Design & Co-Innovation with SAP's Customers

Marion Fröhlich, marion.froehlich@sap.com
Tobias Haug, tobias.haug@sap.com
WITH SAP’S CUSTOMERS
DESIGN & CO-INNOVATION

2©  2013 SAP AG - Design & Co-Innovation Center. All rights reserved.
WHO ARE WE

WHO ARE WE

A LITTLE BACKGOUND
©  2013 SAP AG - Design & Co-Innovation Center. All rights reserved.

A developer needs to be
curious and also develop
empathy for end users.
Hasso Plattner

WHERE WE ARE NOW

A global team of designers,
strategic consultants and
project managers
63+PEOPLE
23LANGUAGES
20INDUSTRIES
7
SAP DESIGN AND CO-INNOVATION CENTER

We help our customers to transform business
into more delightful and eﬀective experiences
WHAT WE DO

WHERE WE WORK
The AppHaus concept is inspired by the Bauhaus
movement, which represents diﬀerent disciplines
working together in one building.

ENTERPRISE UX

today

Technology tools we
use in our personal life
are more eﬃcient and
productive than those
used in our work life.
ENTERPRISE UX

expectations

DESIGN VALUE INDEX

business
requirement

DESIGN AND THE ENTERPRISE EXPERIENCE
Illustration by Mauro Rego

Currently many companies
do not apply design
practices to the back-office
Outside
Front-office
Consumer
Inside
Back-office
Enterprise

Separate
Design as
external
resource
Peripheral
Design as
part of the
organization
Central
Design at the
core of the
organization
Integrated
Design
integral to all
aspects of the
organization
Based on the model of S. Junginger (2012)
When design is fully
integrated and also applied
to back-oﬃce experiences

how?

humanize
1

PLEASURABLE
USABLE
RELIABLE
FUNCTIONAL
©  2013 SAP AG - Design & Co-Innovation Center. All rights reserved. Designing for Emotion, Aaron Walter (2011)

empower
2

HOW TO MOVE ENTERPRISE UX TO THE NEXT LEVEL?
Build better
experiences
Empower
customers

empower

User Experience Center of Excellence
SAP
Design Services

©  2013 SAP AG or an SAP affiliate company. All rights reserved. 27
ORGANIZATION & PROCESS
PEOPLE & CULTURE
INFRASTRUCTURE
DESIGN SERVICE - UXCOE

1 Unrecognized
UX is “not important”
2 Interested
UX is important but receives little funding
3 Invested
UX is very important and formalized programs emerge
4 Committed
UX is critical and executives are actively involved
5 Engaged
UX is one of the core tenets of strategy
6 Embedded
UX is in the fabric of organization
UX MATURITY MODEL
©  2013 SAP AG - Design & Co-Innovation Center. All rights reserved. Renato Feijo, http://johnnyholland.org/2010/04/planning-your-ux-strategy/

What does design
mean for you?

CONTEXT

CONTEXT – UX FLAVORS
Awareness
Leporello
Session
2hrs 1-3 yrs
Experience
& Concepts
Hands-on
Workshop
Showcase
& Buy-In
Focus
Project
Roadmap to
integrate UX
Customized
UX Guide
Customized
creative
oﬃce space
AppHaus
Franchising
Organizational
change on all
levels
Consulting
project

Our Journey

It is never too late to do the basics.
Lead by example. It’s eﬀective.
Be one team. Really.
Design iterations.
Processes, protect us from what
we want.
#1
#2
#3
#4
#5
OUR JOURNEY

It’s a journey,
not a destination
#1
OUR JOURNEY

Think globally,
act locally
#2
OUR JOURNEY

Be prepared to
provide data
#3
OUR JOURNEY

Don’t forget to
“messy middle”
#4
OUR JOURNEY

We design with customers
not for customers.
#5
OUR JOURNEY

It’s a journey, not a destination
Think globally, act locally
Be prepared to provided data
Don’t forget to “messy middle”
We design with customers not
for customers.
#1
#2
#3
#4
#5
OUR JOURNEY

ENTERPRISE UX - VALUE

At the end of the day people
won’t remember what you
said or did, they will
remember how you made
them feel.
MAYA ANGELOU
ENTERPRISE UX - VALUE

Marion Fröhlich, marion.froehlich@sap.com
Tobias Haug, tobias.haug@sap.com

Design & Co-Innovation with SAP's Customers

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