Design

Thinking with
SAP (at SAP)

Solve Problems using Design Thinking + Business Thinking to create value

Usage of Features and Functions

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So, Are We Really Building the Right Products?

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…and How Does Design Thinking translate to
Development?

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What Does It Take to Do Design Thinking?

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We Want to Develop Empathy for Our End User

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Core Qualities for Software Development

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Design Thinking – Finding the Perfect Balance

This approach helps to ensure that the right solution

is built and that development teams are equipped to
do so.
The effort in the beginning to understand and
validate what the right problem is avoids expensive
redesigns in later phases.
Design Thinking Project Selection Criteria

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Design Efforts for Fiori Apps

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So Define
Why SAP?
Design
Thinking?
DESIGN THINKING is not…..
is an approach, a way of thinking,
and face problems focused on
empathy, collaboration and
experimentation

© 2012 SAP AG. All rights reserved. 17

It might feel like a mysterious process

Innovation Design Process

Source: Tim Brennan of Apple’s Creative Services Group

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 Hocus Pocus

Solve Problems using Design Thinking + Business Thinking to Create Value

 Design Thinking Process
The Design Thinking process is an iterative process and is split in a problem
space and an solution space
Problem Space Solution Space

UNDERSTAND 360° RESEARCH SYNTHESIS IDEATION PROTOTYPING VALIDATION IMPLEMENTATION

INSIGHTS
PROBLEM INFORMATION IDEAS LOW-FI/HI-FI
DESIGN USER STORY MAP
DEFINITION DATA CONCEPTS PROTOTYPES
PRINCIPLES

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 NEW BUSINESS THINKING

BUSINESS THINKING DESIGN THINKING

OBJECTIVE & RATIONAL SUBJECTIVE & EMPATHETIC

LOGICAL DEDUCTION EMOTIONAL INSIGHT

PURSUIT OF STABILITY PURSUIT OF NOVELTY

ANALYSIS EXPERIMENTATION
Figure it out by planning Figure it out by doing

ONE BEST ANSWER FIND A BETTER POSSIBILITY

Source: The New York times

Source: Design that Matters

Why SAP?
SAP and Design Thinking

We want to take our conversations with you to a whole new

level. To go beyond discussing your systems, corporate goals
and processes to what really matters: understanding your
customers, employees and your business.

SAP is uniquely qualified to help you explore emerging

behaviors and new business models, and make value
creating connections to disruptive technology, ensuring you
stay relevant to your customers in this fast paced market.

We call this Problem Solving and Problem Finding, and the

key to unlocking this potential is Design Thinking.

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It will be very interactive
Design Thinking
Different Tools with Different Drivers
Affinity Map
 Sample Deliverables
XXX strategy New business New
models technologies

New markets
Goals &
objectives New
trends
New
value
sources

Identify & Prioritize Business

Prioritization of Initiatives…
Innovation Ideas
Example of Prototype
High-level Engagement Timeline

Week X
Week X XX hours workshop 2-3 hours meeting

Planning & Preparation Design Thinking Validation and

Innovation Workshop Presentation of Findings
(SAP and Customer) (SAP and Customer) (SAP Only)

• Agreement on • Deeper exploration of • Consolidation of the results

objectives, approach identified Innovation and final deliverable
and scope initiatives
• Present build prototype on
• Re-think existing problems
• Review relevant findings
to unlock spaces for
customer existing innovation & creative • Executive review
documentation solutions
Fresenius video
Thank you
Contact information:
Gitte Winther Bruhn
Customer Innovation Principal
gitte.winther.bruhn@sap.com
M +45 2923 3386

Solve Problems using Design Thinking + Business Thinking to Create Value