Cubefree
Creating and building a start-up at Citrix
Company: Citrix Systems
Role: UX, Designer, Researcher, Product Owner
Tools: Paper, Axure
SITUATION:
People can now work from anywhere. But how can remote workers find best spots with wifi, power, comfortable chairs, etc?
How can they connect with each other so they don't feel isolated?
How can we use this as an opportunity for Citrix to reach users beyond Admins and promote the “Go-To” products.
As a new mom at the time, I missed my colleagues as I was at home during this time, so I had the “Cubefree” idea and submitted the project for “Citrix Connect” - a yearly Innovation event that reunites all engineering and design teams across the US.
Cubefree (AKA “Go to Cafe”) won as “Best Overall Idea” and that’s where the journey begins…
Connect Innovation Challenge - Santa Clara, CA
Cubefree wins as “Best Overall Idea”
TASKS & CHALLENGES
Validate hypothesis and find product market fit
Participate on Citrix’s Innovation Program - 3 months in Santa Clara, CA
Pitch the Idea at the end of the program to get Business Sponsorship
ACTIONS I TOOK
Signed up for Citrix’s Innovation Program
Built Prototype
Tested with 10 customers weekly and refined experience
Used the $ prize and started the Cubefree development
Built a Team
Launched Cubefree in the Apple and Google Stores (without the Citrix logo)
Completed Citrix’s Innovation Program and pitched Cubefree at graduation event
Aligned the product to attract Citrix Enterprise Customers
Went to Citrix Synergy Event in Las Vegas to get sign-ups
Initial concepts - Illustrations by Deb Aoki
Low Fidelity Wireframes
Cubefree MVP was approved to launch in the Apple and Google Stores, without the Citrix logo.
Pitch Day - Start up Accelerator Innovation Program, Santa Clara, CA
The Cubefree team expanded: Kyara (copy writer), Jeremy (Support), Manbinder (QA), and Marta (UX/Design)
Corporate and brand alignment to attract enterprise customers at Citrix Synergy Event.
OUTCOMES
Got attention from the media with 40+ media coverage hits
Got sponsorship directly from Citrix’s CEO, Mark Templeton
Scheduled our 1st pilot - Education
Cubefree was named one of the best new productivity apps by Fast Company magazine
70 sign ups at Synergy event and 43 via the Citrix.com website (including IBM, Nokia, United Nations, etc.)
Scheduled 1st Pilot at Nova University
Pilot at Nova University: “Campus Connect” helps create a “better together” college experience while improving admission and graduation rates by keeping students and faculty connected and productive anywhere.
Campus connect enables students to engage with each other, stay connected, and be more productive and satisfied with their education experience. It also addresses the security aspect so students can feel more safe on campus
Cubefree with 40+ media coverage hits attracted internal Business Sponsors and CEO attention.
“I was particularly impressed by her drive and unwavering determination to make Cubefree a success by continuously throwing herself into the fires of entrepreneurship within a large organization and come out stronger and more knowledgeable than before".
Saul Gurdus
VP Customer Experience, Citrix
“I was most impressed by her ‘never say die’ attitude, finding new ways to overcome institutional obstacles and build a consortium of supporters across the company. Marta is inspiring, always positive, and a natural leader.”
Michael Harries
Senior Dr. Innovation, Investor, Citrix
“The user centric culture shift Marta has been able to influence within our team has become aspirational for product development teams across Citrix. In addition to her fabulous work products, Marta brings an unparalleled work ethic and an amazing personality.”
Brian Moelich
Startup Mentor, Citrix