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Public
The Value of
Design
Andreas 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.INDEX
...
Public
The options
Waiting won’t make it go away.
Public
The challenge
TODAY
Forrester IT survey, 2013
From Information to Innovation Technology
THE FUTURE
72%
Keep the lig...
Public
The opportunity
Shift from features
to experience.
Public
A big wave is coming.
Public
But there’s
uncertainty.
Public
Gain
productivity
Decrease
user errors
Save
training costs
Reduce
change
requests
Design brings monetary value.
The...
Public
UX Value
Calculator
experience.sap.com/designservices
We can measure it!
The good news
Public
Increase
user
satisfaction
Increase
customer
loyalty
Increase
solution
adoption
Strengthen
relationship
between IT ...
Public
CEO CIO Business Employees
What do they want now?
The audience
Reduce
costs!
Happy
users!
Get the
job done!
More
Re...
Public
What do they want now?
The audience
Be the
innovator
Beat the
competit
ion
Enjoy
working
Lead the
market!
CEO CIO B...
Public
The approaches
Short term
Improve
the user
experience
Long term
Innovate
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
Screens
reduced
from
7 to 3
...
Public
Show the
quick win
first!
Short term approach
408 K
Unique
views in 3
days
+18 M
Twitter
impressions
Re-designing t...
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 bu...
Public
Innovate through design.
Public
People Process Space
Create a culture of innovation.
Long term approach
Public
We need the right mix!
People
(desirability)
Business
(viability)
Technology
(feasibility)
Innovation
Opportunity
Public
Design
requires
skills and
mindset.
Design
Management
Visual
Design
Design
Thinking
User
research
Interaction
desig...
Public
Design is a process.
Scope
360° Research
Synthesize
Ideate
Prototype
Validate
Implement Deploy
Test
DesignDiscover ...
Public
It needs a space.
Public
Winning the
“Experience
Design
Strategy”
award
Long term approach
Public
Design
produces
results!
Long term approach
29x
faster
decisions
based on UCD
powered by
SAP HANA
Optimizing Signal...
Public
Design
produces
results!
Long term approach
4
design
awards (incl.
Red Dot)
Medical
Research Insights
(NCT Heidelbe...
Public
Design
produces
results!
Long term approach
AMG
Collaborative Planning
Tool
https://experience.sap.com/designservic...
Public
CEO CIO Business
The outcome
I’ll be the
Chief
Innovation
Officer!
We are
more
successful
I enjoy
working
We are
ge...
Public
The learnings
Show the
value of design
Public
The learnings
Start with
quick wins
Public
The learnings
Invest in
Design Skills
Public
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 Hauser
SVP, Design & Co-Innovation Center
SAP SE
andreas.hauser...
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The Value Design Brings to Business (WebVisions Portland 2016)
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The Value of Design

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How to convince business and IT to value design?
One of the biggest outcomes of the technology consumerization trend is how it has driven the importance of design. There’s no “waiting out” this trend – an unstoppable wave of interest in design centricity is hitting the business world, shifting the focus in product and service development from features to experience. But why? What is the real value of design? Why is it worth the investment?

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The Value of Design

  1. 1. Public The Value of Design Andreas Hauser SVP, Design & Co-Innovation Center, SAP @HauserAndreas
  2. 2. Public Design is growing stronger!
  3. 3. 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.INDEX S&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:
  4. 4. Public The options Waiting won’t make it go away.
  5. 5. Public The challenge TODAY Forrester IT survey, 2013 From Information to Innovation Technology THE FUTURE 72% Keep the lights on 28% Drive business innovation Drive business innovation Keep the lights on
  6. 6. Public The opportunity Shift from features to experience.
  7. 7. Public A big wave is coming.
  8. 8. Public But there’s uncertainty.
  9. 9. Public Gain productivity Decrease user errors Save training costs Reduce change requests Design brings monetary value. The good news
  10. 10. Public UX Value Calculator experience.sap.com/designservices We can measure it! The good news
  11. 11. Public Increase user satisfaction Increase customer loyalty Increase solution adoption Strengthen relationship between IT and Business But also human value. The good news
  12. 12. Public CEO CIO Business Employees What do they want now? The audience Reduce costs! Happy users! Get the job done! More Revenue!
  13. 13. Public What do they want now? The audience Be the innovator Beat the competit ion Enjoy working Lead the market! CEO CIO Business Employees
  14. 14. Public The approaches Short term Improve the user experience Long term Innovate through design FutureNow
  15. 15. Public One UX for all Solutions The Offering SAP Fiori User Experience
  16. 16. Public Show the quick win first! BEFORE AFTER Short term approach SAP Screen Personas – Shell Screens reduced from 7 to 3 43% less clicks
  17. 17. Public Show the quick win first! Short term approach 408 K Unique views in 3 days +18 M Twitter impressions Re-designing the Stats Experience (NHL)
  18. 18. Public But improving the current situation is not enough!
  19. 19. 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
  20. 20. Public Innovate through design.
  21. 21. Public People Process Space Create a culture of innovation. Long term approach
  22. 22. Public We need the right mix! People (desirability) Business (viability) Technology (feasibility) Innovation Opportunity
  23. 23. Public Design requires skills and mindset. Design Management Visual Design Design Thinking User research Interaction design Long term approach
  24. 24. Public Design is a process. Scope 360° Research Synthesize Ideate Prototype Validate Implement Deploy Test DesignDiscover Deliver Long term approach
  25. 25. Public It needs a space.
  26. 26. Public Winning the “Experience Design Strategy” award Long term approach
  27. 27. Public Design produces results! Long term approach 29x faster decisions based on UCD powered by SAP HANA Optimizing Signal Detection (eBay) https://experience.sap.com/designservices/work/si mplifying-nct-patient-data-to-save-liveshttp://experience.sap.com/designservices/work/optimizing-ebays-signal-detection
  28. 28. Public Design produces results! Long term approach 4 design awards (incl. Red Dot) Medical Research Insights (NCT Heidelberg) https://experience.sap.com/designservices/work/simplifying-nct-patient-data-to-save-lives Design + SAP HANA = Innovation
  29. 29. Public Design produces results! Long term approach AMG Collaborative Planning Tool https://experience.sap.com/designservices/work/simplifying-nct-patient-data-to-save-lives Better plan and track production process via optimized collaboration in ONE tool
  30. 30. 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
  31. 31. Public The learnings Show the value of design
  32. 32. Public The learnings Start with quick wins
  33. 33. Public The learnings Invest in Design Skills
  34. 34. Public The learnings Let people experience design
  35. 35. Public The learnings Create a culture of innovation
  36. 36. Public Design transforms the industry. The finale
  37. 37. Public Thank you experience.sap.com/designservices Andreas Hauser SVP, Design & Co-Innovation Center SAP SE andreas.hauser@sap.com @HauserAndreas linkedin.com/in/hauserandreas
  • imthedj

    Feb. 6, 2021
  • JuanPabloSaffie1

    Apr. 13, 2018
  • joshuavaughn

    Mar. 8, 2016
  • esteem

    Feb. 8, 2016

How to convince business and IT to value design? One of the biggest outcomes of the technology consumerization trend is how it has driven the importance of design. There’s no “waiting out” this trend – an unstoppable wave of interest in design centricity is hitting the business world, shifting the focus in product and service development from features to experience. But why? What is the real value of design? Why is it worth the investment?

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