There’s a new contraband changing hands in clandestine boardroom exchanges in the most powerful businesses in the land. It doesn’t fall off the back of a lorry, or get swept up on the beach, following the sad demise of some stricken thought tanker, however. No, this new currency is traded under the cover of business analysis. This illicit commodity is user-centred design.
I recently attended an event run by the UK chapter of the International Institute of Business Analysis, hosted at Credit Suisse, in their rather nice offices at Canary Wharf. The event was a panel-based discussion of how user experience and business analysis might gracefully collide, somehow becoming something more than the sum of their parts. Put another way, how does user-centred design affect the business analyst?
On the panel were erstwhile and engaging practice professionals from both sides of the collision: Cennydd Bowles and Chandra Harrison, with many years in user-centred, experience and interaction design (other design practices are available) and Jake Markham, who built the business analysis and design practise up at Credit Suisse. It was chaired by Nick de Voil, from De Voil Consulting, who conveniently bridged the gap between user experience and business analysis.
Nick Dunlavey of Information Architects, who had invested significant effort in pulling the event together (largely crowdsourced via twitter, incidentally, in case you’re wondering how a meeting of UX and BA professionals in an investment bank gets put together), kicked off proceedings in the plush 7th-floor theatre with an admission. He has been smuggling UX into projects. Appropriately, he’s been using Cennydd’s Undercover User Experience Design book as a reference to do that, and thought it would be a good idea to try and link usability and the business analyst.
To set the context for the discussion, Chandra and Jake took some time to talk about, respectively, what user-centred design and user experience is and where we are with it right now, and the development of the business analysis skills and competencies framework for Credit Suisse.
Understanding user experience
Chandra gave a whistle-stop tour of UX, from its mostly overlooked early development in product design to its subsequent and most recent focus on user satisfaction, via world war one biplanes, personas and skills matrices. She was careful to describe user experience as ‘just a term we use at the moment’ and to be clear that ‘user experience’ is not a profession, but, rather, it simply describes ‘what users experience’. What we really do, as practitioners, is apply user-centred design as an approach to system design that supports those experiences. As it turns out, most of the tools and techniques we use to do that are very similar to the tools and techniques that business analysts use, but, critically, we talk about them in very different ways. It might be rather too simplistic to say that business analysts focus on business and user experience designers focus on users, but it’s definitely the user that is the differentiator. The depth of understanding and appreciation of user behaviours, gained from years of observation and dialogue, is what user experience brings to the business analysis party. And then eats all the canapés.
Business analysis and user experience
Following Chandra, Jake was also keen make an admission before he began his talk. He is also a ‘professional smuggler of user experience’. Since Jake is responsible for defining the activities of the business analysis and design group at a company like Credit Suisse, this is good news indeed. In talking us through his own history at the company, we got an invaluable insight into how a global investment banking business is defining its business analysis function and how closely that may be aligned to user-centred design practices. Ultimately, the business analysis function is about identifying needs, collaborating on requirements and facilitating solutions, but it’s focused clearly on the bottom line for the business and the customer. Conversely, the user-centred design function is about identifying needs, collaborating on requirements and facilitating solutions, but focused clearly on user needs. This means that there are clearly opportunities to embed used-centred methods into the business analyst skills and competencies framework and satisfy goals for business benefits and enhanced user experiences.
As I read the definitions of the four roles that have evolved from Jake’s business analysis taxonomy, I was simply changing the job titles for those we use in user experience and the descriptions were pretty consistent. For Business Architect, read Information Architect and you’re nearly there. In line with a comment Cennydd later made about the demise of specific ‘user experience’ roles, I don’t really see the need for the fifth, UX-specific role Jake suggested they might need. Rather, the user-centred design methods and practices should pervade across all roles.
In the middle of all this, Jake also put up a slide that had some enormous numbers on it that spoke to the scale to which a global investment banking business like Credit Suisse operates, at which point I had to check I was wearing the right glasses.
Questions, answers and opinions
On to the panel session itself, and thanks to a brief introduction by Nick, I think I now know what a lasagne panel is. I can’t imagine why I never knew before.
The debate was eloquent, lively and, with the inclusion of Cennydd, was determined not to just turn out stock answers or platitudes. For the most part, the panel vehemently agreed when questioned on things like the business benefit of usability, quantitative measurement, accommodating user requirements without scope creep (BAs love scope creep), and the perception of user experience design operating exclusively in the digital space, on web and web apps. One of the emerging themes was the business benefit of creating ‘value through change’ rather than working to functional requirements. I can’t say I grasp this concept well enough to say whether I agree or not, but if it means understanding user needs, and designing, possibly disruptively, for that, then I’m all for it.
I’ll be honest, I took more notes when Cennydd spoke than when others did, since he catches the zeitgeist of my profession better than anyone else right now, but I did admire Chandra’s enthusiasm and deliberately wider view of usability and Jake’s measured, literate and erudite responses. However, Nick de Voil probably expressed the relationship between user experience and business analysis best:
User experience practitioners have permission to ask people how they work, operate, and do what they do. This approach has emerged as accepted practice in the last few years and it is this that makes them a powerful ally for business analysts.
As I have spent a number of years as a globalisation manager for a large corporation, I was amused to see that nobody wanted answer a question on globalisation strategy. I think we all know you might as well ask for alchemy on toast. I was also reminded, from previous work with another investment bank, that if someone from a global trading division asks a question, you need to be ready. They are scarily efficient in their questioning and can spot flannel through walls of lead.
If you thought about going to this event because it had ‘UX’ in the title, but didn’t go because it had ‘BA’ in the title, you missed a trick. Both our professions require a broadness of understanding that can only be developed through immersion, discourse and appreciation. Many thanks to Nick Dunlavey, the UK IIBA, Credit Suisse, and, of course, the panellists for a thoroughly enjoyable and enlightening evening.
And there was caviar. You’ll go next time, won’t you?