Virtualization Technology News and Information
Citrix: 2012 - The Year of Emotionally Resonant Simplicity


What do Virtualization and Cloud executives think about 2012? Find out in this series exclusive.

2012 - The Year of Emotionally Resonant Simplicity

Contributed Article by Uday Gajendar, Principal Designer, Citrix

2012 will certainly see further market growth and technical evolution of enterprise virtualization technologies, along with competing cloud platforms for public/private data access. From a user experience (UX) perspective, however, certain drivers are starting to become apparent as "consumerization" emerges as a common theme amongst enterprise software vendors--thanks to the skyrocketing popularity of iPhones, iPads, and "apps."  Here are my predictions for what to expect in 2012:

1. Ubiquity of content: Partly due to virtualization/cloud tech, we can now access any content from any device, any place. We will live in increasingly "blended" modes of work AND play, from updating our Facebook status (discreetly) at the office, to revising spreadsheets while in line at Starbucks for a Venti latte. Indeed, it has become an entitled expectation to be able to do so among Gen Y digerati entering the workforce.

2. Fluidity of information: Much like the NFL Network commercial where a football fan enjoys the exact same game across morphing devices (from TV > phone > tablet > laptop > etc.) that information remains the same and "mutates" according to each device's particular form factor and screen size or capabilities. Yet all the while it's one constant uninterrupted flow, optimized for the context and device with device-based and network-based intelligence (bandwidth enhancements, off or on-loading resources, etc.).  All of that is done invisibly so the consumer has no idea, nor should they.

3. Personality of service: As Robert Brunner of Do You Matter, a good book on creating cultures of design savvy, has explained: People simply love their chosen brands, which matter even more so in highly contested, fragmented technology spaces. People LOVE Dropbox, Netflix, Evernote, and so forth ... and will react harshly when things change for the worse (See: Qwikster). Asking for patience during downtimes or flaky service just doesn't cut it anymore. So while IT admins roll out new cloud-driven IT systems, the service impact will reflect their brand and shape their users' (and employees') perceptions. Tone of voice, personality, and value of service all add up. You must have emotional connectivity, not just IT data connectivity. People have to WANT to use your service in order to positively fold it into their daily lifestyles of work and play ... and they must also feel good about sharing that with their friends and family (the viral, social effect).

In the end, 2012 will be the year of emotionally resonant simplicity.  Simplicity that blends with people's lifestyles, not just their devices or apps, by tapping into their need to have ubiquitous, fluid, beautiful experiences across virtualized and cloud-based platforms. We'll see this emerge in Home Entertainment (Cloud-based TVs that "help" your choices), Home Automation (Cloud-driven thermostats that "know" your energy usage), and Wearable Computing (Smart health monitors, like Jawbone Up, FitBits, Nike GPS, to support wellness habits) even In-Car Telematics (Cloud / Virtualized systems for a car to run entertainment, navigation, etc.). The possibilities are truly endless, but the choices will be determined by total quality of UX. 


About the Author

Uday Gajendar is a principal designer at Citrix Systems in Silicon Valley creating attractive, useful digital products. He brings a versatile mix of UI design experience from places like Adobe, Oracle, Cisco and his own consulting with clients like Netflix and Linked In. He has also published in ACM Interactions and spoken at conferences held by IDSA, IA Summit, and DMI on aesthetics, leadership, and design strategy. Having degrees in industrial design (Michigan, BFA) and interaction design (Carnegie Mellon, MDes) Uday constantly pushes the critical thinking behind well-crafted pixels.

You can read his current thoughts on design at his blog, You can also find him on Twitter and Quora.

Published Tuesday, December 20, 2011 6:30 AM by David Marshall
Comments - Virtualization Technology News and Information for Everyone - (Author's Link) - January 4, 2012 7:06 AM

I'd like to personally welcome each and every one of you to the start of 2012! As we begin what will certainly prove to be a fantastic new year, I wanted to make sure to thank all of the loyal member's and readers of Once again, with the help

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