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Culture Change – My Journey
Julie Baher
2010
2004
2015
2001
Cultural Evolution
2010
“I didn’t know
we had a
design team”
2012
“I’ve heard
about design
thinking”
2011
“How do I get a
designer on my
project”
2013
“Design
matters & I’m
doing design
thinking”
“BTW, What’s
customer
experience?”
2014
“I do
customer-
focused
innovation”
2010 2011 2012 2013 2014
lets go way back….
Who is our Customer?
Angela
Call Centre Worker
Thierry
Trader
Laura
Office Administrator
Bob
VP of Sales
Dan
Contract Software
Eng.
Fiona
Doctor
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 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 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 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.
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.
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 .
Akanke
$100 Laptop
User/Pupil
James
Police Officer
Bing
Student
Catherine
Nurse
John
Architect
Sandra
Armed Forces
Officer
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 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 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 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.
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.
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.
???
Surinder
IT Support
Michael
Clerical Officer
Kavita
Overseas Call Centre
Sridhar
Offshore Software
Engineer
Joe
Moble Utility Worker
Bob
Manuf. Design
Engineer
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 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 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 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.
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
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.
???
The “Before” View
3 Lessons of Culture Change
Images Courtesy of Shutterstock
Lesson #1
Make a Splash
Image Courtesy of Shutterstock
Cultural Evolution
2010
“I didn’t know
we had a
design team”
2012
“I’ve heard
about design
thinking”
2011
“How do I get a
designer on my
project”
2013
“Design
matters & I’m
doing design
thinking”
“BTW, What’s
customer
experience?”
2014
“I do
customer-
focused
innovation”
2010 2011 2012 2013 2014
“I didn’t know we had a design team”
“I didn’t know we had a design team”
“I didn’t know we had a design team”
“I didn’t know our customers”
Lesson #2
Design Matters
Cultural Evolution
2010
“I didn’t know
we had a
design team”
2012
“I’ve heard
about design
thinking”
2011
“How do I get a
designer on my
project”
2013
“Design
matters & I’m
doing design
thinking”
“BTW, What’s
customer
experience?”
2014
“I do
customer-
focused
innovation”
2010 2011 2012 2013 2014
lets teach them design
35
- Do Not Distribute
Since
2010….Classes &
workshops
100+
Citrix employees taught
4000+
Locations
15
Lesson #2
Design Food Matters
“I’ve heard about design thinking”
but wait, there’s more
“Design matters & I’m doing design thinking”
“BTW, What’s customer experience?”
Lesson #3
Count to 100
Cultural Evolution
2010
“I didn’t know
we had a
design team”
2012
“I’ve heard
about design
thinking”
2011
“How do I get a
designer on my
project”
2013
“Design
matters & I’m
doing design
thinking”
“BTW, What’s
customer
experience?”
2014
“I do
customer-
focused
innovation”
2010 2011 2012 2013 2014
lets show some ROI
64
Legal Team +
Design Thinking
“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!”
“I do customer-focused innovation”
Design Thinking + Lean Startup
Design Thinking + Lean Startup
Design Thinking + Lean Startup
LEAN
STARTU
P
TEST
SHARE WITH
CUSTOMERS
HYPOTHESIS
START FROM A
PREMISE
LEARN
LISTEN TO
CUSTOMER
PREFERENCE
Test & Learn
Test & Learn
Net Promotor Score
(NPS)
How likely are you to
recommend us
to your friends or colleagues?
DUMBES
T
Product Refresh
Measurable Design Improvements
Using Systems & Measurable Outcomes for
Advantage
 Shared metrics, shared goals, shared purpose across different functions
 Leverage the institutional systems (Quarterly MBO goals, Employee Performance Measures)
 Shared Language … Design Thinking, Lean Startup, Ultimate Question book
3 Lessons of Culture Change
Images Courtesy of Shutterstock
Make a
Splash
Design
(Food)
Matters
Count to
100
(bonus)
yes, AND
What it takes …
Recognize the cultural microclimates
Engage both qualitative & quantitative
Be bold, take risks
Believe in the design process
Thank You
Julie Baher
jbaher@gmail.com
@jarber
medium.com/@jarber
linkedin.com/in/jbaher/

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Culture Change: My Journey (Julie Baher at Enterprise UX 2015)

  • 1. Culture Change – My Journey Julie Baher
  • 3.
  • 4. Cultural Evolution 2010 “I didn’t know we had a design team” 2012 “I’ve heard about design thinking” 2011 “How do I get a designer on my project” 2013 “Design matters & I’m doing design thinking” “BTW, What’s customer experience?” 2014 “I do customer- focused innovation” 2010 2011 2012 2013 2014
  • 5. lets go way back….
  • 6.
  • 7.
  • 8.
  • 9.
  • 10.
  • 11.
  • 12. Who is our Customer? Angela Call Centre Worker Thierry Trader Laura Office Administrator Bob VP of Sales Dan Contract Software Eng. Fiona Doctor 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 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 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 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. 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. 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 .
  • 13. Akanke $100 Laptop User/Pupil James Police Officer Bing Student Catherine Nurse John Architect Sandra Armed Forces Officer 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 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 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 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. 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. 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. ???
  • 14. Surinder IT Support Michael Clerical Officer Kavita Overseas Call Centre Sridhar Offshore Software Engineer Joe Moble Utility Worker Bob Manuf. Design Engineer 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 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 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 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. 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 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. ???
  • 16. 3 Lessons of Culture Change Images Courtesy of Shutterstock
  • 17. Lesson #1 Make a Splash Image Courtesy of Shutterstock
  • 18. Cultural Evolution 2010 “I didn’t know we had a design team” 2012 “I’ve heard about design thinking” 2011 “How do I get a designer on my project” 2013 “Design matters & I’m doing design thinking” “BTW, What’s customer experience?” 2014 “I do customer- focused innovation” 2010 2011 2012 2013 2014
  • 19.
  • 20.
  • 21.
  • 22. “I didn’t know we had a design team”
  • 23.
  • 24.
  • 25.
  • 26.
  • 27.
  • 28.
  • 29. “I didn’t know we had a design team”
  • 30. “I didn’t know we had a design team” “I didn’t know our customers”
  • 32. Cultural Evolution 2010 “I didn’t know we had a design team” 2012 “I’ve heard about design thinking” 2011 “How do I get a designer on my project” 2013 “Design matters & I’m doing design thinking” “BTW, What’s customer experience?” 2014 “I do customer- focused innovation” 2010 2011 2012 2013 2014
  • 33.
  • 34. lets teach them design
  • 35. 35 - Do Not Distribute Since 2010….Classes & workshops 100+ Citrix employees taught 4000+ Locations 15
  • 37. “I’ve heard about design thinking”
  • 38.
  • 39.
  • 40.
  • 41.
  • 42.
  • 43.
  • 44.
  • 45.
  • 46.
  • 47.
  • 48.
  • 49.
  • 50.
  • 51.
  • 52.
  • 53.
  • 55.
  • 56.
  • 57.
  • 58.
  • 59.
  • 60. “Design matters & I’m doing design thinking” “BTW, What’s customer experience?”
  • 62. Cultural Evolution 2010 “I didn’t know we had a design team” 2012 “I’ve heard about design thinking” 2011 “How do I get a designer on my project” 2013 “Design matters & I’m doing design thinking” “BTW, What’s customer experience?” 2014 “I do customer- focused innovation” 2010 2011 2012 2013 2014
  • 65. “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!”
  • 66. “I do customer-focused innovation”
  • 67.
  • 68. Design Thinking + Lean Startup
  • 69. Design Thinking + Lean Startup
  • 70. Design Thinking + Lean Startup LEAN STARTU P TEST SHARE WITH CUSTOMERS HYPOTHESIS START FROM A PREMISE LEARN LISTEN TO CUSTOMER PREFERENCE
  • 74. How likely are you to recommend us to your friends or colleagues?
  • 75.
  • 77.
  • 80. Using Systems & Measurable Outcomes for Advantage  Shared metrics, shared goals, shared purpose across different functions  Leverage the institutional systems (Quarterly MBO goals, Employee Performance Measures)  Shared Language … Design Thinking, Lean Startup, Ultimate Question book
  • 81. 3 Lessons of Culture Change Images Courtesy of Shutterstock Make a Splash Design (Food) Matters Count to 100
  • 83. What it takes … Recognize the cultural microclimates Engage both qualitative & quantitative Be bold, take risks Believe in the design process

Editor's Notes

  1. I worked at Citrix for 5 years. I’ll share a bit of that journey with you, and how we went from a tiny, new design team to working to change the culture. The themes and focus evolved over the years. What was constant throughout was the need to bring the culture along for the ride. The culture being the mindsets, values and practices of the folks we worked with.