Business analysis and customer experience design - a crossroads presented at BA World

LENDING BOOTCAMP At the

crossroads- Bridging the gap between

Business Analysis and

Customer Experience Design Greg Stewart, SMS Management & Technology

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me?

But enough about me,

about you. what do

think of

Let’s talk

you

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“ ” Customer experience is the

next competitive battle ground Jerry Gregoire, CIO DELL

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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? 8%

Businesses THINK they do this

but they DON’T

Data: Bain &Co 2006 Layout B.Schauer

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Customers bring special challenges

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TRADE OFF?

Designing superior customer

experience

Optimising efficiency and

profits

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80%

of design-led companies launched a

new product or service in the last 3

years vs 40%

overall

83%

of companies in which design is integral

have seen market share increase

compared to the national average of 46%

66%

of companies who ignore design

have to compete on price. In

companies where design is integral,

only do. 33%

80%

of design-led businesses have

opened up new markets in the last 3

years compared with 42%

overall

Maybe not…

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service

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At the end of this,

you will

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

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2

3

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Customers bring special challenges to the BA

lifecycle understanding

Context

defining the

Problem

defining the

Solution

and establishing

Requirements

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unique

challenging

just a bit different

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As a BA,

what’s different for you?

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Context the challenges of

in customer experience

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Their context is open,

fuzzy, multi-faceted

and complex

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Business context can be modelled

Payment Customer

Register Sale

Store 1

1

1

1

1

1

1

Paid by

Captured on

Initiated by

eg: Business domain modelling

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Open, fuzzy, multi-faceted, complex

dog

partner

pet hate

hobby

sporting team elderly parent

my job

money

chores on my list

secret dreams

health irrational love of gadgets

insecurity Control

Love

that cool ad I saw

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As a BA,

what’s different for you?

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Sensemaking

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Solution defining starts with divergent thinking.

…most of which will be wrong – and that’s ok.

It will enable learning.

But where do the insights come from?

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.

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Hypothesis:

People expect more control…

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But without Understanding

Context, you can get it

horribly wrong…

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They are in a

decision lifecycle

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The customer decision journey

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How do I…

Elicit

Represent

Trace

respond

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Start from the

customer journey

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Swimlanes on a

process map don’t

show the customer

experience journey

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Put in a process flow

spot the touchpoints you can’t

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experience

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As experience is made up of

Customer touch points..

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Find out

about a

special

travel offer

Get details

of the

special offer

Make a travel

booking to take

advantage of the

offer

Receive the

receipt &

itinerary

Check in to

the flight

Receive a

boarding

pass

Check in

luggage

Get flight

departure

information

Enter the

plane

Receive

in flight

service

Retrieve

luggage

Comment to

friends on travel

experience

Touchpoint: a single point of

contact or interaction

between a customer and a

supplier of products or services

..which become experience touch lines

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Find out

about a

special

travel offer

Get details

of the

special offer

Make a travel

booking to take

advantage of the

offer

Receive the

receipt &

itinerary

Check in to

the flight

Receive a

boarding

pass

Check in

luggage

Get flight

departure

information

Enter the

plane

Receive

in flight

service

Retrieve

luggage

Comment to

friends on travel

experience

Fin

ish

S

tart

Experiences are multi-channel

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Call centre

Airport counter

Airport signage

Airport gate

Airport luggage

In flight

Email

Web site

Mobile

Social media

PHYSICAL

DIGITAL

Fin

d o

ut

abo

ut

a sp

ecia

l off

er

Get

th

e d

etai

ls o

f th

e sp

ecia

l off

er

Mak

e a

trav

el

bo

oki

ng

Rec

eive

th

e re

ceip

t &

itin

erar

y

Ch

eck

in t

o t

he

flig

ht

Rec

eive

a

bo

ard

ing

pas

s

Ch

eck

in lu

ggag

e

Get

flig

ht

dep

artu

re

info

rmat

ion

Ente

r th

e p

lan

e

Rec

eive

in f

ligh

t se

rvic

e

Ret

riev

e lu

ggag

e

Co

mm

ent

to f

rien

ds

on

tra

vel e

xper

ien

ce

Experiences are emotional- Journey 1

1. My wireless broadband modem has intermittent problems. I try to get help from the telco which supplied it

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“A sub-optimal

experience”

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

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“A near-optimal

experience”

Tracing touchlines

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Get out of your

comfort zone-

Pre and Post-

consumption count

too

Experiences have a life cycle

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Acquire and consume Before After

Brand identity building

Demand stimulation

Expectation setting

Calls to action

Issues resolution

Feedback management

Satisfaction monitoring

Sentiment monitoring

Improvement loop

The organisational experience lifecycle

Experiences have a life cycle

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Brand identity building

Demand stimulation

Expectation setting

Calls to action

Issues resolution

Feedback management

Satisfaction monitoring

Sentiment monitoring

Want Consider Evaluate Buy Experience Advocate Bond

The Customer Decision Journey

Acquire and consume Before After

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Problem the challenges of

in customer experience

Definition and

Requirements establishment

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BABOK LISTED ELICITATION METHODS

• Data Dictionary and Glossary

• Brainstorming

• Document Analysis

• Focus Groups

• Interface Analysis

• Interviews

• Observation

• Prototyping

• Requirements Workshops

• Survey/Questionnaire

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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

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They might not know

their own

requirements

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Emphasise different

elicitation

WATCH real-live

customers:

Observation beats

interview

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No no,

the packaging’s “ ” fine

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How is this possibly new?

David Tunnicliffe, Arnold & Bolingbroke 2008

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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."

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but what I am saying is that humans

do not understand their own needs

and motivations deeply enough to

communicate them effectively.”

“I am not saying that there is lack of

opinion, everyone has one of those,

Here’s his other quote:

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They don’t want what

they say

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“ ”

I gave them everything they

asked for, and they’re still

not happy

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Henry Ford

image: researcharts.com

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More chocolatey? Less chocolatey? Thicker? Thinner? Sweeter? Colder? Bigger? Healthier?

Not knowing what they want

asking

what lets you play with certain parameters:

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Ask different

questions:

What is the JOB the

feature is

performing?

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Changing context

What JOB is it doing? Does that context change?

asking

why can provide different understanding…

and can open up new possibilities

for unlocking value:

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The customer is

situational –

Requirements can

change with context

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When defining

‘personas’, be aware

that context might

yield more than one

persona per

individual

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Sometimes

customers can not be

specific

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BABOK CHARACTERISTICS OF GOOD

REQUIREMENTS

• Cohesive

• Complete

• consistent

• correct

• modifiable

• unambiguous

• feasible

• testable

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Please plan me a good

Scenic Route

“ ”

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Embrace fuzziness

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Solution the challenges of

in customer experience Definition

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The bigger picture

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Business

Requirements

Stakeholder

Requirements

Functional

Requirements

Non Functional

Requirements

Transition

Requirements

Problem

Solution

Current state

to Target State

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Boss

Fire

someone

Hire

someone

Boss

Fire

someone

Hire

someone

Use Case Model Use Case Document Prototype Screens

Process Flow Diagrams

Details Supports

Supports

what happens now

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The currency for

success of a staged

experience is emotion

Net Promoter Score

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Experiences have

Feature ‘HARMONICS’

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THE ENGINE WHISPERER

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Harmony – the overall effect

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Apply more ‘System

thinking’

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How do you eat

an elephant ?

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Customers are

complex, adaptive

systems

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COMPLEX problems need the right

techniques

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Simple

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Complicated

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Complex

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Manipulating the system

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There aren’t ‘right’

answers, only ‘better’

answers

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so what do you

do?

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Change your ‘mental

map’

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MAP - BAD METAPHOR

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Sense of direction

Observe

Adjust

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Prototyping and Agile

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www.marshmallowchallenge.com

85 www.marshallowchallenge.com

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It’s not about

Defining It’s about

Exploring

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ANOTHER EXAMPLE

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Challenge

CASE STUDY Geoscience Australia Discovery tool

170 different discovery tools

Vision Improve client service

Reduce maintenance costs

Approach Focus on the customer

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Personas


10 customer segments

• Behaviour

• Motivators

• Background

• Needs

• Goals

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Teresa - Geologist

A Large Mining Corporation (ALMC)

“Reliable system performance is

what we need…”

Visa Processing Officer (VPO)

“…“I want all of the data ASAP and

I want timely updates of when it

changes.”

Persona example

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Persona example


Wal - Retired Geologist

Member of the General Public

“Reliable system performance is

what we need…”

Visa Processing Officer (VPO)

“…I need to find out everything I

can about the areas I want to visit.”

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Tell the user’s story


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Wireframes: 1st iteration


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Wireframes: 2nd iteration


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Visual design


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Use a ‘middle man’

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Classic “ ” Funky but a

bit

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Surprising and

Yummy

“

”

117 image: film260.com

Intuitive “ ”

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The thinking is

different

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BA’s job is to NOT

think like normal

people

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CX – job is to think

like normal people

– MORE like

normal people

than normal

people do

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Thought experiment

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c = r

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INTUITIVE RATIONAL

“Does it feel right?”

“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….

“Hmmmm. what if?”

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Your job –

3 lenses

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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

YOUR 3

SOLUTION LENSES

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NOTION – TREND – more channels more

complication 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!

Gmail – one folder, great search

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….

UNLESS YOU’RE PREPARED FOR THE RESULTING LOGARITHMIC INCREASE IN INTERNAL COMPLICATION

(A BA can help model this and make it real to the over zealous “if you build it they will come” sponsor) pretty

Customer Experience -

Yeah! Let’s do an

iPad app

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Want to be worth your weight in

GOLD?

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Learn to turn

abstractions into

dollar$

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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

Business analysis and customer experience design - a crossroads presented at BA World

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Transcript of Business analysis and customer experience design - a crossroads presented at BA World