Heuristic Evaluation for the Pitch Process

Session Title



Russ Unger, Draftfcb

Session Type: Presentation

This presentation will consist of part lecture on the basics of Heuristic Evaluation and how it can be utilized for your company. The remainder of this session will engage participants in Heuristic Evaluation to create an output results document. Participants will be provided with a document template that allows them to generate leave-behind materials clients and co-workers.

This “guerilla-style” approach for Heuristic Evaluation will help teams engage work partners from other disciplines within the organization and learn to work with them to rapidly generate useful content for Sales and Account teams.


Russ Unger is the Director of Experience Planning for Draftfcb, an advertising/marketing agency in the Midwest. He has been involved in the user experience design for large-scale public facing sites for such companies as Sharpie, Metromix,, United Airlines and Hewlett-Packard. He has also taught courses in Web and Interactive/Flash design and is an author and editor for Boxes and Arrows ( In addition, he serves on the board of directors for the Information Architecture Institute (

Russ is co-author of the book “A Project Guide to User Experience Design” with Carolyn Chandler for Peachpit Press (Voices That Matter).