In the 70th episode of Burning Platform, we host Jeff Gelfuso, Workday’s first ever Chief Design Officer.
The pandemic has exposed all of us to the most honorable of customer services and in reverse, some incredibly disappointing experiences – in what I have called COVID copouts and Brexit BS. I worked on a project last year where I had a chance to ask a number of executives to catalog their good and bad personal experiences and I heard plenty around eCommerce, auto dealers, travel and other services. Accenture's design agency Fjord, has coined a term "liquid expectations" — "when you experience a service in one industry, it raises the bar for what you expect from other industries." I have a corollary to that: employee experiences play a huge part in customer experiences. Their frustration, fatigue, fear all negatively affect how they manifest themselves to the outside world.
With that backdrop, it was nice to host Jeff who has significant product design and R&D experience in the consumer tech world at Microsoft, Facebook and Amazon. It is a fascinating conversation about the enterprise tech view of experiences and how wfh and hybrid workplaces have complicated the thinking.
Jeff talks about how he spent the first few months at Workday talking to over a hundred customer executives about their experiences and expectations. He also talks about the test bed of Workday’s own employee-centric culture and how that is helping his design thinking. His personal, virtual on-boarding experience and their HR moves like “Thank-you Fridays” during the pandemic are guiding his thinking. And how the HCM experiences are being adapted to Workday’s planning, financial, procurement and other applications.
I like his point about thinking about “end to end experiences” and being humble enough to recognize that you will never be able to anticipate how every user reacts to your software. And the resulting need to think about multiple roles, tailored experiences and to build flexibility into your design. We also discuss natural interfaces and the need to weave in external collaboration tools like Slack and Teams (and soon Metaverse tools).
He has a noble goal – simplification. He defines it as not pretending you can eliminate enterprise complexity, but pushing it more to the background. Other competitors have long promised ‘Run Simple”. Jeff is doing it in a vastly more complicated, hybrid workplace with heightened employee expectations.
Kudos to Workday for recognizing the need for a visionary design officer and recruiting someone from the consumer tech world. Jeff particularly impressed me with his empathetic approach to experiential design.
