4. Cultural Evolution
“I didn’t know we had a design
team”
2010
“I’ve heard about design
thinking”
2011
“How do I get a designer on
my project”
2012
“I do customer-focused
innovation”
2013
2014
“I’m doing design thinking”
“BTW, What’s customer experience?”
12. Persona Army
Angela
Call Centre Worker
Angela is a home based call centre operator for a retail catalog company. She processes customer orders and handles
complaints. She is positive and helpful but worries about learning new technology .
Thierry
Trader
Thierry is a Futures Trader for a French brokerage. Handling vast sums of money Thierry doesn’t care about the nuts
and bolts of the system or prettiness of look. He wants reliability, timeliness and accuracy of information. He needs to
be in total control to be successful in his job.
Laura
Office Administrator
Laura works at a local government office and is responsible for the smooth running of her Director’s site. Personable
and sensitive she can get stressed with technology when it’s hard to learn. Committed and hardworking she thrives on
being part of a team.
Bob
VP of Sales
Bob doesn’t suffer fools gladly. He’s a successful executive for a manufacturing company. Self motivated, determined
and well organized. He doesn’t tolerant failure. Technology should be reliable, secure and always available.
Dan
Contract Software Eng.
Dan loves gadgets and learning new technology. He works as a Quality Assurance Engineer during the day but is often
busy in the evenings and weekends working on other projects for his own company. Adaptable and self reliant Dan is
true propeller head.
Fiona
Doctor
Fiona is an experienced surgeon in a top class Canadian hospital. She faces the pressures working in today's
healthcare sector and gets impatient waiting for applications to start up. She has two young daughters and wishes she
could have a better work/life balance.
13. Persona Army
Akanke
$100 Laptop
User/Pupil
Akanke is a Nigerian primary school pupil. His school participates in the $100 laptop initiative and Akanke enjoys his
first experience with technology. He uses the laptop to communicate with other children whenever he gets the
opportunity. These early experiences are important to him before entering adult life.
James
Police Officer
James is in charge of a Safer Neighborhood team. He organises a team of constables and community officers to deal
with issues that affect local communities. James is honest and approachable. Being clam under stressful, life
threatening situations. He wants to get the job done without being restricted by technology.
Bing
Student
Bing is a Chinese University student studying English. He has very few concerns about the Web or IT as everything he
does is mainly done online. He often forgets to back-up his work so is often frustrated when it’s lost.
Catherine
Nurse
Catherine is a nurse working in a US hospital. Hardworking and cheerful. She worries about the reliability of the
medical devices she uses because it’s critical to patient care. She’s also concerned about patient’s privacy and online
security.
John
Architect
John is an Architect for a mid sized company in Australia. He despises spending excessive amounts of time on
administrative and managerial aspects of the job preferring to be imaginative, hands on and being out in the field. He
wants to effectively communicate and sell design to his clients.
Sandra
Armed Forces Officer
Sandra works for the United States Intelligence and Security Command in the Pentagon. She has to deal with large
amounts of data and making sense of it. Patriotic, obedient and honest she expects instant access to information
whereever it is.
14. Persona Army
Surinder
IT Support
Surinder is a support engineer in the aviation industry. He visits customers at short notice and relies on secure and reliable
access from the office so he can diagnose faults quickly. He copes well under pressure but does enjoy a drink or two with
his friends in the evening.
Michael
Clerical Officer
Michael is a clerical worker in the UK government. He handles a lot of administrative work and spends a fair amount of
time on the phone talking to customers, sometimes angry ones. For the 10 years he has been here he notices gradually all
the paperwork has moved to the electronic database. He gets stressed with technology but he know this is part of his job
Kavita
Overseas Call Centre
Kavita works in an Indian call centre for a UK electricity supplier. Day-to-day routine does not vary much, shift begins at
3pm and she answers customer calls until 10pm. She is very conscious with "meeting the numbers" as this has a direct
impact on her salary. She gets disappointed with slow or unresponsive technology.
Sridhar
Offshore Software
Engineer
Sridhar works for a WiPro style company based in India. He works in an open plan office with around 150 people. Using
two desktop machines and 4-5 applications he has limited access to data in the main company. He is only motivated by
money and forced to work under pressure.
Joe
Moble Utility Worker
Joe is a heating engineer. He gets a work list at the beginning of the day then hits the road visiting customers servicing and
fixing their boilers. He uses a rugged laptop with a portable printer to connect to the company’s CRM application . He
needs to be able to access up to date information efficiently and quickly so he can move on to his next assignment.
Bob
Manuf. Design Engineer
Bob works for Rolls Royce. He’s mostly office based working with CAD and specialist engineering software. He visits
specialists and suppliers to ensure his designs are understood and implemented.
72. Cultural Evolution
“I didn’t know we had a design
team”
2010
“I’ve heard about design
thinking”
2011
“How do I get a designer on
my project”
2012
“I do customer-focused
innovation”
2013
2014
“I’m doing design thinking”
“BTW, What’s customer experience?”
74. Our learnings
Take risks…say yes to any opportunity and go big
Create a movement… spread the word any way you can
Use the space … environment, pop-ups, ambient design
Get from theory to action….celebrate successes
78. “Not only are the new
courses more
relevant, they’re also
shorter. Peter’s work
will save employees an
estimated 9,720 work
hours for 2014, and
Citrix $3M in
opportunity costs over
four years!”
88. Education Program
Current Offerings
Design Thinking Bootcamp
Innovation for Team Leaders
Design Principles for Engineers
Customer Interviewing & Empathy
End-to-end Customer Journey
Change Management
2014 - New
Prototyping & Testing
Team Dynamics
Storytelling & Making a Pitch
Innovation Residency Program*
89. Innovation Residency
Citrix Startup Accelerator partnership with Business Design Ed
Test project to bridge technical intrapreneurs and entrepreneurs “Silicon
Valley Style” anywhere in the world
Pilot program: 12 weeks from idea to pitch
Lean prototyping: UX & Design Thinking
Business models, customer development
Product Strategy, go-to-market and sales
Demo and pitch coaching
Mentoring throughout
Santa Clara, then India
90. Sales Leader Innovation Challenge
GOAL: Introduce Sales
Managers to Design Thinking
250 Sales Managers at Sales
Kickoff in Orlando &
Singapore
Turned into 3-month team
projects with 52 people
participating on 8 teams
91. Design Thinking
for Finance
How might we provide
accurate, timely, relevant
financial and
operational data to
those who need it?
Design HeroesHonoring Citrix employees who’ve shown a deep commitment to improving the design of our products and services.
For years, the Education team focused primarily on single product, role-based training and certifications. Immediately after attending Stanford’s d.school (Design Bootcamp), Education leaders partnered with the Product Design team to re-design the training development process. This included the process for gathering learning requirements, designing and developing training, and aligning training with the customer journey rather than a learner’s role. To identify learning needs in the field, this team interviewed and surveyed hundreds of customers, partners, and employees. We now have a framework that is being used to develop curricula around Desktop Virtualization, Networking Solutions and Sales (CCSP) training, and are in the process of redeveloping our portfolio to address key challenges across the customer journey.
Future of the Workplace
250 Sales ManagersTurned into 3-month team projects with 52 people participating on 8 teams.Sales Leadership Innovation ChallengeEach created a pitch for ideas to solve key organizational challenges
Attended a stanford or citrix bootcampHelp others
Attended a stanford or citrix bootcampHelp others
For years, the Education team focused primarily on single product, role-based training and certifications. Immediately after attending Stanford’s d.school (Design Bootcamp), Education leaders partnered with the Product Design team to re-design the training development process. This included the process for gathering learning requirements, designing and developing training, and aligning training with the customer journey rather than a learner’s role. To identify learning needs in the field, this team interviewed and surveyed hundreds of customers, partners, and employees. We now have a framework that is being used to develop curricula around Desktop Virtualization, Networking Solutions and Sales (CCSP) training, and are in the process of redeveloping our portfolio to address key challenges across the customer journey.
Our Space
Goals based on Sampath’s directionOutcome to end up with ideas & conceptsAlso to feed into Hackathon in January/Feb
Green – Low hanging fruitYellow – DelightfulBlue - Moonshot
Temkin Group, a leading market research and consulting firm that helps organizations improve their customer experience, released a new research report: "The Five I's Of Employee Engagement."
(WWOps, HR, PD)
1) A better learning experience for customers – The Citrix Education team partnered with the Business Design team to launch an initiative to improve the experience of learning about and mastering/deploying Citrix products. Intensive user research yielded several key insights, all around the need to make courses and presentation more relevant to real-world student needs, and to support the ultimate goal of getting to, and maintaining, a successful product deployment. These insights led the team to make a series of strategic changes both in course offerings, and ways it engages learners. Courses were redesigned to include more hands-on exercises, and case study material, making them more engaging and relevant to student needs. Selected course content was also revised to address the needs of system architects, who are key influencers and stakeholders in strategic product deployments. The team leveraged both Citrix and outside expertise to create "student resource kits" for attendees to access once they're back at work. These kits provide both help in applying what they've learned, and insights on material not covered in class. Also forthcoming are new online modularized classes, enabling students to focus on tasks and topics directly relevant to their needs and jobs, without spending time on those that aren't.
Our team:Helps your project owner set scope, defining needs and creating a “challenge brief” that puts everyone on the same page Sets up and runs workshops, creating needed materials, and reporting on results. Engages consultants as needed.Creates summary executive reports on work done in key phases (usually Phases 1-3, i.e. Empathize, Ideate, Prototype & Test)Joins your project owner for presentations to executive/steering committee meetings during Phases 1-3Provides expertise in user testing during Phase 4 (the Build phase)
We conducted interviews with customer, partners sales focused around the purchasing process. In particular, we looked into needs around co-terming subscriptions.We used that to map out the current experience, the highs and the lows and the actions that each of those 3 actors takes in the process.
(WWOps, HR, PD)
Interview customers, partners
Last January, at Sales Kick Off 2013, a two-day Leadership by Design program was led by Catherine Courage, SVP, Customer Experience; and Rick Baker, VP, Enablement and Productivity. The purpose of the course was to introduce sales managers to the design thinking methodology and show how it could be applied to their daily experience. 250 sales managers attended sessions in Orlando and Singapore.On Day 1, participants broke into groups and spent time asking one question: As a sales manager, what challenges do you face and what opportunities do you see? Answers were written on individual note cards that were collected at the end. These responses were then analyzed for common themes and boiled down to six “Innovation Topics”. In addition to being common themes, the topics were also chosen for their potential to be generative, relevant, and strategically important to Citrix:1. Training on sales skills and processes 2. Early partner engagement 3. Nurturing high potentials 4. Building stronger talent bench 5. Effective PoCs through Channel Partners 6. New hire bootcamp experienceOn Day 2, the goal was to think about possible solutions that teams could develop during the Sales Leadership Innovation Challenge (SLIC). Introduced during Sales Kick Off and officially launched a month later, SLIC drew on Leadership by Design, design thinking principles, and the venture capital model. 57 worldwide sales leaders signed up and chose their top two topics from the list above.The ChallengeThe SLIC project team was Julie Baher, Managing Director, Customer Experience; Rick Marcet, Sr Director, Transformation Office; Renee Flores and RachanaRele, both Sr Lead Business Designers, Customer Experience. Their first task was to group the 57 participants according to interest and geographical region, ending up with 15 teams that would compete for $20,000 and executive-level recognition.“I’m impressed with the SLIC program and how it’s causing us to focus on, investigate and hopefully improve areas of the business that are often taken for granted.”—Christian L.From there, the project team set milestones for the competition and conducted webinars to walk participants through the process, including the creation of a venture capital-style “pitch deck” that all teams would use for their final presentation to Al Monserrat, SVP, Worldwide Sales & Services; and his leadership team. Along with the webinars and managing the Podio workspace that everyone used, the project team also coached the various teams in 1-on-1 sessions (with each coach taking on several teams).Ultimately, projects were judged according to four criteria:1. How clearly are the users, problem, and solution defined? 2. How thorough is the research? 3. How creative and innovative is the solution? 4. How feasible is the solution?With their proposal for a new sales on-boarding program, the winning team was Peter Collins, Director Sales Engineer; Jim O’Halloran, Inside Sales Manager; and Andrea Canavan, Director, Americas Readiness. Congratulations, team XenSational Four!
(WWOps, HR, PD)
A way to simplify, scale and drive effective POCs through channel partnersA way to create a delightful bootcamp experience for sales new hiresA way to create a delightful bootcamp experience for sales new hiresA way to nurture high potentials for career growth opportunitiesA way to provide scalable training across GEOS on sales processes and skillsA way to recognize key opportunities and engage Partners early in the process
We created virtual teams based timezones and the topics that each person was interested in. Podio was used as a platform for the teams to communicate to the SLIC project team as well as other participants.
