“The real benefits of BA/UX collaboration is making a product users want to use! A product that rocks their world! A product that even makes your company money! A product that improves work processes, reduces errors, gets the information to the user the quickest, or whatever your goals are. It will achieve these objectives simply by focusing on the users’ needs and understanding how they relate to your business goals and needs. Oh, not to mention that it will also result in BAs and UX professionals with expanded skill sets and a new lense to look through!” (Evantage)