Digital Business Analyst

The Digital Business Analyst acts as the critical link between the business and digital delivery, ensuring that their website, mobile app and supporting platforms effectively meet customer needs and business objectives. The role leads requirements gathering, customer journey analysis and solution design across the digital product lifecycle, working under the direction of the Product Owner (Digital Platforms) to translate roadmap priorities into clear, deliverable requirements.

The role provides clarity from ambiguity - translating business and customer needs into user stories, functional specifications and testable requirements - acting as the bridge between business stakeholders, developers, UX designers and third-party suppliers.

Main duties

• Act as the key interface between the business’s stakeholders, developers and third-party suppliers and engage with them to identify business challenges, opportunities and requirements for digital products
• Build strong working relationships across Digital, Marketing, IT and Customer Services and translate business needs into clear user stories, functional and technical specifications
• Facilitate workshops, interviews and discussions to elicit clear requirements and gather and analyse customer, business and technical requirements for websites, mobile apps and supporting platforms
• Define project scope, objectives, benefits, dependencies and success measures as well as maping customer journeys and digital user experiences and documenting current (As-Is) and future (To-Be) business processes to support digital change
• Identify opportunities to improve customer engagement, conversion and operational efficiency whilst ensuring solutions proposed are practical, scalable and aligned to business objectives, customer needs and technical capabilities
• Support the delivery of website and mobile app enhancements, migrations and new product initiatives from concept through to implementation
• Work closely with developers, UX designers, the Product Owner and third-party suppliers to design solutions ensuring requirements are clearly understood and correctly implemented and support system configurations, testing and deployment activities where relevant
• Define and format requirements to support User Acceptance Testing (UAT) and develop test scripts and validate system functionality against requirements
• Support colleagues and end users during procurement and testing through analysis and documentation of requirements and test results to assist in issue resolution pre and post-implementation
• Analyse digital analytics data (e.g. Google Analytics, Adobe Analytics or equivalent) to identify trends and opportunities and provide insight to support decision-making and data-driven improvements to digital platforms

• Minimum 3 years’ Business Analysis experience delivering digital products, websites, mobile applications or customer-facing technology solutions
• Strong experience writing user stories, acceptance criteria and functional specifications
• Experience working within Agile delivery environments
• Experience with website redesigns, platform migrations and mobile app development projects
• Understanding of UX principles, customer journey mapping and usability testing
• Strong stakeholder engagement and communication skills