Business Requirements & User Needs Mapping

© 2016 Cognizant WHAT TO USE IT FOR? One of the greatest challenges when starting a new project is determining how best to align an organization's content with both user needs and business goals. In our user-centered design approach, we focus on user needs while still considering business goals. In this workshop, we gather the core team with ours and follow a step-by-step process: Identify a core task the the user needs to accomplish. Identify core business goals the project needs to accomplish. See which business objectives align with the user task. Think about the different avenues a user will take to get to that content. Prioritise business goals and user needs

AGENDA DD | MM | YY Z 09:00 Welcome and short introduction 09:15 Warm up - First impression of product/service Defining problem statement 10:00 Part A - Define Business Goals for product/service 11:00 Break 11:15 Part B - Find User Need 12:15 Lunch 13:00 Part C - Map Business Goals to User Needs 14:00 Part D - Refine Business Goals and User needs Create Elevator Pitch 15:00 End of session

Current State of {Product/Service Name} Add screen shot

Group task 10 minutes What is your first impression of {Product/Service}?

The problem of ______ affects _______ The impact of which is ______ A successful solution would provide ______ Outcome - Define problem statement A problem statement can express the value of a project and define the scope or focus of a project. Based on the first impression, an example problem statement might look like this:

© 2016 Cognizant PART A Define Business Goals for {Product/Service Name}

Group task 10 minutes List Business Goals

Outcome - List of Business Goals Divide the Business Goals you listed in clusters according to affinity, importance or urgency. Business Goal

© 2016 Cognizant PART B Define User Needs for {Product/Service Name}

Define User Needs Product/service proposition based on customer insights ideally backed up by user research ME

Empathy Map Z THINK & FEEL What goes on in peoples mind? HEAR What influences the people we pitch to? SEE What do the people see in the environment? Z Z PAIN – What is the people pain? GAIN – What do the people gain? Fears, Frustration, Obstacles Wants/Needs, Success, Goals Building, Office, System, People, Tools Friends / Colleagues, Social Media / Social Norms What really counts? Major preoccupations, worries & aspirations SAY & DO What does people’s actions mean? Attitude in public, appearance, behaviors toward others

Group task 10 minutes List User Needs

Outcome - List of User Needs Divide the User Needs you listed in clusters according to affinity, importance or urgency. User Need

© 2016 Cognizant PART C Map Business Goals and User Needs

Group task 45 minutes Map Business Goals and User Needs

Outcome - Map Goals and User Needs Match every Business Goal with the User Needs that will fulfill it. Business Goal User Need

© 2016 Cognizant PART D Refine Business Goals & User Needs

User Needs - do we need to refine? Are your Business Goals and User Needs in Harmony? If not why? Business Goal User Need

Elevator Pitch Explain the product service in one sentence. Our _______ help(s) _______ who wants to _______ by _______ and _______. (Unlike _______ )

© 2016 Cognizant GREAT WORK!