Addressing challenges in the initial stages of Business Intelligence with Design Thinking

Abstract: Business Intelligence (BI) can be a great source of advantage in a business decision process. However, as we move forward, data comes in a greater volume and variety than before which puts pressure on BI to utilize this complex data and take better decisions. From BI companies point of view, it is about creating as much value as possible for its customers and stakeholders. It can however be challenging creating value with data that does not correspond with the purpose, business- goals and needs as well as user- goals and needs. Setting up goals, desires, and an overall plan happens in the initial stages of the BI process. This thesis aims to investigate and characterize the possible challenges appearing in these initial stages and discuss a method for addressing these challenges. In consultation with a company within BI, the method chosen was Design Thinking (DT). The challenges of BI in the initial stages and DT relevant for this thesis was studied through a literature study as well as through qualitative interviews and a workshop-like approach. Since the goal of this thesis is to generate theory that can be further researched, grounded theory is used as a strategy. The interviews conducted was with four BI experienced persons, whereas one had experience in DT as well. The result of these interviews confirms, corroborate, and adds to the challenges in the initial stages of BI brought up in the literature study. Challenges such as extracting goals and needs, plan, involve and manage. A desire for a method of ensuring that value is created for the customers was expressed in the interviews. One of the interviewees had used DT-tools in an implementation project scenario before with success. Findings from literature review and interviews gave insights about common challenges in BI and that a human-centered method such as DT can address these challenges.