Tag Archives: convergence

Creativity at Business Analysis Europe

Rachel Drinkwater
Senior Business Analyst
Coventry University

The Business Analysis Conference Europe 2018

Last month I had the opportunity to attend the much lauded Business Analysis Europe Conference in Westminster, London, courtesy of UCISA’s annual personal development bursary for those working in the education sector.
Following on from my post about convergence, this article briefly looks at the second of the themes which were prevalent throughout the Business Analysis Europe Conference 2018.

Creativity

Perhaps due to the paradigm shift towards convergence, we may now be working with a different, more creative type of stakeholders: marketers, brand specialists and brand designers and within the technical fields, UX designers and app developers. Perhaps because of a focus on our customers and their journeys and experiences with our systems or the trend towards story-telling, we have a need to be more visionary in our approach to our roles as BAs. Perhaps it is a mix of the above, but it certainly seemed that exploring creative and innovative ways of eliciting requirements, solutionising and design thinking were rife across the sessions.
This was particularly illustrated in the Gamestorming session led by The Home Office’s Amy Morrell and Business Analyst Hub’s Rohela Raouf, in which delegates created concepts for systems solutions to case study problems using Lego, Playdoh and assorted craft materials. The working groups then went on to create a pitch for a branded box which represented the final system as a physical product. Whilst this was quite an extreme use of creativity for identifying areas for improvement and eliciting requirements and one that may require caution before unleashing upon more traditional business stakeholders, it certainly encouraged different, innovative and creative ways of approaching the problem. It was also an excellent opening session to energise the conference delegates and break some of the metaphorical ice!
In addition to these creative approaches, creativity in leadership, in stakeholder management and employing innovative mind-sets to disrupt your organisation and industry were discussed at length. Certainly today’s big players such as Amazon, Google, Uber and Facebook, enjoy their success in part due to the creative approach and innovative mind-set that they have applied to the industry in which they want to operate and in doing so have identified ways to exploit and disrupt the existing industry and its market environment.

Coming Soon…

In addition to convergence and creativity, the following concepts arose time and again at Business Analysis Europe 2018, being discussed and explored in the majority of the sessions I attended:
  • Customer focus
  • Empathy
  • Continuous Learning
  • Catastrophizing.
I will be posting about each one of these at a high level, then looking to explore some of these areas in more detail in future articles.
This blog was originally published at: https://www.linkedin.com/pulse/business-analysis-conference-europe-2018-creativity-rachel-drinkwater/
Interested in finding out more about a UCISA bursary, then visit UCISA Bursary Scheme.

The importance of convergence

Rachel Drinkwater
Senior Business Analyst
University of Coventry

The Business Analysis Conference Europe 2018

Last month I had the opportunity to attend the much lauded Business Analysis Conference Europe in Westminster, London, courtesy of UCISA’s personal development bursary for those working in the education sector.
The 2018 event marked the conference’s tenth year and having been a business analyst for approaching fifteen years now, this conference has been on my radar for some time. Over the years I have watched longingly as more senior colleagues, freelance peers and even co-workers nominated for ‘Business Analyst of the Year’, have departed for London for three days of sharing ideas, networking and learning and returned positively sparking with inspiration. This year, my turn came and I spent much of the week before preparing and planning, determined to gain the most I possibly could from this experience.
I returned, somewhat exhausted, but brimming with ideas, inspiration and a newfound pride in my profession. As a blogger, I also have inspiration for articles and blogs to keep me and my readers happy until Christmas! Over the space of the three days, I attended fifteen talks and workshops and left each one more enlightened that when I walked in, from gaining a new nugget of information, a shift in my attitude and approach towards the BA profession, to learning an entirely new technique.
More detail will follow over the coming weeks, but in this article I discuss the first of a number of key themes that seemed to permeate the conference: convergence.

Convergence

Many years ago I completed a lengthy application process for an industrial placement with a global corporation and on my application form I ticked ‘marketing’ and ‘IT’ as my two business areas of interest. In the interview stage, I was quizzed for some time on what the recruiters perceived as a most unusual juxtaposition; how could a person wanting to work in the technical discipline of IT also harbour an interest in the creative field of marketing?
Marketing has been a career-long interest for me. I chose to pursue a career in IT, but have often tended towards marketing in my personal development, attending the occasional CIM training session, self-studying related online courses and eventually undertaking a Masters which comprised at least 50% marketing modules. But why, if I had chosen a career in IT? Well, firstly because I find marketing theory and customer behaviour fascinating and secondly, perhaps because I approached IT from the field of web design and running my own business in the early 00s, I’ve always mentally linked marketing with IT.
Unfortunately, my industrial placement hirer’s attitude was not in isolation. Throughout my career, many potential employers have been perplexed and in some cases even turned off by my multi-disciplinary set of interests. Given this, it was a great reassurance to find that a significant proportion of the discussion, theory and techniques at Business Analysis Europe had roots in or strong connections to marketing.
Technological innovations and developments have disrupted almost every industry. The pervasive use of digital devices and social platforms by the majority of the populace, certainly in the Western world, has led to digital becoming a primary channel for many companies to engage with their customer base; pushing communications to them, engaging them in two-way conversations, facilitating digital communities of like-minded customers and of course ecommerce.
These digital marketing systems and platforms require IT professionals, just as with any other system and as with any other project, business analysts need to understand marketing theory and strategy if they are to design, build and successfully implement systems to support organisations’ marketing strategy.

I draw on marketing as it is an area of personal interest and because it was indeed a key area of focus at the conference, but the same applies for all areas of business; sales, operations, asset management, HR and certainly customer service and PR, as previously explored in my earlier blog article ‘Blurred Lines’.  As Mark Smalley (@MarkSmalley) stated in his The Digital BA session: “In the digital enterprise, business and IT are converging and we <as Business Analysts> need to consider the consequences of this”.

Coming Soon…

In addition to convergence, the following concepts arose time and again at Business Analysis Europe 2018, being discussed and explored in the majority of the sessions I attended:
  • Creativity
  • Customer focus
  • Empathy
  • Continuous Learning
  • Catastrophizing.
I will be posting about each one of these at a high level, then looking to explore some of these areas in more detail in future articles.
This blog originally appeared at: https://www.linkedin.com/pulse/business-analysis-conference-europe-2018-rachel-drinkwater/.

Interested in finding out more about a UCISA bursary, then visit UCISA Bursary Scheme.