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LoyaltyOne (AIRMILES): Applied Techniques (Business Analysis)

Case Description:

LoyaltyOne (AIRMILES) - a sample of ' Business Analysis Body of Knowledge (BABOK)' techniques used when communicating with business stakeholders & development teams:

Figure 1

Use Case: eVoucher

Robin Gittens' digital space 'emotionesque.ca' | Portfolio Case Study 6 | LoyaltyOne (AIRMILES): Applied Techniques (Business Analysis) | Figure 1: Use Case

What was the problem?

AIRMILES users i.e. Collectors constantly capture/collect loyalty points (rewards) with the hope of using them to purchase products, or unique travel packages from within the eCommerce experience. That said experience required a complete overall from a front and back-end perspective in order to present users with a more modern cross-channel, multi-device experience with additional features allowing them to apply their rewards in various ways i.e. transform into cash, apply/combine unique offers and even buy, sell or send them to other users as a gift.

Figure 2

Swimlane: eVoucher Checkout

Robin Gittens' digital space 'emotionesque.ca' | Portfolio Case Study 6 | LoyaltyOne (AIRMILES): Applied Techniques (Business Analysis) | Figure 2: Swimlane

What was my purpose?

  • To facilitate brainstorming sessions with various business stakeholders to capture functional spec and data requirements needed to continually enhance the web experience.
  • To partner with development teams to implement several prioritized features which enhanced not just the online experience but also the various systems which govern that experience.

Figure 3

Matrix: Best Price Logic

Robin Gittens' digital space 'emotionesque.ca' | Portfolio Case Study 6 | LoyaltyOne (AIRMILES): Applied Techniques (Business Analysis) | Figure 3: Matrix

Figure 4

Flowchart: Best Price Logic

Robin Gittens' digital space 'emotionesque.ca' | Portfolio Case Study 6 | LoyaltyOne (AIRMILES): Applied Techniques (Business Analysis) | Figure 4: FlowChart

What was my role?

As a Business Systems Analyst, I was responsible for;

  • Facilitating meetings with AIRMILES marketing, tech leads, information architects, and other key technical personnel focused on structured walkthroughs of functional specifications for the plethora of approved and prioritized features.
  • Offering the necessary clarification and direction to developers related to any technical deliverables shared.
  • Collaborating with any quality engineers assigned to a given initiative in capturing the necessary test scenarios.
  • Advising on any interaction recommendations to the development team as it relates to back-end applications and/or user-centered experiences.
  • Establishing and maintaining the central repository for all relevant business and/or technical documentation which was detrimental to any initiative‚Äôs success.

Figure 5

Model: Tagging Product Offers

Robin Gittens' digital space 'emotionesque.ca' | Portfolio Case Study 6 | LoyaltyOne (AIRMILES): Applied Techniques (Business Analysis) | Figure 5: Data Model

What was the impact?

  • Captured up to 80% of user interactions with offers due to implementation of a data model which tagged data related to: customers, web pages, and offers.
  • Gradual decrease in feature delivery time due to detailed specs.
  • More efficient test cases and efforts due to detailed specs.
  • Increase in quality and communication due to implementation of scrum.

Figure 6

Wireframe: Endeca Experience Manager

Robin Gittens' digital space 'emotionesque.ca' | Portfolio Case Study 6 | LoyaltyOne (AIRMILES): Applied Techniques (Business Analysis) | Figure 6: Wireframe

Techniques Used:

Functional Specs, Business Requirements Docs, User Stories, BDD, Process Flowcharts, Entity Relationship Diagrams, Use Cases, User Acceptance Testing, Content Management, SWOT, Capability Gap Analysis.

Applications Used:

Oracle ATG Web Commerce, IBM Coremetrics, Endeca Experience Manager, Microsoft Office, JIRA, Confluence.

Figure 7

ERD: Offers & Sponsors

Robin Gittens' digital space 'emotionesque.ca' | Portfolio Case Study 6 | LoyaltyOne (AIRMILES): Applied Techniques (Business Analysis) | Figure 7: Entity Relationship Diagram

Looking to partner with your team to learn more about your users, and identify areas of opportunity to deliver empathy-driven experiences.

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