A company is developing a new mobile app to improve customer experience.

The correct answer is A. “Think as a Customer” requires the business analysis professional to understand customer needs, expectations, pain points, desired outcomes, and value perception before jumping into system design. In the early stages, the analyst should begin with broad customer needs and then progressively decompose them into features or requirements that can deliver value. Option B is too competitor-focused and may miss actual customer needs. Option C is technology-focused and premature unless technical constraints are the main issue. Option D moves too quickly into detailed system requirements and solution scope. Customer-focused analysis starts with the customer problem and desired experience, then translates that understanding into actionable solution features.

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