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Skills Workshop | Customer Insight

Saturday, May 23, 2020 -
8:45am to 12:00pm
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Skills Workshop | Customer Insight

IIBA® Ottawa-Outaouais is pleased to invite you to a half-day online workshop titled Customer Insight​, as part of the chapter's growing Skills Workshops and Masterclasses - a professional development series designed specifically for business analysts by business analysts.

Overview and Purpose

In this workshop we will look at the concept of understanding your customers, not by who they are, characteristics, but by what motivates them to act. We will also look at how one designs a value proposition, and offer of products and services to ensure product-market fit. To do this we will use the Strategyzer toolset and methods, primarily based on the value proposition canvas.

To work through these tools we will consider an illustrative case and do hands-on exercises designing our own business.

Workshop Objectives

Who should attend

Business analysts of all levels


  • 08:45 – 09:00 Registration and Chat
  • 09:00 – 10:00 Session 1: Overview of Customer Insight
  • 10:00 – 10:10 Break
  • 10:10 – 11:00 Session 2: Customer Profile (includes an exercise)
  • 11:00 – 11:10 Break
  • 11:10 – 12:00 Session 3: Design Value Proposition (includes an exercise)

CDUs / PD Hours

Each attendee at this workshop will be awarded 4 Professional Development hours towards certification or 4 Continuing Development Units towards recertification.


$20.00 for IIBA members | $25.00 for non-members


Online via Zoom

About the facilitators


Michael Lachapelle has more than 19 years experience in business design, enterprise business analysis, strategic management, and product and service innovation.

Michael has worked with clients from many sectors: private, public, not-for-profit, member-based organizations and government. His clients range from established multi-national organizations and businesses to small enterprises and early-stage startups. An independent consultant, Michael works with senior executives and founders helping them better align, communicate and change the way they do business. He coaches individuals and small teams; helps organizations implement business design methods, and facilitates product, service and business innovation initiatives.


To register, please use the Register Now button. Kindly ignore the 'Product not available' button below.

Registration closes on May 22.


Event Details: 
Skills Workshop | Customer Insight
Event Location: 
Virtual via Zoom
Kindly ignore the 'Product not available' button below.
20.00 CAD