Join this session to hear about the lessons learned from establishing and implementing a unified UX and content strategy to product pages at SAP, the world’s largest provider of enterprise application software serving more than 365,000 customers in 180 countries. Explore results with before-and-after comparison and get actionable tips you can consider and implement in your organization. What’s the role of UX and content strategy in the digital customer experience for products? How to translate customer insights and business goals into compelling product pages with relevant and consistent content through an integrated UX approach? How to reflect constantly changing customer preferences and business transformation in your content? Collaboration, change management, enablement: why and how? Best practices for bringing a front-end content strategy spanning marcomm and techcomm to life.

1. Rethinking the Product Content Experience
UX Strategy Spanning Marketing and Technical Content
Irina Pashina, SAP

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SAP is the world leader in enterprise applications in terms of software and software-related service revenue.
Based on market capitalization, SAP is the world’s third largest independent software manufacturer.
SAP

3. SAP customers represent
98% of the top 100
most valued brands in
the world.

4. Our customers fly more
than 2.3 billion
of the world’s passengers.

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“High-quality web content that's useful, usable,
and enjoyable is one of the greatest competitive
advantages you can create for yourself online.”
Source: Kristina Halvorson, Content Strategy for the Web

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“This is exactly the information
I need for my business case!
Very helpful!.”
Source: User Testing 2017

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The Age of the Customer
The average enterprise buyer’s journey is ~70% complete without human
intervention, with most interaction happening through digital, social, and
mobile.
“By 2020 customers will manage 85% of the relationship with an
enterprise without interacting with a human.”
Source: Gartner

8. 9INTERNAL© 2018 SAP SE or an SAP affiliate company. All rights reserved. ǀ
The Age of the (Digital) Customer Experience
The average enterprise buyer’s journey is ~70% complete without human
intervention, with most interaction happening through digital, social, and
mobile.
“64% of people think that customer experience is more important than price in their
choice of a brand. By 2020, customer experience will be the key brand differentiator.”
Source: Gartner

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Rethinking the Product Page Experience: what and why?

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Rethinking the product page experience: highlights
Specific, relevant information

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Rethinking the product page experience: highlights
See it in action Pricing

12. How & Lessons Learned

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1. It’s about the user (and your objectives).
UX Methodology
Customer
ObjectivesCustomer Insights Strategy and goals
SAP
Objectives
• Guiding Principle/ Tonality
• Content Guidance
• Design Guidance
• Call-to-Action
The purpose of each page
To achieve the defined purpose, the UX Guidance defines:

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 Intent
 User Insights
 Structure
 Content
 Design
A relevant, consistent, and compelling experience is based on defining all these components.
Content strategy is an integral part of that.
2. Defining a best-in-class UX: a multi-disciplinary approach

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Impactful
Content
3. Treat content as a business asset.
Who is it for?
What’s the purpose?
What’s the impact?

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4. Document, document, document.
“The best-in-class organizations are clearly not creating content on a whim. They have a plan
and are focused, demonstrating their proficiency.”
Aberdeen research

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5. Collaborate across areas and persevere (aka change management).
Lowered productivity
Turnover of valued employees
Debate & discussion about the need or will for change
People revert to the old ways
Active resistance
Passive resistance
Workarounds spring up

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6. Listen, learn, improve.
Qualitative Research with customers and
prospects in various industries and company
sizes.
Remote Usability Testing sessions with
deep dives on content and structure.
Users provided feedback in quantitative
surveys and online card sorting
exercises that helped shape the new
structure and experience.
Stakeholder communication and management

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Rethinking the product experience: how & lessons learned
1
2
3
4
It’s about the user and your business objectives.
Use a multi-disciplinary approach.
Treat content as a business asset.
Document, document, document.
Collaborate across areas and persevere (aka change management).
Listen, learn, improve.
5
6

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Thank you!
Irina Pashina
@irinapashina
Senior Director, Customer Experience and Content Strategy
UX & Strategy
SAP SE