Delivering a Strategic and Delightful User Experience

Developing a Strategic and Delightful
SAP User Experience
William Newman, CMC, BTPM
June 25, 2015 Public
Presentation to the
ASUG Michigan Chapter

© 2015 SAP SE or an SAP affiliate company. All rights reserved. 2Public
Agenda
Introduction
• The Promise: Common Drivers of UX Programs
• An Approach: How to Get Started with your UX Efforts
• Some Early Results: Encouraging News from the Field
• Wrap-up: 5 Pitfalls to Avoid & 7 Key Take-away Points
Discussion

Introduction
William (“Bill”) Newman, CMC, BTPM
• Sr. Principal, SAP Business Transformation Services
• Over 30 years in industry, professional services
• Certified Management Consultant (since 1995)
• Business Transformation Program Manager (since 2014)
• Adjunct faculty appointments: Northwood University (International
Management), University of Oregon (Sustainability Leadership), University of
Michigan – Dearborn (Marketing Policy / MBA)
• Management Consulting Taskforce (Michigan Assn. of CPAs)
• Former National Board Member (Institute of Management Consulting)
• Professional Speaker (TEDx, Michigan Assn. of CPAs, Voice of America, The
Customer Edge, American SAP User Group, PMI, SAP Insider, others)
• Numerous articles on program oversight, stakeholder engagement, strategy,
value management, sustainable supply chain, social media
• Twitter (@william_newman) Google+ (+William Newman)
• LinkedIn (LinkedInfluencer) www.linkedin.com/in/wnewman
Hello.

The Promise
Common Drivers of UX Programs

73% percent of executives said the complexity of
data is the largest IT challenge
(Forrester, 2013 report)
The cost of complexity
Complex technology
10.2% or US$237 billion
of profits are lost by top 200 global companies due to hidden costs of complexity
Global Simplicity Index, 2013
Large organizations can spend between 40%
and 80% of their time on non-value-added
activities
(BCG, Complexity Report)
Complex business processes
“Large global organizations have
created so much complexity that
businesses often struggle to bring good ideas
to the marketplace profitably.”
(McKinsey, 2014)
Complex user experiences

User experience complexity in the automotive industry
Scattered information Low user acceptance High data latency
Multiple UI
technologies
Information that needs to be
collected from different
systems or transactions
Inconsistent and outdated due
to batch processing and
duplication
Complex user interfaces that
vary by system and device
No personalization
Low-performing simulations
and unintuitive user interfaces
High error rates
Long analysis and
reporting cycle time
Lower employee
productivity
Delayed decision making
Lower employee
productivity

Key Trends UX Driving Change
This drives SAP customers to expect simple, easy to use UX for all environments.
This is in concert with SAP’s “RUN SIMPLE” strategy.
1 3
Gain productivity
Increase user adoption
Decrease user errors
Save training costs
GreatUser
Experience
2

Why UX Is Important To SAP Customers?
Enable better
informed decisions
based on accurate
data
Leverage existing
investment & lower
TCO/TCU
Increase employee
engagement
Improve operational
efficiency & process
compliance
Simple access
to SAP systems
Relevant data at users’
fingertips
Coherent and cohesive
user interaction

SAP UX Strategy (Revisited)
Top use
scenarios
Core use
scenarios Specific customer value
use scenarios
Existing Applications
RENEW ENABLE
SAP
Fiori
Renovation Enablement Tools
(e.g. SAP Screen Personas)
NEW
New Applications
Usage/Reach

UX + SAP S/4 HANA simplifies user experience for manufacturing
Contextual information High user acceptance Zero data latency
Role-based, harmonized
UI technologies
SAP Smart Business cockpits
with key information on one
screen and easy-to-use
navigation for decision
support
Real real-time: decisions
made on massive amounts of
live data at the most granular
level
New applications based on
SAP S/4HANA designed with
SAP Fiori UX to provide a
role-based, mobile-first,
consistent experience across
lines of business
SAP Fiori user experience
(UX) supporting modern
design principles for insight to
action, decision support, and
simulation
20%Higher revenue per employee
SAP Benchmarking DB
147%Higher annual revenue growth
and
30%Improvement in
employee and partner
responsiveness and decision
making
The Greatship Group
SAP Reference DB
40%Improved user productivity
SAP Reference DB
11%Higher operating income on
average
SAP Benchmarking DB

Finding the Right Balance
How do I get started, where do I begin, who needs to be involved?

An Approach
Getting Started with your UX Program

Getting Started with SAP UX
SAP UX methods, tools and techniques represent a new
approach for both SAP and also its customers.
As such it is critical that a core team (typically inside IT) be
responsible for communicating to the organization:
• SAP UX capabilities, direction & roadmap
• Approach, best practices, advisory resources available
• How and when to identify value for UX efforts
Without this, SAP UX programs fail to deliver on the
promise of viable, feasible and desirable SAP solutions
with tangible business benefit.

Step 1: Understand SAP UX Roadmap, Internalize Philosophy
a Understand SAP UX Roadmap (presentation) b Internalize SAP UX Philosophy (openSAP course)
SAP UX Strategy in a Nutshell by Sam Yen
https://open.sap.com/courses/uxn1/

Step 2: Understand Your Company Strategy
Remember, a UX program is not a purely technical program.
While there are technical aspects, the UX program should be
business driven with key questions which must be answered.
These include:
• What is the business value, direction for UX?
• How will we enable? (HTML5, Mobile App, both?)
• What user groups are impacted? What volumes?
• What is the overall adoption strategy for SAP?
• What other specific BU pain points are addressed?
A common method to organize is the 4-panel strategy. From this
a broader business canvas can be expressed, which supports
many initiatives including the UX program.

Step 3: Create a Business Inventory of Candidate Targets
Based on customer issue logs, usage behaviors
and breadth of application use, select a short
list of candidate targets to consider.
Keep in mind to focus on active user* groups,
large scale pain points effecting many user
communities / BUs, as well as applications that
have been implemented that have not achieved
high adoption levels.
Tools to use to develop business inventory of
candidate targets include:
• Customer call logs, issue logs
• KNOA
• Solution Manager (active user counts)
Issue
Description Priority
(if known) Contact
Candidate
?
Contract
create/change/display
Contracts creations, updates and display. Too
many screens - so much stuff we don't use here
causes "noise" and can be streamlined. Hits
multiple Bus.
1 - High
Pricing and Condition
records
Too many screens - so much stuff we don't use
here causes "noise" and can be streamlined.
Hits multiple Bus. 1 - High
sales orders
Customer service folks - speed of entering sales
orders, contracts, -way too many steps to enter
the order. 1 - High x
Issuing Finished
Goods through
multiple systems
Issue: Issuing finished goods through multiple
systems is very painful and causes a ton of
rework. There are multiple systems to input
information and I have to know the right system
for each scenario and all of the right execution
steps in order to get shipments out the door…
1 - High
May not have
enough SAP
GUI content
STOs
Issue: STO = Stock Transport Order (process
for moving product between 2 plants). There are
so many execution steps to perform STOs - it’s
very frustrating – it’s hard to keep track and
make sure they are accurate. It feels like it’s a
bunch of redundant steps
1 - High x
* SAP defines “active users” as users with 400+ transactions/month, a key metric
in service demand planning. Early watch reports can determine active user levels.

Step 4: Validate Inventory with Available Fiori Apps
Current Fiori App Catalogue (subject to change at any time)
http://help.sap.com/fiori_bs2013/helpdata/en/ed/e1e153ddf60466e10000000a423f68/frameset.htm
Hundreds of available apps pre-written,
tested and validated by SAP and its
partners. Some highly used processes
and transactions include:
• Sales order creation, management
• Quote creation, management
• Access control management
• Invoice creation, approval
• Time & Expense creation, approval
• Leave request, approval
Best practice is to try to leverage Fiori
apps first, thereby also moving back to
more standard SAP processes without
“recreating the wheel.”

Step 5: Determine Additional SAP UX Targets
SAP FIORI
(Wave 1)
Scenario
OUT OF THE BOX DO IT YOURSELF
Top
Scenario
Core
Scenario
Customer
Scenario
BUSINESS
SUITE
RENEWAL
SAP SCREEN
PERSONAS
BUSINESS
SUITE
RENEWAL
SAP FIORI
(Wave 2)
SAP SCREEN
PERSONAS
SAP SCREEN
PERSONAS
If you find that the catalog of Fiori apps do
not include your scenario, or if you would
like to focus on a specific BU scenario (or if
you prefer to develop yourself), consider
SAP Personas or one of the many other UX
options available.
Shell used both SAP Personas in
combination with SAP Netweaver Gateway
for Microsoft to address specific customer
BU scenarios and to leverage a deep
repository of SharePoint applications
already built, which were enriched through
the use of SAP enterprise data.

Step 6: Ready UX Technical Environment
Ensure proper technical requirements are in
place for initial POC / pathfinder projects.
• See SAP Marketplace for specific technical
requirements for individual versions of UX
products.
• SAP Netweaver Gateway may/may not be
included with enterprise license – do not assume
you have the most recent version!
• Additional considerations for SMP if looking at
new or customer mobile apps (beyond HTML5
rendering).

Step 7: Determine and Measure Value Model
Value model for UX is critical to ensure
long-term business success. Key to
developing sound value models include:
• View of both quantitative as well as
qualitative drivers.
• Balance of individual needs versus
organizational mandates.
• Continuous value management and
tracking to ensure self-funding model. In
mature customers this can resemble a
UX factory model (NN apps / month).

One Example of Value Calculation
SAP User Design Experiences contains a number of basic metrics taken from
customers across application areas. These expected benefits represent ranges
as a benchmark only*
* Note: The saving assumption are average values based on SAP’s experience from more than 100 user experience projects for conservative outcomes. Whether your own saving potential
Is closer to “conservative” or to “optimistic” is dependent on a combination of many factors. In the case of a rarely-performed scenario executed by non-expert users, the value potential
would be much higher than in a frequently-performed scenario executed by expert. For full disclaimer, see http://www.sapcampaigns.de/us/UX_Calculator/.
For baseline Sales Order UX Case (with available ABC Company metrics)
Typical Business Case Outputs

Step 8: Define Execution Model and Resources
Customer Role SAP Role Effort
UX Sponsor Part Time
UX Lead
SAP UX
Advisor
Part / Full Time
Business & IT
managers
Part Time
Business Process
Owner(s) /
Business Analyst)
SAP UX
Consultants
As needed
Architects Part Time
While each customer program will be different, there are a number of common
roles for both customer teams and SAP to properly support a UX program.
Co-innovation
Facilitation
Design Thinking

Step 9: Develop a Value-based Roadmap
Armed with the direction and business intent for UX, a value-based
UX roadmap can be created focused on the specific needs of
different constituent groups (for example: by BU, functional area,
or level of user maturity). Transition to S/4 HANA models included.
Note: design services, technical management, and facilitation of these roadmap elements as well as
estimating should be conducted with the assistance of SAP UX design services and a trained SAP UX
Strategy advisor.

One Example Approach – Shell’s Meta Model
1
Coherent UX
Strategy
2
Win IT Trust in
SAP Solutions
3
UX Pathfinder &
Roadmap
Embedded Search SAP Screen Personas
Scope Methodology
Execute &
manage UX
portfolio
4
Shell leveraged its
pathfinder approach to
determine scope, target
benefits, and drive
value.
Value drivers can
include not only “hard
benefits” such as
efficiency gains due to
work re-design, but also
“soft benefits” in user
satisfaction levels,
adoption levels, and
SAP% compliance to
total application
portfolio.

SAP UX Strategy – Steps to Success (Summarized)
UNDERSTAND SAP UX Strategy & Roadmap1
DEFINE and EXECUTE Customer specific UX strategy
LEVERAGE SAP’s UX Design Services
2
3
https://experience.sap.com/designservices
• Understand Users & Scenarios
• Investigate NEW and RENEW solutions
• Evaluate ENABLE solutions
• Build knowledge from SAP resources
• Follow SAP UI technology strategy
Refer to:
 UI Innovations at SAP Business Suite
 SAP Innovation Discovery
 sapsolutionbrowser.com
 sapimprovementfinder.com
 SAP UX Explorer: www.sap.com/uxexplorer
 experience.sap.com

Some Early Results
Encouraging UX Program News from the Field

Tales from the Field
Setting Direction for Success
Key to the steps suggested, the philosophy is critical!
• UX is strategic, not a technical roll-out exercise.
• A UX strategy must drive measured and monitored
business value.
• Work redesign is key with active user involvement.
• Design skills seem trivial … but are so, so important.
• Coordination between technical, business and HR
required. IT is not the “long pole in the tent” for UX!

Case Study: Shell Personas POC
7 screens
3 screens
~ 45
Clicks
~ 26
Clicks
BEFORE
AFTER

Solve the Right Problem, then Solve it Right
• Several UX issues could be solved
with existing SAP tools
• IT organizations need to better
understand the needs of their end users
• End users perceive custom built screens
as SAP Screens (poor innovation design)
IT organizations
are missing
design skills
Technol
ogy
(feasibility)
Busin
ess
(viability)
Human Values
(usability, desirability)
Technology
(feasibility)
Business
(viability)

Early Enthusiasm from Early SAP UX Adopters
Video Video
Shell
Doug Webster
Unilever
Willem Eelman
Video
Video (login req‘d)
ASUG COE/UX
Courtney Bjorlin
Damean Chen
Colgate-Palmolive
Tom Greene

Wrap Up
5 Key Pitfalls to Avoid & 7 Key Take-away Points

Conclusions: 5 Pitfalls to Avoid
1. Ensure strategic orientation to business drivers. UX is a strategy, not a tactical discussion
2. Do not engage in a technology or solution led engagement (e.g. “Let’s implement x number of Fiori
Apps”). Start by understanding the issues before advising appropriate technology or solutions
3. Involve real end-users from the business and not IT proxies to drive requirements, value metrics.
4. Involve SAP UX advisors and designers particularly in the early stages. Presentation design and work
re-design methods are not intuitive. Teams “doing it themselves” risk severe value erosion and being
labeled as a “HTML5 conversion” program.
5. Select pathway concepts carefully, with high impact potential.

Conclusions: 7 Key Points to Take Home
1. Customer UX Strategy should align to SAP Strategy for simplified and delightful UX
2. UX is a top of mind topic, often pressure to “dive in” before knowing how deep the water is.
3. UX knowledge is not readily available in the current market, take advantage of available resources.
4. UX many pathways and tools – not just Fiori and Personas – as such a holistic view is required.
5. Customer UX Strategy is a key enabler for business transformation and a gateway to integrating
Cloud, HANA data use, and target road map to S/4 HANA.
6. The User is the Key to unlock UX Value. Know the business.
7. Data is the “golden thread” for UX Value. Do your homework.

Learn more at experience.sap.com
Mail us at designservices@sap.com
Follow us on Twitter @SAP_designs

Discussion

© 2015 SAP SE or an SAP affiliate company. All rights reserved.
Thank you
Contact information:
William Newman, CMC, BTPM
Industry Value Adviser Auto/MFG, Industry Value Engineering
SAP America, Inc.
william.newman@sap.com
@william_newman
+1 (248) 724-6844

Delivering a Strategic and Delightful User Experience

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