creating a culture of design thinking

Spreading Design Thinking Julie Baher, Managing Director

Citrix Customer Experience

DT MeetUp

February 20, 2014

Collaboration &

Sharing

Access &

Data Security

App & Desktop Virtualization

Enterprise Mobility

Management

App Networking &

Cloud Orchestration

2010

2011

2012

2013

2014

Cultural Evolution

“I didn’t know we had a design team”

“How do I get a designer on my project”

“I’ve heard about design thinking”

“I’m doing design thinking”

“I do customer-focused innovation”

“BTW, What’s customer experience?”

Lets go way back….

Persona ArmyAngela Call Centre Worker

ThierryTrader

LauraOffice Administrator

BobVP of Sales

DanContract Software Eng.

FionaDoctor

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

JamesPolice Officer

BingStudent

CatherineNurse

JohnArchitect

SandraArmed 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.

Persona Army

SurinderIT Support

MichaelClerical Officer

KavitaOverseas Call Centre

SridharOffshore Software Engineer

JoeMoble Utility Worker

BobManuf. 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.

Persona Army

Design Maturity Scale

1 2 3 4 5

no consciousness

style

form & function

problem solving

framing

Design Maturity Scale

1 2 3 4 5

no consciousness

style

form & function

problem solving

framing

Design Maturity Scale

1 2 3 4 5

no consciousness

style

form & function

problem solving

framing

Product Redesigns

Heroes

Design Maturity Scale

1 2 3 4 5

no consciousness

style

form & function

problem solving

framing

3000 Engineers in 5 locations

EmployeesLearn Design Thinking

Sales Leadership Innovation Challenge

Citrix Confidential - Do Not Distribute

Per session

24

Bootcamps

Locations

6

225+ Design Catalysts

225+ Design Catalysts

CommunityCoach

Informal Learning

Design Maturity Scale

1 2 3 4 5

no consciousness

style

form & function

problem solving

framing

Human Resources

Engineering

Facilities

Legal

Finance

Sales

Marketing

Training

Developing a Design Thinking Process

FacilitiesRemodeling

Santa ClaraSanta BarbaraSan FranciscoUKFloridaIndia

collaboration spaces

Knowing our users…

GoTo Meeting

Future of CommunicationsWorkshop

OutcomesSet 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

1 2 3 4 5

no consciousness

style

form & function

problem solving

framing

2010

2011

2012

2013

2014

Cultural Evolution

“I didn’t know we had a design team”

“How do I get a designer on my project”

“I’ve heard about design thinking”

“I’m doing design thinking”

“I do customer-focused innovation”

“BTW, What’s customer experience?”

employee

engagement

From the Temkin Group: The Five I's Of Employee Engagement.

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

Our learnings

Thank YouJulie Baher

jbaher@gmail.com

@jarber

jbaher.wordpress.com

linkedin.com/in/jbaher/

LinksDesign 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 ThinkingTo CompliancyTraining

“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 OfferingsDesign Thinking BootcampInnovation for Team LeadersDesign Principles for EngineersCustomer Interviewing & EmpathyEnd-to-end Customer JourneyChange Management

2014 - NewPrototyping & TestingTeam DynamicsStorytelling & Making a PitchInnovation 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 Thinkingfor FinanceHow might we provideaccurate, timely, relevantfinancial andoperational data tothose who need it?

© 2012 Citrix | Confidential – Do Not Distribute

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

GoTo Webinar used for trainingPodio used for posting teamwork

Sales Leader Innovation Challenge

© 2012 Citrix | Confidential – Do Not Distribute

Teams created pitches and presented at Al’s QBR

Sales Leader Innovation Challenge

© 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

4. Feasibility of the solution

20K Prize

Make design part of Citrix DNA

Corporate Imperative