the enterprise ux journey: lessons from the voyage & the opportunity ahead (catherine courage at...

The Enterprise UX Journey: Lessons From the Voyage & The Opportunity Ahead Catherine Courage SVP, Customer Experience Twitter: @ccourage

Enterprise UX Evolution Im

pact

& In

fluen

ce

Time

Experience Wins!

Catherine Courage

Twitter: @ccourage

Author of “Understanding Your Users”

Built the Citrix Customer Experience team from 1 to 300+ in 6 years

SVP, Customer Experience, Citrix

Enterprise UX focus for 15+ years

© 2014 Citrix. Confidential.

Citrix: Enabling a world where people can experience work and life their way.

It’s A Journey

Phases of the Journey 4

2009 Time 2015+

Experience Evolution Bu

sines

s Im

pact

1. Chaos

2. React & Influence

3. Organize & Impact

4. Refine & Differentiate

Chaos 1

Experience first! Mark Templeton, Citrix CEO “”

Feature Focused

Make UX DESIGN Part of our DNA

Building Trust & Credibility

Listen

Understand

Act

© 2014 Citrix. Confidential.

Innovation in the Wild

Doug Dietz

Innovation Architect, GE Claudia Kotchka

Innovation & Strategy Consultant Tom Kelley

General Manager of IDEO

Speaker Series

Finding

Building a Killer Team

Finding Assessing

Building a Killer Team

Finding Assessing Winning

Building a Killer Team

Finding Assessing Winning Retaining

Building a Killer Team

Finding Assessing Winning Retaining Developing

Building a Killer Team

No Dead Weight No Divas

Finding Assessing Winning Retaining Developing

Building a Killer Team

© 2014 Citrix. Confidential.

End User Experiences Before

© 2014 Citrix. Confidential. Citrix Confidential - Do Not Distribute

Seamless

© 2014 Citrix. Confidential.

Admin Experience

React & Influence 2

Discovery

Detailed Specs

Detailed "Design

Implementation Ship

1 2 3 4 5

Customer

Experience

Product Management

Product Development

Three-in-a-Box

Empathy  

We can’t just ask…

Walk in their shoes

© 2014 Citrix. Confidential.

Network Connectivity

3G - Slow, intermittently drops

Slow Fast

© 2014 Citrix. Confidential.

Experiment

Formulate Concepts

© 2014 Citrix. Confidential.

Rapid Prototypes

© 2014 Citrix. Confidential.

Constant Customer Feedback

© 2014 Citrix. Confidential.

© 2014 Citrix. Confidential. 51

External Collaboration

© 2012 Citrix | Confidential – Do Not Distribute

100+ Design Catalysts

Space to Create

© 2014 Citrix. Confidential.

v

v

v

v

Organize & Impact 3

© 2014 Citrix. Confidential.

Drive company and product strategy through customer insights

Apply a design thinking approach company wide to drive innovation

Increase customer adoption and loyalty through irresistible experiences in everything we deliver

Delivering an Exceptional Experience…

Scaling

More projects = Great success More projects ≠ Great success

© 2014 Citrix. Confidential.

Finding Assessing Winning

Building a Killer Team

Finding Assessing Winning Retaining

Building a Killer Team

Finding Assessing Winning Retaining Developing

Building a Killer Team

Product Instrumentation

Net Promoter Score

“I’m very excited about the right direction Citrix is taking in making it easier to install, configure, and manage.”

“XD 7 has addressed complexity, number of management points, and simplified the deployment. I am a Citrix weenie—

genuine love for your technology.”

“Citrix’s goals have been aligned with what we do as a company. Our employees and builders work that way. Any device, any

time, anywhere—is key.”

Admins

“My boss is happy that I work more and �get more work done. My wife would rather have me home

and working rather than working late at the office.”

“When my twins were born, I worked in �the hospital ICU for 3 weeks off of my iPad through Citrix.

My company allowed me to do it.”

“It would be a different world without Citrix.�I love my work because of Citrix.”

End Users

Refine & Differentiate 4

Provide an Exceptional Experience to" Every User, Every time

© 2014 Citrix. Confidential.

Don’t Wait for Permission

© 2014 Citrix. Confidential.

© 2014 Citrix. Confidential.

Drive design excellence across Citrix products and services 

Make DESIGN part of Citrix DNA Build, develop, and retain a first-class Product Design team

Customer Experience STRATEGIC IMPERATIVE!

1 2 3

Easy Renewals First-Time

Delight

Best-In-Class Support

Employee Experiences

Santa Clara | San Francisco | Riverside | Santa Barbara | Seattle | Ft Lauderdale | Cambridge/Karlsruhe | Hamburg | Bangalore | Denver | New York | San Diego | Raleigh

2009 2010 2011 2012 2013 2014 2015

Experience Team

100

200

300

Everyone thinks of changing the world, but no one thinks of

changing himself.

Leo Tolstoy “”

2009 Time 2015+

Experience Evolution Bu

sines

s Im

pact

1. Chaos

2. React & Influence

3. Organize & Impact

4. Refine & Differentiate

Themes Across the Journey

You have to fight through some bad days to earn the best days.

The single biggest problem in communication is the illusion

that it has taken place.

George Bernard Shaw “”

v

v

v

v

Community Engagement

Conference Themes 1. Insights at Scale

2. Craft Amid Complexity

3. Experimentation in the Enterprise

4. Designing Organizational Culture

© 2014 Citrix. Confidential.

Customer experience is everyone’s responsibility!

© 2014 Citrix. Confidential.

TEDxKyoto: Igniting Creativity to Transform Corporate Culture https://www.youtube.com/watch?v=01Y7qlPFpqw

Understanding your Users, 2nd Edition

Discount code COMP315 30% Off http://store.elsevier.com/

Applying Design Thinking Across the Business http://www.mckinsey.com/insights/business_technology/an_interview_with_citrixs_catherine_courage

Lessons in Customer Experience Leadership http://interactions.acm.org/archive/view/january-february-2015/lessons-in-customer-experience-leadership

From 0 to 365: My First Year as a Design Executive http://uxpajournal.org/from-0-to-365-my-first-year-as-a-design-executive/

Design Studio http://blogs.hbr.org/2011/11/inventing-the-collaborative-workspace/

Resources:

Thank you!

Work better. Live better.