When I first started as a BA, I thought business analysis was supposed to be about models, requirements, and process maps. Get into the details, map the flows and get perfect requirements. But I soon realised, that none of that really mattered if no one understood it.
Because how I see it now, business analysis isn’t only about diagrams and documents. It is about our stakeholders. We as BA’s need to understand what they do, why they do it, and how we can help them do it better. And we document it and show it to our stakeholders.
But getting into those meetings and presenting your findings and noticing nobody gets excited about your nicely put together slides.. kinda sucks.
I learned this the hard way—watching blank faces in meetings, seeing stakeholders check their phones halfway through my perfect (ahum) presentation. It annoyed me, so I started to read up on how I could change it and once I figured out how to bring storytelling into my analysis, everything changed.
Let me show you why storytelling is the secret weapon of a great Business Analyst
Why storytelling matters in Business Analysis
Storytelling makes you connect better with your audience.
- It makes your analysis click with people who don’t speak BA.
- It turns dry data into real-world insight.
- It gets buy-in faster, because stakeholders finally see the problem.
Let me explain:
Two versions of the same analyses
The Case: Customer drops off during the check-out in E-Commerce
The ‘Dry’ BA Approach:
Analysis shows that 38% of users abandon the process at step 3 of checkout.
Users report that the registration takes too long.
Additionally, shipping costs are unclear.
Solution: Shorten the form and display shipping costs earlier.
Okay… This is clear, sure. But not at all getting the story across. Or even the urgency.
Now here’s what happens when you add storytelling:
The Storytelling version
Customers drop off. Not because they doubt the product or because they don’t want to buy. They do because somewhere along the way, we lose them.
During our analysis, we spotted something remarkable:
38% of customers leave right when they’re asked to enter their information.
They want to buy.
But the form asks for too much, and at that moment, it feels like a hassle, not a help.
Then comes another moment of friction: shipping costs.
When will they see them? How much are they? Why are they only shown so late?
These aren’t minor UX flaws. These flaws cost us thousands in lost revenue.
So here’s what we’re doing:
- We remove 5 of the 9 input fields in checkout
- We display shipping costs upfront—either on the product page or in step 1
These are small tweaks, but will make a big difference.
That’s how we turn intent to buy into actual conversion.
What just happened?
Why did the second version land better?
- We build tension – There’s a problem, and it’s costing us.
- We cast the user as the hero – We care about what the user is experiencing.
- We made it concrete – Abstract stats become relatable behaviors.
- We end with clarity – There’s a clear fix and it will benefit us!
It’s not fluff if you do it well, it’s making people understand.
How to start using storytelling in your analysis
1. Know your audience
- Understand who you are presenting to. Are they technical? Non-technical? What do they care about most. Revenue, user experience, compliance, efficiency?
- Speak their language. If you’re talking to finance, focus on numbers and savings. If you’re talking to user experience teams, focus on customer frustrations.
Example: If you’re presenting to a sales team, don’t just say “38% of users abandon checkout.” Say, “We’re losing 38 out of every 100 customers, people ready to buy, because of a frustrating checkout process.”
2. Find the real problem
- Go beyond the data. Ask “Why?” at least three times for every problem you identify.
- Use customer feedback, session recordings, or user interviews to find the emotional friction points.
Example: Instead of “Shipping costs are unclear,” try “Customers feel surprised and betrayed when they see the shipping costs last minute. It’s like a hidden fee.”
3. Paint a picture
- What I think helps is walking your stakeholder through a real customer’s experience. Use phrases like:
- “Imagine this: You’ve added an item to your cart, you’re excited… but then…”
- “Picture this: A customer wants to buy, but halfway through, they hit a wall…”
Example:
Instead of saying, “The form is too long,” say,
“A customer, Sarah, is trying to buy her kid’s birthday gift. But halfway through, the form asks for her full address, phone number, and even her date of birth. It feels like a chore instead of a quick buy.”
4. Too many numbers reduce impact. Use them wisely.
- Numbers don’t speak for themselves—people do. Don’t throw a stat without context.
- Combine the date with a story. Visualise things. “38% of users leave at step 3. That’s 380 out of every 1,000 customers. Imagine 380 people turning around and walking out of a store.”
5. Create a “Before and After” moment
- Make the problem feel urgent, but also show a clear solution. This is the where the real value comes in.
- Before you will show them the frustration, confusion, lost sales.
- After you showed them that simplicity builds trust, leading to higher conversions.
Example:
Before: Customers click “Checkout,” but are met with a long, demanding form. They leave, because they are frustrated.
After: The checkout is smooth, really just the essentials. Customers see shipping costs upfront, feel confident, and complete their purchase.
6. Practice Out Loud (Yes, seriously)
- After you’re done typing the story, say it out loud. Yes, it’s akward, but try it. You will find out where it doesn’t work.
- Notice where it sounds stiff or boring. Change those parts.
The Takeaway
Storytelling changed everything for me. It’s not just about making analysis look nice—it’s about making it connect. It’s how I went from seeing blank stares in meetings to seeing nodding heads and real discussions. It’s how I stopped just presenting problems and started getting people to care about solving them.
So next time you’re getting ready to present, remember. It’s about the story those facts tell.
Stay curious,
Jessica
The BA Chronicles 
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