Creating a Culture of Design Thinking

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  • Who is in the audience?
  • Portfolio of products…but what does that mean?
  • 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.

Transcript

  • 1. Spreading Design Thinking Julie Baher, Managing Director Citrix Customer Experience DT MeetUp February 20, 2014
  • 2. Collaboration & Sharing Access & Data Security App & Desktop Virtualization Enterprise Mobility Management App Networking & Cloud Orchestration
  • 3. 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?”
  • 4. Lets go way back….
  • 5. 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.
  • 6. 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.
  • 7. 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.
  • 8. Design Maturity Scale no consciousness 1 framing form & function 2 style 3 4 problem solving 5
  • 9. Design Maturity Scale no consciousness 1 framing form & function 2 style 3 4 problem solving 5
  • 10. Design Maturity Scale no consciousness 1 framing form & function 2 style 3 4 problem solving 5
  • 11. Product Redesigns
  • 12. Heroes
  • 13. Design Maturity Scale no consciousness 1 framing form & function 2 style 3 4 problem solving 5
  • 14. Employees Learn Design Thinking 3000 Engineers in 5 locations
  • 15. Sales Leadership Innovation Challenge
  • 16. Bootcamps 6 Locations 24 Per session Citrix Confidential - Do Not Distribute
  • 17. 225+ Design Catalysts
  • 18. 225+ Design Catalysts Community Coach
  • 19. Informal Learning
  • 20. Design Maturity Scale no consciousness 1 framing form & function 2 style 3 4 problem solving 5
  • 21. Marketing Human Resources Legal Engineering Finance Facilities Sales Training
  • 22. Facilities Remodeling Developing a Design Thinking Process
  • 23. collaboration spaces Santa Clara Santa Barbara San Francisco UK Florida India
  • 24. Knowing our users…
  • 25. GoTo Meeting Future of Communications Workshop
  • 26. Outcomes Set of ideas that can be prioritized and slated into 2014 planning.
  • 27. blank 1.5 Days (December 11-12) Offering Team + CX (18 ppl) San Francisco Design Studio
  • 28. Ideate around 6 themes – world café style
  • 29. 18+ Concept Categories
  • 30. Next Steps For each idea, identify the:  Customer Benefit  Competitive Advantage  Go-to-market
  • 31. Analysis
  • 32. Experiments (test & learn)
  • 33. Design Maturity Scale no consciousness 1 framing form & function 2 style 3 4 problem solving 5
  • 34. 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?”
  • 35. inform incent inspire employee engagement involve instruct From the Temkin Group: The Five I's Of Employee Engagement.
  • 36. 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
  • 37. Thank You Julie Baher jbaher@gmail.com @jarber jbaher.wordpress.com linkedin.com/in/jbaher/
  • 38. Links Design Studio http://blogs.hbr.org/2011/11/inventing-the-collaborative-workspace/ Reweaving Corporate DNA http://www.managementexchange.com/story/reweaving-corporate-dna-buildingculture-design-thinking-citrix Pop-up http://www.slideshare.net/margaretvlee/pop-up-studio-overview http://vimeo.com/83205427 https://www.youtube.com/watch?v=_SQqeNRi8h8 Hu.tt Convoi - http://convoi-app.com
  • 39. Apply Design Thinking To Compliancy Training
  • 40. “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!”
  • 41. Technical Training
  • 42. Technical Training
  • 43. New Hire – First 90 Days • HR • Employee Empathy • Recommended Improvements
  • 44. Customer-Sales-Partner Interactions …learned from VOC research
  • 45. CONSULTING
  • 46. Customer Understanding: Highs & Lows
  • 47. 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*
  • 48. 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
  • 49. 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
  • 50. Design Thinking for Finance How might we provide accurate, timely, relevant financial and operational data to those who need it?
  • 51. Sales Leader Innovation Challenge Crowd-sourced top Organizational opportunities & challenges 1. Training on sales skills and processes 2. Early partner engagement 3. Nurture high potentials 4. Building stronger talent bench 5. Effective PoCs through Channel Partners 6. New hire bootcamp experience © 2012 Citrix | Confidential – Do Not Distribute
  • 52. Sales Leader Innovation Challenge GoTo Webinar used for training Podio used for posting teamwork © 2012 Citrix | Confidential – Do Not Distribute
  • 53. Sales Leader Innovation Challenge Teams created pitches and presented at Al’s QBR © 2012 Citrix | Confidential – Do Not Distribute
  • 54. Sales Leader Innovation Challenge © 2012 Citrix | Confidential – Do Not Distribute
  • 55. Sales Leader Innovation Challenge Judging Criteria 1. Clarity of users, problem, and solution 2. Research thoroughness 1. Creative and innovative solution 2. Feasibility of the solution © 2012 Citrix | Confidential – Do Not Distribute 20K Prize
  • 56. Corporate Imperative Make design part of Citrix DNA