Robert Fein: Pitching UX

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Golden rules for effective pitching, from demonstrating your idea to developing client chemistry.

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  • Request for InformationRequest for QualificationsPre Qualifying Questionnaire
  • Designed to allow the companies to determine how well they like each other and if there is “chemistry” between them
  • Designed to allow the companies to determine how well they like each other and if there is “chemistry” between them
  • multiple routes presented earlier on in the process at what were termed 'tissue meetings‘, nothing could be bought or sold in these meetings but they allowed an early airing for fresh ideas.tissue meeting was one in which the AM rep (or Matt) floated the format / pathfinder / approach by the client to get buy in and direcion
  • Solution is the Big idea with worked up examplesApproach is HOW you would go about doing it (e.g., waterfall, workshops, etc)  leads to Schedule
  • Hygiene factors are the boilerplate parts that go into pitch – usually in a long-hand doc Deliverable Definitions Your company’s approach (macro and UX) etc
  • Designed to allow the companies to determine how well they like each other and if there is “chemistry” between them
  • Handout #1 -- Slides
  • Request for InformationRequest for QualificationsPre Qualifying Questionnaire
  • Handout #2 -- RFIPurpose Dates / deadlines Outlined process
  • Designed to allow the companies to determine how well they like each other and if there is “chemistry” between them
  • Handout #3 -- RFPNote: Purpose Dates / deadlines Outlined process
  • Develop Q&A
  • Get Q&A back
  • Note: Purpose Dates / deadlines Outlined process
  • Develop a Solution with worked up examples and an ApproachDevelop a Schedule (don’t worry about cost)
  • Designed to allow the companies to determine how well they like each other and if there is “chemistry” between them
  • Pitch
  • Robert Fein: Pitching UX

    1. 1. Pitching User Experience<br />A high-speed practicum<br />
    2. 2. Some ground rules<br />Discussions are more fun than talks<br />Ask questions<br />Volunteer information<br />
    3. 3. Agenda<br />The Pitch Process<br />Practical Exercises<br />20 min<br />70 min<br />
    4. 4. The Pitch Process<br />
    5. 5. The Process<br />Stage 1<br />Stage 3<br />Stage 4<br />Stage 5<br />Stage 2<br />Objective<br />Get shortlisted<br />Objective<br />Get asked to pitch<br />Objective <br />Win<br />Objective <br />Start working<br />Objective<br />Get shorter-listed<br /><ul><li>Fill in company information
    6. 6. Identify problem
    7. 7. Find boundaries
    8. 8. Test the solutions
    9. 9. Approach
    10. 10. Hygiene factors
    11. 11. Schedule and Cost
    12. 12. Present interesting enough response
    13. 13. Show confidence / competence
    14. 14. Make client believe in team
    15. 15. Negotiations
    16. 16. Start fulfilling promises
    17. 17. Demonstrate sector expertise
    18. 18. Present case studies
    19. 19. Develop rapport
    20. 20. Ask questions</li></li></ul><li>Stage 1: RFI / RFQ / PQQ<br />Definition<br />Role for UX<br />Limited<br />Support for sales<br />Pre-initial Strategic thinking<br />Boilerplate responses / opportunity to make boilerplate <br />Client Interaction by UX<br />N/A<br />Note: Exercise later<br />Objective<br />Get shortlisted<br /><ul><li>Fill in company information</li></li></ul><li>Stage 2: Chemistry meeting<br />Definition<br />Role for UX<br />Supportive<br />Present Case Studies<br />Reveal expertise<br />Be professional but fun<br />Client Interaction by UX<br />Potentially significant<br />Objective<br />Get shorter-listed<br /><ul><li>Demonstrate sector expertise
    21. 21. Present case studies
    22. 22. Develop rapport
    23. 23. Ask questions</li></li></ul><li>Stage 3: RFP<br />Definition<br />Role for UX<br />Central / Heavy<br />(Co-)develop the “solution”<br />(Co-)develop the “approach”<br />Feed in on Schedule & Cost <br />Client Interaction by UX<br />Potentially significant<br />Objective<br />Get asked to pitch<br /><ul><li>Identify problem
    24. 24. Find boundaries
    25. 25. Test the solutions
    26. 26. Approach
    27. 27. Hygiene factors
    28. 28. Schedule and Cost</li></li></ul><li>Stage 3: RFP<br />Responsibilities for UX<br />Read the brief<br />Look for key words / terms – either for strategic steer or are potentially costly in money or scope<br />Develop initial strategic thinking<br />Make list of questions<br />Note: exercise later<br />Objective<br />Get asked to pitch<br /><ul><li>Identify problem
    29. 29. Find boundaries
    30. 30. Test the solutions
    31. 31. Approach
    32. 32. Hygiene factors
    33. 33. Schedule and Cost</li></li></ul><li>Stage 3: RFP<br />Responsibilities for UX<br />Submit Q & A<br />Get responses back <br />modify initial strategic thinking<br />Note: exercise later<br />Objective<br />Get asked to pitch<br /><ul><li>Identify problem
    34. 34. Find boundaries
    35. 35. Test the solutions
    36. 36. Approach
    37. 37. Hygiene factors
    38. 38. Schedule and Cost</li></li></ul><li>Stage 3: RFP<br />“Tissue Meeting”<br />Responsibilities for UX<br />Provide input for senior sales lead(s)<br />Get responses back <br />modify initial strategic thinking<br />Objective<br />Get asked to pitch<br /><ul><li>Identify problem
    39. 39. Find boundaries
    40. 40. Test the solutions
    41. 41. Approach
    42. 42. Hygiene factors
    43. 43. Schedule and Cost</li></li></ul><li>Stage 3: RFP<br />Responsibilities for UX<br />(Co-)develop the “solution”<br />(Co-)develop the “approach”<br />Agree deliverable format<br />Write / Draw / Do work (intensely)<br />Note: exercise later<br />Objective<br />Get asked to pitch<br /><ul><li>Identify problem
    44. 44. Find boundaries
    45. 45. Test the solutions
    46. 46. Approach
    47. 47. Hygiene factors
    48. 48. Schedule and Cost</li></li></ul><li>Stage 3: RFP<br />Responsibilities for UX<br />Repurpose boilerplate<br />Write anew<br />Objective<br />Get asked to pitch<br /><ul><li>Identify problem
    49. 49. Find boundaries
    50. 50. Test the solutions
    51. 51. Approach
    52. 52. Hygiene factors
    53. 53. Schedule and Cost</li></li></ul><li>Stage 3: RFP<br />Responsibilities for UX<br />Create high-level schedule for UX<br />Feed in on overall Schedule & Cost <br />Approach made “real”<br />At least in Gantt charts<br />Note: exercise later<br />Objective<br />Get asked to pitch<br /><ul><li>Identify problem
    54. 54. Find boundaries
    55. 55. Test the solutions
    56. 56. Approach
    57. 57. Hygiene factors
    58. 58. Schedule and Cost</li></li></ul><li>Stage 4: Pitch<br />Definition<br />Role for UX<br />Central<br />Present Thinking <br />Solution<br />Supporting materials<br />Demonstrate absolute mastery of material and craft<br />Be a “we” not an “I”<br />Client Interaction by UX<br />Significant<br />Note: exercise later<br />Objective <br />Win<br /><ul><li>Present interesting enough response
    59. 59. Show confidence / competence
    60. 60. Make client believe in team</li></li></ul><li>Stage 5: Post-pitch<br />Definition<br />Role for UX<br />Binary (None and Heavy)<br />Demonstrate competency on first tasks (e.g., requirements)<br />Client Interaction by UX<br />Binary (None and Heavy)<br />Objective <br />Start working<br /><ul><li>Negotiations
    61. 61. Start fulfilling promises</li></li></ul><li>Any Questions?<br />
    62. 62. Practical Exercises<br />
    63. 63. Practical Exercises<br />Split up into groups of 4<br />Lightening work<br />
    64. 64. Practical Exercises<br />RFI / RFQ / PQQ Exercise<br />RFP Exercise 1 – Identify Problem<br />RFP Exercise 2 – Find Boundaries<br />Break (5 minutes)<br />RFP Exercise 3 – Approach & Schedule<br />Pitch Exercise<br />7+3 minutes<br />7+3 minutes<br />5 minutes<br />5 minutes<br />5+20 minutes<br />3 minutes each<br />
    65. 65. Practical Exercises<br />RFI / RFQ / PQQ Exercise<br />RFP Exercise 1 – Identify Problem<br />RFP Exercise 2 – Find Boundaries<br />Break (5 minutes)<br />RFP Exercise 3 – Approach & Schedule<br />Pitch Exercise<br />7+3 minutes<br />7+3 minutes<br />5 minutes<br />5 minutes<br />5+20 minutes<br />3 minutes each<br />
    66. 66. Stage 1: RFI / RFQ / PQQ<br />Definition<br />Role for UX<br />Limited<br />Support for sales<br />Pre-initial Strategic thinking<br />Boilerplate responses / opportunity to make boilerplate <br />Client Interaction by UX<br />N/A<br />Example<br />Note: Exercise later<br />Objective<br />Get shortlisted<br /><ul><li>Fill in company information</li></li></ul><li>RFI / RFQ / PQQ Exercise – review and understanding<br />(7+3 minutes)<br />
    67. 67. Practical Exercises<br />RFI / RFQ / PQQ Exercise<br />RFP Exercise 1 – Identify Problem<br />RFP Exercise 2 – Find Boundaries<br />Break (5 minutes)<br />RFP Exercise 3 – Approach & Schedule<br />Pitch Exercise<br />7+3 minutes<br />7+3 minutes<br />5 minutes<br />5 minutes<br />5+20 minutes<br />3 minutes each<br />
    68. 68. Stage 3: RFP<br />Definition<br />Role for UX<br />Central / Heavy<br />(Co-)develop the “solution”<br />(Co-)develop the “approach”<br />Feed in on Schedule & Cost <br />Client Interaction by UX<br />Potentially significant<br />Objective<br />Get asked to pitch<br /><ul><li>Identify problem
    69. 69. Find boundaries
    70. 70. Test the solutions
    71. 71. Approach
    72. 72. Hygiene factors
    73. 73. Schedule and Cost</li></li></ul><li>Stage 3: RFP<br />Responsibilities for UX<br />Read the brief<br />Look for key words / terms – either for strategic steer or are potentially costly in money or scope<br />Develop initial strategic thinking<br />Make list of questions<br />Note: exercise later<br />Objective<br />Get asked to pitch<br /><ul><li>Identify problem
    74. 74. Find boundaries
    75. 75. Test the solutions
    76. 76. Approach
    77. 77. Hygiene factors
    78. 78. Schedule and Cost</li></li></ul><li>RFP Exercise 1 – Identify Problem<br />(7+3 minutes)<br />
    79. 79. Practical Exercises<br />RFI / RFQ / PQQ Exercise<br />RFP Exercise 1 – Identify Problem<br />RFP Exercise 2 – Find Boundaries<br />Break (5 minutes)<br />RFP Exercise 3 – Approach & Schedule<br />Pitch Exercise<br />7+3 minutes<br />7+3 minutes<br />5 minutes<br />5 minutes<br />5+20 minutes<br />3 minutes each<br />
    80. 80. Stage 3: RFP<br />Responsibilities for UX<br />Submit Q & A<br />Get responses back <br />modify initial strategic thinking<br />Note: exercise later<br />Objective<br />Get asked to pitch<br /><ul><li>Identify problem
    81. 81. Find boundaries
    82. 82. Test the solutions
    83. 83. Approach
    84. 84. Hygiene factors
    85. 85. Schedule and Cost</li></li></ul><li>RFP Exercise 2 – Find Boundaries<br />(5 minutes)<br />
    86. 86. 5 minute break<br />
    87. 87. Stage 3: RFP<br />Responsibilities for UX<br />Submit Q & A<br />Get responses back <br />modify initial strategic thinking<br />Note: exercise later<br />Objective<br />Get asked to pitch<br /><ul><li>Identify problem
    88. 88. Find boundaries
    89. 89. Test the solutions
    90. 90. Approach
    91. 91. Hygiene factors
    92. 92. Schedule and Cost</li></li></ul><li>Practical Exercises<br />RFI / RFQ / PQQ Exercise<br />RFP Exercise 1 – Identify Problem<br />RFP Exercise 2 – Find Boundaries<br />Break (5 minutes)<br />RFP Exercise 3 – Approach & Schedule<br />Pitch Exercise<br />7+3 minutes<br />7+3 minutes<br />5 minutes<br />5 minutes<br />5+20 minutes<br />3 minutes each<br />
    93. 93. Stage 3: RFP<br />Responsibilities for UX<br />(Co-)develop the “solution”<br />(Co-)develop the “approach”<br />Agree deliverable format<br />Write / Draw / Do work (intensely) <br />Responsibilities for UX<br />Create high-level schedule for UX<br />Feed in on overall Schedule & Cost <br />Approach made “real”<br />At least in Gantt charts<br />Note: exercise later<br />Objective<br />Get asked to pitch<br /><ul><li>Identify problem
    94. 94. Find boundaries
    95. 95. Test the solutions
    96. 96. Approach
    97. 97. Hygiene factors
    98. 98. Schedule and Cost</li></li></ul><li>RFP Exercise 3 – Approach & Schedule<br />(5+20 minutes)<br />
    99. 99. Practical Exercises<br />RFI / RFQ / PQQ Exercise<br />RFP Exercise 1 – Identify Problem<br />RFP Exercise 2 – Find Boundaries<br />Break (5 minutes)<br />RFP Exercise 3 – Approach & Schedule<br />Pitch Exercise<br />7+3 minutes<br />7+3 minutes<br />5 minutes<br />5 minutes<br />5+20 minutes<br />3 minutes each<br />
    100. 100. Stage 4: Pitch<br />Definition<br />Role for UX<br />Central<br />Present Thinking <br />Solution<br />Supporting materials<br />Demonstrate absolute mastery of material and craft<br />Be a “we” not an “I”<br />Client Interaction by UX<br />Significant<br />Note: exercise later<br />Objective <br />Win<br /><ul><li>Present interesting enough response
    101. 101. Show confidence / competence
    102. 102. Make client believe in team</li></li></ul><li>Pitch Exercise<br />(3 minutes each)<br />
    103. 103. Thank you<br />Some facts about Robert<br />Work history<br />6 ½ years in the US high-tech industry client-side<br />US West, Intel, Trilogy, Convio<br />9 ½ years in the UK <br />Sapient, FullSix, DNA, LBI, Seren, Electronic Ink, GrandUnion<br />On a wide variety of use domains<br />Web(B2C, B2B, B2E), Device, Mobile, Consumer software, Enterprise software, client-server, IVR<br />On a wide variety of industries<br />Retail, Grocery, Consumer Electronics, Government, Energy, Telecom, Leisure, Construction, Financial services, Non-profit<br />Educational History<br />He studied for a PhD in Cognitive Psychology but got bored at the final hurdle and decided work was better – one of the best decisions of his life<br />He is a proud father to Georgina<br />Robert M. FeinDirector of User Experience <br />grandunion<br />m: +44 (0)7803 605 666<br />t: +44 (0)20 7908 0708f: +44 (0)20 7908 0701 <br />Moray House23-31 Great Titchfield StreetLondon, W1W 7PAwww.thegrandunion.com<br />Note:He is looking to hire a Mid-weight and a Junior UX<br />

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