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The Enterprise UX Journey:
Lessons From the Voyage & The
Opportunity Ahead 
Catherine Courage
SVP, Customer Experience
Twitter: @ccourage
Enterprise UX Evolution 
Impact&Influence
Time
Experience Wins!
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
© 2014 Citrix. Confidential.
Citrix:
Enabling a world where people can experience work and life their way.
It’s A Journey
Phases of the Journey
4
2009
 Time
 2015+
Experience Evolution
BusinessImpact
1. Chaos
2. React &
Influence
3. Organize
& Impact
4. Refine &
Differentiate
Chaos
1
Experience first! 
Mark Templeton, Citrix CEO
“”
Enterprise UX: The Journey and Opportunity Ahead
Feature Focused
Make UX DESIGN Part of our DNA
Building Trust & Credibility
Listen
Understand
Act
© 2014 Citrix. Confidential.
Enterprise UX: The Journey and Opportunity Ahead
Innovation in the Wild
Doug Dietz
Innovation Architect, GE 
Claudia Kotchka
Innovation & Strategy Consultant
Tom Kelley
General Manager of IDEO 
Speaker Series
Enterprise UX: The Journey and Opportunity Ahead
Finding
Building a Killer Team
Finding
 Assessing
Building a Killer Team
Finding
 Assessing
 Winning
Building a Killer Team
Finding
 Assessing
 Winning
 Retaining
Building a Killer Team
Finding
 Assessing
 Winning
 Retaining
 Developing
Building a Killer Team
Enterprise UX: The Journey and Opportunity Ahead
No Dead Weight
 No Divas
Finding
 Assessing
 Winning
 Retaining
 Developing
Building a Killer Team
Enterprise UX: The Journey and Opportunity Ahead
© 2014 Citrix. Confidential.
Enterprise UX: The Journey and Opportunity Ahead
End User Experiences Before
Enterprise UX: The Journey and Opportunity Ahead
© 2014 Citrix. Confidential.Citrix Confidential - Do Not
Seamless
© 2014 Citrix. Confidential.
Admin Experience
React & Influence
2
Discovery


Detailed
Specs

Detailed "
Design


Implementation
 Ship

1
 2
 3
 4
 5
Customer
Experience
Product
Management
Product
Development
Three-in-a-Box
Enterprise UX: The Journey and Opportunity Ahead
Enterprise UX: The Journey and Opportunity Ahead
Enterprise UX: The Journey and Opportunity Ahead
Empathy	
  
We can’t just ask…
Walk in their shoes
© 2014 Citrix. Confidential.
Network
Connectivity
3G - Slow,
intermittently drops
Slow
Fast
© 2014 Citrix. Confidential.
Experiment
Formulate Concepts
© 2014 Citrix. Confidential.
Rapid Prototypes
© 2014 Citrix. Confidential.
Constant Customer Feedback
© 2014 Citrix. Confidential.
© 2014 Citrix. Confidential.51
External Collaboration
© 2012 Citrix | Confidential – Do Not Distribute
100+ Design Catalysts
Space to Create
Enterprise UX: The Journey and Opportunity Ahead
Enterprise UX: The Journey and Opportunity Ahead
© 2014 Citrix. Confidential.
Organize & Impact
3
© 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…
Scaling
More projects = Great success
More projects ≠ Great success
© 2014 Citrix. Confidential.
Enterprise UX: The Journey and Opportunity Ahead
Enterprise UX: The Journey and Opportunity Ahead
Enterprise UX: The Journey and Opportunity Ahead
Enterprise UX: The Journey and Opportunity Ahead
Enterprise UX: The Journey and Opportunity Ahead
Finding
 Assessing
 Winning
Building a Killer Team
Finding
 Assessing
 Winning
 Retaining
Building a Killer Team
Finding
 Assessing
 Winning
 Retaining
 Developing
Building a Killer Team
Enterprise UX: The Journey and Opportunity Ahead
Product Instrumentation
Net Promoter Score
“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
“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
Refine & Differentiate
4
Provide an Exceptional Experience to"
Every User, Every time
© 2014 Citrix. Confidential.
Don’t Wait for Permission
© 2014 Citrix. Confidential.
© 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
Enterprise UX: The Journey and Opportunity Ahead
Enterprise UX: The Journey and Opportunity Ahead
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
Everyone thinks of changing
the world, but no one thinks of
changing himself.
Leo Tolstoy
“”
2009
 Time
 2015+
Experience Evolution
BusinessImpact
1. Chaos
2. React &
Influence
3. Organize
& Impact
4. Refine &
Differentiate
Enterprise UX: The Journey and Opportunity Ahead
Themes Across 
the Journey
You have to fight
through some bad days
to earn the best days.
Enterprise UX: The Journey and Opportunity Ahead
Enterprise UX: The Journey and Opportunity Ahead
The single biggest problem in
communication is the illusion
that it has taken place.
George Bernard Shaw
“”
Enterprise UX: The Journey and Opportunity Ahead
Enterprise UX: The Journey and Opportunity Ahead
Enterprise UX: The Journey and Opportunity Ahead
Enterprise UX: The Journey and Opportunity Ahead
Community Engagement
Enterprise UX: The Journey and Opportunity Ahead
Conference Themes
1. Insights at Scale 
2. Craft Amid Complexity
3. Experimentation in the Enterprise 
4. Designing Organizational Culture
© 2014 Citrix. Confidential.
Customer experience is everyone’s responsibility!
© 2014 Citrix. Confidential.
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:
Thank you!
Work better. Live better.

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