Citrix Santa Barbara

Scott Barnett, the Director of CRM Marketing Programs at Citrix Online, wanted to answer the question: How could Citrix design an experience for new customers and trial users that would wow customers? He reached out to Lime Design for our expertise in design thinking. Our goal was to use design thinking to improve customer retention with regard to the on-boarding experience.

The project had three phases:

  • Phase 1 Introductory Design Thinking Studio Workshop

  • Phase 2 Design Thinking Customer Experience Co-Creation Workshop

  • Phase 3 Lime Design Data Analysis & Recommendations

Phase 1 Introductory Design Thinking Studio Workshop

In order to meet the project goals, it was important that everyone had a strong foundation in design thinking. Our design challenge, as always, was not directly related to the problem that was most pressing in the organization. Instead, we wanted the learning to be the focus, and for the participants to deeply engage. Our design challenge was “Redesigning Collaborative 21st Century Learning Spaces.” A design thinking approach is built upon solving for specific users, so on a bright and sunny February morning, Scott’s team headed to a local college campus and conducted on-site interviews. When they returned to the cafeteria-turned-design-studio for the day, they synthesized their interview data. An avalanche of ideas followed, as the teams’ creativity skyrocketed.

Once ideas were selected, prototypes were built, tested, and refined. The team learned the phases of the design thinking process as they tackled their design challenge, and they were ready to apply the process to on-boarding in the next phase of the project.

The fifty workshop participants learned the following skills the Introductory Design Thinking Studio Workshop:

  • How to build empathy for users

  • Ethnographic interviewing & observation techniques

  • Creative thinking strategies

  • How to implement rapid prototyping cycles

  • How to test prototypes and incorporate user feedback in next-round iterations

Phase 2 Design Thinking Customer Experience Co-Creation Workshops

Phase 2 consisted of Design Thinking Customer Experience Co-Creation Workshops. A co-creation workshop brings customers and companies together in an interactive session. The goal of these sessions was developing empathy for Citrix’s customers’ experiences. Three different types of Citrix customers were recruited to participate in the Design Thinking Customer Experience Co-Creation Workshops:

  • Early life cycle customers

  • Trial customers

  • Heavy users

With Lime Design’s guidance, the teams conducted ethnographic interviews to gain insights into customer experiences. After the interviews were completed, the teams analyzed and synthesized the interview data and created Empathy Maps and User Need Statements. Once the customer needs were identified, the Citrix teams brainstormed ideas and selected the best ones to move forward. They tested their prototypes with the customers and got immediate feedback. This informed the second and third rounds of prototyping. The Citrix team, in the debrief, expressed how valuable it was to talk to actual customers. Ultimately, Citrix was able to uncover unmet needs and create a series of inspirational prototypes that could be translated into opportunities to improve the on-boarding experience.

Phase 3 Lime Design Data Analysis & Recommendations

The project ended with a review of the learnings and recommendations on how to use the data from the two workshops to evolve more nuanced prototypes that reflected customer feedback. This information drove Citrix’s next steps in the redesign of the customer on-boarding experience. Design thinking provided a tool that generated unanticipated data and insights to provide a better customer experience around on-boarding.

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