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CGE101 – How to Improve Your UX with

Design Thinking

PUBLIC
Speakers 2018

SAP TechEd Las Vegas Sally Lawler Kennedy


October 2–5, 2018

SAP TechEd Barcelona Allesandro Spossato


October 23–25, 2018

SAP TechEd Bangalore Dore Shreyas Narasimhan


November 28–30, 2018

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Disclaimer

The information in this presentation is confidential and proprietary to SAP and may not be disclosed without the permission of SAP.
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Agenda: How to Improve Your UX

1. Drive Innovation with User Experience

2. Use a Design-led Approach

3. Include End Users & Let People Experience Design

4. Give Teams Problems to Solve

5. Identify & Showcase Lighthouse Projects

6. Create a Culture of Innovation

7. Build Design Skills

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Drive Innovation with User Experience
The Value of User Experience

Monetary Value

Gain Save Decrease Decrease


Productivity Training User Change
Costs Errors Requests

Human Value

Increase Increase Increase Strengthen


User Customer Solution Relationship
Satisfaction Loyalty Adoption (IT and
Business)

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Source
https://genesistransformation.files.wordpress.com/2014/11/coffee.jpg
Source
http://www.complex.com/pop-culture/2013/06/reasons-summer-in-new-york-city-is-the-worst/iced-coffee-lines
Coffee Buying Experience Journey Map

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What is innovation?

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INNOVATION = CREATIVITY x EXECUTION

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INNOVATION = CREATIVITY x EXECUTION

PROBLEM SOLVING:
We’re all good at this BUT it often leads to
INCREMENTAL INNOVATIONS
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INNOVATION = CREATIVITY x EXECUTION

PROBLEM FINDING:
Identifying the problem WORTH FINDING is what often
leads to BREAKTHROUGH INNOVATIONS
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Design-led Organizations and their Stock Performance
Latest Design Value Index (DVI) from Design Management Institute (DMI)

Design-Centric
Companies:
Apple
Coca -Cola
Ford
Herman-Miller
IBM
Intuit
Nike
Procter & Gamble

SAP
Starbucks
Starwood
Stanley Black &
Decker
Steelcase
Target
Walt Disney
x8 Whirlpool

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Poor end-to-end customer
experience is a catalyst for
breakthrough innovations.

Source
https://genesistransformation.files.wordpress.com/2014/11/coffee.jpg
@janakikumar
Get Top Management Buy-in
The Beginning

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Design Thinking with SAP
Design Thinking at SAP is an integrative approach to create new solutions grounded in human needs, and leveraging digital technologies to deliver business value.
From crafting amazing experiences to accelerating transformation, Design Thinking continues to play a vital role in driving innovation with our customers.

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Use a Design-led Approach
Design Thinking is...
a mindset, and
a creative, human-centered approach

That leverages empathy, collaboration, rapid prototyping


and continuous feed-back to tackle complex problems.
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SAP Design Thinking
Prototype

Validate
Ideate

Discover Design Deliver

Scope Deploy
Synthesize Implement

360° Research Test

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Three Core Elements of SAP Design Thinking

Empathy Collaboration Iteration


Include End Users & Let People
Experience Design
Empathy – Understand the Users and their Needs in Context

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Collaboration – Take Advantage of Right Mix of People

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Iteration – Prototype from Paper to High Fidelity

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Iteration – Getting Feedback from End Users

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Give Teams Problems to Solve
“That’s cute— but don’t tell anyone about it.”

Steven Sasson
Inventor of Digital photography
on management reaction to his invention, via The New York Times (5/2/2008)

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Identify & Showcase Lighthouse Projects
COSTCO WHOLESALE
Bakery production forecasting

Challenge
How to reduce waste (product, packaging, productivity, payroll), while continuing to
increase sales.

Solution
Digital solution to automate a paper-based planning process, supported by a
machine learning forecast to drive bakery item production planning.

Benefits
Solution outperformed a top-performing bakery manager by 5%, and also helped
drive productivity gains and insights through a digital user experience.

SAP SAPPHIRE:
Keynote with Jen Morgan and Jeff Lyons
Interview with Jeff Lyons

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Goals and Objectives of Engagement

W = Waste
4-P’s:
• Product
• Packaging
• Productivity
• Payroll

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Primary Use Case: Production Sheet Automation

Stakeholder Map
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High Level Game Plan

Key Success KPI:


Damage and
destroy expenses
decrease while
maintaining or
increasing sales

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Discover Design Deliver
Location 1
METHODOLOGY
Location 2

We engaged in two interconnected primary research


parts.

In-depth user interview:


With customized research guidelines, we conducted 4 in-
depth user interviews with bakery managers. Each
interview lasted 60-75 minutes, included conversations
and demonstrations from research participants.
Location 3

Location 4
User shadowing:
Following the in-depth interview, we followed each
participant in their original working environment observing
their work flows and collaborations. By doing this, we
wanted to identify some of the sub-conscious behaviors,
patterns and tools our users use besides screens.
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“As Is” Journey Map

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Discover Design Deliver
Design Workshop

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Top Ideas Prioritized
by Bakery Managers

Out of Scope for In Scope for


POC POC
Workshop Concepts

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Lo-Fi UX Sketches

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Final UX Designs

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Discover Design Deliver
Delighted Bakery Team

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Involving end users in the
project from the beginning
was key to project success.

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The machine learning
forecast outperformed a top
performing Bakery Manager
by 5%.

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Create a Culture of Innovation
What is the biggest threat to
your organization, right now?

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“Organization and culture are
the biggest hurdles to digital
business transformation.”
Gartner Inc, 2016

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Pillars of a Design-led Culture

People Process Place

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It’s About People

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It’s About Process

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It’s About Place

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AppHaus Heidelberg

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AppHaus South Korea

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fosterinnovationculture.com

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Team Report

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“SAP’s Innovation Readiness Assessment
offers tremendous value to organizations
interested in harnessing the power of
design to drive systemic innovation at their
companies.”

- Jeneanne Rae

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Build Design Skills
You will need a team of
People with design expertise

Discover
Design Thinking
User Research

Design
Interaction Design
Visual Design

Deliver
Prototype
Proof of Concepts
Design Specifications for development
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Program Managers/Design Strategists Design Thinking Facilitators
User Researchers Photographer/Videographers

Interaction Designers Prototypes/POC


Visual Designers Marketing/Communication
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Current SAP AppHaus Locations

700+
Customer
Engagements 27
Design Awards
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Create happy customers,
inspiring them and SAP
through radical empathy for users
SAP AppHaus Vision

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SAP AppHaus Design Services

Challenge
Challenge Challenge Challenge
Remove
Complex Low software Less innovation
Operational
processes adoption leadership,
Complexity
no innovation
culture

Lead customers through


Re-imagine and simplify Analyze the end-to-end and/or Unleash the creative potential
transformation initiatives
your business processes daily tasks of end-users of your people
Create new business models

Transformation Business Process User Experience Foster Innovation


Engagements Design Innovation Culture

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SAP Design Thinking at Daimler

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Key-Take-Aways

How to Improve Your UX with Design Thinking

Drive Innovation with User Experience Give Teams Problems to Solve

Use a Design-led Approach Identify & Showcase Lighthouse


Projects

Include End Users & Let People Create a Culture of Innovation


Experience Design

Build Design Skills


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WHAT IS YOUR NEXT STEP TO
CREATE DELIGHTFUL UX?

Sally Lawler Kennedy


Sr. Director Innovation & Design Research
SAP DESIGN
Sally.lawler.kennedy@sap.com
@SLawlerKennedy

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SAP TechEd online / SAP Community

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Continue your SAP TechEd discussion after


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 Join conversations

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Further information

Related SAP TechEd learning journeys


Journey CGE1: Become the UX Transformation Champion in My Company

Related SAP TechEd sessions


CGE209 – Driving Innovation with SAP Design Thinking and SAP Leonardo (lecture)
CGE353 – Explore the World of SAP Leonardo with Design thinking as Your Guide (2 hr. hands-on)
CGE355 – Demystifying Design Thinking (2 hr. hands-on)
CGE356 – Designing Applications That Users Love (2 hr. hands-on)
CGE354 – Equip Your Team to Collaborate and Deliver More Creative, Impactful Solutions (2 hr. hands-on)

Public SAP Web sites


SAP AppHaus: https://experience.sap.com/designservices/apphaus
Innovation Culture: http://fosterinnovationculture.com/
SAP Design: http://design.sap.com/index.html
SAP Community: www.sap.com/community

SAP training and certification opportunities


Open SAP: https://open.sap.com/courses#
SAP Leonardo Design-Led Engagements Demystified: https://open.sap.com/courses/dleo1
Developing Software Using Design Thinking: https://open.sap.com/courses/dt1-2

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Thanks for attending this session.

Feedback Contact for further topic inquiries

Please complete your session Sally Lawler Kennedy


Sr. Director Innovation and Design Research
evaluation for CGE101. sally.lawler.kennedy@sap.com

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Lectures only: Questions for TechEd Journey Badge “exam” pool* /
openSAP course SAP TechEd 2018 Recap**

1 <Breakthrough innovation is about> 3 <Including these people from the beginning is


<Finding the problem worth solving> (correct) key to a successful project>
 <Building an app> <End users> (correct)
 <Executing on ideas>  <Managers>
 <Being lucky>  <Documentation writers>
 <Marketing>
2 <What is the biggest threat to your
organization, right now?> 4 <Empathy, collaboration and iteration are
<Culture> (correct) core elements of>
 <Competition> <Design Thinking> (correct)
 <Siloed organizations>  <A high functioning team>
 <Lack of resources (time and money)>  <An optimized process>
 <A fun party>

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