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© 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

© 2014 BA Convention 3

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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

© 2014 BA Convention 4

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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

© 2014 BA Convention 5

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Competitive Analysis of Customer Experiences

Airlines, Coffee Shops, JD Powers Auto Reports

© 2014 BA Convention 6

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Customer Experience - Promise

What Does the Customer Get

– Tangible

• Low cost Airlines/Hotels

• Pizza Within 30 Minutes

– Intangibles

• Privacy

© 2014 BA Convention 7

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Experience Platform and Communication

We is the New I

© 2014 BA Convention 8

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Customer Interfaces and Communication

© 2014 BA Convention 9

Products/Services

© 2014 BA Convention 10

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Product Experiences

Solves-Problems

Aesthetics

Create Identity Usability

Inclusive

© 2014 BA Convention 11

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Service Gaps – Dr Parshuraman et all

© 2014 BA Convention 12

Approach and Tools for Eliciting

© 2014 BA Convention 13

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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

© 2014 BA Convention 14

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Observe-in-Context

© 2014 BA Convention 15

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Living the Life of the User

© 2014 BA Convention 16

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Re-inventing the Dish TV Experience

© 2014 BA Convention 17

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Mapping the Experience

States Objects & Events

© 2014 BA Convention 18

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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

© 2014 BA Convention 19

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Opportunity for Experience Design

Not

yet

Active

Account

New

Dormant Suspended

States of a Bank Account State of a Shopper

© 2014 BA Convention 20

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Service Blue Prints

Line of Interaction

Line of Visibility

Customer

Actions

Front end

Backend

Support

Services

© 2014 BA Convention 21

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Converting Observations into Insights

Clustering ObservationsInsights are based on Emotional Clusters

A Well Formed Design Questioninherently has a paradox or contradiction

© 2014 BA Convention 22

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Prototyping - Fail Early, Fail often

© 2014 BA Convention 23

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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

© 2014 BA Convention

Learn more. www.baconvention.com

Thank You!