While I have a technical background I have always been intrigued by Customer / User Experience. This is fundamental to all context of engagement - internal knowledge sharing and information dissemination, documentation of requirements and artefacts, external marketing and branding consistencies, content, customer service - continuously critiquing the engagement of our product offering through the customer’s (or user’s) lens. My business analysis skills of stakeholder engagement, gap analyses, requirements gathering and documentation, have grown and evolved to also include roadmap strategies, OKRs, writing user stories and test cases, story mapping and ticket estimations, backlog management and sprint planning. This also includes close internal collaborations with designers, developers, and testers, to ensure timely releases of planned deliverables. Projects I have led or have been involved with include a loyalty program revamp for a full-service airline and a major supermarket brand, loyalty marketing for major retailers, customer-service and customer-advocacy and digital strategies - breaking down the customer journey experience and mapping out the touch-points of brand interactions, and ultimately the conversion decisions.