1.
Spreading Design Thinking
Julie Baher, Managing Director
Citrix Customer Experience
DT MeetUp
February 20, 2014

2.
Collaboration
&
Sharing
Access
&
Data Security
App & Desktop
Virtualization
Enterprise
Mobility
Management
App Networking
&
Cloud Orchestration

3.
Cultural Evolution
“I didn’t know we had a design
team”
2010
“I’ve heard about design
thinking”
2011
“How do I get a designer on
my project”
2012
“I do customer-focused
innovation”
2013
2014
“I’m doing design thinking”
“BTW, What’s customer experience?”

4.
Lets go way back….

5.
Persona Army
Angela
Call Centre Worker
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 .
Thierry
Trader
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.
Laura
Office Administrator
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
VP of Sales
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
Contract Software Eng.
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
Doctor
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.

6.
Persona Army
Akanke
$100 Laptop
User/Pupil
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.
James
Police Officer
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.
Bing
Student
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
Nurse
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
Architect
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
Armed Forces Officer
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.

7.
Persona Army
Surinder
IT Support
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.
Michael
Clerical Officer
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
Kavita
Overseas Call Centre
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
Offshore Software
Engineer
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
Moble Utility Worker
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
Manuf. Design Engineer
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.

8.
Design Maturity Scale
no
consciousness
1
framing
form & function
2
style
3
4
problem solving
5

9.
Design Maturity Scale
no
consciousness
1
framing
form & function
2
style
3
4
problem solving
5

10.
Design Maturity Scale
no
consciousness
1
framing
form & function
2
style
3
4
problem solving
5

11.
Product Redesigns

12.
Heroes

13.
Design Maturity Scale
no
consciousness
1
framing
form & function
2
style
3
4
problem solving
5

14.
Employees
Learn Design
Thinking
3000 Engineers in 5 locations

15.
Sales
Leadership
Innovation
Challenge

16.
Bootcamps
6
Locations
24
Per session
Citrix Confidential - Do Not Distribute

17.
225+
Design
Catalysts

18.
225+
Design
Catalysts
Community
Coach

19.
Informal Learning

20.
Design Maturity Scale
no
consciousness
1
framing
form & function
2
style
3
4
problem solving
5

21.
Marketing
Human Resources
Legal
Engineering
Finance
Facilities
Sales
Training

22.
Facilities
Remodeling
Developing a Design Thinking Process

23.
collaboration
spaces
Santa Clara
Santa Barbara
San Francisco
UK
Florida
India

24.
Knowing our
users…

25.
GoTo Meeting
Future of
Communications
Workshop

26.
Outcomes
Set of ideas that can be prioritized and
slated into 2014 planning.

27.
blank
1.5 Days (December 11-12)
Offering Team + CX (18 ppl)
San Francisco Design Studio

28.
Ideate around 6 themes – world café style

29.
18+ Concept
Categories

30.
Next Steps
For each idea, identify the:
 Customer Benefit
 Competitive Advantage
 Go-to-market

31.
Analysis

32.
Experiments (test & learn)

33.
Design Maturity Scale
no
consciousness
1
framing
form & function
2
style
3
4
problem solving
5

34.
Cultural Evolution
“I didn’t know we had a design
team”
2010
“I’ve heard about design
thinking”
2011
“How do I get a designer on
my project”
2012
“I do customer-focused
innovation”
2013
2014
“I’m doing design thinking”
“BTW, What’s customer experience?”

35.
inform
incent
inspire
employee
engagement
involve
instruct
From the Temkin Group: The Five I's
Of Employee Engagement.

36.
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

37.
Thank You
Julie Baher
jbaher@gmail.com
@jarber
jbaher.wordpress.com
linkedin.com/in/jbaher/

38.
Links
Design Studio
http://blogs.hbr.org/2011/11/inventing-the-collaborative-workspace/
Reweaving Corporate DNA
http://www.managementexchange.com/story/reweaving-corporate-dna-buildingculture-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

39.
Apply
Design Thinking
To Compliancy
Training

40.
“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!”

41.
Technical Training

42.
Technical Training

43.
New Hire – First 90 Days
• HR
• Employee Empathy
• Recommended Improvements

44.
Customer-Sales-Partner Interactions
…learned from VOC
research

45.
CONSULTING

46.
Customer Understanding: Highs & Lows

47.
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*

48.
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

49.
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

50.
Design Thinking
for Finance
How might we provide
accurate, timely, relevant
financial and
operational data to
those who need it?

51.
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

52.
Sales Leader Innovation Challenge
GoTo Webinar used for training
Podio used for posting teamwork
© 2012 Citrix | Confidential – Do Not Distribute

53.
Sales Leader Innovation Challenge
Teams created pitches and presented at Al’s QBR
© 2012 Citrix | Confidential – Do Not Distribute

54.
Sales Leader Innovation Challenge
© 2012 Citrix | Confidential – Do Not Distribute

55.
Sales Leader Innovation Challenge
Judging Criteria
1. Clarity of users, problem, and solution
2. Research thoroughness
1. Creative and innovative solution
2. Feasibility of the solution
© 2012 Citrix | Confidential – Do Not Distribute
20K Prize

56.
Corporate Imperative
Make design part of Citrix DNA