Join this session to hear about the lessons learned from establishing and implementing a unified UX and content strategy to product pages at SAP, the world’s largest provider of enterprise application software serving more than 365,000 customers in 180 countries. Explore results with before-and-after comparison and get actionable tips you can consider and implement in your organization. What’s the role of UX and content strategy in the digital customer experience for products? How to translate customer insights and business goals into compelling product pages with relevant and consistent content through an integrated UX approach? How to reflect constantly changing customer preferences and business transformation in your content? Collaboration, change management, enablement: why and how? Best practices for bringing a front-end content strategy spanning marcomm and techcomm to life.

1. Rethinking the Product Content Experience
UX Strategy Spanning Marketing and Technical Content
Irina Pashina, SAP

2. 2INTERNAL© 2018 SAP SE or an SAP affiliate company. All rights reserved. ǀ
SAP is the world leader in enterprise applications in terms of software and software-related service revenue.
Based on market capitalization, SAP is the world’s third largest independent software manufacturer.
SAP

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

4. Our customers fly more
than 2.3 billion
of the world’s passengers.

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“High-quality web content that's useful, usable,
and enjoyable is one of the greatest competitive
advantages you can create for yourself online.”
Source: Kristina Halvorson, Content Strategy for the Web

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“This is exactly the information
I need for my business case!
Very helpful!.”
Source: User Testing 2017

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The Age of the Customer
The average enterprise buyer’s journey is ~70% complete without human
intervention, with most interaction happening through digital, social, and
mobile.
“By 2020 customers will manage 85% of the relationship with an
enterprise without interacting with a human.”
Source: Gartner

8. 9INTERNAL© 2018 SAP SE or an SAP affiliate company. All rights reserved. ǀ
The Age of the (Digital) Customer Experience
The average enterprise buyer’s journey is ~70% complete without human
intervention, with most interaction happening through digital, social, and
mobile.
“64% of people think that customer experience is more important than price in their
choice of a brand. By 2020, customer experience will be the key brand differentiator.”
Source: Gartner

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“When researching new software, I need a
range of information to be able to decide if
the product is the right fit and will be a
feasible option. I will also share the page
with other people in my company from other
areas, such as IT, to get their input on the
software's fit.”
Rethinking the Product Page Experience: what and why?

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Rethinking the Product Page Experience: what and why?
A wide range of relevant information is required to make a buying decision.
Information must also cover technical aspects and answer specific questions.
Relevant
Content
• Is my data secure?
• What do we need to run the software?
• What requirements might we need to modify to fit the technology’s
capabilities?

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Rethinking the Product Page Experience: what and why?

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Rethinking the product page experience: highlights
Specific, relevant information

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Rethinking the product page experience: highlights
See it in action Pricing

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Rethinking the product experience: the voice of the user
“This is exactly the information I need for
my business case! Very helpful!”
Source: user testing session, 2016/17
SAP
S/4HANA
Cloud
SAP
Analytics
Cloud
SAP HANA
SAP.com
Product pages
*SAP S/4 HANA ERP Seiten, SAP.com/USA
Reporting timeframe: 2018
Return visits
Request pricing
Free trial engagement
Before/After
% Change*
+560%
+10%
Bounce rate
Asset consumption
-7pp
+15%
Before/After
% Change*
+4% Engagement clicks +10%

15. How & Lessons Learned

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1. It’s about the user (and your objectives).
UX Methodology
Customer
ObjectivesCustomer Insights Strategy and goals
SAP
Objectives
• Guiding Principle/ Tonality
• Content Guidance
• Design Guidance
• Call-to-Action
The purpose of each page
To achieve the defined purpose, the UX Guidance defines:

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The SAP Customer Experience map is a model that helps us better understand customers and prospects
User Experience Strategy: user insights

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 Intent
 User Insights
 Structure
 Content
 Design
A relevant, consistent, and compelling experience is based on defining all these components.
Content strategy is an integral part of that.
2. Defining a best-in-class UX: a multi-disciplinary approach
Map User
Needs with
Business
Goals
Content
Strategy
UX Design /
UI Strategy
Information
Architecture
User
Testing &
Validation
Proof of
Concept
Customers &
Prospects

19. 20INTERNAL© 2018 SAP SE or an SAP affiliate company. All rights reserved. ǀ
UX guidance balances customer and SAP objectives
When researching
software, a customer
wants to find
Information on
software's capabilities
A customer asks:
How does it
look?
How does it
work?
What does the
software do?
Content Guidelines:
Tie business needs to software
Make clear what the software is
about
Design Guidelines:
Product Images
Guiding Principle /
Focus on …
Software is the
hero
Desired Action:
What do we want
the user to do?
1
2
4
5
6
3
Customer Experience Map
UX
Strategy
UX
Guidelines
User Experience Strategy: methodology

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Impactful
Content
3. Treat content as a business asset.
Who is it for?
What’s the purpose?
What’s the impact?

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User Experience Strategy: content
SAP Content Architecture FrameworkSAP Customer Experience Map
Content Architecture Framework (CAF) – the foundation for relevant content

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4. Document, document, document.
“The best-in-class organizations are clearly not creating
content on a whim. They have a plan and are focused,
demonstrating their proficiency.”
Aberdeen research

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5. Collaborate across areas and persevere (aka change management).
Lowered productivity
Turnover of valued employees
Debate & discussion about the need or will for change
People revert to the old ways
Active resistance
Passive resistance
Workarounds spring up

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6. Listen, learn, improve.
Qualitative Research Interviews (75min
each) with customers and prospects in
various industries and company sizes.
Remote Usability Testing sessions with
deep dives on content and structure.
Users provided feedback in quantitative
surveys and online card sorting
exercises that helped shape the new
structure and experience.
Stakeholder communication and management

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Rethinking the product experience: how & lessons learned
1
2
3
4
It’s about the user and your business objectives.
Use a multi-disciplinary approach.
Treat content as a business asset.
Document, document, document.
Collaborate across areas and persevere (aka change management).
Listen, learn, improve.
5
6

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Q&A
Irina Pashina
@irinapashina
Senior Director, Customer Experience and Content Strategy
UX & Strategy
SAP SE

27. 28INTERNAL© 2018 SAP SE or an SAP affiliate company. All rights reserved. ǀ
Thank you!
Irina Pashina
@irinapashina
Senior Director, Customer Experience and Content Strategy
UX & Strategy
SAP SE