startup / Small Scale Projects Business Modelling Funct l Specs User Research IA IxD / Proto Visual Design
9 Work + $ Startup / Small Scale Projects BA work UX work Business Modelling Funct l Specs User Research IA IxD / Proto Visual Design Enterprise / Large Scale Projects Work + $ BA work UX work
10 A BRIEF HISTORY OF UX & BA
11
12 DESIGN HISTORY Vitruvian Triad (80-15 BC) Vitruvius Typography, sketching, industrial design ( ) Da Vinci Design of military equipment. ( ) Human Factors IA UX (1984) (1968) Don Norman Elements of User Experience (2002) JJG Aristotle ( BC) Theories on departmentalization of labour Adam Smith ( ) Described the process used in a pin factory Taylorism ( ) Analyzed and synthesized workflows Microprocessor Agile IA User researcher Interact n designer UX designer Product designer Product Designer Systems Analyst (1970s) Started working on computer data analysis IIBA/ BABOK ( ) Product Owner Business analyst Systems analyst BI analyst Business process analyst etc. BA HISTORY
13 BUSINESS ANALYSIS Business analysis is the set of tasks and techniques used to work as a liaison among stakeholders in order to understand the structure, policies, and operations of an organization, and to recommend solutions that enables the organization to achieve its goals. BABOK2
14 BUSINESS ANALYSIS Business analysis enables an enterprise to articulate needs and the rationale for change, and to design and describe solutions that can deliver value to stakeholders. BABOK3
15 REQUIREMENTS FUNCTIONAL Business flows Conceptual models Use cases User stories
16 REQUIREMENTS FUNCTIONAL NON-FUNCTIONAL (BABOK1-2005) Business flows Conceptual models Use cases User stories Performance Scalability Security Privacy Usability Reliability & many more...
17 NFRs WHO? NON-FUNCTIONAL (BABOK1-2005) Performance experts Scalability experts Security experts Privacy experts Business analysts Reliability experts Performance Scalability Security Privacy Usability Reliability & many more...
18 NFRs NON-FUNCTIONAL (BABOK2-2009) Is the application understandable to users? Operability requirements include the extent to which users can recognize whether an application will actually fulfill their needs, the ease of learning the application, and the usability of the application. Performance Scalability Security Privacy Operability UX? Reliability & many more...
19 NFRs NON-FUNCTIONAL (BABOK3-2015) Performance Scalability Security Privacy Ease with which a user can learn to use the solution Usability Reliability Learnability & many more...
20 toothpastefordinner.com THE DESIGN PROCESS
21 THE DESIGN PROCESS RESEARCH CONCEPT/PROTOTYPE DESIGN DANIEL NEWMAN BILL BUXTON
22 WHAT IS UX DESIGN? An evidence-based methodology that involves end-users throughout the creative process to identify, conceptualize and design services or products that are measurably easier to use, learn and remember.
23 WHAT WE DO UX BA Contextual Inquiries Personas Card Sorting Screen Flows Wireframes Interaction Design Eye Tracking Visual Design Usability Testing Content Strategy + many more Data Models Process Flows Business Plan Decision Modelling Use Cases Gap Analysis Cost Analysis Skills Analysis Product Roadmap User Acceptance Testing + many more
24 OVERLAP UX UX + BA BA Contextual Inquiries Personas Observation Brainstorming Data Models Process Flows Card Sorting Competitive Analysis Business Plan Screen Flows Wireframes Interaction Design Eye Tracking Visual Design Usability Testing Content Strategy + many more Interviews Focus Groups Task Analysis Journey Maps Prototyping Feature Prioritization Evangelism + more Decision Modelling Use Cases Gap Analysis Cost Analysis Skills Analysis Product Roadmap User Acceptance Testing + many more
25 OVERLAP
26 COMMON MODELS BUSINESS MODEL CANVAS EXPERIENCE CANVAS
27 DIFFERENCES UX = BA USERS STAKEHOLDERS
28 CAREER PATH Industry1 Industry2 Industry1 Industry2 Industry3 Industry4 Industry5 Industry6 BA Project BA Project UX Project UX Project UX Project UX Project UX Project UX Project BA Project BA Project UX Project UX Project UX Project UX Project UX Project BA BA Project BA Project UX UX Project UX Project UX Project BA Project BA Project
29 THIS IS SPARTA! UX BA
30 BE NICE.
31 TREAT YOUR TEAM THE SAME WAY YOU TREAT USERS.
32 MAKING DECISIONS
33 THESE AREN T THE DESIGNS YOU RE LOOKING FOR...
34 DUNNING-KRUGER EFFECT 100% *Nobel Prize Psychology 2000 Confidence 0% None Expert Experience (knowledge)
35 MAKING DECISIONS UX PROFESSIONALS User Evidence User Research Design Theory Usability Testing Results, User Metrics Contextual Inquiries, Ethnography, Interviews, etc.) Elements (Line, Shape, Typography, Color, etc.) Principles (Proximity, Contrast), Laws (Fitts Law, etc.)
36 MAKING DECISIONS BUSINESS ANALYSTS User Acceptance Testing, Process Metrics JAD Sessions, Focus Groups etc. Key concepts, techniques and principles Evidence Business Research Business Theory (efficiency, process streamlining, risk analysis etc.)
37 MAKING DECISIONS UX PROFESSIONALS BUSINESS ANALYSTS User Evidence User Research Design Theory Evidence Business Research Business Theory
38 MAKING DECISIONS UX PROFESSIONALS BUSINESS ANALYSTS User Evidence Evidence User Research Business Research Design Theory Elements, Principles, Laws Theories(Efficiency, Streamlining, etc.) Business Theory Deductive Logic Argument
39 MAKING DECISIONS UX PROFESSIONALS BUSINESS ANALYSTS User Evidence Evidence User Research Ethnography, Interviews, Diaries JAD Sessions, Focus Groups Business Research Design Theory Business Theory Inductive Logic Argument
40 VERBALIZING NEEDS FORMAL CONVERSATION STORY-BASED CONVERSATION People participate with their guards up, Stories are much easier to synthesize skeptical and critical. People cannot stop People can stop themselves from themselves from remembering stories retaining facts FAST COMPANY
41 MAKING DECISIONS UX PROFESSIONALS BUSINESS ANALYSTS User Evidence User Research Usability Testing User Acceptance Testing Evidence Business Research Design Theory Business Theory Physical World Tested Argument
42 MAKING DECISIONS UX PROFESSIONALS BUSINESS ANALYSTS User Acceptance Testing Evidence $ User Evidence Usability Testing User Research Design Theory Business Research Business Theory
43 MAKING PROJECTIONS 100% Probability of design project success Probability of conflict between BA and UX 0 2 months Hiring delay between lead BA and lead UX designer *data from 23 projects
44 UX BA? business analysis PAUL SHERMAN #UXNZ2016 photo Phil Balagtas, #UXNZ2016 Love Optimized: NeurAlign
45 THE NEW REALITY...
46 DESIGN HISTORY Vitruvian Triad (80-15 BC) Vitruvius Typography, sketching, industrial design ( ) Da Vinci Design of military equipment. ( ) Human Factors IA UX (1984) (1968) Don Norman Elements of User Experience (2002) JJG BA+UX Role? Aristotle ( BC) Theories on departmentalization of labour Adam Smith ( ) Described the process used in a pin factory Taylorism ( ) Analyzed and synthesized workflows Microprocessor Agile IA User researcher Interact n designer UX designer Product designer Product Designer Systems Analyst (1970s) Started working on computer data analysis IIBA/ BABOK ( ) Product Owner Business analyst Systems analyst BI analyst Business process analyst etc. BA HISTORY
47 THANK #UXNZ2016
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