The most compelling part about working with Citrix was their passionate advocacy for design. Our engagement with them began with a workshop for 100 of their designers at the Citrix Design Summit. Our challenge “From Backpack to Briefcase: Redesigning the School to Work Experience” took place on a local college campus. The teams observed and interviewed students, and returned to Citrix to analyze and synthesize their data using Empathy Maps and Needs Statements. They brainstormed solutions and built and tested prototypes as they moved through the phases of the design thinking process. Rather than reading about design thinking, or listening to a lecture, the Citrix designers engaged in a design challenge. Design thinking is an experiential process — they learned the process by doing it.
We then participated in Citrix Connect- a series of events that spanned the globe. Citrix Connect began in Santa Clara, and traveled to London, Fort Lauderdale, Santa Barbara, and Bangalore. We had groups ranging in size from 500-650, and the vibrant energy that filled the room as product engineers dove in to design thinking was astounding and powerful. They left the experience with an understanding of what design thinking was all about.
Our next project was with the Citrix Business Design Team. We delivered a series of Design Thinking bootcamps around the United States. As we co-planned these workshops, we realized the importance of not only learning design thinking, but applying it. On Day 1, the workshop participants learned the design thinking process. For Day 2, we created a Design Thinking Toolkit that supported the implementation of design thinking. The toolkit, which was introduced in the morning session, included how to frame a design challenge through scoping and discovery, plan research to identify opportunities and relevant stakeholders, identify user characteristics, plan interview questions, identify team members and stakeholders and create milestones for prototype implementation. The afternoon session consisted of small break-out groups that were supported by Lime Design facilitators to achieve specific team goals and projects using design thinking. These bootcamps provided a deep understanding of design thinking and how it could impact innovation at Citrix and enhance customer experience.
We used the design thinking process ourselves as we continued to collaborate with Citrix to meet their needs. We had the opportunity to meet with vice presidents, directors and managers, engineers, and designers as we learned about Citrix’s unique culture. With this knowledge and with insights from the Business Design Team, we crafted a series of in-house courses and training sessions that engaged diverse departments in order to support the design thinking effort across the company. Some courses focused on skill building, such the “Deep Dives: Data Analysis & Synthesis” course. Others focused on developing design thinking mindsets, such such as “Improv & Design Thinking” and “Visual Storytelling.” One of the most powerful and well-received offerings was “Innovation for Managers” which focused not only on being an innovator, but on managing innovation. It led to thoughtful inquiry on how one might create and manage a range of innovation projects while meeting key objectives. The rigor and passion that characterized Citrix’s immersion in design thinking led to a growth in organizational innovators, and a shared common language around innovation. The opportunity to work with a talented, forward thinking group of thinkers, learners, and doers was a pivotal part of Lime Design’s growth as design thinking consultants. We grew and learned together through a deeply collaborative partnership.
Learn more about Citrix and design thinking by reading Catherine Courage’s Management Exchange article at http://www.managementexchange.com/story/reweaving-corporate-dna-building-culture-design-thinking-citrix and the Citrix Accelerator Program at http://citrixstartupaccelerator.com.