Spreading Design Thinking

Julie Baher, Managing Director

Citrix Customer Experience

DT MeetUp
February 20, 2014
Collaboration Access App & Desktop Enterprise App Networking
& & Virtualization Mobility &
Sharing Data Security Management Cloud Orchestration
 Cultural Evolution
“I didn’t know we had a design “I’ve heard about design “I do customer-focused
team” thinking” innovation”

201 201 201 201 201

0 1 2 3 4

“How do I get a designer on my “I’m doing design thinking”

project”

“BTW, What’s customer experience?”

Lets go way back….
Persona Army
Angela Angela is a home based call centre operator for a retail catalog company. She processes customer orders and handles
Call Centre Worker complaints. She is positive and helpful but worries about learning new technology .

Thierry Thierry is a Futures Trader for a French brokerage. Handling vast sums of money Thierry doesn’t care about the nuts
Trader 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 Laura works at a local government office and is responsible for the smooth running of her Director’s site. Personable
Office Administrator 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 Bob doesn’t suffer fools gladly. He’s a successful executive for a manufacturing company. Self motivated, determined
VP of Sales and well organized. He doesn’t tolerant failure. Technology should be reliable, secure and always available.

Dan Dan loves gadgets and learning new technology. He works as a Quality Assurance Engineer during the day but is often
Contract Software Eng. 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
Fiona
sector and gets impatient waiting for applications to start up.  She has two young daughters and wishes she could have
Doctor a better work/life balance.
Persona Army
Akanke Akanke is a Nigerian primary school pupil.  His school participates in the $100 laptop initiative and Akanke enjoys his
$100 Laptop first experience with technology.  He uses the laptop to communicate with other children whenever he gets the
User/Pupil opportunity.  These early experiences are important to him before entering adult life.

James 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
Police Officer
threatening situations. He wants to get the job done without being restricted by technology.

Bing Bing is a Chinese University student studying English. He has very few concerns about the Web or IT as everything he
Student does is mainly done online. He often forgets to back-up his work so is often frustrated when it’s lost.

Catherine Catherine is a nurse working in a US hospital. Hardworking and cheerful. She worries about the reliability of the
Nurse medical devices she uses because it’s critical to patient care. She’s also concerned about patient’s privacy and online
security.

John John is an Architect for a mid sized company in Australia. He despises spending excessive amounts of time on
Architect 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
Sandra
amounts of data and making sense of it. Patriotic, obedient and honest she expects instant access to information
Armed Forces Officer whereever it is.
Persona Army
Surinder Surinder is a support engineer in the aviation industry. He visits customers at short notice and relies on secure and reliable
IT Support 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 is a clerical worker in the UK government. He handles a lot of administrative work and spends a fair amount of time
Michael on the phone talking to customers, sometimes angry ones. For the 10 years he has been here he notices gradually all the
Clerical Officer paperwork has moved to the electronic database. He gets stressed with technology but he know this is part of his job

Kavita works in an Indian call centre for a UK electricity supplier. Day-to-day routine does not vary much, shift begins at 3pm
Kavita and she answers customer calls until 10pm. She is very conscious with "meeting the numbers" as this has a direct impact
Overseas Call Centre on her salary. She gets disappointed with slow or unresponsive technology.

Sridhar Sridhar works for a WiPro style company based in India. He works in an open plan office with around 150 people. Using
Offshore Software two desktop machines and 4-5 applications he has limited access to data in the main company. He is only motivated by
Engineer 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
Joe
fixing their boilers. He uses a rugged laptop with a portable printer to connect to the company’s CRM application . He
Moble Utility Worker 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
Bob
specialists and suppliers to ensure his designs are understood and implemented.
Manuf. Design Engineer
 Design Maturity Scale
no consciousness
form & function framing

1 2 3 4 5
style problem solving
 Design Maturity Scale
no consciousness
form & function framing

1 2 3 4 5
style problem solving
 Design Maturity Scale
no consciousness
form & function framing

1 2 3 4 5
style problem solving
Product Redesigns
Heroes
 Design Maturity Scale
no consciousness
form & function framing

1 2 3 4 5
style problem solving
Employees
Learn Design
Thinking
3000 Engineers in 5 locations
Sales
Leadership
Innovation
Challenge
Bootcamps 6
Locations

24
Per session

Citrix Confidential - Do Not Distribute

225+
Design Catalysts
225+
Design Catalysts

Community
Coach
Informal Learning
 Design Maturity Scale
no consciousness
form & function framing

1 2 3 4 5
style problem solving
Marketing

Human Resources

Legal

Engineering

Finance

Facilities

Sales

Training
Facilities
Remodeling
Developing a Design Thinking Process
collaboration
spaces
Santa Clara
Santa Barbara
San Francisco
UK
Florida
India
Knowing our users…
GoTo Meeting

Future of
Communications
Workshop
Outcomes
Set of ideas that can be prioritized and
slated into 2014 planning.
blank

1.5 Days (December 11-12)

Offering Team + CX (18 ppl)
San Francisco Design Studio
Ideate around 6 themes – world café style
18+ Concept
Categories
 Next Steps

For each idea, identify the:

 Customer Benefit
 Competitive Advantage
 Go-to-market
Analysis
Experiments (test & learn)
 Design Maturity Scale
no consciousness
form & function framing

1 2 3 4 5
style problem solving
 Cultural Evolution
“I didn’t know we had a design “I’ve heard about design “I do customer-focused
team” thinking” innovation”

201 201 201 201 201

0 1 2 3 4

“How do I get a designer on my “I’m doing design thinking”

project”

“BTW, What’s customer experience?”

 employee
engagement

From the Temkin Group: The Five I's

Of Employee Engagement.
 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
Thank You
Julie Baher
jbaher@gmail.com
@jarber
jbaher.wordpress.com
linkedin.com/in/jbaher/
Links
Design Studio
http://blogs.hbr.org/2011/11/inventing-the-collaborative-workspace/
Reweaving Corporate DNA
http://www.managementexchange.com/story/reweaving-corporate-dna-building-culture-
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
Apply
Design Thinking
To Compliancy
Training
“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!”
Technical Training
Technical Training
New Hire – First 90 Days
• HR
• Employee Empathy
• Recommended Improvements
Customer-Sales-Partner Interactions
…learned from VOC research
CONSULTING
Customer Understanding: Highs & Lows
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*
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
 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
Design Thinking
for Finance
How might we provide
accurate, timely, relevant
financial and
operational data to
those who need it?
 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

Sales Leader Innovation Challenge

GoTo Webinar used for training

Podio used for posting teamwork

© 2012 Citrix | Confidential – Do Not Distribute

Sales Leader Innovation Challenge

Teams created pitches and presented at Al’s QBR

© 2012 Citrix | Confidential – Do Not Distribute

Sales Leader Innovation Challenge

© 2012 Citrix | Confidential – Do Not Distribute

 Sales Leader Innovation Challenge

Judging Criteria

1. Clarity of users, problem, and solution

2. Research thoroughness

3. Creative and innovative solution

20K Prize
4. Feasibility of the solution

© 2012 Citrix | Confidential – Do Not Distribute

Corporate Imperative
Make design part of Citrix DNA