Over the past two years, Citrix Systems has adopted a customer-centric approach to building and selling our virtual workspace technologies. Breaking away from traditional processes driven by scope, budget and feature checklists, we adopted the perspective of our customers and all their pain-points from the very earliest stages of development.

I began the design process for CDC (Citrix Demo Center) by thinking about the customer challenges we wanted to solve. In this case, the customers are DB Architects, SE solution providers and managers who design and deliver mobile workspaces to end-users. Their challenge was to meet rising expectations and demands for new ways of working.

A narrative that tells the scenario of use for the product and outlines the benefits for the targeted consumer/context. How does this product or feature fit within the company’s portfolio? What is “the story” that describes how this offering fits the user’s needs and goals? were some of the questions we wanted to cover from the beginning, but these uncovered major hurdle of VM recycle.

The CDC allows Citrix internal users and partners to provision and demo a virtualized environment in minutes. Allowing End-Users/Potential Customers to actually experience Citrix virtual product-line. Partners can demo Citrix and show customers exactly what a virtualized desktop feels like and how it performs on the WAN, and them have detail report on how and what products they have been engage with.

The integrative aesthetic experience repositions beauty for designing high-quality engagements with the digital and beyond, taking into account a complete humanistic outlook: sensual style, functional performance, human utility, and a complementary story of use or purpose that drives the overall experience.