Designers are from Mars, BAs are from Venus
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The document discusses the relationship between user experience (UX) design and business analysis (BA). It provides a brief history of both fields and outlines some of their key practices. While UX and BA have different focuses - with UX prioritizing users and BA prioritizing stakeholders - there is also significant overlap in their activities like user research, prototyping, and requirements gathering. The document argues that by combining their complementary skills and evidence-based approaches, UX designers and BAs can work together effectively to help organizations achieve their goals.
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Designers are from Mars, BAs are from Venus
- 1. DESIGNERS ARE FROM MARS, SOL Mercury Jupiter Uranus Mars Venus Earth Neptune Saturn UX NEW ZEALAND #UXNZ2016 OCT 13, 2016 @CORNELIUX BAs ARE FROM VENUS. DESIGNERS ARE FROM MARS, SUN
- 2. Not BA
- 6. UX BA ? Love Optimized: NeurAlignPhil Balagtas, #UXNZ2016
- 7. Funct’l Specs Work+$ IA IxD / Proto Visual Design Business Modelling User Research Enterprise / Large Scale Projects Work+$ BA work UX work BA work UX work Startup / Small Scale Projects
- 8. A BRIEF HISTORY OF UX & BA
- 10. DESIGN HISTORY BA HISTORY Aristotle (384-322 BC) Theories on departmentalization of labour Taylorism (1880-1910) Analyzed and synthesized workflows Vitruvius (80-15 BC) Vitruvian Triad Da Vinci (1452-1519) Typography, sketching, industrial design “IA” (1968) Don Norman (1984) “UX” “Systems Analyst” (1970s) Started working on computer data analysis JJG (2002) Elements of User Experience Microprocessor Adam Smith (1723-1790) Described the process used in a pin factory IIBA/ BABOK (2004-2005) “Human Factors” (1914-1918) Design of military equipment. Agile IA User researcher Interact’n designer UX designer Product designer Product Designer Product Owner Business analyst Systems analyst BI analyst Business process analyst etc.
- 11. 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 BUSINESS ANALYSIS
- 12. BABOK3 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.
- 13. Business flows Conceptual models Use cases User stories REQUIREMENTS FUNCTIONAL NON-FUNCTIONAL (BABOK1 - 2005) Performance Scalability Security Privacy Usability Reliability & many more...
- 14. Performance experts Scalability experts Security experts Privacy experts Reliability experts NFRs WHO? Performance Scalability Security Privacy Usability Reliability & many more... Business analysts NON-FUNCTIONAL (BABOK1 - 2005)
- 15. Performance Scalability Security Privacy Operability Reliability & many more... 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. UX?
- 16. NFRs Performance Scalability Security Privacy Usability Reliability & many more... NON-FUNCTIONAL (BABOK3 - 2015) “Ease with which a user can learn to use the solution” Learnability
- 18. THE DESIGN PROCESS RESEARCH CONCEPT/PROTOTYPE DESIGN DANIEL NEWMAN BILL BUXTON
- 19. 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. WHAT IS UX DESIGN?
- 20. WHAT WE DO UX BA Contextual Inquiries Card Sorting Interaction Design Eye Tracking Data Models Process Flows Business Plan Use Cases GapAnalysis Product Roadmap Personas Visual Design Usability Testing UserAcceptance Testing Screen Flows Wireframes Content Strategy + many more Decision Modelling + many more CostAnalysis SkillsAnalysis
- 21. OVERLAP UX BA Prototyping Brainstorming Observation Evangelism Contextual Inquiries Card Sorting CompetitiveAnalysis TaskAnalysisInteraction Design Eye Tracking Data Models Process Flows Business Plan Use Cases Feature Prioritization GapAnalysis Product Roadmap Personas Visual Design Usability Testing UserAcceptance Testing Screen Flows Wireframes Content Strategy + many more Decision Modelling + many more CostAnalysis SkillsAnalysis UX + BA + more Interviews Focus Groups Journey Maps
- 22. OVERLAP
- 23. BUSINESS MODEL CANVAS EXPERIENCE CANVAS COMMON MODELS
- 25. Industry1 UXBA CAREER PATH BA Project BA Project BA Project BA Project BA Project BA Project BA Project BA Project Industry2 UX Project UX Project UX Project UX Project UX Project UX Project Industry1 Industry2 Industry3 Industry4 Industry5 Industry6 UX Project UX Project UX Project UX Project UX Project UX Project UX Project UX Project
- 27. BE NICE.
- 28. “TREAT YOUR TEAM THE SAME WAY YOU TREAT USERS.”
- 29. MAKING DECISIONS
- 30. “THESE AREN’T THE DESIGNS YOU’RE LOOKING FOR...”
- 31. Confidence Experience 0% 100% DUNNING-KRUGER EFFECT None Expert (knowledge) *Nobel Prize Psychology 2000
- 32. 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.) DesignValidationStack byCennyddBowlesandJamesFox MAKING DECISIONS
- 33. BUSINESSANALYSTS UserAcceptance Testing, Process Metrics JAD Sessions, Focus Groups etc. Key concepts, techniques and principles (efficiency, process streamlining, risk analysis etc.) Evidence Business Research Business Theory BusinessValidationStack by@Corneliux MAKING DECISIONS
- 34. UX PROFESSIONALS BUSINESSANALYSTS User Evidence User Research Design Theory Evidence Business Research Business Theory MAKING DECISIONS
- 35. User Evidence User Research Design Theory Evidence Business Research Business Theory MAKING DECISIONS UX PROFESSIONALS BUSINESSANALYSTS Elements, Principles, Laws Theories(Efficiency, Streamlining, etc.) Deductive Logic Argument
- 36. User Evidence User Research Design Theory Evidence Business Research Business Theory MAKING DECISIONS UX PROFESSIONALS BUSINESSANALYSTS Ethnography, Interviews, Diaries JAD Sessions, Focus Groups Inductive Logic Argument
- 37. People participate with their guards up, skeptical and critical. People can stop themselves from retaining facts Stories are much easier to synthesize People cannot stop themselves from remembering stories VERBALIZING NEEDS FORMAL CONVERSATION STORY-BASED CONVERSATION FAST COMPANY
- 38. User Evidence User Research Design Theory Evidence Business Research Business Theory MAKING DECISIONS UX PROFESSIONALS BUSINESSANALYSTS Usability Testing UserAcceptance Testing Physical World TestedArgument
- 39. MAKING DECISIONS UX PROFESSIONALS BUSINESSANALYSTS User Evidence User Research Design Theory Evidence Business Research Business Theory . . . . . . . . . . . . . . . . . . . . . . $ Usability Testing UserAcceptance Testing
- 40. Probability of design project success MAKING PROJECTIONS Hiring delay between lead BA and lead UX designer Probability of conflict between BAand UX 0 100% 2 months *data from 23 projects
- 41. UX BA ? Love Optimized: NeurAlignPhil Balagtas, #UXNZ2016 business analysis PAUL SHERMAN #UXNZ2016 photo by @chrisredeye
- 43. DESIGN HISTORY BA HISTORY BA+UX Role? Aristotle (384-322 BC) Theories on departmentalization of labour Taylorism (1880-1910) Analyzed and synthesized workflows Vitruvius (80-15 BC) Vitruvian Triad Da Vinci (1452-1519) Typography, sketching, industrial design “IA” (1968) Don Norman (1984) “UX” “Systems Analyst” (1970s) Started working on computer data analysis JJG (2002) Elements of User Experience Microprocessor Adam Smith (1723-1790) Described the process used in a pin factory IIBA/ BABOK (2004-2005) “Human Factors” (1914-1918) Design of military equipment. Agile IA User researcher Interact’n designer UX designer Product designer Product Designer Product Owner Business analyst Systems analyst BI analyst Business process analyst etc.