Eliciting Requirements for Customer Experience › wp-content › uploads › 2017 › 08 ›...

© 2014 BA Convention

Eliciting Requirements for

Customer Experience

Prof Dr Pradeep Pendse

Dean - IT/e-Business/Business Design/Analytics

WeSchool

© 2014 BA Convention 2

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me@Business Analysis

Trained over 5000

First Indian Book on Business Analysis

Spoken at almost all BA Conventions

2016 ConventionBA as a Design Thinker

CoFounder the IIBA Mumbai




The BA Process

Gathering and Analysis/Modelling are iterative – Also study the Context

Gathering

Multi Sensing &

Shaping Requirements

and Expectations

Understanding

the Context

and

the Big Picture

Analysis

Insights

Visualisation

3Dr Pradeep Pendse




Understanding Customer Experience

Competitive Analysis of Industry Structure and Strategy

Competitive Analysis of Customer Experience

Defining Customer Experience Platform and Promise

CommunicationBrand Culture /Behaviour

Products/Services

Interfaces




Competitive Analysis of Customer Experiences

Airlines, Coffee Shops, JD Powers Auto Reports




Customer Experience - Promise

What Does the Customer Get

– Tangible

• Low cost Airlines/Hotels

• Pizza Within 30 Minutes

– Intangibles

• Privacy




Experience Platform and Communication

We is the New I




Customer Interfaces and Communication


Products/Services




Product Experiences

Solves-Problems

Aesthetics

Create Identity Usability

Inclusive




Service Gaps – Dr Parshuraman et all


Approach and Tools for Eliciting




Using Multiple Perspectives

• Customer Experience Perspective– Journey Maps, Touchpoints

• Process/ Workflows –– Data flows, BPMN, Activity

Diagrams, Flowcharts

• Information Needs –– CSF/KPIs, – Info Required for Decisions

• Process Structure – Object/ Class Diagrams– Decision Tables– Business Rules Diagrams

• Dynamic Process Behaviour – Ethnography/ Observation– Objects and Events – States and Transitions

• User View

– Personas

– Use Case /HCI/Usability

• Enterprise

– Business/ Orgn Metaphors

– Enterprise Architectural Views –Zachmann etc

– Technology Strategy & Choice

• Innovation Perspective

• Transition Perspective

• Compliance

• Security and Quality View




Observe-in-Context




Living the Life of the User




Re-inventing the Dish TV Experience




Mapping the Experience

States Objects & Events




Identify and Challenge Business Rules

StudentFaculty

Mentors

Teaches

Guides Project0..10

20..60

0..5

Why Should Faculty Mentor only 5 ?

Pen (1)

Cap (1) Body (1)

Refill (1) Shell (1)

Why Should a Pen have 1 Refill ?

Challenging a Business Rule leads to Innovation

Process Innovation Product Innovation

18Dr Pradeep Pendse




Opportunity for Experience Design

Not

yet

Active

Account

New

Dormant Suspended

States of a Bank Account State of a Shopper




Service Blue Prints

Line of Interaction

Line of Visibility

Customer

Actions

Front end

Backend

Support

Services




Converting Observations into Insights

Clustering ObservationsInsights are based on Emotional Clusters

A Well Formed Design Questioninherently has a paradox or contradiction




Prototyping - Fail Early, Fail often




BA as a Design Thinker and Experience Designer

– About Creation

– co-Creation

– Multidisciplinary

– Idealize

– Comfort in ambiguity

– Empathy

– Focus on Needs

– Multi-sense

– Be Creative

– Observe Deeply

– Think Critically

– Think Holistically

– Think Visually

– Think Abstract

– Abductive Thinking

– Experiment

– Be Hands-On

– Communicate

Eliciting Requirements for Customer Experience › wp-content › uploads › 2017 › 08 ›...

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