CoCo Product Innovation
We accelerate decision-making.
CoCo is a collaboration product that puts real-time communication and workflow tools at your fingertips.
Switching between apps is disruptive.
Most people have one or more apps for file sharing, chatting, meetings, signing documents, editing, etc. Juggling multiple logins is a pain. One minute you need a question answered, and the next, you need an impromptu video conference or to share screens.
No wonder we miss meetings, lose track of files, and have trouble getting the correct information to the right people. App overload complicates our workflows and slows down decision-making.
CoCo combined Citrix’s existing file sharing, signature, and video conferencing capabilities around a chat-driven interface, creating a single tool that streamlined communication and collaboration.
CoCo was the hub where workers connected via chat, shared files, started meetings, and made decisions – quickly and collaboratively.
Meet the Innovation Team
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Anuja Gogate
ENGINEERING
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Ryan Morton
ENGINEERING
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John Totten
PRODUCT DESIGN & UX
By 2015, Citrix had acquired four cloud-native products – ShareFile, GotoMeeting, RightSignature, and Podio. We were experiencing double-digit growth, but commoditization of cloud storage was starting. As a result, we were looking to build, buy, and integrate into adjacent product areas to bolster our competitive market position. ShareFile’s founder, Jes Lipson, was creating innovation programming across Citrix, including a BHAG to launch 50 startups, and Citrix was sponsoring a 3-month startup accelerator.
After just a year at ShareFile, I was doing competitive research into file-sharing applications and related products when Citrix Hackweek came around. I saw a need, recognized the opportunity, a pitched my idea to design, product management, and engineering. People were excited about the idea and wanted to work on it. Ten people from design and engineering committed to working on the idea over five days. We won Hackweek, pitched to executives, and earned one of three spots in the Citrix Innovator’s Program.
Highlights from Research Interviews
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“It’s cumbersome to juggle and get in and out of all these systems.”
Daniel P.
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"For every individual thing I do, I have to use something different."
Megan S.
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"…nothing exists that kind of pulls all the best features into one…"
Steven J.
Over 12 weeks, we conducted 70+ interviews with existing Citrix customers and new potential to find the market fit, created and developed our pitch, consulted with product experts, and iterated on the product.
Freemium Model
Why Freemium
Current market expectation
Low barrier to entry
Bottom up adoption (similar to Slack)
Easy adoption by existing ShareFile customer
Pay Model
Pay Triggers
Additional ShareFile features: encrypted email, editing, signing
Archiving messages and access to complete message history
More video conference attendees
Access to ShareFile MainApp and desktop/mobile tools
Competitive Feature Matrix
Pricing Model
Responsibilities
Voice of the User
Product Strategy & Vision
User Experience
Citrix Hackweek Winner
Citrix Innovators Program
In the end, Citrix chose not to fund this project in favor of other priorities. However, the experience was invaluable. It strengthened my understanding of what it takes to bring a new product to market–finding market fit and positioning, how quickly you can iterate and improve the experience, and how to seek out and find support. But the most important thing I learned is how to recognize an opportunity and create a compelling story.
CoCo (formerly Workflow)
