Business Analysis: Visual thinking

Why visuals matter when describing problems and solutions

What’s the biggest impact a Business Analyst (BA) can have on a team? I’ve thought about this question a lot — probably more than I should! No matter the task, the real difference I have found comes down to one thing: clarity. Whether it’s clarifying the problem or the solution, bringing clarity is key. And one of the best ways to do that? By being visual.

In many projects, we often have long discussions with various stakeholders, gathering tons of valuable insights. Yet, despite all that knowledge, the results can sometimes be a vague, shared understanding of the problem at hand. That’s where visual thinking makes a difference. It helps us cut through the noise, define the problem clearly, and move towards a solution faster.

As Charles Kettering, inventor and holder of 186 patents, said:

A problem well-defined is a problem half-solved

Beyond standard models: Why simple visuals work best

As BAs, we’re trained in UML modelling and other standard diagrams. But here’s the thing — you don’t need to follow any formal notations to start visualizing problems. Personally, I turn to something as simple as a physical whiteboard or an online tool like Mural, where I can sketch out ideas freely.

If we’re working with user journeys, for instance, I like to start with a flowchart showing what users do today. This makes it easier to spot the pain points. The team then gets a clearer idea of where we need to focus.

Remember, one diagram can’t capture everything. Trying to cram all the details into a single picture can overwhelm your audience. Instead, use different visuals to highlight different aspects of the problem. It’s all about making it digestible.

Don’t wait for perfection: Show your work early

Visualizing is great, but it won’t help if you keep it to yourself. Don’t wait until everything looks perfect to share it with the team or stakeholders. Be bold — show your work early, even if it’s rough.

By doing this, you’ll get valuable feedback. The team can tell you what they’re curious about, and you can adjust your visuals accordingly. Stakeholders can also point out if you’ve missed the mark or misunderstood anything. A quick feedback loop is essential for getting it right.

Co-Creation: A Game Changer

Want to take it a step further? Co-create with your team! When you build visuals together, the feedback loop disappears. Imagine sketching a user journey with actual users — they’ll give you instant feedback, helping you refine your idea on the spot. Or working on an information model with engineers — this allows you to rapidly shift between problem and solution without the usual handoffs, which can often lead to knowledge gaps.

Another big benefit of co-creating is shared ownership. When everyone has a hand in the process, it becomes “our problem”, not “your problem”. There’s no room for blame — it’s all about collaboration and solving the issue together.

Visual Thinking Drives Better Results

Visual thinking isn’t about creating pretty diagrams. It’s about providing clarity, improving collaboration, and driving better decision-making. Whether you’re mapping out a user journey, breaking down complex processes, or sketching out solutions, being visual helps you communicate more effectively with your team and stakeholders.

So, next time you’re faced with a tough problem or need to explain a solution, reach for that whiteboard (or digital tool), and start visualizing. You’ll be amazed at how much faster — and clearer — everything becomes.