Dami Junaid, MBA

Digital transformation often fails not because of poor technology, but because misalignment between user reality and organisational assumptions goes unseen until it’s too late. In this session, I’ll share a real-world case study (LMS platform) where user/customer journey mapping was used not as a UX artefact, but as a business analysis tool to expose delivery risk early. By layering current-state and future-state journeys side by side in a live workshop, users and managers were able to surface pain points, gaps, and quick wins themselves. This created shared understanding, accelerated prioritisation, and laid the groundwork for smoother change management. This session reframes user journey mapping as a powerful, underused technique for requirements elicitation, stakeholder alignment, and transformation success.

As digital transformation accelerates and AI tools become increasingly embedded in delivery work, the role of the Business Analyst is often reduced to following frameworks or automating outputs. This session challenges that narrative. Drawing on real experiences across organisations, cultures, and delivery environments, I explore how rigidity, whether in strict adherence to textbooks, templates, or AI-driven outputs, can quietly increase delivery risk. Through practical cross-cultural stories and examples, this session reframes adaptability as a core BA capability rather than a “soft” skill. The session invites BAs to reflect on how they apply frameworks, how they use AI, and how they exercise judgment in complex environments, without losing critical thinking.