Catherine Courage: "The Enterprise UX Journey: Lessons From the Voyage & The Opportunity Ahead" Enterprise UX 2015 • May 14, 2015 • San Antonio, TX, USA http://enterpriseux.net

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

2. Enterprise UX Evolution
Impact&Influence
Time

3. Experience Wins!

4. 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

5. © 2014 Citrix. Confidential.
Citrix:
Enabling a world where people can experience work and life their way.

6. It’s A Journey

7. Phases of the Journey
4

8. 2009
Time
2015+
Experience Evolution
BusinessImpact
1. Chaos
2. React &
Influence
3. Organize
& Impact
4. Refine &
Differentiate

9. Chaos
1

10. Experience first!
Mark Templeton, Citrix CEO
“”

12. Feature Focused

13. Make UX DESIGN Part of our DNA

14. Building Trust & Credibility

15. Listen
Understand
Act

16. © 2014 Citrix. Confidential.

18. Innovation in the Wild
Doug Dietz
Innovation Architect, GE
Claudia Kotchka
Innovation & Strategy Consultant
Tom Kelley
General Manager of IDEO
Speaker Series

20. Finding
Building a Killer Team

21. Finding
Assessing
Building a Killer Team

22. Finding
Assessing
Winning
Building a Killer Team

23. Finding
Assessing
Winning
Retaining
Building a Killer Team

24. Finding
Assessing
Winning
Retaining
Developing
Building a Killer Team

26. No Dead Weight
No Divas

27. Finding
Assessing
Winning
Retaining
Developing
Building a Killer Team

29. © 2014 Citrix. Confidential.

31. End User Experiences Before

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34. Seamless

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Admin Experience

36. React & Influence
2

37. Discovery
Detailed
Specs
Detailed "
Design
Implementation
Ship
1
2
3
4
5

38. Customer
Experience
Product
Management
Product
Development
Three-in-a-Box

42. Empathy

43. We can’t just ask…

44. Walk in their shoes

45. © 2014 Citrix. Confidential.
Network
Connectivity
3G - Slow,
intermittently drops
Slow
Fast

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Experiment

47. Formulate Concepts

48. © 2014 Citrix. Confidential.
Rapid Prototypes

49. © 2014 Citrix. Confidential.
Constant Customer Feedback

50. © 2014 Citrix. Confidential.

51. © 2014 Citrix. Confidential.51

52. External Collaboration

53. © 2012 Citrix | Confidential – Do Not Distribute
100+ Design Catalysts

54. Space to Create

57. © 2014 Citrix. Confidential.

58. Organize & Impact
3

59. © 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…

60. Scaling
More projects = Great success
More projects ≠ Great success

61. © 2014 Citrix. Confidential.

67. Finding
Assessing
Winning
Building a Killer Team

68. Finding
Assessing
Winning
Retaining
Building a Killer Team

69. Finding
Assessing
Winning
Retaining
Developing
Building a Killer Team

71. Product Instrumentation

72. Net Promoter Score

73. “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

74. “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

75. Refine & Differentiate
4

76. Provide an Exceptional Experience to"
Every User, Every time

77. © 2014 Citrix. Confidential.
Don’t Wait for Permission

78. © 2014 Citrix. Confidential.

79. © 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

82. 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

83. Everyone thinks of changing
the world, but no one thinks of
changing himself.
Leo Tolstoy
“”

84. 2009
Time
2015+
Experience Evolution
BusinessImpact
1. Chaos
2. React &
Influence
3. Organize
& Impact
4. Refine &
Differentiate

86. Themes Across
the Journey

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

90. The single biggest problem in
communication is the illusion
that it has taken place.
George Bernard Shaw
“”

95. Community Engagement

97. Conference Themes
1. Insights at Scale
2. Craft Amid Complexity
3. Experimentation in the Enterprise
4. Designing Organizational Culture

98. © 2014 Citrix. Confidential.
Customer experience is everyone’s responsibility!

99. © 2014 Citrix. Confidential.

100. 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:

101. Thank you!

102. Work better. Live better.