empower yourself: negotiate for the user (carol smith)
DESCRIPTION
Given at UXPA-DC's User Focus Conference, Oct. 19, 2012TRANSCRIPT
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Empower Yourse l f : Negot ia te for the User
Presented by Carol SmithUser Focus 2012, Chevy Chase, MD
@carologic #NegotiateForUsers
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Great Social Skills =
Great Experiences
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Negotiation #1
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What Does it Feel Like?
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•Unprepared•Concerns about process•Lack of practice•Feel Cornered
What are the Issues?
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Need Confidence
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Best Alternative!
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•Course of action that will be taken if: • Current negotiations fail • Agreement cannot be reached
•Not the same as the walk away point
Best Alternative to a Negotiation Agreement
BATNA
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•Better standard to measure agreements•Protects you from:
• Accepting terms too unfavorable• Rejecting terms in your interest to accept
•Permits exploration of imaginative solutions
BATNA Benefits
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Situation 1
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This is Jay
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This is Laura
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They Both Want to Work Here
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On Paper They Look the Same
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Jay
Thinking of the future
Desired income $75,000
BATNA = Stay at current job
Wants to make more –
$72,000 would be nice
No identified BATNA
Preparation
Laura
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They both get offers!
They apply for the position and…
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Jay
Offered $70,000
Negotiates up
Gets $77,000
Offered $70,000
“Close enough”
Gets $70,000
Here’s the thing
Both get a raise of 3% each year
Laura
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•After 5 yrs $89,264 •After 10 $103,482•After 15 $119,964
•After 5 yrs $81,121•After 10 $94,862•After 15 $109,019
As They Continue to Work
Jay Laura
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•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
BATNA’s Can be Silent
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Situation 2
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I Love my Minivan
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Dealer
Ideal Outcome
Fixed for free or cost
of labor
Make $ and Happy Customer
Me
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Dealer
BATNA
Me
Get fixed somewhere else
or deal with the heat.Satisfied Customer
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• Great BATNA• $975 to fix
• Asks what he can do?
• Comes back - $200 to fix!
• Weaker BATNA• BATNA = keys please
• I offer to pay a little more than labor.
• Better than my BATNA!
Negotiation
Dealer Me
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Dealer
Outcome
Me
Air Conditioning!
Less money, but Satisfied
Customer
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No Losers!
Compromise is Goal
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•The better your BATNA, the greater your power•Judge every offer against your BATNA
•They have a strong BATNA? • Advance your respective interests
Best Alternative to a Negotiation Agreement
Make your BATNA Work
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When your BATNA is awesome…
Why you are negotiating?
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How About UX?
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•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!
UX is ~50% Female
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•Scope of project•Resources•Methods•Recommendations•Implementation
Negotiate from the Beginning
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•Who are you dealing with?•What is important to them?
• ROI, cost savings, schedule, etc.•Preferred negotiation strategies•Research to back up your position
Prepare with Research
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•Not about people• Minimize emotions – be neutral
•Match culture to minimize misunderstandings• Clothing, attitude, etc.
Separate PEOPLE from the Problem
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•Make a great experience•Benefits for user and organization•Savings of time, money, resources, effort, etc.•Watch your pronouns
• We not them
Focus on Shared Interest, Not Positions
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•Mutual gain within constraints
Cost
Time/Schedule
Resources/People
Level of Insights
Invent Multiple Options
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•Best practices•Case studies•Web analytics•SUS Score•Develop internal measurements
Use Objective Criteria & Standards
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Situation 3
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Team Leader
Situation
We can’t afford not to
do UX
We don’t have time
for UX
You
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Ideal Outcome
Great UX!On time,
on budget & good UX
Team Leader You
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BATNA
As good UX as possible within
constraints
On time, on budget, we’ll
fix UX later
Team Leader You
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•Conduct guerrilla utest•Quick study recommendations•Work ahead for next project
Consider Options – Agree on Solution
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Result
BATNAIdeal
Team Leader You
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•Identify and remember your BATNA •Negotiation is about compromise•Find the BEST solution for everyone•Practice
Review
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Shameless Promotion
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Recommended Readings
45
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•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.
References
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@carologic
Email: [email protected]
slideshare.net/carologic
speakerrate.com/speakers/15585-caroljsmith
Contact Carol