How Business Analysis Creates Valuable Customer Experiences Part 2

How Business Analysis Creates Valuable Customer Experiences: Part 2

The modern banking experience has come a long way from what had been traditionally expected of financial institutions. In fact, the processes and experiences that customers had in the banking industry remained relatively the same for decades until over the past two decades, with technology and security advancements banking institutions started investing more of a focus in their digital touchpoints and features. So let’s explore how business analysis has assisted in this digital evolution.

In the first part of this series, we examined how Business Analysts helped improve in-person and digital banking experiences. In this second part of our series, we’ll unravel the partnership between Business Analysts and User Experience (UX) Designers, and how they collaborate to ensure that your digital banking journey is as smooth as silk.

The Digital Banking Landscape and Business Analysis

Understanding the digital behaviors of customers is vital in creating user-centric digital solutions. BAs work with UX designers to employ analytics tools, gather customer feedback, and stay attuned to market trends to understand how to best serve their customers. 

To gather these customer insights and understand the needs of the banking organization, Business Analysts need to be experienced in understanding and eliciting requirements. But to keep on top of what’s going on in the industry and market, BAs should be well-versed in essential modeling skills and techniques such as SWOT analysis. 

Read on and we’ll explore how BAs use these and other tools and techniques to play a crucial role in deciphering digital patterns, setting the stage for customer-centric innovations.

Joining Forces: The BA and UX Designer Collaboration

BAs and UX Designers often collaborate closely to enhance banking apps. This collaboration results in solutions that benefit both the customers and the banking institutions. Their iterative approach emphasizes continuous refinement based on user feedback, ensuring that the banking app meets customer expectations.

Let’s use our previous example, MetroScape Bank, to take a look at how BAs collaborate with UX designers. The bank decided to revamp its mobile banking app to attract more users, increase customer retention, and provide a seamless digital experience. They recognized the need for collaboration between BAs and UX Designers to achieve this goal. We’ll break the process down into simplified phases:

1. Identifying the Problem:

    • The Business Analysts conducted an analysis of usage data and found that many users abandoned the app during the onboarding process.
    • The UX Designers analyzed the app’s user interface and discovered that the registration and account setup were complicated and overwhelming for users.

2. Collaborative Brainstorming:

    • The Business Analysts shared user feedback and data with the UX Designers, highlighting pain points such as lengthy forms and unclear instructions.
    • The UX Designers proposed a streamlined onboarding process with simplified forms, clear progress indicators, and an option to use biometric authentication for a faster setup.

3. Iterative Design and Testing:

    • The UX Designers created wireframes and prototypes based on the Business Analysts’ insights and user feedback.
    • The Business Analysts conducted usability testing sessions with real users, collecting their feedback and insights.
    • This iterative process continued with multiple rounds of design adjustments, guided by user feedback and business analysis.

4. Implementation:

    • Once a user-friendly onboarding process was finalized, the Business Analysts worked closely with the development team to ensure the new features aligned with the bank’s compliance requirements and strategic goals.
    • The UX Designers collaborated with developers to implement the new user interface (UI) elements seamlessly.

5. Launch and Continuous Improvement:

    • The Business Analysts deployed the updated onboarding process and monitored the user data to ensure improvement.
    • The UX Designers kept an eye on user behavior and conducted A/B testing to further refine the experience.

Results:

    • Increased User Engagement: The collaborative effort between BAs and UX Designers resulted in a significantly improved onboarding process.
    • Reduced Abandonment Rates: The abandonment rate during the registration process decreased by 41%.
    • Enhanced Customer Satisfaction: User feedback indicated higher satisfaction levels with the app’s usability and simplicity.
    • Business Growth: As a result, MetroScape Bank saw a 19.4% increase in new user registrations within the first quarter of the app’s relaunch.

Tools and Methodologies

Tools and methodologies are the backbone of successful collaboration. Below are some popular tools and techniques that Business Analysts and User Experience designers could employ when working on a change initiative like this. From user journey mapping to persona development and A/B testing, these tools ensure that the banking app evolves with the changing needs and preferences of customers.

User Journey Mapping: 

BAs and UX designers often kickstart their projects with user journey mapping. This technique allows them to visualize the entire customer experience, from initial interaction to task completion. By identifying pain points and opportunities for improvement along this journey, they can make informed decisions to enhance the digital banking experience.

User Story and Persona Development: 

Developing user stories and user personas is another crucial step. Business Analysts and User Experience designers create fictional but highly detailed user profiles that reflect different segments of the bank’s customer base. This exercise helps them empathize with users, understand their needs, and design digital solutions that cater to specific customer segments, ensuring a personalized experience.

Want to know more about User Story development? Check out my User Story Masterclass course!

A/B Testing: 

A/B testing is a data-driven approach employed by BAs and UX designers to optimize digital features. By presenting users with two versions (A and B) of a feature or design element and measuring the performance of each, these professionals can determine which option resonates better with customers. This iterative process ensures that changes are based on empirical data and user preferences rather than assumptions.

Usability Testing: 

Usability testing involves real users interacting with the digital banking platform while Business Analysts and UX designers observe and gather feedback. This hands-on approach helps identify usability issues, uncover user frustrations, and refine the interface to make it more intuitive and user-friendly.

Accessibility Audits: 

Ensuring that digital banking platforms are accessible to all users, including those with disabilities, is a priority. BAs and UX designers conduct accessibility audits to identify barriers and make necessary adjustments, ensuring an inclusive user experience.

Continuous Improvement: 

BAs and UX designers understand that digital solutions are never static. They employ agile methodologies that emphasize continuous improvement. By gathering user and market data, they ensure that the banking app remains a solution that continuously meets the needs of the organization, its users, and its customers.

Incorporating these tools and methodologies into their collaborative efforts, Business Analysts and UX designers elevate the digital banking experience, making it more intuitive, efficient, and, ultimately, enjoyable for customers. Their commitment to data-driven design and ongoing refinement ensures that digital banking platforms evolve to meet the changing demands of the modern banking landscape.

Collaboration Leads To Creation

The synergy between business analysis and UX design is the driving force behind creating banking experiences that are both efficient and user-friendly. It ensures that users and banks are well understood (as are their needs and desires) and that those needs are then satisfied in the design and functionality of the software they’ll be asked to use. 

The journey from in-person to digital banking has been revolutionized, thanks to the meticulous work of Business Analysts and User Experience designers.

– Written by Jeremy Aschenbrenner, The BA Guide

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