Business Experience Designers are hybrid roles, transitioning seamlessly between traditional consulting and creative studio environments. In one day, they may dig into system requirements and map out processes, then conduct user research and define digital solutions and strategy. This combination of business and digital acumen means that our teams are better able to approach problems from multiple angles. This in turn allows us to optimize the full spectrum of expertise needed to define a digital vision that meets—and hopefully exceeds—our clients’ expectations and needs.
Let’s say we’re working on a large-scale technology implementation. Step one will be to send our BXDs to work with the technology and client teams, where they’ll soak up as much information as possible—business and systems requirements, process analyses, and any other existing artifacts to inform the project. They’ll aim to identify any gaps in information, then work to supplement it with additional user research. To do this, they often work with our UX designers using methods like ethnography, user journeys, and card sorting to build an understanding of the real end users of the system.
Once the BXD has compiled the research and outlined the key business context, they work with the client and the technology team to try and identify game-changing opportunities for our creative teams. This is where our BXDs’ knowledge of design, UX, and technology can really shine: the BXD works with the client to visualize digital products and services that can be truly impactful through user-centric design.
Once the digital path has been charted, the BXD helps bridge the gap between the in-flight design and the on-the-ground technology team. This means serving as the voice of the design team by asking questions, testing ideas, and understanding constraints. It also means serving as the voice of the client in the studio itself. The BXD’s knowledge of the clients’ goals, business, and users enables them to stand in for the client in interim design review meetings to provide feedback, keeping things on track throughout the process.
For such complex projects that involve working between groups of very diverse, highly specialized capabilities, this translation role can help everyone ensure that the proposed solutions address the needs of our clients and their users.
The goal of all this translating? Bringing the relevant information together, so our teams can deliver their work effectively: leading digital solutions that help solve our clients’ most challenging problems.
Justin Franks is a Business Experience Designer at Deloitte Digital. He’s been with Deloitte for more than 7 years, focusing on connecting people and technology, and is passionate about making great products for clients. Follow him on Twitter @jfranks03.