Cannes Lions


VERTIC, New York / SAP / 2017

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SAPXM is the result of a tightly-knit collaboration with SAP XM’s own internal product and UX teams to create a concept based on SAP guidelines, but with a unique interface easily differentiated from other SAP products, as well as existing industry offerings. A media plan dynamically customized content for a potential customer’s decision journey from initial awareness of industry issues to specific product solutions to buying considerations and, ultimately, to usage. The goal was a truly entangled relationship between SAP XM and a customer that provided value at any stage of the involvement process.


The strategy began with influencer studies, key persona development, as well as research and analysis centered on understanding the needs of the ultimate user in the marketing department. This shifted SAP’s basis of communications from product-centric to customer-centric through an “outside-in” data-driven methodology. This strategy incorporated insights about key issues within the advertising and media industry, followed by a needs-analysis to inform the brand and product positioning, messaging statements and implementations for a best-in-class user experience

As for design methods and process, the user experience team facilitated and participated of multiple product conceptualizing sessions on which use cases and journeys were defined. This was followed by prototyping sessions and technical workshops aimed at understanding how to integrate SAP's existing tools and functionalities of such tools. As a next step, multiple fidelity prototypes were produced. Wireframes as low fidelity iterations to multiple final visuals, which were used for multiple user testing workshops before reaching the final product. Additionally, a comprehensive digital style guide and design system was defined for future dashboard add-ons.

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2024, SAP

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