Business Analysis/Digital Strategy

The Business Analyst and Information Visualization

……… Communication to increase your ‘likeability’

[Keywords: Business Analysis, Business Analyst, Digital Analyst, Information visualization, Process flows, Business Modelling]

In every work sphere, content and communication is key. Giving the right information to the right audience, in the right form is an effective strategy to stand out from the competition, or, more importantly – ‘cut the stress’ for the audience.

A core responsibility of a business analyst is to communicate and disseminate information – to stakeholders and to internal teams. As a part of Business analysis, gathering and analyzing requirements, refining them with scrum teams, presenting to client stakeholders and driving product demos – all require a good deal of corroborating and presenting information.

The real challenge is to grab the attention of the target audience and to convey the core message. Then what is the best way to present information for the stakeholders and agile team to visualize? Process flows, modeling diagrams, infographics etc all come to mind. But can we avoid textual content altogether?

Solving the text versus graphics dillemma….

Have a balance of Text and Images

  • Have you ever been confused whether to use “Text” or “Image” for your presentation?
  • Each of them has its own advantage. As the human brain processes visual information faster than textual data most of the times Image beat Text. It may be true that

“A picture is worth a thousand words”

  • But everyone is still using Text as primary means of communication and it has got its own advantage over Image like Text loads faster than the image, as it requires less storage and can be easily remembered when information is brief.
  • So, who wins the battle here?
  • How about another option. Instead of choosing one, frame your image with text where Images will convey the information and Text will fill the logical gaps in it.

  • The image will attract and engage the user to have a glance at your artefacts and text helps in explanation.
  • For e.g.: How would your clients rate your Path to Purchase cycle for an E-commerce shopping experience shown below, if it only comprised of images?


  • Both images and text have their importance. Without text, one cannot understand your process and images helps in spectator’s engagement.

Break-down complex information

Consider a complex system flow with third-party plugins and Integrations. Will use of images and explanation with text can engage the spectators?

Showcasing a lot of information at once might drain onlooker’s interest. Spectators cannot grasp the overview. Break down the complex information and show only limited information at a time. There are some advantages of breaking down the information:

  • Spectators can concentrate on one functionality or a piece of information at one point in time.
  • Even the one who creates the artefacts considers one functionality/ a chunk of data, so they capture and convey without missing any granular information.
  • Generating the business logic (code) from the business flow diagrams is a new trend followed by many industries. Breaking down complex information helps in capturing data at granular level and the business logic (code) generated from it will be efficient.
  • This helps to build quality products in less time and effort.
  • Instead of having all the functionalities, third-party plugins and integrations in one page, segregating them into modules will give the onlooker a better picture.

Break your way out by always keeping the following in mind:

  • Be careful while integrating all your modules.
  • Spectators should not miss the overview of the information you want to convey.
  • Provide an overview and drilldown further to the functionalities and integrations one by one for the target audience to grasp the information quickly and thoroughly.

So how does it happen…my story

  • At TA Digital, Business Analysts are constantly trained and encouraged to leverage visualization skills.
  • As a trainee in the TA Digital Business Analysis and Digital strategy team – My first few induction classes boggled me and was about 3 things – ‘Visualize’, ‘Visualize’, ‘Visualize’
  • Along the way I realized how this also helped in easy traceability to requirements and IS actually a ‘tool’ for agile.
  • And lo behold…I became more likeable (maybe with visuals I did save people’s time and mental effort) and am now a champion for ‘Visual Communication’.

About TA Digital

TA Digital is an innovative digital transformation agency, specializing in delivering digital experience, commerce, and marketing solutions. For nearly two decades, we have been helping traditional businesses transform and create dynamic digital cultures through disruptive strategies and agile deployment of innovative solutions. We are known as a global leader in the digital technology industry for helping marketing leaders achieve their revenue targets, create profitable, omnichannel customer and commerce experiences.

TA Digital has high-level strategic partnerships with digital technology companies Adobe, Microsoft, Sitecore, Acquia, Marketo, SAP Hybris, Elastic Path, IBM Watson Marketing, Coveo and Episerver. The company was named on 2013, 2014, 2015 Inc. 5000 list as one of the fastest-growing technology companies in the United States.

– Surya Addanki

About The Author