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Culture Change – My Journey
Julie Baher
2010
2004
2015
2001
1999
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-focused
innovation”
2010 2011 2012 20132014
lets go way back….
Who is our Customer?Angela Call Centre Worker
ThierryTrader
LauraOffice Administrator
BobVP of Sales
DanContract Software Eng.
FionaDoctor
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 .
Akanke$100 Laptop User/Pupil
JamesPolice Officer
BingStudent
CatherineNurse
JohnArchitect
SandraArmed 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 whereever 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 clam 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.
???
SurinderIT Support
MichaelClerical Officer
KavitaOverseas Call Centre
SridharOffshore Software Engineer
JoeMoble Utility Worker
BobManuf. 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.
???
The “Before” View
3 Lessons of Culture Change
Images Courtesy of Shutterstock
Lesson #1
Make a Splash
Image Courtesy of Shutterstock
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-focused
innovation”
2010 2011 2012 20132014
“I didn’t know we had a design team”
“I didn’t know we had a design team”
“I didn’t know we had a design team”
“I didn’t know our customers”
Lesson #2
Design Matters
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-focused
innovation”
2010 2011 2012 20132014
lets teach them design
35
- Do Not Distribute
Since 2010….Classes &
workshops
100+
Citrix employees taught
4000+
Locations
15
Lesson #2
Design Food Matters
“I’ve heard about design thinking”
but wait, there’s more
“Design matters & I’m doing design thinking”
“BTW, What’s customer experience?”
Lesson #3
Count to 100
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-focused
innovation”
2010 2011 2012 20132014
lets show some ROI
64
Legal Team +Design Thinking
“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!”
“I do customer-focused innovation”
Design Thinking + Lean Startup
Design Thinking + Lean Startup
Design Thinking + Lean Startup
LEANSTARTUP
TESTSHARE WITH CUSTOMERS
HYPOTHESISSTART FROM A PREMISE
LEARNLISTEN TO CUSTOMERPREFERENCE
Test & Learn
Test & Learn
Net Promotor Score(NPS)
How likely are you to recommend us
to your friends or colleagues?
DUMBEST
Product Refresh
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.
Using Systems & Measurable Outcomes for Advantage
Shared metrics, shared goals, shared purpose across different functions
Leverage the institutional systems (Quarterly MBO goals, Employee Performance Measures)
Shared Language … Design Thinking, Lean Startup, Ultimate Question book
3 Lessons of Culture Change
Images Courtesy of Shutterstock
Make a Splash
Design (Food) Matters
Count to 100
(bonus)
yes, AND
What it takes …
Recognize the cultural microclimates
Engage both qualitative & quantitative
Be bold, take risks
Believe in the design process
