This document outlines a process for providing constructive critiques of designs and experiences. It involves the presenter pitching their idea in 30 seconds while specifying what they do and do not want feedback on. The audience then asks questions and provides comments on sticky notes. The presenter receives feedback by asking what resonates and what concerns the audience, and the audience provides critiques, questions, and potential solutions rather than just criticisms. The goal is for an open dialogue to help the presenter gain new insights.

1. Esri User Experience Team
Pitch & Critique
Frank Garofalo
Esri User Experience Team

2. credit
• This presentation is based on a session at
SXSW Interactive 2012
by Fred Beecher (Evantage), Krista Sanders (Google),
Russ Unger (UserGlue), and Brynn Evans (Google).
• http://schedule.sxsw.com/2012/events/event_IAP13716

3. overview & objective
• Embrace critiques for other individuals through a focused
process.

4. process: the pitch
• I want a critique of…. (something specific)
• I don’t want a critique of… (specific things)
• Set-up context in 30 seconds

5. process: the context
• The Challenge
+ user considerations
+ technical constraints
CONTEXT
• Additional considerations:
• Before using the system / application
• After using the system / application

6. process: set-up
• Have the audience write questions / comments on sticky-
notes
• If their questions / comments haven’t been addressed by
the end of the pitch, then ask

7. Ask, Give,
& Receive

8. ASK
• What about this design resonates with you?
• What concerns you?
• Additional:
• Comments / questions on sticky-notes
• If there are print-outs, use red and green highlighters to
mark good elements and questioned / concerned
elements.

9. GIVE
• Good critique is a constant dialogue
• Ask questions
• No lobbing bombs
• For each concern / problem element, provide 1 possible
solutions / alternative

10. RECEIVE
• Gain new insights & a fresh perspective
• Don’t knock it
• Be a listen-aholic