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ASUG Webcast Recap: SAP Screen Personas Deep Dive

In the third webcast in ASUG’s user experience webcast series, Peter Spielvogel, Senior Director of Product Marketing for SAP Screen Personas, spoke about SAP Screen Personas and provided several examples about how customers are using the product to simplify their ERP screens and generate productivity savings. This webcast went into detail on the “enable” part of SAP’s UX strategy, introduced in the first webinar where we discussed SAP’s UX strategy.

I started with a short background on how intuitive screens enhance usability. I also discussed how customers often treat user experience as a productivity issue rather than purely an aesthetic one. Good UX designers understand this. They start by listening to the customer and watching them at work, then focus on building work flows that make sense rather than just creating a beautiful design.


I then shared some examples of customer successes with SAP Screen Personas.

  • University of Warwick created a “SAP Screen Personas bubble” in which they provide access to over 20 transactions through an intuitive cockpit. The workers now have more time to complete their jobs of maintaining the university’s campus since they spend less time on using (and learning) SAP. Read more about SAP Screen Personas in action at University of Warwick.
  • Freescale Semiconductor streamlined transaction PA30, combining information from 19 sources onto a single screen. What used to take several minutes to retrieve all the information from an employee record now appears on a single screen that takes six seconds to render. Major productivity improvement. You can hear from the customer about Freescale’s SAP Screen Personas implementation.


  • An aerospace company built their IT help desk using SAP Screen Personas, giving their employees 1-click access to the key transactions they need. The simpler screens allow for greater throughput as well as fewer keying errors.

After a short demo, I discussed the process for simplifying screens using SAP Screen Personas. The most important lesson from this segment was NOT to jump into modifying screens, but to first take the time to understand your user requirements, business processes, and downstream reporting requirements. Then validate the user experience and process flows using wireframe diagrams. When all of this is set, then you can start building screens. For the aerospace example above, the screen creation process was only three days out of the 1-month project.


The final segment focused on the newly introduced SAP Screen Personas 3.0, which is currently in ramp-up. I highlighted the themes of the release and showed screens from the new version.

  1. Improve performance
  2. Enhance scripting – nested if statements & looping
  3. Make editing more user friendly and dynamic
  4. Remove Silverlight dependency without losing functionality

/wp-content/uploads/2014/08/twitter_530459.pngIn summary, here are the 3 lessons for SAP Screen Personas deployments: work with end users; think big, but start small; iterate.

Watch the recording.

Register for the remaining sessions in the series.

Register for the pre-conference workshop on “Turning SAP’s UX Strategy Into Reality For Your End Users” at TechEd Las Vegas on Monday October 20, 2014.

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  • Hi Peter,

    Could you please suggest the link to this webcast? I am trying to understand how PA30 was modified using Screen Personas. Since there is no start date and end date on the screen, I believe they might be displaying the data as of current date.I have tried creating screen personas on ME23N after going through your videos.  So, I am trying to explore on HR module as well. Appreciate your help!