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Nastassia Shahun

Senior IT Business Analyst and Product Owner

Nastassia Shahun is a Senior IT Business Analyst and Product Owner specializing in complex, intelligent products across FinTech and eCommerce. Her work focuses on decision-making, product discovery, and aligning business and user intent in systems that increasingly act on behalf of users. She is an international conference speaker, writer, and mentor at global hackathons. As Editorial Lead at the IIBA Poland Chapter, she shapes content strategy and supports the development of the BA community.

Additional info:

You can explore more of my work and perspectives on Business Analysis, UX, and intelligent product design through my writing and professional profiles:

Keynote: The BA–UX Power Shift in the Age of Intelligent Products
As products become more intelligent, the real challenge is no longer designing features—it’s defining decisions.

This talk explores how the roles of Business Analysts and UX professionals are shifting in a world where systems can act, recommend, and decide. Rather than replacing these roles, intelligent products increase the need for clear thinking about boundaries, control, and responsibility.

We will look at how traditional user flows and requirements fall short, why decision boundaries matter more than functionality, and where BA and UX now lead—shaping what systems are allowed to do and when humans stay in control.

Key takeaway:
As products become more autonomous, BA and UX become decision architects—responsible for how products think, not just how they work.

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