Empower Yourself: Negotiate for the User (Carol Smith)


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Given at UXPA-DC's User Focus Conference, Oct. 19, 2012

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  • 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."
  • Empower Yourself: Negotiate for the User (Carol Smith)

    1. 1. E m p o w e r Yo u r s e l f :Negotiate for the UserPresented by Carol SmithUser Focus 2012, Chevy Chase, MD @carologic #NegotiateForUsers
    2. 2. Great Social Skills =Great Experiences
    3. 3. Negotiation #1
    4. 4. Page 4 What Does it Feel Like? http://www.womendontask.com/stats.html
    5. 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
    6. 6. Need Confidence
    7. 7. Best Alternative!
    8. 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. 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. 10. Situation 1
    11. 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. 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. 13. They Both Want to Work HerePage 13
    14. 14. On Paper They Look the SamePage 14
    15. 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 BATNAPage 15
    16. 16. They apply for the position and… They both get offers!Page 16
    17. 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 yearPage 17
    18. 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 $109,019Page 18
    19. 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 otherPage 19
    20. 20. Situation 2
    21. 21. Page 21 I Love my Minivan http://tractors.wikia.com/wiki/Dodge_Caravan
    22. 22. Ideal Outcome Dealer Me Make $ Fixed and Happy for free or cost Customer of laborPage 22
    23. 23. BATNA Dealer Me Get fixed Satisfied somewhere else Customer or deal with the heat.Page 23
    24. 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. 25. Outcome Dealer Me Less money, Air but Satisfied Conditioning! CustomerPage 25
    26. 26. Compromise is Goal No Losers!
    27. 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. 28. When your BATNA is awesome…Why you are negotiating?
    29. 29. How About UX?
    30. 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. 31. Negotiate from the Beginning •Scope of project •Resources •Methods •Recommendations •ImplementationPage 31
    32. 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 positionPage 32
    33. 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. 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 themPage 34
    35. 35. Invent Multiple Options •Mutual gain within constraints Cost Time/Schedule Resources/People Level of InsightsPage 35
    36. 36. Use Objective Criteria & Standards •Best practices •Case studies •Web analytics •SUS Score •Develop internal measurementsPage 36
    37. 37. Situation 3
    38. 38. Situation Team Leader You We don’t We can’t have time afford not to for UX do UXPage 38
    39. 39. Ideal Outcome Team Leader You On time, on budget Great UX! & good UXPage 39
    40. 40. BATNA Team Leader You On time, As good UX as on budget, we’ll possible within fix UX later constraintsPage 40
    41. 41. Consider Options – Agree on Solution •Conduct guerrilla utest •Quick study recommendations •Work ahead for next projectPage 41
    42. 42. Result Team Leader You Ideal BATNAPage 42
    43. 43. Review •Identify and remember your BATNA •Negotiation is about compromise •Find the BEST solution for everyone •PracticePage 43
    44. 44. Shameless PromotionPage 44
    45. 45. Recommended Readings 4Page 45 5
    46. 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. 47. Contact Carol @carologic Email: carolj_smith@goodyear.com slideshare.net/carologic speakerrate.com/speakers/15585-caroljsmithPage 47