Citrix Case study

Content design and writing

Quartz is known for its useful business advice. Citrix wanted to be known as a Workplace Experience (WX) leader. Together, we created a WX series that invites users to tap their way through seven courses, each delivering one specific and practical way to build a better office.

Leading a team of writers, designers, and engineers, I fit Citrix’s thought-leadership goals inside a first-to-market product and wrapped it in Quartz’s cheeky voice.

The campaign had an average time spent of 3:43, 85% engagement rate, and 20% completion rate.

"When you consider the calendar, do you immediately think creativity?", then a black and white picture of Albert Einstein putting on glasses appears. Then a simple "No." pops up to answer the question.

We named the new product a “tap course” to reinforce that the experience would be fast and accessible on any device. Since most users come to this page from paid social promotions, the microcopy (tap anywhere and begin) and animated icon make it clear how users should move through the course, that the precise tap placement doesn’t matter, and that they will officially enter the experience after this page.

The courses are labeled WX 101-107, invoking higher-ed nomenclature and creating space for the curriculum to grow to the two-hundred, three-hundred, and four-hundred levels should clients want to extend their campaign.

2013 Harvard Business School survey found 50% of all meetings to be considered "unproductive"

To keep users’ attention across 150+ slides, each tap—whether from a keyboard, mouse, or finger—has a speedy and satisfying payoff. We also included a progress bar so users always knew where they were in the experience. And to make sure the main points hit home, there are “pop quizzes” and one-line summaries at the end of each section.