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