What is the relationship between User Experience and Business Analysis? Do their roles overlap and do they pull in the same direction? This presentation to an audience of BAs includes a brief intro to the world of UX but then a discussion about the traditional and future roles of UX and BA.

1. Business Analysis and UX - The evolving
relationship between two disciplines
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Chris Rourke
chris@uservision.co.uk
@crourke
@uservision
April 2019
And we’re recruiting!

2. Outline
What is UX?
What is the UCD process?
Relationship between Business Analysis & UX

3. How many of you ….
Have worked with UX professionals : UX researchers, UX designers, ‘UXers’ etc
Have developed or communicated ‘User Requirements”
Have observed research with end users e.g. usability tests, card sorts
Have performed user research with end users
OK lets define some things
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4. Lets start with Usability
Usability is the extent to which a system, product or service
can be used by specified users
to achieve specified goals
with effectiveness, efficiency and satisfaction
in a specified context of use.
ISO 9241-210:2010
Ergonomics of human-system interaction — Part 210: Human-centred design for interactive systems

5. Effectiveness: The accuracy and completeness with which users achieve
specified goals.
Efficiency: The resources used in relation to the results achieved. (Time,
steps)
Satisfaction: Positive attitudes, emotions and/or comfort resulting from
use of a system, product or service.
Usability: The big 3 dimensions

6. Things changed
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The Growth of HCI and User Interface / Experience design – Ben Schneiderman, Medium
Frequency of Mentions of terms in New York Times

7. User Experience (UX)
User Experience: A person's perceptions and responses that result from the use
and/or anticipated use of a product, system or service.
Emotions
Beliefs
Preferences
Comfort
Behaviours and accomplishments
…. that occur before, during and after use.
User experience is mainly about satisfaction and fulfilment of expectations
ISO 9241-210:2010
System User
WWow, that
was simple
Hmm, I don’t
trust this

8. During use
Actual use
Before use
Anticipated use
After use
Digested use
Imagining the use
of the product without
actually having used it
Digesting the experience
of the use of the product
Effective, efficient
and satisfactory
completion of task
User Experience
(ISO 9241-210)
Usability
(ISO 9241-211)
Difference between Usability and User Experience

9. The Gulf of Execution
User’s
Mental
Model
Dev /
Designers
Business
Gulf of Execution – Why we need the UCD process
We need to use this architecture
Lets use this new cool technology
Its easier if we build it this way
We sell our products this way
Our business is structured like this
We need a mobile app
I want to buy products this way
These are the tasks I want to do
I need to find this information
User Research and
UX Design

11. Quality = Human-centred quality X Tech-centred quality
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12. The UCD process - How its meant to work
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13. Requirements
Other requirements
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14. Discover the Context of use through research
Design the Solution
Requirements for the solution
User Needs – identified by analysing research data
Who are users & their tasks,
environment and systems /
technology used to perform tasks ?
What do users need to do or decide
to perform tasks?
User requirements
System requirements
Interaction with the
system
Technical system
Contains
Basis for
Basis for
1. Perform Research with users through interviews,
contextual analysis and other research to provide a solid
basis for identifying user needs
Basis for
2. Understand and document User Needs - From the
research, what do users need to do or decide to achieve
their goals? What information do they need to capture
or convey?
3. Determine what is required by the system to
support this - These user requirements will inform the
system requirements (technologies) that will best
achieve this.
4. Create the solutions for each user group. With a
solid basis of research-based requirements, propose
innovative solutions to be prototyped and evaluated.

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Thomas Geis, Knut Polkehn, 2018
More User Experience based
roles (green) as organisations
aim to improve the quality of
the end user experience

16. Concluding questions
Has the business analysts role changed with regard to end users?
What is the origin and purpose of ‘User requirements’?
What should be the relationship be between BAs and UX professionals?
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17. Edinburgh
London
Dubai@UserVision
www.uservision.co.uk
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hello@uservision.co.uk
Thank You !!
• UX Training & UXQB Certification in May & June.
• User Requirements Engineering – Date TBD
We’re recruiting (spread the word) :
• UX Consultants
• Accessibility Consultants

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