The overall goal of this project was to maintain and enhance the user experience on sap.com, with a particular focus on how SAP users interact with SAP products and partner-related content that is specific to those products.
When users navigate the product pages on sap.com, they are unable to find answers to their unique questions related to SAP partner products and services. This results in missed revenue opportunities.
The goal is to design and implement a component on the product pages that provides users with the appropriate partner solution, regardless of their scenario.
Using SAP's user experience map, I conducted an in-depth analysis of SAP's user personas. I studied their frequent questions, pain points, and decision-making power, and successfully identified the most relevant personas for the product pages. These personas include:
The identified personas are: Dorthy, the IT lead, and Beth, the Business Lead. This guides me to address the pain points of these two main personas in the information presented on the product pages.
I researched SAP's direct competitors to understand how they present partner products on their websites. I discovered that they all include such content, but in a way that does not distract attention from their own products.
Using the insights from user research and competitor audits, I identified the optimal location for presenting partner-related content on the product pages of sap.com. I determined the templates where users have the highest expectation to access such materials. Additionally, I anticipated the actions users would want to take when viewing this content and defined the appropriate CTAs for these sections.
I studied the pre-designed product page templates to understand the content order and determine the optimal placement for the partner section.
Based on my findings, I designed a specific component to showcase partner-related materials. The purpose of this component is to highlight the partner and provide users with all the information they need to know about that partner.
This component displays up to four partners with an option for users to discover more partners.
When a user clicks on each of those partners, another component opens up with a Lightbox effect, consisting of five tabs that provide the user with access to all the information they would need about that partner:
According to Adobe Analytics, the primary outcome of this project was a significant decrease in product page bounce rate (-35%). Additionally, these changes led to a 7% increase in partner product sales. Users can now find all the information they need while viewing the product page without having to leave the page.
