has in the past two years Citrix adopted a customer-oriented approach to building and selling their virtual workplace technologies.
break away from traditional processes driven by scope, budget and feature checklists adopted we the perspective of our customers from the earliest stages of development. has confirmed our impressions with this process through the development of our next Citrix Workspace cloud our belief in the importance of this change for our organization and our customers.
to the upcoming Citrix Workspace cloud in the design, we have defined the customer value proposition for the solution through a lens of customer desirability-what is really important for companies and users, and why-and makes the entire customer lifecycle, from the trial to buy to advocacy, to curate a coherent and intuitive customer journey. Constant iteration based on real customer feedback helped us this vision to remain faithful. The result of this approach is an entirely new service platform for our customers and channel partners in this post.
, you will learn how the Citrix design process works today and how it ensures the greatest value for our customers.
, you define the value proposition from the customer's perspective
we began our design process for Citrix Workspace cloud of the challenges the customers think we wanted to solve. In this case, the customers are the IT solutions provider and manager, the Mobile Workspaces design and deliver to the end user. Your challenge is that expectations and requirements increases to cater for new ways of working.
The people of today need to be able to work anywhere, anytime, and they hate to stop about things like what kind of network and they think may access the types of devices that they have available, and where the data they will need saved. That's the feeling that we entered on the frustration and set barriers to productivity, the people on their current circumstances face. By extension, we also feel the frustration IT service provider and manager with the complexity of address required and the time required for the establishment and provision of mobile workspaces.
From this perspective, a cross-functional team that includes designers, engineers, marketing managers and product managers hashed a gross sales from our idea describes the complexity to solve a problem, and would win the value customers as a result. Indeed, to work the same resources in the same way and access to all possible with the people, including IT solution providers and IT managers, from anywhere and at any time, we can in their work, their tools, and productive to help focus [
of course, our first version of our value was support only the beginning. We went through hundreds of iterations over a matter of weeks, adding content, refining our definitions and the structure of the paragraph in a full tangible concept that could be experienced by customers.
A common mistake in product development, it should leave your own idea of your customer needs and preferences. To keep us on track, we brought real customers in our process from the start and checked in with them often to make sure that we both were in relation to the problems on course faced and the best way to solve it. These research sessions were planned and observed by cross-functional teams including product engineering, marketing and sales staff who synthesized our findings into a coherent sense of the customer point of view about the end-to-end lifecycle.
We also worked hard to make our value proposition easy to understand. If you can not explain the benefits of a product in simple, concise terms, it is all too easy, a hodgepodge of loosely related functions rather than a true customer-centric solution.
design to create experiences, not just products
Traditionally, Citrix and other companies, teams tend to build a product to set, and their design process revolves closely around it: what it does, how people use it and how it works. Your vision for the product is essentially the sum of its properties, which are selected depending on what is needed to achieve both parity and competitive differentiation.
This is a very one-dimensional view without taking into account the relative value of the various functions for the customer, and it fails the ways to acquire to reflect the people and use of products in the real world.
Instead of regarding the design of products we think now experience design, to solve human problems. Think about how an individual interacts with a product throughout the customer lifecycle: they become aware, want to try it, decide to buy it, roll it out, use it every day, be advocates for them inside and outside the organization. Each of these experiences should be as valuable as we can make it, and designed to the client's needs, preferences and comfort.
The experiences prioritization that is both highly differentiated and valuable customer, we ensure that our design would reflect real solutions to real needs, not only technical challenges and product characteristics are checked.
, to provide travel map
From the beginning, our customers gave us an insight into a core truth: men of complex products are tired. This led us to simplify the customer journey as much as possible and make it easy for people to Citrix Workspace cloud fit into their lives and businesses. In addition to the design of the platform itself, which also draw attention to meant that the payment, how people would experience on the site over the platform, we asked the kind of demos are available, and the ease with which people could try it.
Our experiments were also designed a complete sense to ensure what would be like to interact there by Mark features in WorkSpace adaptation to user experience analytics to the platform. We wanted to be customers will be able to make the solution of a value on an intuitive level visible and to understand not deduce they have between the lines of marketing copy. Later in the trip, help social tools people advocate for the solution to promote full acquisition to further increase its impact and value.
We also understand that people your travel traverse in different ways at different speeds.If someone just wants to go from trial to roll out, how can we make possible? If they want to advocate for us early in a study of how we activate this moment as a seamless part of the experience? If the person must participate in the study to influence his boss and others in the organization to pave the way for a purchase, how can we allow this? One result of this thinking was to introduce an ability to share human experiences a study with colleagues in real time and discuss.
Keep iterating
Fast iteration continue to play an important role in our design process. We never put the first idea that comes to mind, but push our designers with multiple explorations come to solve every problem, new opportunities to work against their own instincts to discover. We encourage them to challenge traditional product requirements. We are not only building made-to-order interfaces on assignment from the product team; We, a vision to achieve as full partners with product and engineering work.
The Citrix Workspace cloud this spring is approaching launch, we are confident that led our approach to design in a platform with differentiated value that more than just the sum of its features. We are now in our company work, this approach to the creation of more products and solutions constantly performs its value for the customer to increase sure.
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