Skip to Content

Creating Business Value by Engaging with End Users (ASUG Webcast Recap)

In the second installment in ASUG’s user experience webcast series, Andreas Hauser, SAP’s Global Head of Design and Co-Innovation Center, spoke about “User Experience: Creating Greater Business Value by Engaging with your End Users.” This continued the theme of the first webinar where we introduced SAP’s UX strategy.

Andreas started with an overview about the importance of design and how to avoid some pitfalls if you do not consider the right combination of human values (desirability), business (viability), and technology (feasibility).

He explained that user experience is not just pretty screens, it is really about how to save money through improved usability. Often simplifying screens plays a huge role in making people more productive.


He then showed an online calculator to help you quantify how much you can save through improved usability. By entering a few simple items about your business processes and IT environment, you can quickly determine how much value you can generate through a better user experience.

Of course, financial savings are only a part of the benefit of a better user experience. User satisfaction is also very important in terms of employee retention and how people feel about their work.

Andreas then reviewed the SAP UX strategy, summarizing the three pillars: new / renew / enable.

He reminded the audience that the Fiori design concept will be applied across all SAP’s solutions so everything has a familiar look and feel. This includes both on-premise and cloud-based solutions.

Based on 200 customer projects completed by the SAP Design and Co-Innovation Center, Andreas discussed that SAP has learned many things about how customers consume software.

  1. Usability is not necessarily a product problem. It could also be cumbersome business processes.
  2. You must put the end user first. Watch them work and understand their goals.
  3. Consistency matters. You must have guidelines so everyone on the team is moving in the same direction.

Design skills are critical for understanding user needs and creating standards.


Design is a process. Whether you call it “design thinking” or “user-centered design,” you need to work closely with end users and focus on solving their day-to-day usability issues.


The lessons learned from all these customer projects come from four main areas.


  • Executive sponsorship needed, both on IT and LOB side
  • Focus on value of UX

User Needs

  • Focus on real end users, the people using the solutions
  • Talk to at least 6-8 people to have a variety of opinions


  • Start small and build – use a proof of concept
  • Visualize first before you implement – minimize cost of change

Tools and Technology

  • Use the right tool for the job

/wp-content/uploads/2014/08/twitter_514054.png When creating a user experience center of excellence (UX CoE), you must include the right mix of people, process, and tools.

In summary, here are the key takeaways from the webcast:

  • Work with end users
  • Think big, but start small
  • Iterate

Watch the recording.

View the slides.

Register for the remaining sessions in the series.

Be the first to leave a comment
You must be Logged on to comment or reply to a post.