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For a long time, being a Business Analyst (BA) mainly meant dealing with documentation, like business and functional requirement documents, process flows, and traceability matrices. While these documents were important, they often made the BA seem more like a note-taker than an important part in making decisions. But things are...
Introduction In our world today that is dominated by digital-first experiences, the customer no longer has the need to engage in long, linear journeys. Instead, they now engage in micro journeys, short, goal-oriented experiences that occur across channels, devices, and moments of time. Traditional end-to-end journey mapping does not...