Adoption of Experience Strategy | 2013 Award Categories

Adoption of Experience Strategy

Companies that provide exceptional experiences in their products and services understand that user and customer experience are high-level strategic values, not just low-level tactical practices. This award recognizes companies that have thoroughly and effectively embraced experience-orientation as a strategy, and where success in so doing is evident in executive leadership, design and engineering teams, and the rest of the staff who have the ability to influence user and customer experiences.


A cloud company known for products that enable mobile workstyles, Citrix has a Customer Experience organization lead by Senior Vice President Catherine Courage. Her team is focused on empowering all divisions of the company, from executives to individual contributors, to make innovation and customer experience central to their thinking. Judges were impressed by a robust program that spreads design thinking throughout a large organization using a multi-layered organizational approach, and felt like the documentation provided with the application could be useful to the experience design community.