1) Digital transformation requires a focus on people and reimagining business models through design-led approaches that leverage new technologies like cloud, IoT, and mobility. 2) Over-engineering solutions, wishful thinking, and following trends without understanding user needs can hinder digital transformation efforts. 3) SAP advocates for a human-centered design approach to digital transformation that improves the customer experience and drives business value.

1. © 2016 SAP SE or an SAP affiliate company. All rights reserved.
Digital Transformation
Needs More Than Technology
Andreas Hauser
SVP, Design & Co-Innovation Center, SAP
@HauserAndreas

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Disclaimer
Thispresentationoutlinesourgeneralproductdirectionandshouldnotbereliedoninmakingapurchasedecision.This presentationis notsubjecttoyourlicense
agreementoranyotheragreementwithSAP.SAPhasnoobligationtopursueanycourseof businessoutlinedinthispresentationortodeveloporreleaseany
functionalitymentionedinthispresentation.ThispresentationandSAP'sstrategyandpossiblefuturedevelopmentsaresubjecttochangeandmaybechangedby
SAPatanytimeforanyreasonwithoutnotice.Thisdocumentis providedwithoutawarrantyofanykind,eitherexpressorimplied,includingbutnotlimitedto,the
impliedwarrantiesof merchantability,fitnessforaparticularpurpose,ornon-infringement.SAPassumesnoresponsibilityforerrorsoromissionsinthis
document,exceptif suchdamageswerecausedbySAPintentionallyorgrosslynegligent.

3. © 2016 SAP SE or an SAP affiliate company. All rights reserved.
What is Digital Transformation?
Application of Digital Technology in all
aspects of human societyhuman

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Photo by Francesco Crippa - CC BY 2.0
Mistake #1: Over-Engineering
Desirability
Human Factors
Feasibility
Technology
Factors
Viability
Business Factors

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Mistake #2: Wishful Thinking
© 2004 herbX film
Desirability
Human Factors
Feasibility
Technology
Factors
Viability
Business Factors

6. © 2016 SAP SE or an SAP affiliate company. All rights reserved.
Mistake #3: En Vogue
Feasibility
Technology
Factors
Viability
Business Factors
Desirability
Human Factors
http://www.motorstown.com/news/1797-peel-p50.html

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Design-led Digital Transformation
Focusing on People
Re-imaging Business Models
and Business Processes
Leveraging breakthrough
technology trends
- Hyper-connectivity
- Big Data
- Mobility and Cloud
- Internet of Things
- Security
Re-imagine
Customer and User Experience
DESIGN
INNOVATION
Feasibility
Technology
Factors
Viability
Business Factors
Desirability
Human Factors

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Good Design Drives Shareholder Value
2014 Design Value Index (DVI) from Design Management Institute (DMI)
$ 10,000
2004
$ 15,000
$ 20,000
$ 25,000
$ 30,000
$ 35,000
$ 40,000
$ 45,000
2005 2006 2007 2008 2009 2010 2011 2012 2013 2014
Design Conscious
Companies :
Apple
Coca-Cola
Ford
Herman-Miller
IBM
Intuit
Newell-Rubbermaid
Nike
Procter & Gamble
Starbucks
Starwood
Stanley Black & Decker
Steelcase
Target
Walt Disney
Whirlpool
DVI
S&P 500
$ 17,999.37
219%
$ 39,427.34
Source: http://www.dmi.org/?DesignValue

9. 9
TODAY
Forrester IT survey, 2013
THE FUTURE
72%
Keep the lights on
28%
Drive business
innovation
Drive business
innovation
Keep the lights on
Shift From Information to Innovation Technology

10. 10
© 2015 SAP SE or an SAP affiliate company. All rights reserved.
Monetary Value
Human Value
Gain
Productivity
Save
Training
Costs
Decrease
User
Errors
Decrease
Change
Requests
Increase
User
Satisfaction
Increase
Customer
Loyalty
Increase
Solution
Adoption
Strengthen
Relationship
(IT and Business)
Design Delivers Business and Human Value
http://experience.sap.com/designservices
Launch

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SAP UX and DESIGN
An Evolutionary Story
2004
DST
SCALING UX
2014
UX & DESIGN
ACROSS SAP
2005
d.school
2013
FIORI UX
SCALING UX
2015
UX & DESIGN
RECOGNITION
SAP won 15+ Design Awards
SAP has a rich history using
Design and Design Thinking with
500+ customers
2010
APPHAUS

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Main Content Notifications
Customized
View
SAP Fiori Design Evolution
Outlook
This is the current state of planning and may be changed by SAP at any time.

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Video
https://www.youtube.com/watch?v=lo9l0ES-rhc

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the SAP you know

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NEW EMPOWERRENEW
Delivering SAP Fiori UX across SAP Solutions Customers to Innovate
through Design
&
Education
& Best Practices
Tools & Technologies
UX Design Services
Execution of SAP’s UX Strategy

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SAP Business Suite
SAP Fiori apps reference library
www.sap.com/fiori-apps-library
Coming soon
SAP Fiori running on SAP HANA Cloud Platform
www.sap.com/fiori-demo

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SAP S/4HANA
SAP S/4HANA
On-Premise Edition
SAP S/4HANA
Cloud Editions
SAP Fiori: User Experience for SAP S/4HANA
Efficient access to information
User productivity
Complexity reduction
This is the current state of planning and may be changed by SAP at any time.

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Cloud
New Home Page
e.g.
People Profile
This is the current state of planning and may be changed by SAP at any time.

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NEW EMPOWERRENEW
Delivering SAP Fiori UX across SAP Solutions Customers to Innovate
through Design
&
Education
& Best Practices
Tools & Technologies
UX Design Services
Execution of SAP’s UX Strategy

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AFTERBEFORE
SAP Screen Personas
Simplify SAP GUI Screens

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SAP WEB IDE
SAPUI5 / OpenUI5
Discover Design Deliver
Tools & Technologies
To discover, design, develop, and deploy a great UX (UXaaS)

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Video Splash and BUILD
https://www.youtube.com/watch?v=jrU4ZYpgrpU

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Design Thinking
Playbook
Open SAP
UX Courses
Design for
Non-Designers
Education & Best Practices
http://www.experiencesplash.com
SAP Splash Scenes

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Create business value with human-centered design
UX Design Services
Design Thinking
Agile Development

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NCT
National Center for
Tumor Diseases
Simplifying Patient
Data Analysis to Save
Lives
Read more...
Design +
SAP HANA = Innovation
Analyzing health data to
faster match patients to
clinical trials
“We are now able to extract and analyze data from various sources and present it to physicians and
researchers in a way that enables surprising new insights.”
Professor Dr. Christof von Kalle, Director, Translational Oncology, NCT

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AMG
Collaborative Planning
Tool Drives Business
Growth
Re-imagine collaborative
manufacturing planning
Supporting transformation of
AMG’s innovation process
“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
Video
https://www.youtube.com/watch?v=sk8k_Cisp74

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Foster a design-led innovation culture
UX Design Services
People Process
Place

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Video
https://www.youtube.com/watch?v=aCSI5V7xAGo

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Interested
• Noticing
• Individual success
• Ad hoc, unintentional
• Grass roots
• Design seen as costs
Invested
• Adopting
• Design is important
• Resources provided
• Best practices defined
• Point solution not
repeatable
Engaged
• Realizing
• Design competency
• Design used in day-to-day
business
• Facilitates coherency of brand
Stages of Organizational Readiness
Organization readiness for design thinking and innovation
Scaled
• Innovating
• Collaboration w/ business
• Co-innovation with end users
• Design as business strategy
• Process in place and scaled
• World class design expertise
• Awards in design & innovation

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Common Barriers to Design and Innovation
People Process Place
Design talent
Executive Support
Siloed organizations
Scalability
Priority of design
Resources
Design as an after thought
Ad hoc, inconsistent
Design process
End user involvement
Design iteration
Tolerance for failure
Co-innovation space
Location of teams
Physical spaces
Virtual places
Project rooms

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3
SAP’s Award Winning Design Recognitions

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How to embrace the
human aspect?
Engage with your customers and users
Learn about Design & Design Thinking
experiencesplash.com
Join the UX & Design Wave
experience.sap.com

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Thank You
© 2016 SAP SE or an SAP affiliate company. All rights reserved.
Andreas Hauser
Senior Vice President
Design & Co-Innovation Center
SAP SE
Dietmar-Hopp-Allee 16
69190 Walldorf, Germany
andreas.hauser@sap.com
@HauserAndreas
linkedin.com/in/hauserandreas

34. 34
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