Transforming the future of work.
The Ask.
Citrix had plenty to say.
Its research was original, its data was valuable, and its thought leadership had plenty of substance.
But the digital experience treated that work more like a collection of resources than a destination people would actively seek out.
The goal was to change that.
Citrix wanted to transform its research and thought leadership into a compelling editorial experience—not another report library, but a content hub with a point of view.
The Challenge.
Good UX alone doesn’t make a publication compelling.
A strong content hub has to do several things at once:
Establish authority
Create a sense of narrative
Give readers a reason to keep coming back
Citrix already had the raw material: proprietary research and meaningful insights.
What it needed was an editorial container capable of making that material feel bigger.
The Insight.
If Citrix wanted to compete in the thought-leadership space, the experience couldn’t feel like a resource center.
It needed to feel like a publication.
That meant more than organizing content into categories.
We needed a clear editorial point of view, a recognizable voice, and a campaign model that could turn individual research reports into ongoing conversations.
My Solution.
In partnership with Citrix, we created Fieldwork, an experience-led editorial platform designed to house and amplify original research.
I played a central role in shaping:
The platform’s content architecture and thematic categories
Its editorial voice and tone
The narrative framework connecting research findings to real-world business impact
I also led quarterly long-form features built around Citrix’s proprietary data.
The goal was to take technical research and turn it into storytelling that executives could understand, care about, and use.
Each research release became more than a report.
It became a campaign.
That campaign included:
A dedicated landing page
A strategic social “drumbeat” to build awareness over time
Supporting “Quick Wins” articles that surfaced individual insights and extended engagement
I owned the work from concept through publication, balancing the editorial strategy with the realities of producing the content at scale.
The Impact.
Fieldwork:
Elevated Citrix research from static reports into a branded editorial platform
Established a repeatable campaign model for quarterly thought leadership
Increased visibility and engagement around proprietary insights
Helped position Citrix as a forward-thinking voice in cloud and workplace innovation
The real achievement wasn’t simply creating a better place to publish research.
It was creating a narrative engine—one capable of turning a single research drop into an ongoing editorial story.
