Public

Convincing IT and Business to

Value DesignAndreas Hauser

SVP, Design & Co-Innovation Center, SAP

@HauserAndreas

Public

Design is growing stronger!

Public

The challenge

40k

30k

20k

10k

$

$

$

$

Jun

’03

Jun

’05

Jun

’07

Jun

’09

Jun

’11

Jun

’13

228%

$39,922.89

$17,522.15

D.INDEXS&P.INDEX

Source: Design Management Institute http://c.ymcdn.com/sites/www.dmi.org/resource/resmgr/Docs/DMI_DesignValue.pdf

D.INDEX:

Whirlpool

Ford

IBM

Nike

Starwood

Steelcase

Coca-Cola

Apple

Newell Rubbermaid

Target

Starbucks

Disney

Herman Miller

P&G

Intuit

Design-centric organizations in the United States:

Public

The options

Waiting won’t make it go away.

Public

Let’s embrace it!

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The opportunity

Shift from featuresto experience.

Public

A big wave is coming.

Public

We’ll never have enough designers!The opportunity

11000

Average IT Organization

1in 100

Software Vendors

1in 10

Consumer Experience

Public

We’ll never have enough designers!The opportunity

11000

Average IT Organization

1in 10

Consumer Experience

5.000.000designers needed

Public

But there’s uncertainty.

Public

Gainproductivity

Decreaseuser errors

Savetraining costs

Reducechange

requests

Design brings monetary value.The good news

Public

UX Value Calculator

experience.sap.com/designservices

We can measure it!The good news

Public

Increaseuser satisfaction

Increasecustomer loyalty

Increasesolution adoption

Strengthen relationship

between IT and Business

But also human value.The good news

Public

CEO CIO Business Employees

What do they want now?The audience

Reducecosts!

Happyusers!

Get the job done!

MoreRevenue!

Public

What do they want now?The audience

Be the innovator

Beat thecompeti

tion

Enjoy working

Lead themarket!

CEO CIO Business Employees

Public

The approaches

Short termImprovethe user

experience

Long termInnovate through design

FutureNow

Public

One UX for all Solutions The Offering

SAP Fiori User Experience

Public

Show the quick win first!

BEFORE AFTER

Short term approach

SAP Screen Personas – Shell

Screensreduced

from 7 to 3

43%less

clicks

Public

Show the quick win first!

Short term approach

408 KUnique

views in 3 days

+18 MTwitter

impressions

Re-designing the Stats

Experience (NHL)

Public

But improving the current situation is not enough!

Public

The revelation

TODAY

Forrester IT survey, 2013

We need room to grow.

THE FUTURE

72%Keep the lights on

28%Drive business innovation

Drive business innovation

Keep the lights on

Public

Innovate through design.

Public

But whatis really innovation?

Long term approach

Public

People Process Space

Create a culture of innovation.Long term approach

Public

We need the right mix!

People(desirability)

Business(viability)

Technology(feasibility)

InnovationOpportunity

Public

Design requires skills and mindset.

DesignManagement

VisualDesign

DesignThinking

Userresearch

Interaction design

Long term approach

Public

Design is a process.

Scope

360° Research

Synthesize

Ideate

Prototype

Validate

Implement Deploy

Test

DesignDiscover Deliver

Long term approach

Public

It needs a space.

Public

Winning the “Experience Design Strategy” award

Long term approach

Public

Design produces results!

Long term approach

29xfaster

decisionsbased on UCD

powered bySAP HANA

Optimizing Signal

Detection

(eBay)

https://experience.sap.com/designservices/wor

k/simplifying-nct-patient-data-to-save-liveshttp://experience.sap.com/designservices/work/optimizing-ebays-signal-detection

Public

Design produces results!

Long term approach

3design awards

Medical

Research Insights

(NCT Heidelberg)

https://experience.sap.com/designservices/work/simplifying-nct-patient-data-to-save-lives

Design+

SAP HANA=

Innovation

Public

CEO CIO Business

The outcome

I’ll be the Chief

Innovation Officer!

We are more

successful

I enjoy working

We are generating

value!

Employees

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The learnings

Show the

value of design

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The learnings

Adapt the message

for your audience

Public

The learnings

Start with

quick wins

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The learnings

Let people

experience design

Public

The learnings

Create a

culture of innovation

Public

Design transforms the industry.

The finale

Public

Thank you

experience.sap.com/designservices

Andreas HauserSVP, Design & Co-Innovation CenterSAP SE

andreas.hauser@sap.com@HauserAndreaslinkedin.com/in/hauserandreas