Greg Lock
Greg Lock (CBAP®) is a Practice Delivery Manager for Business Analysis at Rest Super. A seasoned Lead BA, he has a track record of successful deliveries in the Investment Management and Financial Services arena, both in Australia and abroad.
A staunch advocate for the Customer, especially those who are most vulnerable, Greg is driven by a ‘lightbulb moment’ when he recognised the pivotal role he plays as a BA in uncovering customer needs.
With a post-graduate degree in Industrial Psychology, Greg is deeply interested in the application of psychological principles in the workplace, enriching his perspective on customer-centric solution development.
Presentation: Are you a customer-biased Business Analyst?
‘Empathy’ is a key element of Human-Centered Design (HCD). It helps us to see a problem from the customer’s perspective by understanding their experiences and emotions. This understanding is vital for creating products and services tailored to customer needs.
Regardless of whether we as Business Analysts (BA) are involved in the HCD process or not, we may find our analysis is overshadowed by business practices focusing on things such as processes, regulations, and security. This focus can lead to less attention being paid to what customers really need or want. Additionally, our own assumptions and experiences, along with those of stakeholders, can unintentionally bias our analysis approach and subsequent outcomes.
In his presentation, Greg will explore the concept of bias in Business Analysis and provide examples of how such biases can impact outcomes. He’ll suggest methods and strategies to foster a customer-centric viewpoint, including how we plan our analysis approach and elicit requirements. By applying these strategies, BAs can help develop solutions that truly resonate with customers.