Digital Products Senior Business Analyst

Tour Partner Group; Greater London; On-site; GBP 50,000 - 70,000; Full time

Job summary

A leading DMC in the UK is seeking a passionate Digital Products Senior Business Analyst in London. In this full-time role, you will work with a UX Expert to enhance CRM adoption and AI-driven initiatives. Responsibilities include facilitating workshops, documenting processes, and translating user insights into actionable requirements. Ideal candidates will have 4+ years of experience in business analysis, strong empathy, and collaboration skills, particularly in the travel or hospitality industries. Join our dynamic team to deliver tailored travel experiences for clients.

Qualifications

• 4+ years’ experience as a Business Analyst in customer-facing or commercial systems.
• Design Thinking or human-centred design experience.
• Proven ability in user research and synthesis.
• Experience documenting processes visually.
• Strong facilitation skills with diverse stakeholders.
• Excellent communication across business and technical audiences.
• Curiosity in understanding how people work.
• Comfort with working in ambiguous discovery modes.
• Proficiency with collaboration tools.
• Experience in travel or hospitality industry.
• Experience with CRM implementations.
• Exposure to AI/ML products.
• Experience capturing knowledge for management systems.
• Agile methodology experience.
• Change management awareness or certification.

Responsibilities

• Partner with UX Expert for Design Thinking workshops.
• Conduct contextual inquiry to observe user behaviors.
• Document current-state processes using journey maps.
• Identify gaps between official process and actual work.
• Synthesize research insights for solution design.
• Challenge assumptions to understand real needs.
• Work with sales teams to document quote-to-win processes.
• Translate user knowledge into structured requirements.
• Define user stories and acceptance criteria.
• Support User Acceptance Testing.
• Document changes required for CRM workflow improvements.
• Create training needs analysis.
• Establish adoption metrics and reports.
• Support change management efforts.
• Translate insights into functional requirements.
• Manage traceability of requirements.
• Facilitate alignment among competing stakeholder priorities.
• Communicate effectively with technical and business audiences.
• Design UAT scenarios based on real user workflows.
• Support post-launch measurement of user adoption.

Skills

Business Analyst experience

Design Thinking

User research

Facilitation skills

Excellent communication

Curiosity and empathy

Comfort with ambiguity

Proficiency in collaboration tools

Travel or hospitality industry experience

CRM implementations experience

Exposure to AI/ML products

Experience capturing tacit knowledge

Agile methodology experience

Change management awareness

Tools

Miro

Figma

Confluence

Jira

Job description

Digital Products Senior Business Analyst

• Full time
• Project Management Office

We are looking for a passionate and dynamic Digital Products Senior Business Analyst to join our team in London, UK. In this role, you will be embedded in the Digital Products team, working closely with the UX Expert to run workshops, map processes, and turn user insights into clear, actionable requirements. Your focus will be on two flagship initiatives, the AI CoPilot and the CRM Adoption Programme, helping teams improve how they quote, use CRM, and adopt new ways of working. Through observation, workshops, and questioning assumptions, you will identify friction points and design workflows that make technology easier and more natural to use. You will work as part of a collaborative, international team, creating memories that last a lifetime for our clients and their customers.

Tour Partner Group is a leading DMC for the UK, Ireland, the Nordics and Baltics. We bring together more than 300 destination specialists, designing B2B travel for Groups and FIT. Along with our MICE division, HORIZONS by Tour Partner Group, we are the experts in creating authentic experiences and memories that last a lifetime.

We have offices in London, Edinburgh, Dublin, Copenhagen, and Phoenix. Our mission is to deliver personally tailored, authentic tours. Perfectly.

What will I be doing?

• Partner with UX Expert to facilitate Design Thinking workshops with sales, operations, and commercial stakeholders
• Conduct contextual inquiry – observe users in their actual work environment to understand real behaviours, workarounds, and pain points
• Document current-state processes through journey maps, service blueprints, and process flows
• Identify the gap between "official process" and "how work actually gets done"
• Synthesise research findings into actionable insights that inform solution design
• Challenge stakeholder assumptions – dig beneath surface requests to understand underlying needs
• Work with Groups sales teams to document the quote-to-win process in granular detail
• Capture tacit knowledge that experienced sales reps carry: destination expertise, supplier preferences, pricing intuition, client relationship nuances
• Translate this knowledge into structured requirements for RAG knowledge bases (working with Data Product Owner)
• Define user stories and acceptance criteria for AI CoPilot features: email parsing, itinerary generation, margin optimisation, win probability
• Specify how AI suggestions should be presented, accepted, modified, or rejected by users
• Support UAT – design test scenarios that validate AI outputs match real-world expectations
• Document edge cases and exceptions that AI must handle gracefully
• Conduct adoption diagnostics – understand why current CRM usage is low (process friction, data quality, training gaps, cultural resistance)
• Map the customer lifecycle and identify where CRM should be the natural system of record
• Document workflow changes required to make CRM usage effortless and valuable
• Define automation opportunities – where can system integrations eliminate manual CRM updates?
• Create training needs analysis and support training material development
• Establish adoption metrics and reporting – what does "genuine adoption" look like beyond login counts?
• Support change management by identifying adoption champions and resistance points
• Translate discovery insights into clear functional requirements for development teams and external partners
• Write user stories with robust acceptance criteria grounded in observed user needs
• Manage requirements traceability – ensure what gets built connects back to validated user problems
• Facilitate alignment across stakeholders with competing priorities (Sales, Operations, Finance, IT)
• Communicate in business language with commercial stakeholders and technical language with developers
• Support solution design sessions, bringing user perspective to technical discussions
• Design UAT scenarios based on real user workflows, not just functional specifications
• Coordinate user testing sessions and capture feedback systematically
• Support post-launch measurement – are users adopting? Are outcomes improving?

What skills do I need?

• 4+ years’ experience as a Business Analyst, ideally in customer-facing or commercial systems (CRM, sales tools, booking platforms)
• Design Thinking or human-centred design experience – workshop facilitation, user research, journey mapping
• Proven ability to conduct user research: contextual inquiry, interviews, observation, synthesis
• Experience documenting processes as journey maps, service blueprints, or similar visual formats (not just traditional process flows)
• Strong facilitation skills – ability to run workshops with diverse stakeholders and navigate competing perspectives
• Excellent communication skills – able to translate between business and technical audiences
• Curiosity and empathy – genuine interest in understanding how people work and why
• Comfort with ambiguity – able to work in discovery mode where the solution isn't predefined
• Proficiency in collaboration tools (Miro, Figma, Confluence, Jira)
• Travel or hospitality industry experience
• Experience with CRM implementations or adoption programmes (Salesforce, SugarCRM, HubSpot)
• Exposure to AI/ML products – understanding of how to define requirements for AI-assisted features
• Experience capturing tacit knowledge or subject matter expertise for knowledge management systems
• Agile methodology experience (Scrum, Kanban) in product teams
• Change management awareness or certification (Prosci, APMG)