Dami Junaid
Senior Business Analyst
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Dami Junaid is a Senior Business Analyst and Product professional with 9+ years of experience leading digital transformation initiatives across startups, mid-size organisations, and Fortune 500 companies. She has worked across Healthcare, Life Sciences, Retail (E-commerce), Automotive, Transportation, and Finance, supporting both B2C and B2B organisations through complex product and delivery challenges.
She specialises in product discovery, business analysis, and strategy under ambiguity. Her work focuses on helping teams clarify problems before solutions are built, surface delivery risks early, and translate user and business needs into actionable outcomes. Her approach is iterative, user-centred, and grounded in critical thinking.
Having lived and worked across three continents (North America, Africa, and Europe), Dami brings something many teams don’t often have in the room: a global perspective shaped by lived experience, not just frameworks. She is particularly passionate about helping organisations navigate complexity, bridge communication gaps and build practical solutions.
Outside of work, Dami enjoys solo travel, exploring new cultures, singing, and swimming — experiences that continue to shape her curiosity, adaptability, and people-centred approach to problem-solving.
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Area of Expertise
Mind The Gap: Using User Journey Mapping to De-Risk Digital Transformation
Digital transformation often fails not because of poor technology, but because misalignment between user reality and organisational assumptions goes unseen until it’s too late. In this session, I’ll share a real-world case study (LMS platform) where user/customer journey mapping was used not as a UX artefact, but as a business analysis tool to expose delivery risk early.
By layering current-state and future-state journeys side by side in a live workshop, users and managers were able to surface pain points, gaps, and quick wins themselves. This created shared understanding, accelerated prioritisation, and laid the groundwork for smoother change management.
This session reframes user journey mapping as a powerful, underused technique for requirements elicitation, stakeholder alignment, and transformation success.
Key takeaways:
a. Why user journey maps are delivery risk tools, not just UX diagrams
b. How layering “as-is” and “to-be” journeys exposes misalignment early
c. How user journey mapping accelerates buy-in, prioritisation, and change readiness
Closing Panel / 15 Years of Business Analysis / Looking back to move forward
How has the role of the business analyst changed over the past 15 years, and where is it headed? Join this panel discussion with experienced practitioners as we reflect on the evolution of the profession, from traditional requirements- and delivery-focused work to a strategic, advisory, and change-enabling role.
Panellists will share personal experiences, lessons learned, and insights into key influences, like agile, digital transformation, product thinking, and the rise of data-driven decision-making. We’ll also explore the accelerating momentum around AI as a decision partner and strategic BA, and what they mean for the future of business analysis.
This session is designed to spark reflection, dialogue, and practical takeaways. Whether you’re a seasoned BA or just starting your career, you’ll leave with a fresh perspective on the past, present, and future of the profession.
Beyond the BABOK and AI Hype: Why Adaptability Is the BA’s Real Superpower
As digital transformation accelerates and AI tools become increasingly embedded in delivery work, the role of the Business Analyst is often reduced to following frameworks or automating outputs. This session challenges that narrative.
Drawing on real experiences across organisations, cultures, and delivery environments, I explore how rigidity, whether in strict adherence to textbooks, templates, or AI-driven outputs, can quietly increase delivery risk. Through practical cross-cultural stories and examples, this session reframes adaptability as a core BA capability rather than a “soft” skill.
The session invites BAs to reflect on how they apply frameworks, how they use AI, and how they exercise judgment in complex environments, without losing critical thinking.
Key messages:
a. Frameworks and AI are tools, not substitutes for critical thinking
b. Rigid analysis increases risk in complex, uncertain environments
c. Strong BAs adapt their approach to context, culture and stakeholders
BA & Beyond 26 Sessionize Event
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