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Business Analysis Alignment with UX

BABOK’s (Business Analysis Book of Knowledge) core concepts align deeply with UX and CX, because at their core all three disciplines are about:

• Understanding real human needs
• Delivering solutions that drive value
• Designing with stakeholders in mind
• Responding to change in context

When cross-functional collaboration is more important than ever, integrating BABOK thinking into UX/CX makes teams more strategic and outcomes more aligned with business impact.

Understanding usability through the lens of business has been a key part of my UX toolkit.

Business Analysis Core Concept Model (BACCM):

Change

The act of transformation in response to a need.

UX and CX both drive and respond to change. Improving interfaces or journeys is a form of business change aimed at better meeting user needs. Iterative design, A/B testing, service updates, cross-channel enhancements.

Need

A problem or opportunity to be addressed.

Identifying user pain points, unmet needs, or emotional triggers is central to UX research and CX strategy. Empathy mapping, problem framing, Voice of the Customer (VoC).

Solution

A specific way of satisfying one or more needs in a context.

A new feature, product redesign, or service enhancement is the solution from a UX/CX standpoint, shaped by user testing and validation.

Prototypes, usability-tested designs, end-to-end journey improvements.

Stakeholder

A group or individual with a relationship to the change, the need, or the solution.

Stakeholders include not only business owners, but also users and customers, whose experiences we actively design for.

User personas, co-design sessions, internal teams, frontline staff, customers.

Value

The worth, importance, or usefulness of something to a stakeholder within a context.

Value is a shared metric, UX aims to create usability and satisfaction, CX drives loyalty and trust, both contributing to perceived and measurable value.

Task efficiency, error reduction, increased loyalty, lifetime value.

Context

The circumstances that influence, are influenced by, and provide understanding of the change.

In UX, context is everything, user environments, tasks, devices, emotions. In CX, context includes omnichannel touchpoints and customer journeys.

Scenarios, responsive design, customer journey stages, channel context.