THE CHALLENGE

The existing website was built around individual SAP products and long, technical descriptions. For potential customers, this meant understanding the solution portfolio before they could even find what was relevant to their own situation.

THE INSIGHT

Customers don’t start with a product name. They start with a process, a problem or something they want to improve.

THE APPROACH

01 START WITH THE PROCESS

Structure the experience around business processes and customer needs rather than product names.

02 CONNECT SOLUTIONS

Position SAP solutions within the context in which they actually create value.

03 REDUCE COMPLEXITY

Break down long, technical content into clearer entry points and a more accessible information structure.

THE THINKING BEHIND IT

The redesign shifted the perspective from “What products do we offer?” to “What is the customer trying to achieve?” This created a structure that could communicate expertise without requiring visitors to understand the product landscape first.

MY ROLE

UX Strategy · Information Architecture · UI Design

FOCUS

B2B · Complex Products · Customer Perspective