Presented at BA World.
This talk discusses and reconciles disciplines in Business Analysis - enabling BAs to think about how they might turn thier skills to Customer Experience Design
Ten Organizational Design Models to align structure and operations to busines...
Business analysis and customer experience design - a crossroads presented at BA World
1. At the
crossroads- LENDING BOOTCAMP
Bridging the gap
between
Business
Analysis
and
Customer
Experience
Design
Greg Stewart, SMS Management & Technology
5. Businesses THINK they do this
but they DON’T
95% say they are
customer focused
80% say they deliver
a “superior
experience”
How many of these
firms’ customers agree
that they deliver a
superior experience?
Data: Bain &Co 2006 Layout B.Schauer
8%
5
8. Maybe not…
80%
of design-led companies launched a
new product or service in the last 3
overall
years vs
83%
of companies in which design is integral
have seen market share increase
compared to the national average of
66%
of companies who ignore design
have to compete on price. In
companies where design is integral,
only
do.
40%
46%
33%
80%
of design-led businesses have
opened up new markets in the last 3
overall
years compared with
42%
8
10. At the end of this,
you will
1
2
3
Understand why customers as a
stakeholder group present special
challenges to a BA
Understand how your skills can
complement a CX design project if
you’re working with a designer
Understand how you can change
some of your thinking patterns to
do the job if you’re on your own
have something to concentrate on to
become completely indispensable
10
11. Customers bring special challenges to the BA
lifecycle
understanding
Context
defining the
Problem
Requirements
and establishing
defining the
Solution
11
16. Business context can be modelled
Store
1
eg: Business domain modelling
1
Sale
Register
Captured on
1
1
1
Paid by
Initiated by
1
Payment
Customer
1
16
17. Open, fuzzy, multi-faceted, complex
dog
Love
sporting team
partner
secret dreams
pet hate
Control
chores on my list
my job
money
irrational love of gadgets
hobby
elderly parent
health
insecurity
that cool ad I saw
17
20. Solution defining starts with divergent thinking.
…most of which will be wrong – and that’s ok.
But where do the insights come from?
It will enable learning.
early research with customers and inside the
business’ Systems will yield loads of data.
Visualised.
Problems will be identified.
Look for insights, patterns, groupings, etc…
Waiting for Malcom Gladwell BLINK-style flashes
of inspiration.
This can be uncomfortable for Bas.
this is the process that led to insights about
CONTROL for Virgin.
This is the process that led to insights about
‘lifestyle choices’ for Pfizer re: the nicotine patch.
20
31. Customer touch points..
Find out
about a
special
travel offer
Touchpoint: a single point of
contact or interaction
between a customer and a
supplier of products or services
Receive a
boarding
pass
Get details
of the
special offer
Check in to
the flight
Get flight
departure
information
Enter the
plane
Comment to
friends on travel
experience
Make a travel
booking to take
advantage of the
offer
Check in
luggage
Receive the
receipt &
itinerary
Receive
in flight
service
Retrieve
luggage
31
32. ..which become experience touch lines
Receive the
receipt &
itinerary
Make a travel
booking to take
advantage of the
offer
Get flight
departure
information
Receive a
boarding
pass
Check in to
the flight
Check in
luggage
Receive
in flight
service
Enter the
plane
Comment to
friends on travel
experience
Retrieve
luggage
Finish
Start
Find out
about a
special
travel offer
Get details
of the
special offer
32
33. DIGITAL
PHYSICAL
Comment to friends
on travel experience
Retrieve luggage
Receive in flight
service
Enter the plane
Get flight departure
information
Check in luggage
Receive a
boarding pass
Check in to the
flight
Receive the
receipt & itinerary
Make a travel
booking
Get the details of
the special offer
Find out about a
special offer
Experiences are multi-channel
Call centre
Airport
counter
Airport signage
Airport gate
Airport
luggage
In flight
Email
Web site
Mobile
Social media
33
34. Experiences are emotional- Journey 1
1. My wireless broadband modem has intermittent problems. I try to get help from the telco which supplied it
“A sub-optimal
experience”
34
35. Experiences are emotional- Journey 2
2. I want to buy some new music online. I have an idea of what I want, but haven’t completely decided
“A near-optimal
experience”
35
37. Get out of your
comfort zonePre and Postconsumption count
too
37
38. Experiences have a life cycle
The organisational experience lifecycle
Brand identity building
Issues resolution
Demand stimulation
Feedback management
Expectation setting
Satisfaction monitoring
Calls to action
Sentiment monitoring
Before
Acquire and consume
After
Improvement loop
38
39. Experiences have a life cycle
The Customer Decision Journey
Brand identity building
Issues resolution
Demand stimulation
Feedback management
Expectation setting
Satisfaction monitoring
Calls to action
Sentiment monitoring
Before
Want
Consider
Acquire and consume
Evaluate
Buy
Experience
After
Advocate
Bond
39
42. Customers…
don’t always do what you think they do
don’t always do what you tell them to do
don’t always do what they think they do
don’t always do what they say they do
adapted from IDEO
42
47. How is this possibly new?
David Tunnicliffe, Arnold & Bolingbroke 2008
47
48. Here’s his famous quote:
“You can't just ask customers what they
want and then try to give that to them. By
the time you get it built, they'll want
something new."
48
49. Here’s his other quote:
“I am not saying that there is lack of
opinion, everyone has one of those,
but what I am saying is that humans
do not understand their own needs
and motivations deeply enough to
communicate them effectively.”
49
53. Not knowing what they want
asking
what
lets you play with certain parameters:
More chocolatey?
Less chocolatey?
Thicker?
Thinner?
Sweeter?
Colder?
Bigger?
Healthier?
53
55. Changing context
asking
why
can provide different understanding…
What JOB is it doing?
Does that context change?
and can open up new possibilities
for unlocking value:
55
63. The bigger picture
Business
Requirements
Current state
to Target State
Problem
Stakeholder
Requirements
Solution
Non Functional
Requirements
Functional
Requirements
Transition
Requirements
63 63
64. what happens now
Use Case Model
Hire
someone
Hire
someone
Use Case Document
Details
Prototype Screens
Supports
Fire
someone
Boss
Boss
Fire
someone
Process Flow Diagrams
Supports
64
104. CASE STUDY
Geoscience Australia
Discovery tool
Challenge
170 different discovery tools
Vision
Improve client service
Reduce maintenance costs
Approach
Focus on the customer
104
106. CASE STUDY
Geoscience Australia
Discovery tool
Persona example
Teresa - Geologist
A Large Mining Corporation (ALMC)
“…“I want all of the data ASAP and
“Reliable system performance is
I want timely updates of when it
what we need…”
changes.”
Visa Processing Officer (VPO)
106
107. CASE STUDY
Geoscience Australia
Discovery tool
Persona example
Wal - Retired Geologist
Member of the General Public
“Reliable system performance is
“…I need to find out everything I
what we need…”
can about the areas I want to visit.”
Visa Processing Officer (VPO)
107
122. “Hmmmm. what if?”
“Does it feel right?”
INTUITIVE
RATIONAL
“WHY THIS, and
is it doable?”
1st take what FEELS right (INTUITIVE)
Then INTERROGATE it against constraints, impact, feasibility.
ITERATE between analysis, synthesis, intuition, metrics….
123
124. YOUR 3
SOLUTION LENSES
x3
What they want –
The hard, unfamiliar
one
Great value
Constraints
Traceability –
impact,
coverage
Afterwards – good
Up-front – great
You can save a
project here
125
125. NOTION – TREND – more channels more
Customer Experience Let’s do an
complication
Yeah!
More channels – more ways to go
wrong.
Think about your email filing.
Creating taxonomically satisfying
filing system isn’t the same as
making your email easy to find.
All your nested folders etc… just
creates more places that mail might
NOT BE!
iPad
Similarly, just because you CAN
make an iphone ap, a phone contact
capability, live-chat customer service,
interactive web site, facebook profile,
Google Plus presence, Twitter
contact and iPad and android
microsites doesn’t mean you
should….
app
UNLESS YOU’RE PREPARED FOR
THE RESULTING LOGARITHMIC
INCREASE IN INTERNAL
COMPLICATION
Gmail – one folder, great search
pretty
(A BA can help model this and make
it real to the over zealous “if you
build it they will come” sponsor)
126
129. is a principal consultant of
Business Performance Improvement
at SMS Management & Technology
An Australian professional services firm
Empowering business
+61 406 165 584
@clarityrules
www.smsmt.com
130