Empower Yourself by Negotiating for Users
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Carol Smith presented on negotiating for users. She emphasized preparing with research on the other parties, focusing on shared interests rather than positions, and inventing multiple options. Having a strong best alternative to a negotiated agreement (BATNA) gives more power in negotiations. Smith provided examples of negotiations and highlighted remembering your BATNA, finding compromises, and practicing negotiations.
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Empower Yourself by Negotiating for Users
- 1. E m p o w e r Yo u r s e l f : Negotiate for the User Presented by Carol Smith User Focus 2012, Chevy Chase, MD @carologic #NegotiateForUsers
- 2. Great Social Skills = Great Experiences
- 3. Negotiation #1
- 4. Page 4 What Does it Feel Like? http://www.womendontask.com/stats.html
- 5. Page 5 •Unprepared •Feel Cornered •Lack of practice What are the Issues? •Concerns about process http://creativecommons.org/licenses/by-nc/2.0/ http://www.flickr.com/photos/davidclow/ http:///www.flickr.com/photos/davidclow/4985160810/sizes/o/in/photostream
- 8. Fisher, Roger and William L. Ury. (1981) “Getting to YES: Negotiating Agreement Without BATNA Best Alternative to a Negotiation Agreement •Course of action that will be taken if: • Current negotiations fail • Agreement cannot be reached •Not the same as the walk away point Giving In.” Penguin Group. Page 8
- 9. Fisher, Roger and William L. Ury. (1981) “Getting to YES: Negotiating Agreement Without BATNA Benefits •Better standard to measure agreements •Protects you from: • Accepting terms too unfavorable • Rejecting terms in your interest to accept •Permits exploration of imaginative solutions Giving In.” Penguin Group. Page 9
- 10. Situation 1
- 11. Page 11 This is Jay http://www.flickr.com/photos/chriszerbes/6151267914/sizes/o/in/pool-70823775@N00/ http://creativecommons.org/licenses/by-nc-nd/2.0/ http://www.flickr.com/photos/chriszerbes/
- 12. Page 12 This is Laura http://creativecommons.org/licenses/by-nc-sa/2.0/ http://www.flickr.com/photos/happykatie/2459583180/sizes/o/in/photostream/ http://www.flickr.com/photos/happykatie/
- 13. They Both Want to Work Here Page 13
- 14. On Paper They Look the Same Page 14
- 15. Preparation Jay Laura Thinking of the future Wants to make more – Desired income $75,000 $72,000 would be nice BATNA = Stay at current job No identified BATNA Page 15
- 16. They apply for the position and… They both get offers! Page 16
- 17. Here’s the thing Jay Laura Offered $70,000 Offered $70,000 Negotiates up “Close enough” Gets $77,000 Gets $70,000 Both get a raise of 3% each year Page 17
- 18. As They Continue to Work Jay Laura •After 5 yrs $89,264 •After 5 yrs $81,121 •After 10 $103,482 •After 10 $94,862 •After 15 $119,964 •After 15 $109,019 Page 18
- 19. BATNA’s Can be Silent •Neither needed to mention BATNA •Both negotiating with same people •Different outcomes •Keep your goals fixed in your mind •Do not accept •Carefully consider the first offer • Women need to ask for each other Page 19
- 20. Situation 2
- 21. Page 21 I Love my Minivan http://tractors.wikia.com/wiki/Dodge_Caravan
- 22. Ideal Outcome Dealer Me Make $ Fixed and Happy for free or cost Customer of labor Page 22
- 23. BATNA Dealer Me Get fixed Satisfied somewhere else Customer or deal with the heat. Page 23
- 24. Negotiation Dealer Me • Great BATNA • Weaker BATNA • $975 to fix • BATNA = keys please • Asks what he can do? • I offer to pay a little more than labor. • Comes back - $200 to fix! • Better than my BATNA! Page 24
- 25. Outcome Dealer Me Less money, Air but Satisfied Conditioning! Customer Page 25
- 26. Compromise is Goal No Losers!
- 27. Fisher, Roger and William L. Ury. (1981) “Getting to YES: Negotiating Agreement Without Make your BATNA Work Best Alternative to a Negotiation Agreement •The better your BATNA, the greater your power •Judge every offer against your BATNA •They have a strong BATNA? • Advance your respective interests Giving In.” Penguin Group. Page 27
- 28. When your BATNA is awesome… Why you are negotiating?
- 29. How About UX?
- 30. UX is ~50% Female •Potential disadvantage (PM, Devs, etc.) •Disparities in negotiation skill and comfort •Fail at negotiating on their behalf •Hurt user’s experience •You are their advocate •Speak up! Page 30
- 31. Negotiate from the Beginning •Scope of project •Resources •Methods •Recommendations •Implementation Page 31
- 32. Prepare with Research •Who are you dealing with? •What is important to them? • ROI, cost savings, schedule, etc. •Preferred negotiation strategies •Research to back up your position Page 32
- 33. Separate PEOPLE from the Problem http://www.collegehumor.com/article/6661424/job-interview-dos-and-donts •Not about people • Minimize emotions – be neutral •Match culture to minimize misunderstandings • Clothing, attitude, etc. Page 33
- 34. Focus on Shared Interest, Not Positions •Make a great experience •Benefits for user and organization •Savings of time, money, resources, effort, etc. •Watch your pronouns • We not them Page 34
- 35. Invent Multiple Options •Mutual gain within constraints Cost Time/Schedule Resources/People Level of Insights Page 35
- 36. Use Objective Criteria & Standards •Best practices •Case studies •Web analytics •SUS Score •Develop internal measurements Page 36
- 37. Situation 3
- 38. Situation Team Leader You We don’t We can’t have time afford not to for UX do UX Page 38
- 39. Ideal Outcome Team Leader You On time, on budget Great UX! & good UX Page 39
- 40. BATNA Team Leader You On time, As good UX as on budget, we’ll possible within fix UX later constraints Page 40
- 41. Consider Options – Agree on Solution •Conduct guerrilla utest •Quick study recommendations •Work ahead for next project Page 41
- 42. Result Team Leader You Ideal BATNA Page 42
- 43. Review •Identify and remember your BATNA •Negotiation is about compromise •Find the BEST solution for everyone •Practice Page 43
- 45. Recommended Readings 4 Page 45 5
- 46. References •Babcock, L. and Sara Laschever. (2008). “Ask For It: How Women can use the Power of Negotiation to Get What They Really Want.” Bantam Books. •Godin, Seth. (2010) “Linchpin: Are you Indispensable?” Penguin Group. •Ury. William L. (1991) “Getting Past NO: Negotiating in Difficult Situations.” Bantam. •Fisher, Roger and William L. Ury. (1981) “Getting to YES: Negotiating Agreement Without Giving In.” Penguin Group. •Kennedy, Gavin. (2004). “Essential Negotiation.” The Economist and Profile Books LTD. •Lavington, Camille. (2004) “You’ve Only Got Three Seconds: How to make the right impression in your business and social life.” Doubleday. •Lewicki, Roy J., et. Al. (2004) “Essentials of Negotiation.” McGraw-Hill Irwin. •Young, Ed. (2011) “Justice is served, but more so after lunch: how food-breaks sway the decisions of judges.” Discover Magazine. http://blogs.discovermagazine.com/notrocketscience/2011/04/11/justice-is-served- but-more-so-after-lunch-how-food-breaks-sway-the-decisions-of-judges/ Retrieved on October 24, 2011. Page 46
- 47. Contact Carol @carologic Email: carolj_smith@goodyear.com slideshare.net/carologic speakerrate.com/speakers/15585-caroljsmith Page 47
Editor's Notes
- When asked to pick metaphors for the process of negotiating, men picked "winning a ballgame" and a "wrestling match," while women picked "going to the dentist."