This document summarizes Tina Tuan's presentation on design-led innovations at global enterprises. It discusses how SAP has scaled design thinking across its organization over time, establishing design centers called AppHaus to co-innovate with customers. Examples are provided of how collaborating with SAP has helped customers like AMG, China Grand Auto, and MediaTek drive business growth and improve processes through design-led solutions. The presentation encourages organizations to become more design-competent and treat design as a driver of business strategy and innovation culture.

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Design-led Innovations at Global Enterprises
全球⼤大企業如何以設計導向創新
Tina Tuan 段岱佳
SAP 矽⾕谷設計創新中⼼心總監

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Disclaimer
This presentation outlines our general product direction and should not be relied on in making a purchase
decision. This presentation is not subject to your license agreement or any other agreement with SAP. SAP has no
obligation to pursue any course of business outlined in this presentation or to develop or release any functionality
mentioned in this presentation. This presentation and SAP's strategy and possible future developments are
subject to change and may be changed by SAP at any time for any reason without notice. This document is
provided without a warranty of any kind, either express or implied, including but not limited to, the implied
warranties of merchantability, fitness for a particular purpose, or non-infringement. SAP assumes no
responsibility for errors or omissions in this document, except if such damages were caused by SAP intentionally
or grossly negligent.

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SAP customers represent
87% of Global 2,000 companies.

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74% of the world’s
transaction revenue
touches an SAP system.

5. Public
SAP customers represent
98% of the top 100
most valued brands in
the world.

6. What is Digital Transformation?

7. What is Digital Transformation?

8. SAP and Design Thinking
Photo credit: Michael Krigsman

9. SAP’s Design Transformation
SCALING UXDESIGN AND UX
RECOGNITION
CHIEF DESIGN
OFFICER
SCALING UX
SCALING DESIGN
ACROSS THE
ENTERPRISE
x!2013
FIORI UX
2015
2016
2005
2014
2010
APPHAUS

10. © 2016 SAP SE or an SAP affiliate company. All rights reserved.
Design-centric Companies Outperform S&P 500
Design Management Institute Study

11. © 2016 SAP SE or an SAP affiliate company. All rights reserved.
Design Drives Business Success
Harvard Business
Review, September
2015
[The Evolution of Design Thinking]
It’s no longer just for products.
Executives are using this approach to
devise strategy and manage change.“ ”
Bloomberk
Businessweek,
2014 Design Issue
Today design is core to any
successful business.
“ ”

12. © 2016 SAP SE or an SAP affiliate company. All rights reserved.
*KPCB, 2016 Design In Tech Report: http://www.slideshare.net/kleinerperkins/design-in-tech-report-2016/
42 Design Firm Acquisitions since 2004

13. Innovation =
Technology
drives Business Success;
Designis the way we get there.
Human
（desirability）
Business
（viability）
Technology
（feasibility）
Creativity x Execution

14. It’s About People

15. It’s About Process

16. It’s about Place

17. 2014 Design
for Experience
Award
2016 German
Design
Award
AppHaus
Heidelberg
Provide an inspiring
and creative
environment
to enable customer
co-innovation
Events
Visitors Customers
More than
10,000
More than
1,000
More than
400
Customer
Satisfaction
4.9 of 5

18. AppHaus
Seoul
Supporting the „creative
economy“ agenda of
president Park
Opened in July 2016
SAP’s innovative
working space that serves as
a model

19. AppHaus
Palo Alto
SAP and customers co-
innovate as partners in our
creative space
Opened in June 2016
Driving a design-led
innovation culture
INTERNAL

20. 500+
Customer
Engagements
Globally
© 2014 SAP AG or an SAP affiliate company. All rights reserved.

21. 21 Design Awards since 2013
SAP Consumer Insight 365
2014 UX Award
2013 UX Magazine’s Design for
Experience Award
Principles of the Design &
Co-Innovation Center of SAP
2014 Design Management Europe Award
SAP AppHaus Heidelberg
2016 German Design Award
2014 UX Magazine’s Design for
Experience Award
WTA Tennis App
2016 Webby Award
2016 Core77
2016 Interaction Award
2015 UX Award
SAP Medical Research Insights
2015 Red Dot Design Award
2015 iF Design Award
2015 Interaction Award
2015 German Design Award
2015 Land der Ideen
2014 Core 77 Design Award
2014 SAP HANA Innovation Award
2013 White House Office of Science
and Technology Policy
Scenes
2016 Core77
Heidelberg University Hospital (ETiCCS)
2016 SAP HANA Innovation Award

22. © 2016 SAP SE. All rights reserved.
AMG
Collaborative Planning
Tool Drives Business
Growth
Better plan and track
production process
via optimized collaboration
in ONE tool
Supporting transformation
of AMG’s innovation process
with Design Thinking
“The design-led co-innovation process at SAP’s AppHaus acted as a catalyst for changing the
nature of our organization’s relationship with SAP.“
Dirk Zeller, Head of IT consulting, Mercedes AMG

23. © 2016 SAP SE or an SAP affiliate company. All rights reserved.

24. © 2016 SAP SE. All rights reserved.
China Grand
Auto
Improved Service
Experience for Car
Maintenance
Customers
Mobile app enables
paperless
service order
Creation.
Enhanced efficiency
of service advisors
and increased
customer loyalty.

25. Customer Example Deep Dive
Contextual inquiry
Contextual
inquiry

26. Customer Example Deep Dive
Observation
Observation

27. Customer Example Deep Dive
Mapping the current process and experience
Mapping the
current
process &
experience

28. Customer Example Deep Dive
Creating UI mockups: Visual simulation of the future app
60+
Screen drafts

29. Customer Example Deep Dive
Prototyping
Prototyping:
Digital
and Forms

30. Customer Example Deep Dive
The solution
A mobile
solution
for Service
Order
Creation

31. © 2016 SAP SE. All rights reserved.
MediaTek
Create an executive
dashboards with 20 KPIs
to turn real-time insights
to real-time decisions.
Before: Lack of real-.me
visibility into company’s
key metrics.
A;er: Real-.me analy.cs
on 20 KPIs, drill-down to
answer the “why” and
“what-if”

32. © 2016 SAP SE. All rights reserved.
Unilever
Creating a UX Center
of Excellence
Low user productivity
and satisfaction
using current systems
Established a User
Interface Center of
Excellence
Vision Workshop with IT, Business
and Marke.ng
Roadmap jointly created
Established a UX Center of
Excellence
Manfred Kürschner,
Unilever
„Although our people were really skeptical, I have to admit that the workshop changed our
mind. The team of SAP has the right knowledge and experience to help us bring UX into the
organization of Unilever.“ Manfred Kürschner, Unilever

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Are You Ready to Innovate?

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Stages of Innovation Readiness
Efforts are
grassroots and ad-
hoc. Design is
seen as a cost.
Interested Invested
Design is important
and some resources
are provided, but
success is not
sustainable.
Engaged
Competent design
capabilities are
used as part of
day-to-day
business activities.
Scaled
Design-led innovation
is practiced
throughout the
organization, and
design drives
business strategy.

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FosterInnovationCulture.com

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Thank You
Tina Tuan 段岱佳
Director, Customer Program
SAP Design and Co-Innovation
Center
@tinatuan
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