Unit 1: The Value of User Experience

Size: px

Start display at page:

Download "Unit 1: The Value of User Experience"

Curtis Sharp
5 years ago
Views:

1 Unit 1: The Value of User Experience

2 The Value of User Experience Unit goal You will learn about the monetary and the non-monetary value of user experience (UX) for your company or organization 2015 SAP SE or an SAP affiliate company. All rights reserved. Public 2

The Value of User Experience The world is changing Consumer User Experience is the

5 Jun 03 Jun 05 Jun 07 Jun 09 Jun 11 Jun 13 The Value of User Experience Design-centric organizations in the United States D.INDEX: Whirlpool Ford IBM Nike Starwood Steelcase Coca-Cola Apple Newell Rubbermaid Target Starbucks Disney Herman Miller P&G Intuit $ 40k $ 30k $ 20k $ 10k D.INDEX S&P.INDEX $39, % $17, Source: Design Management Institute SAP SE or an SAP affiliate company. All rights reserved. Public 5

6 The Value of User Experience Design innovation: Mistake #1: Over-engineering People (desirability) Business (viability) Technology (feasibility) Photo by Francesco Crippa - CC BY SAP SE or an SAP affiliate company. All rights reserved. Public 6

7 The Value of User Experience Design innovation: Mistake #2: Wishful thinking People (desirability) Business (viability) Technology (feasibility) Photo by Nicholas Rumas - CC BY SAP SE or an SAP affiliate company. All rights reserved. Public 7

8 The Value of User Experience Design innovation: Mistake #3: In vogue People (desirability) Business (viability) Technology (feasibility) Photo by wetwebwork - CC BY-SA SAP SE or an SAP affiliate company. All rights reserved. Public 8

The Value of User Experience Design innovation People (desirability) Business (viability)

Why do I need to adapt the standard solution at all?

10 The Value of User Experience Common arguments we hear against improving UX How can we scale from an IT perspective? We do not have time to involve our end users. Why do I need to adapt the standard solution at all? Our customers request and we deliver (but without users). We do not get access to our end users SAP SE or an SAP affiliate company. All rights reserved. Public 10

11 G r e a t U s e r E x p e r i e n c e The Value of User Experience Non-monetary benefits Increase user satisfaction Increase customer loyalty Increase solution adoption Strengthen relationship between IT and business 2015 SAP SE or an SAP affiliate company. All rights reserved. Public 11

12 G r e a t U s e r E x p e r i e n c e The Value of User Experience Monetary benefits Gain productivity Save training costs Decrease user errors Decrease change requests SAP SE or an SAP affiliate company. All rights reserved. Public 12

The Value of User Experience Customer example: creating a business case and comparing solution options Performance Management Estimates in 1,000 EUR over 5 Years Total Costs Expected

13 The Value of User Experience Customer example: creating a business case and comparing solution options Performance Management Estimates in 1,000 EUR over 5 Years Total Costs Expected Benefit Gained Option 1: Standard PRM solution Option 2: Custom UI using SAPUI SAP SE or an SAP affiliate company. All rights reserved. Public 13

14 Next Unit The Value of User Experience Key takeaways and next unit Design-driven companies are more successful Consumer user experience is the new standard There has been a shift from features to experience UX brings monetary and non-monetary benefits to your company You will learn about SAP s UX strategy and discover that it is more than just tools and technology SAP SE or an SAP affiliate company. All rights reserved. Public 14

15 The Value of User Experience More information Learn more at experience.sap.com/designservices Mail us at Follow us on Watch our YouTube Channel Follow us on LinkedIn Friend us on Facebook 2015 SAP SE or an SAP affiliate company. All rights reserved. Public 15

16 Thank you Contact information:

17 2015 SAP SE or an SAP affiliate company. All rights reserved. No part of this publication may be reproduced or transmitted in any form or for any purpose without the express permission of SAP SE or an SAP affiliate company. SAP and other SAP products and services mentioned herein as well as their respective logos are trademarks or registered trademarks of SAP SE (or an SAP affiliate company) in Germany and other countries. Please see for additional trademark information and notices. Some software products marketed by SAP SE and its distributors contain proprietary software components of other software vendors. National product specifications may vary. These materials are provided by SAP SE or an SAP affiliate company for informational purposes only, without representation or warranty of any kind, and SAP SE or its affiliated companies shall not be liable for errors or omissions with respect to the materials. The only warranties for SAP SE or SAP affiliate company products and services are those that are set forth in the express warranty statements accompanying such products and services, if any. Nothing herein should be construed as constituting an additional warranty. In particular, SAP SE or its affiliated companies have no obligation to pursue any course of business outlined in this document or any related presentation, or to develop or release any functionality mentioned therein. This document, or any related presentation, and SAP SE s or its affiliated companies strategy and possible future developments, products, and/or platform directions and functionality are all subject to change and may be changed by SAP SE or its affiliated companies at any time for any reason without notice. The information in this document is not a commitment, promise, or legal obligation to deliver any material, code, or functionality. All forwardlooking statements are subject to various risks and uncertainties that could cause actual results to differ materially from expectations. Readers are cautioned not to place undue reliance on these forward-looking statements, which speak only as of their dates, and they should not be relied upon in making purchasing decisions SAP SE or an SAP affiliate company. All rights reserved. Public 17

18 Unit 2: SAP s UX Strategy More Than Tools and Technology

19 SAP s UX Strategy More Than Tools and Technology Unit goal You will learn about SAP s UX strategy and about how it comprises more than just tools and technology 2015 SAP SE or an SAP affiliate company. All rights reserved. Public 2

20 SAP s UX Strategy More Than Tools and Technology UX versus UI User needs are key! Photo by D.L. - CC BY-SA 2.0 Photo by Axion23 - CC BY 2.0 Photo by BY-YOUR- - CC BY SAP SE or an SAP affiliate company. All rights reserved. Public 3

21 Usage/reach SAP s UX Strategy More Than Tools and Technology The SAP User Experience strategy New Applications Existing Applications Fiori UX NEW RENEW UX Design Services ENABLE 2015 SAP SE or an SAP affiliate company. All rights reserved. Public 4

SAP s UX Strategy More Than Tools and Technology How SAP

experience Coherent UX for all SAP solutions over time

UX design services to implement highly usable solutions

22 SAP s UX Strategy More Than Tools and Technology How SAP helps you to achieve your customer UX strategy One user experience Coherent UX for all SAP solutions over time Tools Provide tools to adapt and develop Services Provide UX design services to implement highly usable solutions 2015 SAP SE or an SAP affiliate company. All rights reserved. Public 5

23 SAP s UX Strategy More Than Tools and Technology ONE USER EXPERIENCE for all SAP software using SAP Fiori UX SAP Fiori User Experience Applications* Analytics* SAP HANA Platform 2015 SAP SE or an SAP affiliate company. All rights reserved. Public 6

24 SAP s UX Strategy More Than Tools and Technology Tools to adapt and develop SAP Web IDE (Integrated Development Environment) SAP Screen Personas New Field Hide Area 2015 SAP SE or an SAP affiliate company. All rights reserved. Public 7

25 SAP s UX Strategy More Than Tools and Technology Observations from 300+ customer engagements Several UX issues could be solved with existing SAP tools IT organizations need to understand the needs of their end users better IT organizations are missing design skills People (desirability) End users perceive custom-built screens as SAP standard screens Business (viability) Technology (feasibility) 2015 SAP SE or an SAP affiliate company. All rights reserved. Public 8

SAP s UX Strategy More Than Tools and Technology Required design skills User Research User interviews, observation, user testing Interaction Design Screen flows, low & high-fidelity mock-ups, design

26 SAP s UX Strategy More Than Tools and Technology Required design skills User Research User interviews, observation, user testing Interaction Design Screen flows, low & high-fidelity mock-ups, design specifications Visual Design Branding, visual language (for example, color, typography, logo) Design Thinking Coaching, moderation, storyboarding 2015 SAP SE or an SAP affiliate company. All rights reserved. Public 9

27 UX Maturity SAP s UX Strategy More Than Tools and Technology SAP s UX design services: Business needs INNOVATE EMPOWER REALIZE ADVISE Customer wants to explore the business value of HANA and design & develop an attractive solution Customer wants to learn more about Design Thinking and Design Customer wants to improve their existing SAP solution or wants to implement SAP Fiori or SAP Screen Personas Customer wants to understand the SAP UX strategy and create a customer UX roadmap Time powered by DESIGN THINKING 2015 SAP SE or an SAP affiliate company. All rights reserved. Public 10

28 UX Maturity SAP s UX Strategy More Than Tools and Technology SAP s UX design services: Business needs INNOVATE EMPOWER REALIZE ADVISE Customer wants to explore the business value of HANA and design & innovation develop an attractive solution Customer wants to learn more Design about and development Design Thinking and Design enablement UX adoption kit for SAP Fiori and SAP Screen Customer wants to improve their existing SAP solution or wants to implement SAP Fiori or Personas SAP Screen Personas Customer wants to understand the SAP UX strategy and create a and technology customer UX roadmap UX advisory for business Discover & design business Optimize existing solution Develop custom solution Time powered by DESIGN THINKING 2015 SAP SE or an SAP affiliate company. All rights reserved. Public 11

29 SAP s UX Strategy More Than Tools and Technology How we work Prototype Ideate Validate Discover Design Deliver Scope Synthesize Implement Deploy 360 Research Test 2015 SAP SE or an SAP affiliate company. All rights reserved. Public 12

30 Next Unit SAP s UX Strategy More Than Tools and Technology Key takeaways and next unit SAP s UX strategy is based on one coherent UX for all solutions and is supported by tools and services First understand the needs of your users before you make any technology decisions Enhance your design skills Design Thinking methodology helps to humanize software Start small learn and then extend You will hear about the outcomes of concrete customer UX engagements 2015 SAP SE or an SAP affiliate company. All rights reserved. Public 13

31 SAP s UX Strategy More Than Tools and Technology More information Learn more at experience.sap.com/designservices Mail us at designservices@sap.com Follow us on Watch our YouTube Channel Follow us on LinkedIn Friend us on Facebook 2015 SAP SE or an SAP affiliate company. All rights reserved. Public 14

32 Thank you Contact information:

33 2015 SAP SE or an SAP affiliate company. All rights reserved. No part of this publication may be reproduced or transmitted in any form or for any purpose without the express permission of SAP SE or an SAP affiliate company. SAP and other SAP products and services mentioned herein as well as their respective logos are trademarks or registered trademarks of SAP SE (or an SAP affiliate company) in Germany and other countries. Please see for additional trademark information and notices. Some software products marketed by SAP SE and its distributors contain proprietary software components of other software vendors. National product specifications may vary. These materials are provided by SAP SE or an SAP affiliate company for informational purposes only, without representation or warranty of any kind, and SAP SE or its affiliated companies shall not be liable for errors or omissions with respect to the materials. The only warranties for SAP SE or SAP affiliate company products and services are those that are set forth in the express warranty statements accompanying such products and services, if any. Nothing herein should be construed as constituting an additional warranty. In particular, SAP SE or its affiliated companies have no obligation to pursue any course of business outlined in this document or any related presentation, or to develop or release any functionality mentioned therein. This document, or any related presentation, and SAP SE s or its affiliated companies strategy and possible future developments, products, and/or platform directions and functionality are all subject to change and may be changed by SAP SE or its affiliated companies at any time for any reason without notice. The information in this document is not a commitment, promise, or legal obligation to deliver any material, code, or functionality. All forwardlooking statements are subject to various risks and uncertainties that could cause actual results to differ materially from expectations. Readers are cautioned not to place undue reliance on these forward-looking statements, which speak only as of their dates, and they should not be relied upon in making purchasing decisions SAP SE or an SAP affiliate company. All rights reserved. Public 16

34 Unit 3: Customer Examples Deep Dive

36 Customer Examples Deep Dive Main customer example: China Grand Auto Re-imagining the maintenance service experience with China Grand Auto 2015 SAP SE or an SAP affiliate company. All rights reserved. Public 3

37 Customer Examples Deep Dive Who is the customer Who? Grand China Auto China s largest auto dealer Owns 450 dealerships 9b annual revenue 30K+ employees Sold 550,000 vehicles to end customers and more than 5 million repairs in SAP SE or an SAP affiliate company. All rights reserved. Public 4

Customer Examples Deep Dive What is the challenge What?

39 Customer Examples Deep Dive How to tackle the challenge Discover Who are the users and how do they work now? What are their daily challenges? Design Create UI mockups Get and incorporate user feedback Prototype Deliver Implement the solution Conduct user acceptance tests Discover Ideate Design Validate Deliver Scope Synthesize Implement Deploy 360 Research Test 2015 SAP SE or an SAP affiliate company. All rights reserved. Public 6

41 Customer Examples Deep Dive Discover phase: The details 2 Weeks Onsite Shijiazhuang 5 Dealerships Chevy Toyota Buick Audi +15 Interviews Service advisors Reception Service managers Dealership managers Customers 2015 SAP SE or an SAP affiliate company. All rights reserved. Public 8

Customer Examples Deep Dive Contextual inquiry 2015 SAP SE

Customer Examples Deep Dive Observation 2015 SAP SE or

Customer Examples Deep Dive Gathering a holistic understanding

Customer Examples Deep Dive Mapping the current process & experience

Customer Examples Deep Dive Design phase Prototype Ideate Validate

Customer Examples Deep Dive Concept exploration 2015 SAP SE

Customer Examples Deep Dive Gathering immediate feedback 2015

Customer Examples Deep Dive Design ideation Design ideation: Service Advisor

Customer Examples Deep Dive Prototyping Prototyping: Digital and Forms

52 Customer Examples Deep Dive Customer quote The visual design is great, but that s only one thing. It s more about the business value. The vision you provided. This is what has given me lots of inspiration. Liu Cheng - IT General Manager, China Grand Auto 2015 SAP SE or an SAP affiliate company. All rights reserved. Public 19

Customer Examples Deep Dive The solution A mobile solution for Service Order

56 Customer Examples Deep Dive 3 keys to success: Design strategy Applying our work on a tactical level by integrating our design into a larger strategy for China Grand Auto Design Strategy 2015 SAP SE or an SAP affiliate company. All rights reserved. Public 23

57 Customer Examples Deep Dive 3 keys to success: Artifacts Creating reusable and lasting documents throughout the life of the project to communicate our findings, designs, and intent Artifacts 2015 SAP SE or an SAP affiliate company. All rights reserved. Public 24

58 Customer Examples Deep Dive 3 keys to success: Transparency Connecting our findings from research in the field to our design decisions and recommendations Transparency 2015 SAP SE or an SAP affiliate company. All rights reserved. Public 25

59 Customer Examples Deep Dive Customer quote I feel this will transform the way our people perform service because it s grounded in the understanding of the user. Liu Cheng - IT General Manager, China Grand Auto 2015 SAP SE or an SAP affiliate company. All rights reserved. Public 26

Realizable with the same tool 2015 SAP SE

62 Customer Examples Deep Dive Showcase: SAP Screen Personas at Shell (POC) Before After 7 screens 3 screens ~ 45 clicks ~ 26 clicks Productivity increase of more than 40% 2015 SAP SE or an SAP affiliate company. All rights reserved. Public 29

63 Customer Examples Deep Dive Showcase: Receiving process simplification at Vilore Eliminate duplicated steps and reduce manual paperwork 2015 SAP SE or an SAP affiliate company. All rights reserved. Public 30

decisions based on user-centric design powered by SAP

64 Customer Examples Deep Dive Showcase: Sales Performance Statistics on HANA at ebay Faster decisions based on user-centric design powered by SAP HANA 2015 SAP SE or an SAP affiliate company. All rights reserved. Public 31

65 Customer Examples Deep Dive Showcase: SAP HANA Health at NCT Heidelberg Saving lives by combining the power of design and SAP HANA Won the German Design Award 2015 SAP SE or an SAP affiliate company. All rights reserved. Public 32

66 Customer Examples Deep Dive Showcase: Consumer Insight 365 Won GOLD award in the category of enterprise experience at the 2014 UX Awards 2015 SAP SE or an SAP affiliate company. All rights reserved. Public 33

Customer Examples Deep Dive Further customer success stories: http://experience.sap.

68 Next Unit Customer Examples Deep Dive Key takeaways and next unit Discover your end users needs and get a common understanding of the challenge Design prototypes (wireframes) before implementing solutions Deliver a solution ready for implementation based on results from the discover and design phases Work iteratively with your users and use Design Thinking methodology You will learn how you can create a culture of innovation in your own company or organization 2015 SAP SE or an SAP affiliate company. All rights reserved. Public 35

69 Customer Examples Deep Dive More information Learn more at experience.sap.com/designservices Mail us at Follow us on Watch our YouTube Channel Follow us on LinkedIn Friend us on Facebook 2015 SAP SE or an SAP affiliate company. All rights reserved. Public 36

70 Thank you Contact information:

71 2015 SAP SE or an SAP affiliate company. All rights reserved. No part of this publication may be reproduced or transmitted in any form or for any purpose without the express permission of SAP SE or an SAP affiliate company. SAP and other SAP products and services mentioned herein as well as their respective logos are trademarks or registered trademarks of SAP SE (or an SAP affiliate company) in Germany and other countries. Please see for additional trademark information and notices. Some software products marketed by SAP SE and its distributors contain proprietary software components of other software vendors. National product specifications may vary. These materials are provided by SAP SE or an SAP affiliate company for informational purposes only, without representation or warranty of any kind, and SAP SE or its affiliated companies shall not be liable for errors or omissions with respect to the materials. The only warranties for SAP SE or SAP affiliate company products and services are those that are set forth in the express warranty statements accompanying such products and services, if any. Nothing herein should be construed as constituting an additional warranty. In particular, SAP SE or its affiliated companies have no obligation to pursue any course of business outlined in this document or any related presentation, or to develop or release any functionality mentioned therein. This document, or any related presentation, and SAP SE s or its affiliated companies strategy and possible future developments, products, and/or platform directions and functionality are all subject to change and may be changed by SAP SE or its affiliated companies at any time for any reason without notice. The information in this document is not a commitment, promise, or legal obligation to deliver any material, code, or functionality. All forwardlooking statements are subject to various risks and uncertainties that could cause actual results to differ materially from expectations. Readers are cautioned not to place undue reliance on these forward-looking statements, which speak only as of their dates, and they should not be relied upon in making purchasing decisions SAP SE or an SAP affiliate company. All rights reserved. Public 38

72 Unit 4: Creating a Culture of Innovation

73 Creating a Culture of Innovation Unit goal You will learn how you can create a culture of innovation in your company or organization 2015 SAP SE or an SAP affiliate company. All rights reserved. Public 2

Creating a Culture of Innovation Accelerate business innovation through radical simplification 28% 72% Forrester IT survey, 2013 drive business innovation keep the lights on Consumption for immediate

74 Creating a Culture of Innovation Accelerate business innovation through radical simplification 28% 72% Forrester IT survey, 2013 drive business innovation keep the lights on Consumption for immediate business impact User Experience engage front-line employees/customers IT Environment collapse redundant infrastructure layers drive business innovation keep the lights on 2015 SAP SE or an SAP affiliate company. All rights reserved. Public 3

75 Creating a Culture of Innovation How can you achieve design innovation? People (desirability) Design Innovation Business (viability) Technology (feasibility) 2015 SAP SE or an SAP affiliate company. All rights reserved. Public 4

Creating a Culture of Innovation People + process + space People + Process + Space =

(desirability) Business (viability) Technology

77 Creating a Culture of Innovation People: Interdisciplinary team Interdisciplinary team People (desirability) Business (viability) Technology (feasibility) 2015 SAP SE or an SAP affiliate company. All rights reserved. Public 6

Creating a Culture of Innovation People: Required design skills User Research User interviews, observation, user testing Interaction Design Screen flows, low & high-fidelity mockups, design

78 Creating a Culture of Innovation People: Required design skills User Research User interviews, observation, user testing Interaction Design Screen flows, low & high-fidelity mockups, design specifications Visual Design Branding, visual language (for example, color, typography, logo) Design Thinking Coaching, moderation, storyboarding 2015 SAP SE or an SAP affiliate company. All rights reserved. Public 7

79 Creating a Culture of Innovation Design is a process Prototype Ideate Validate Discover Design Deliver Scope Synthesize Implement Deploy 360 Research Test 2015 SAP SE or an SAP affiliate company. All rights reserved. Public 8

Creating a Culture of Innovation Space (I) Flexible work environment

Creating a Culture of Innovation Space (II) 2015 SAP SE

Creating a Culture of Innovation Space (III) 2015 SAP SE

83 Creating a Culture of Innovation A shift in leadership style and skills to promote innovation Shift from management leadership & empowerment Flat hierarchies support agility, innovation, and creativity Enhance and modernize your leadership style and skills to promote a culture of innovation Create an environment where people can live their passion and personal power Encourage team members to adopt proactive and innovative mindset and behavior 2015 SAP SE or an SAP affiliate company. All rights reserved. Public 12

84 Next Unit Creating a Culture of Innovation Key takeaways and next unit Design skills are key to achieving design innovation The working space impacts creativity of people Create a culture of innovation with the right mix of people, process, and space You will discover our recommendations and learnings from real customer UX engagements. You will also get information on developing your own UX strategy and how a UX Center of Excellence can help you to reach the next level on your UX journey SAP SE or an SAP affiliate company. All rights reserved. Public 13

85 Creating a Culture of Innovation More information Learn more at experience.sap.com/designservices Mail us at designservices@sap.com Follow us on Watch our YouTube Channel Follow us on LinkedIn Friend us on Facebook 2015 SAP SE or an SAP affiliate company. All rights reserved. Public 14

86 Thank you Contact information:

87 2015 SAP SE or an SAP affiliate company. All rights reserved. No part of this publication may be reproduced or transmitted in any form or for any purpose without the express permission of SAP SE or an SAP affiliate company. SAP and other SAP products and services mentioned herein as well as their respective logos are trademarks or registered trademarks of SAP SE (or an SAP affiliate company) in Germany and other countries. Please see for additional trademark information and notices. Some software products marketed by SAP SE and its distributors contain proprietary software components of other software vendors. National product specifications may vary. These materials are provided by SAP SE or an SAP affiliate company for informational purposes only, without representation or warranty of any kind, and SAP SE or its affiliated companies shall not be liable for errors or omissions with respect to the materials. The only warranties for SAP SE or SAP affiliate company products and services are those that are set forth in the express warranty statements accompanying such products and services, if any. Nothing herein should be construed as constituting an additional warranty. In particular, SAP SE or its affiliated companies have no obligation to pursue any course of business outlined in this document or any related presentation, or to develop or release any functionality mentioned therein. This document, or any related presentation, and SAP SE s or its affiliated companies strategy and possible future developments, products, and/or platform directions and functionality are all subject to change and may be changed by SAP SE or its affiliated companies at any time for any reason without notice. The information in this document is not a commitment, promise, or legal obligation to deliver any material, code, or functionality. All forwardlooking statements are subject to various risks and uncertainties that could cause actual results to differ materially from expectations. Readers are cautioned not to place undue reliance on these forward-looking statements, which speak only as of their dates, and they should not be relied upon in making purchasing decisions SAP SE or an SAP affiliate company. All rights reserved. Public 16

88 Unit 5: Learnings and Recommendations

Learnings and Recommendations Unit goal You will discover our recommendations and learnings from real customer UX engagements You will also get information on developing your

89 Learnings and Recommendations Unit goal You will discover our recommendations and learnings from real customer UX engagements You will also get information on developing your own UX strategy and how a UX Center of Excellence can help you to reach the next level on your UX journey 2015 SAP SE or an SAP affiliate company. All rights reserved. Public 2

Learnings and Recommendations Engage with real users 2015 SAP

Learnings and Recommendations The way to a customer UX strategy Knowledge & Learn Discover & Plan Realize & Measure Company Strategy IT Strategy SAP UX Strategy System Data User Data Support Data UX

91 Learnings and Recommendations The way to a customer UX strategy Knowledge & Learn Discover & Plan Realize & Measure Company Strategy IT Strategy SAP UX Strategy System Data User Data Support Data UX Value Calculator Prioritized Scenarios A B C Design Deliver Ongoing User Engagements Customer UX Strategy Validate UX Strategy (Proof-of-Concept, Pilot) 2015 SAP SE or an SAP affiliate company. All rights reserved. Public 4

92 Customer UX Maturity Learnings and Recommendations User experience is a journey Independent scale INNOVATE Set up UX CoE EMPOWER PoC Pilot ADVISE REALIZE Time powered by DESIGN THINKING 2015 SAP SE or an SAP affiliate company. All rights reserved. Public 5

Learnings and Recommendations UX Center of Excellence goals Goals: Establish design as competitive advantage Influence organizations and processes to include design methods Establish design skills

93 Learnings and Recommendations UX Center of Excellence goals Goals: Establish design as competitive advantage Influence organizations and processes to include design methods Establish design skills and drive design mindset throughout organization Provide tools, technologies, and infrastructure Process People UX CoE Technology 2015 SAP SE or an SAP affiliate company. All rights reserved. Public 6

Learnings and Recommendations Customer example: UX CoE at Unilever

Learnings and Recommendations Customer example: The challenge our goal

Learnings and Recommendations Customer example: Remember the future vision

Learnings and Recommendations Customer example: Manfred Kürschner, Unilever, speaking about UX CoE The key challenge and I do not think this is specific to Unilever is to change the mindset and to

97 Learnings and Recommendations Customer example: Manfred Kürschner, Unilever, speaking about UX CoE The key challenge and I do not think this is specific to Unilever is to change the mindset and to integrate the required new activities into the standard processes and ways of working, as well as to build the skills across the organization. Manfred Kürschner, Unilever. Read more: SAP SE or an SAP affiliate company. All rights reserved. Public 10

98 Learnings and Recommendations Our recommendations based on 300+ customer projects Take your time! It is a change process methodology and mindset 2015 SAP SE or an SAP affiliate company. All rights reserved. Public 11

99 Next Step Learnings and Recommendations Key takeaways and next step UX impacts monetary and non-monetary business value Build your own UX strategy Engage with real end users to enhance user experience Invest in design skills it will be a differentiator Take your time, it is a journey You will take the final assessment SAP SE or an SAP affiliate company. All rights reserved. Public 12

100 Learnings and Recommendations More information Learn more at experience.sap.com/designservices Mail us at Follow us on Watch our YouTube Channel Follow us on LinkedIn Friend us on Facebook 2015 SAP SE or an SAP affiliate company. All rights reserved. Public 13

101 Thank you Contact information:

102 2015 SAP SE or an SAP affiliate company. All rights reserved. No part of this publication may be reproduced or transmitted in any form or for any purpose without the express permission of SAP SE or an SAP affiliate company. SAP and other SAP products and services mentioned herein as well as their respective logos are trademarks or registered trademarks of SAP SE (or an SAP affiliate company) in Germany and other countries. Please see for additional trademark information and notices. Some software products marketed by SAP SE and its distributors contain proprietary software components of other software vendors. National product specifications may vary. These materials are provided by SAP SE or an SAP affiliate company for informational purposes only, without representation or warranty of any kind, and SAP SE or its affiliated companies shall not be liable for errors or omissions with respect to the materials. The only warranties for SAP SE or SAP affiliate company products and services are those that are set forth in the express warranty statements accompanying such products and services, if any. Nothing herein should be construed as constituting an additional warranty. In particular, SAP SE or its affiliated companies have no obligation to pursue any course of business outlined in this document or any related presentation, or to develop or release any functionality mentioned therein. This document, or any related presentation, and SAP SE s or its affiliated companies strategy and possible future developments, products, and/or platform directions and functionality are all subject to change and may be changed by SAP SE or its affiliated companies at any time for any reason without notice. The information in this document is not a commitment, promise, or legal obligation to deliver any material, code, or functionality. All forwardlooking statements are subject to various risks and uncertainties that could cause actual results to differ materially from expectations. Readers are cautioned not to place undue reliance on these forward-looking statements, which speak only as of their dates, and they should not be relied upon in making purchasing decisions SAP SE or an SAP affiliate company. All rights reserved. Public 15

103 opensap Creating Business Value with User Experience UNIT 1 00:00:00 Welcome to the opensap course Creating Business Value with User Experience. 00:00:17 My name is Andreas Hauser and I'm Global Head of the Design and Co-Innovation Center. 00:00:22 In this unit we will talk about the value of user experience. 00:00:29 You will learn about the monetary and non-monetary value of user experience for your company and your organization. 00:00:39 The world is changing. Consumer user experience is setting the standard for business software. If you use it at home on your sofa with your ipad 00:00:49 and order a book from Amazon and the next morning you go to the office and use your SAP software to order a laptop you expect the same simplicity. 00:00:59 It was different five years ago, I would say, but now with mobile devices, tablets, smartphones, Google, Amazon, Facebook, what people experience in their private life 00:01:09 they expect to get in their business life. We see a clear shift in the industry from focusing just on functions and features to experience. 00:01:21 If you look at the software in the IT industry, the focus was always optimizing business processes, 00:01:31 having software running the organizations. It was a lot about business and technology. But we now see a very, very clear shift to experience, 00:01:41 to providing a better experience for the end users in the overall process. 00:01:47 Now if you look at large corporations, large companies that really focus on design, 00:01:56 and there is an article in the research by the Design Management Institute that really looked at companies 00:02:06 that focus a lot on design and experience, and you see they compared 00:02:12 with the S&P Index, that these companies are long term more successful. 00:02:20 Now if you look at what is needed to come to a good design and to design innovation, there are 3 elements: 00:02:28 You need to have business skills, the technology skills, and you need to understand the needs of people, the desirability part. 00:02:38 You need to bring them all together, ideally in one team. But there are 3 common mistakes that can be done, 00:02:47 and I would like to highlight them. One is over engineering. If you only focus on the business value and the business needs and the technology, 00:02:57 and you do not look at what people desire and what people need, you get something which is technically feasible,

104 00:03:04 there is a business behind it, but it's too complex for people to work. And that's a great example; it can only be handled by real professional people. 00:03:13 And I don't want to have to have this kind of thing in my car. The next mistake is wishful thinking. 00:03:21 What also happens very often is that if you put business people together with design people, they will come up with some cool, crazy ideas, 00:03:30 but it's very often technically not feasible. And here is an example of such a board, which is a cool idea, you see it in several videos 00:03:40 or movies, but it is currently just technically not feasible. And the next topic is about in vogue. 00:03:49 If you just bring design people together with technology people and you do not look at whether there is a business for it, 00:03:59 then you will get something, if you look at Green IT probably, there could be some people who would like to have some, I don't know, some green stuff in the keyboard, 00:04:08 it's technically feasible, but there is no business. And the most important thing is that you need to get these skills together, working together as one team. 00:04:17 And to be very honest, it does not help you if you have a development geek who just wants to develop for IOS 00:04:25 and if your business requirement is bring your own device, if you have the best designer in the world who just wants to have the most crazy 00:04:34 and coolest design, but it is too expensive or sometimes impossible to implement. Important is that they need to work together as one team 00:04:44 and complement each other. And what I learned in the last 15 years that I lead design teams, the most important things are the soft skills. 00:04:53 They need to work together as one team and communicate with each other, and if you do this in the right way you will be successful. 00:05:01 Now, we often hear arguments from customers on why they cannot invest into user experience. 00:05:09 Here are just some arguments. The business units; the customers request and we deliver. For sure, request, deliver, but you don't engage with the end users. 00:05:20 And whether it's finally successful or not, you will find out later on. The question is how can we scale from one IT perspective, and some of our customers, 00:05:29 they have thousands of people in the IT organization. It's a very valid question but if you don't start, you're never ever going to get there. 00:05:39 We do not have time to involve the end users; and if you look at this thing, for sure, it's a valid argument. 00:05:47 But look at the time that you invest at the end of the process, when you deploy the solution. And I spoke with the former CIO of Unilever, 00:06:00 and he told me that on average they have dozens, sometimes hundreds of change requests when they release a new solution to the business. 00:06:09 They applied Design Thinking methodology, user-centered design in a certain project during the implementation project, 2

105 00:06:18 in the area of product lifecycle management, and in this case, at the end, they only had 7 change requests. And that's a good example. 00:06:27 For sure people always say I don't have time in the beginning, but if you look at it end-to-end how much time you spend at the end, it is probably more expensive. 00:06:35 And why do I need to adapt the standard solution at all? I just buy the solution from SAP and just use it. 00:06:45 It's a valid argument, but very often there are some customer and company-specific needs where you need to adapt it. 00:06:53 And also a very valid argument that we hear very often, we don't get access to the end users. That's sometimes very often true. 00:07:01 The IT organization is detached from the businesses. They have contacts in the business unit but it sometimes is very challenging to get access to the end users, 00:07:10 and you need to overcome this hurdle. Now if you look at the value of user experience, there are non-monetary benefits; for example, 00:07:21 you increase user satisfaction. People are more happy working with the system and they like to work with it. You increase customer loyalty. 00:07:30 That means they like to work with you and like the solutions. You increase solution adoption because more and more people use the solution. 00:07:38 And finally, it strengthens the relationship between IT and business. And in this case, I would like to tell you one story that we had with one customer. 00:07:47 We did a project with SAP Screen Personas. It was about a 30 day engagement. We interviewed and observed a certain role, 00:07:56 people with a certain role, we created mock-ups, we tested again with the users, and then we implemented the improvement with SAP Screen Personas. 00:08:05 And we achieved to reduce the number of screens from 7 to 3 and the number of clicks from 45 to 26, but what was interesting was the final presentation 00:08:16 that we did was together with the end user and the IT organization in the room. The end users told us, wow, great, thank you IT organization 00:08:26 that you involved us in the process because we've now solved 7 out of 10 of our issues. And the IT organization saw that with that they can get a better relationship with the business units. 00:08:36 Now I would like to come to the monetary benefits. And you can really calculate the value of user experience in a monetary way. 00:08:46 For example, you can gain productivity. You can save training costs. And I would like to tell you one example. 00:08:54 There was one customer that, every 18 months, has to retrain 3,000 contractors. 00:09:05 That means every 18 months there are 3,000 new or additional people that join the company and need to be trained on a certain topic. 00:09:14 And they all invest 2 days to get trained and primarily how to work with the system. 00:09:20 Imagine if you can reduce this to 1 day or even a half day. You can easily calculate how much money you can save. 3

106 00:09:28 Decrease user errors, and that means people do less errors with the systems that need to be corrected by IT, 00:09:38 or decrease change requests as I mentioned in the example before. And we created a tool, the UX Value Calculator, and to be honest, 00:09:47 let's show it to you and you can also use it on your own. It's publicly available if you go to experience.sap.com/designservices, 00:09:59 just scroll down, you see a link to UX Value Calculator. Just click on the link, then for sure there is a disclaimer 00:10:07 that you have to agree to and now, you have, we pre-deliver 3 scenarios, you can also create your customer-specific scenario. 00:10:18 You just have to say what is the currency, let's take dollars. Now if you click on productivity, you enter what is the average salary of the employees. 00:10:29 How much time does it take to complete a task. How often is the task done by all employees per day. 00:10:37 If you look at training costs, you see how many training hours you invest for employees, for the participants, for the trainers, and what are the costs. 00:10:49 If you look at data quality, how many IT support tickets do you get? What are the average costs per support ticket? 00:10:57 If you look at data errors that need to be corrected also by IT, how many of these errors do you have per year and what are the costs? And then if you look at solution accuracy, 00:11:07 how many change requests do you typically get and how expensive is on average such a change request? If you now click on Show Results you get a number, 00:11:17 and the number that you get is based on the experience that we learned in the last 2 years with about 00:11: customer projects, and to be honest, it's something that helps you to have a more objective discussion about user experience, 00:11:37 and not just a subjective discussion whether people like colors or don't like colors. And it's a way how you can start arguing, 00:11:45 especially with your management team, because if you want to invest into user experience, management is going to ask you, okay what are we saving? 00:11:53 And that's a way and a possibility to start this discussion and, for example, create also a business case. 00:12:02 And there are also other possibilities based on your certain situations where you can probably easily calculate it; this is just a tool that helps you 00:12:12 with some of the experiences that we did. And we are very interested in getting further feedback. Now we also had cases where we used it to calculate a business case, for example, 00:12:23 there were two options at one customer. One option was to use the standard for performance management, the standard SAP solution, 00:12:32 or alternatively, build a custom specific-solution to fit to the custom-specific needs with SAPUI5. 4

107 00:12:40 For sure if you look at the costs, the standard solution in this case is a little bit cheaper than building something customer-specific. 00:12:49 But if you look at the expected benefit that you could get, the benefit is a little bit different, that means, 00:12:57 this is just the possibility that you can use to calculate a business case for your organization. Just to give you an example. 00:13:08 Now the key takeaways for you today in this unit, first of all design-driven companies are more successful (and check out this report that I showed before). 00:13:18 Consumer user experience is the new standard, and to be very honest, there is no way around it. 00:13:26 If you look at also the young generation that is starting in our companies, they are not going to work with clumsy software. 00:13:37 They expect simple to use solutions and if not, they are probably not going to join your company. That means that it is also an investment into the future. 00:13:45 And there is a shift from focusing just on features to focusing on experience, which means that's a change, 00:13:55 and for sure, it's a change process. There is also resistance to do it, no question about that, but start small, 00:14:03 show examples, show value, have a success story, and continue based on that. UX brings monetary and non-monetary benefits 00:14:13 also to your company, and you can start calculating that, to have a more objective discussion about user experience and not just a subjective discussion. 00:14:25 In the next unit, you will learn about SAP's user experience strategy and discover that it is more than just tools and technology. 00:14:35 Learn more at experience@sap.com/designservices. Send us an if you have questions, 00:14:43 follow us on Twitter. We are really looking forward to getting your feedback and getting into a conversation with you, 00:14:48 and I'm looking forward to having all of you again in the next unit. Thank you very much. 5

108 UNIT 2 00:00:00 Welcome back to this opensap course. 00:00:15 My name is Andreas Hauser. In this unit we will talk about SAP's User Experience Strategy More Than Tools and Technology. 00:00:24 You will learn about SAP's user experience strategy and how it comprises more than just tools and technology. 00:00:33 Let's looks at the topic of user experience. What I realize in many customer situations 00:00:43 is that many people are not aware of what user experience is. What is a user interface UI, UX? And I would like to make an example: If you look at these nice cars, 00:00:53 the sports car and this VW, which one has the best user experience? 00:01:03 Think about it. All of these cars have a very nice UI. They are very, very well designed. But which car 00:01:13 has the best user experience depends on the needs of the user. Some people probably like to get the sports car 00:01:22 because for them it's the best experience. If you are a surfer and you have a lot of material, you probably take this VW, 00:01:30 or if you live in a city and there is not a lot of parking space available, the small car is probably more fitting. 00:01:38 That means, it's key to understand the needs of the end users. It's not just about designing a nice UI. 00:01:48 Now let's look at our overall user experience strategy, and I recommend to listen to an opensap course that Sam Yen did, our 00:01:57 Chief Design Officer at SAP, about the overall strategy. I would like to shortly sum it up a little bit to give you the overall context. 00:02:07 SAP strategy is to improve user experience for all of our end users. 00:02:15 Now, the big challenge is, we are many, many years in business and we have lots of existing customers and millions of users using our existing solutions. 00:02:26 For sure, building new applications is pretty simple, but how do you innovate in an existing environment and improve experience for existing users, 00:02:37 combining that with new? That's one of the big challenges. And the way that we are dealing with that is the following. We looked at the existing applications 00:02:46 and SAP developed about 300,000 screens so far. We looked at how often the screens are used, and you will see 00:02:55 that not all of them are used in the same way. There are some that are extremely often used, typically manager or employee self-services. 00:03:04 And then there are some, there is a huge long tail of transactions, UIs that are important for certain customers, sometimes developed by customers on their own, 00:03:13 and if you look at that, our strategy is, if you look at the most often used scenarios, we renew them and SAP Fiori, 6