Based on a presentation

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