Based on her 5 years as a UX leader at Citrix, Julie explains how to drive better product design through cultural transformation. See how she helped build design culture for designers and non-designers across different continents.

1. Spreading Design Thinking in
Organizations
Julie Baher

2. ABOUT UXPIN
COLLABORATIVE DESIGN FOR PRODUCT TEAMS
● Wireframing, prototyping, user testing, & more.
● Consolidate feedback & co-design in real time.
● Scale design systems with custom libraries.
● Create visual specs for developer handoff.

3. 2010
2004
2015
2001
2016

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

6. let’s go way back….

13. Who is our Customer?
Angela
Call Centre Worker
Thierry
Trader
Laura
Office
Administrator
Bob
VP of Sales
Dan
Contract Software
Eng.
Fiona
Doctor
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 .

14. Akanke
$100 Laptop
User/Pupil
James
Police Officer
Bing
Student
Catherine
Nurse
John
Architect
Sandra
Armed 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 wherever 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 calm 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.
???

15. Surinder
IT Support
Michael
Clerical Officer
Kavita
Overseas Call Centre
Sridhar
Offshore Software
Engineer
Joe
Mobile Utility Worker
Bob
Manuf. 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.
???

16. The “Before” View

17. 3 Lessons of Culture Change

18. Lesson #1
Make a Splash

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

23. “I didn’t know we had a design team”

30. “I didn’t know we had a design team”

31. “I didn’t know we had a design team”
“I didn’t know our customers”

32. #1 Make a Splash
KEY TAKEAWAYS
> Make sure people know you
Get in front of your co-workers
Leverage existing structures (meetings, 1:1’s, all-hands, off-sites, events)
> Get in front of your customers
Leverage existing structures (interviews, site visits, conferences)
Or create your own (user-group/fan meetings, coffee shops, etc)

33. Lesson #2
Design Matters

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

36. let’s teach them design

37. 37
- Do Not Distribute
Since
2010….Classes &
workshops
100+
Citrix employees taught
4000+
Locations
15

38. Lesson #2
Design Food Matters

39. “I’ve heard about design thinking”

58. #2 Design Matters
KEY TAKEAWAYS
> Look for ways to teach and evangelize Design Thinking
Learn-by-doing …. hands on, engaging
> Some resources (see upcoming UXPin ebook for more!)
Stanford d-School methods
Design Thinking for Educators toolkit
Extreme by Design resources
Ideo’s Design Thinking resources
Coursera’s “Design Thinking for Innovation” online course

59. “Design matters & I’m doing design thinking”
“BTW, What’s customer experience?”

60. Lesson #3
Count to 100

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

62. Let’s show some ROI

63. 63
Executives need to know (1) what design thinking is and (2) how it meets business goals.
● Find a feasible challenge or opportunity
● Create your elevator pitch: “Design thinking isn’t a philosophy. It’s a problem-solving strategy employees can learn to
improve business processes. With the right people teaching it, the company will see more profitable and innovative options
appear when making decisions that can cost a lot of time and money.”
● Demonstrate how similar companies or industries used design thinking and include numbers to
show the results (See upcoming UXPin ebook for examples!)
● Pitch a trial pilot project, ideally a 3 month or less project so you can quickly return with the results
● Ask for executive sponsorship
Executive Buy-In

64. 64
Legal Team +
Design Thinking

65. Interviews
with
employees &
HR about
compliance
training
Brainstorm
solutions:
courses,
Pilot new
course and
structure

67. “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.”

68. “I do customer-focused innovation”

70. Design Thinking + Lean Startup

71. Design Thinking + Lean Startup

72. Design Thinking + Lean Startup

73. Test & Learn

74. Test & Learn

75. Net Promoter Score
(NPS)

76. How likely are you to
recommend us
to your friends or colleagues?

78. DUMBES
T

79. 1. Leadership Commitment
2. Common Language
3. Feedback-Learning-
Improvement
4. Focuses the company
on
customer loyalty
5. Analytics infrastructure
Read more
at:
netpromotersystem.com
How NPS aligns with Design
Thinking

80. Product Refresh

81. Measurable Design Improvements
The new GoTo iOS app resulted in an
app store rating increase from 3.5 to 4.5
(surpassing the stretch goal of 4.0)
New GoTo web client• Led to a 92% decrease in time to benefit
(reduction from 25 to 2 seconds to start a
sharing session)• A 10 point increase in NPS
• And a drop in support call volume of 66%
The new Windows GoTo experience
improved the NPS score.

82. 82
➔ Increases in NPS scores.
➔ Decreases in call support volumes.
➔ Money saved by the organization due to productivity increase.
ROI of Design

83. Design Thinking + Lean Startup = Culture
> Shared language: Design Thinking, Lean Startup, Ultimate Question book
> Shared measurement: key metrics drive shared purpose across different
functions
> Shared performance measures: employee and BU goals, design thinking as
a core competency

84. 3 Lessons of Culture Change
Make a
Splash
Design
(Food)
Matters
Count to
100

85. (bonus)
yes, AND

86. What it takes …
Recognize the cultural microclimates
Engage both qualitative & quantitative
Be bold, take risks
Believe in the design process

87. Thank You!
Julie Baher
jbaher@gmail.com
twitter: @jarber
linkedin.com/in/jbaher/

88. Want to improve your UX process?
Contact product@uxpin.com for a free consultation.
● Wireframing, prototyping, user testing, & more.
● Consolidate feedback & co-design in real time.
● Scale design systems with custom libraries.
● Create visual specs for developer handoff.