Designers are from Mars, BAs are from Venus
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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
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Transcript of Designers are from Mars, BAs are from Venus
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
Not BA
GETTING TO
“THE TABLE”
inspired by “Thirteen Stripes, Fifty Stars” by
DESIGN IS POLITICS
DESIGN IS POLITICS
UX BA?
Love Optimized: NeurAlignPhil Balagtas, #UXNZ2016
Funct’lSpecs
Wor
k +
$
IA IxD /Proto
VisualDesign
BusinessModelling
UserResearch
Startup / Small Scale
Projects
Funct’lSpecsW
ork
+ $
IA IxD /Proto
VisualDesign
BusinessModelling
UserResearch
Enterprise /Large Scale
Projects
Wor
k +
$
BAwork
UXwork
BAwork
UXwork
Startup / Small Scale
Projects
A BRIEF HISTORY OF
UX & BA
DESIGN HISTORY
BA HISTORY
Aristotle(384-322 BC)Theories on departmentalization of labour
Taylorism(1880-1910)Analyzed and synthesizedworkflows
Vitruvius(80-15 BC)Vitruvian Triad
Da Vinci(1452-1519)
Typography, sketching, industrial design
“IA”(1968) Don
Norman
(1984)“UX”
“SystemsAnalyst”(1970s)Started working on computer dataanalysis
JJG(2002)
Elementsof UserExperience
Mic
ropr
oces
sor
Adam Smith(1723-1790)Described theprocess used in a pin factory
IIBA/BABOK(2004-2005)
“Human Factors”
(1914-1918)
Design of militaryequipment.
Agile
IAUser researcherInteract’n designerUX designerProduct designerProduct Designer
ProductOwnerBusiness analystSystems analystBI analystBusiness processanalyst etc.
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
BABOK3
BUSINESS ANALYSISBusiness analysis enables an enterprise to articulate needs and the rationale for change, and to design and describe solutions that can deliver value to stakeholders.
Business flows Conceptual models
Use casesUser stories
REQUIREMENTSFUNCTIONAL
Business flows Conceptual models
Use casesUser stories
REQUIREMENTSFUNCTIONAL NON-FUNCTIONAL (BABOK1 - 2005)
Performance ScalabilitySecurityPrivacyUsabilityReliability & many more...
Performance experts Scalability experts
Security expertsPrivacy experts
Reliability experts
NFRsWHO?
Performance ScalabilitySecurityPrivacyUsabilityReliability & many more...
Business analysts
NON-FUNCTIONAL (BABOK1 - 2005)
Performance ScalabilitySecurityPrivacyOperabilityReliability & many more...
NFRsNON-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?
NFRs
Performance ScalabilitySecurityPrivacyUsabilityReliability & many more...
NON-FUNCTIONAL (BABOK3 - 2015)
“Ease with which a user can learn to use the solution” Learnability
THE DESIGN PROCESS
toothpastefordinner.com
THE DESIGN PROCESS
RESEARCH CONCEPT/PROTOTYPE DESIGN DANIEL NEWMAN
BILL BUXTON
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?
WHAT WE DOUX BA
Contextual Inquiries
Card Sorting
Interaction DesignEye Tracking
Data ModelsProcess FlowsBusiness Plan
Use CasesGap Analysis
Product Roadmap
Personas
Visual DesignUsability Testing
User Acceptance Testing
Screen FlowsWireframes
Content Strategy+ many more
Decision Modelling
+ many more
Cost AnalysisSkills Analysis
OVERLAPUX BA
Prototyping
BrainstormingObservation
Evangelism
Contextual Inquiries
Card Sorting Competitive Analysis
Task AnalysisInteraction DesignEye Tracking
Data ModelsProcess FlowsBusiness Plan
Use Cases
Feature Prioritization
Gap Analysis
Product Roadmap
Personas
Visual DesignUsability Testing
User Acceptance Testing
Screen FlowsWireframes
Content Strategy+ many more
Decision Modelling
+ many more
Cost AnalysisSkills Analysis
UX + BA
+ more
InterviewsFocus Groups
Journey Maps
OVERLAP
BUSINESS MODEL CANVAS EXPERIENCE CANVAS
COMMON MODELS
UX BA=
DIFFERENCES
USERS STAKEHOLDERS
Industry1
UXBA
CAREER PATHBA
Project
BAProject
BAProject
BAProject
BAProject
BAProject
BAProject
BAProject
Industry2
UXProject
UXProject
UXProject
UXProject
UXProject
UXProject
Industry1 Industry2 Industry3 Industry4 Industry5 Industry6
UXProject
UXProject
UXProject
UXProject
UXProject
UXProject
UXProject
UXProject
THIS IS SPARTA!
UX BA
BE NICE.
“TREAT YOUR TEAM THE SAME WAY YOU TREAT USERS.”
MAKING DECISIONS
“THESE AREN’T THE DESIGNS YOU’RE LOOKING FOR...”
Confidence
Experience0%
100%
DUNNING-KRUGER EFFECT
None Expert(knowledge)
*Nobel Prize Psychology 2000
UX PROFESSIONALS
User EvidenceUser ResearchDesign Theory
Usability Testing Results, User MetricsContextual Inquiries, Ethnography, Interviews, etc.)Elements (Line, Shape, Typography, Color, etc.) Principles (Proximity, Contrast), Laws (Fitts’ Law, etc.)
Design Validation Stack by Cennydd Bowles and James Fox
MAKING DECISIONS
BUSINESS ANALYSTS
User Acceptance Testing, Process Metrics JAD Sessions, Focus Groups etc.
Key concepts, techniques and principles (efficiency, process streamlining, risk analysis etc.)
EvidenceBusiness ResearchBusiness Theory
Business Validation Stack by @Corneliux
MAKING DECISIONS
UX PROFESSIONALS BUSINESS ANALYSTS
User EvidenceUser ResearchDesign Theory
EvidenceBusiness ResearchBusiness Theory
MAKING DECISIONS
User EvidenceUser ResearchDesign Theory
EvidenceBusiness ResearchBusiness Theory
MAKING DECISIONSUX PROFESSIONALS BUSINESS ANALYSTS
Elements, Principles, Laws
Theories(Efficiency,Streamlining, etc.)
Deductive Logic Argument
User EvidenceUser ResearchDesign Theory
EvidenceBusiness ResearchBusiness Theory
MAKING DECISIONSUX PROFESSIONALS BUSINESS ANALYSTS
Ethnography, Interviews, Diaries
JAD Sessions,Focus Groups
Inductive Logic Argument
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 NEEDSFORMAL CONVERSATION STORY-BASED CONVERSATION
FAST COMPANY
User EvidenceUser ResearchDesign Theory
EvidenceBusiness ResearchBusiness Theory
MAKING DECISIONSUX PROFESSIONALS BUSINESS ANALYSTS
Usability Testing User AcceptanceTesting
Physical World Tested Argument
MAKING DECISIONSUX PROFESSIONALS BUSINESS ANALYSTS
User EvidenceUser ResearchDesign Theory
Evidence
Business ResearchBusiness Theory
. . . . . . . . . . .
. . . . . . . . . . .
$Usability Testing
User AcceptanceTesting
Probability of design project success
MAKING PROJECTIONS
Hiring delay between lead BA and lead UX designer
Probability of conflict between BA and UX
0
100%
2 months
*data from 23 projects
UX BA?
Love Optimized: NeurAlignPhil Balagtas, #UXNZ2016
business analysis
PAUL SHERMAN #UXNZ2016
photo by @chrisredeye
THE NEW REALITY...
DESIGN HISTORY
BA HISTORY
BA+UXRole?
Aristotle(384-322 BC)Theories on departmentalization of labour
Taylorism(1880-1910)Analyzed and synthesizedworkflows
Vitruvius(80-15 BC)Vitruvian Triad
Da Vinci(1452-1519)
Typography, sketching, industrial design
“IA”(1968) Don
Norman
(1984)“UX”
“SystemsAnalyst”(1970s)Started working on computer dataanalysis
JJG(2002)
Elementsof UserExperience
Mic
ropr
oces
sor
Adam Smith(1723-1790)Described theprocess used in a pin factory
IIBA/BABOK(2004-2005)
“Human Factors”
(1914-1918)
Design of militaryequipment.
Agile
IAUser researcherInteract’n designerUX designerProduct designerProduct Designer
ProductOwnerBusiness analystSystems analystBI analystBusiness processanalyst etc.
@corneliux
THANK YOU.
#UXNZ2016
