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Digital transformation isn't just about implementing new technology—it's about understanding processes and bringing people along for the journey. That's where business analysts come in. They're the vital link between business and IT, bringing structure, clarity and direction to change initiatives. Let me share what I've learned about making business analysis truly powerful in digital transformation projects.
From "What do you want?" to "What's the real problem?"
It all starts with listening. A good business analyst doesn't ask five questions, they ask hundreds. In my experience, when someone says "this is what we want," that's just the tip of the iceberg. You need to dig deeper: "What's the actual problem we're trying to solve?" That means listening, probing, and sometimes challenging people—not to be difficult, but to get to the heart of the matter. The better you understand the problem, the more efficient your solution will be.
Building bridges between business and IT
Digital transformation only succeeds when business and IT truly understand each other. I've seen it time and again: these two worlds speak completely different languages. The business analyst is the bridge-builder, understanding what IT needs to get started whilst grasping the challenges and requirements facing the business. This bridging role demands careful listening, translation and connection. It's how you avoid misunderstandings and build digital solutions that genuinely fit your organisation's needs, ways of working and ambitions.
What does a business analyst actually do?
Process mapping: Documenting how things work today (AS IS) and how they could work better (TO BE). This analysis exposes bottlenecks and helps streamline and improve current operations.
Defining business requirements: Determining what needs to change, why it matters, and in what order.
Supporting tool selection: Gathering requirements, managing RFPs, evaluating vendors and helping identify the right fit.
Documenting, aligning and adjusting: A business analyst maintains the overview whilst diving into the details. You need to spot patterns, understand dependencies and assess impact.
Working with diverse stakeholders
Being a business analyst isn't just about mapping processes. What makes my work varied, and demanding, is navigating between vastly different stakeholders. One day you're speaking with a team leader focused entirely on operational processes, the next you're discussing API integrations or business rules with developers, and that same afternoon you're exploring system and process interactions with the business architect.
Success hinges on adapting your communication to your audience: knowing who you're speaking with, when, and in what language. Thorough preparation helps you choose the right approach for the right people. It's about sensing when technical depth is needed and when a visual representation will be more effective.
The power of soft skills
Business analysis isn't just about knowledge and technical content. It's about bringing people with you—and that's where soft skills make all the difference. Which ones matter most to me?
Active listening is how you truly understand how the business works. By asking open questions and regularly summarising what you've heard, you build trust and uncover information that genuinely matters.
Critical thinking means not accepting everything at face value. I've learned to probe deeper, make connections and have the courage to say when something won't work. That's how you maintain solution quality and avoid blind spots.
Empathy allows you to see things from different stakeholders' perspectives. It helps me build support and turn resistance into engagement.
Pragmatism helps me find workable solutions even when the ideal scenario isn't feasible. I always think in steps, stay realistic and keep the organisation's context front of mind.
Flexibility enables me to adapt to changing circumstances, priorities and insights. No project runs exactly as planned, so being able to pivot is crucial for any business analyst.
These soft skills are essential. You can learn technical capabilities, but you only earn trust through how you work, communicate and collaborate.
Trust: the foundation of change
Building trust is probably the most underrated skill a business analyst can have. From day one, you need to be professional, well-prepared and empathetic. By involving people, making small wins visible, understanding their language and then speaking it yourself, you create the support needed for lasting change.
My key lesson
My experience shows that business analysis isn't a supporting role but the foundation of every successful digital transformation. With the right combination of analytical insight, communication skills and trust-building, you can move from insight to action and from strategy to execution.
Our role connects IT and business, shaping the optimal way of working for any organisation. It's challenging work, but every day you see how organisations need clear insights to build future-ready digital solutions.
Business analysts in action: our projects
Our business analysts play pivotal roles in diverse digital transformation projects, including:
Banking – Digitalising the 'Close Account' journey, including analysis and redesign, mapping all touchpoints, creating a roadmap and delivering a scalable MVP.
Maritime – Implementing a resource planning tool, analysing AS IS/TO BE processes, documenting integrations, working closely with engineers and supporting data migration.
Insurance – Developing a new broker portal in Salesforce, streamlining processes and improving collaboration with intermediaries.
Automotive – Transitioning to a new Salesforce platform for car repair management, identifying and optimising all relevant business processes.
These projects illustrate how our business analysts bridge business and IT to make digital transformations genuinely succeed.
Want to discover how we can support your organisation with similar challenges? Get in touch for an exploratory conversation.
Are you a business analyst keen to make an impact on challenging projects? We'd love to meet you!
