✏️ SERVICES
Design strategy, Research and data-driven design, UX, UI, Content Design & Visual Design
📅 DATE
2022-present
🖥️ PRODUCTS
Multiple ERP SAP Learning, LMS, Content Publishing & Customer Analytics Dashboard
⚙️ SECTOR
Technology & ERP
BRIEF
SAP helps the world run better and improve people’s lives by enabling companies of all sizes and industries to become intelligent, sustainable enterprises. SAP provides software solutions that help businesses manage operations efficiently, drive innovation, and create positive economic, environmental, and social impact. This includes supporting digital transformation, cloud adoption, and enabling organizations to run seamlessly across their entire value chain.
ENGINEERING AND OPERATING SAP’S IN-HOUSE LEARNING DESIGN ORGANIZATION FROM THE GROUND UP
I was hired as one of the first two in-house designers within SAP’s learning organization. At that time, no formal design function existed. Design work was outsourced to an external agency, there was no systems thinking, no design system in place, and design outputs were delivered as “over-the-fence” handovers.
Together with my colleague, we engineered the design organization from the ground up, spanning UX, research, data-driven design, design operations, and systemized delivery within a safe Agile/Scrum environment.
This work went far beyond interface design. It involved:
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Establishing scalable UX and research frameworks
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Defining collaboration models
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Creating a shared language across product, content, analytics, and leadership
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Migrating complex legacy solutions into a unified, cohesive experience
This foundation continues to enable and support SAP’s learning ecosystem today.
MY ROLE;LEADING USER-CENTRED, OUTCOME-DRIVEN DESIGN USING RESEARCH-BACKED INSIGHTS, DATA INFRASTRUCTURE, AND PERSONALISED USE-CASE MODELLING
My work today centers on UX strategy and product discovery at scale. I use qualitative and quantitative insights to guide product vision, shape roadmaps, and inform decisions on what to build and why.
Rather than designing isolated features, I focus on:
- Persona-based systems thinking
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Jobs-to-Be-Done and desired outcomes
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End-to-end learning journeys across platforms
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Translating insights into strategic direction
This ensures SAP’s learning products remain deeply aligned with real user needs, business priorities, and future-facing capabilities.
A SCALABLE UX FRAMEWORK FOR CONTINUOUS DISCOVERY AND DELIVERY
I operate using a scalable UX framework that I designed to support both long-term product discovery and continuous iteration, running in two parallel workstreams.
At its core, the framework is:
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Persona-driven
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Outcome-oriented
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Evidence-based
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Designed to scale across teams and products
In the Continuous Discovery lane, we handle rapid, ad-hoc UX and design requirements within sprint planning, fully time-boxed and aligned to engineering velocity.
In the Strategic Discovery lane, we lead large, future-focused product discovery initiatives that define the next evolution of our products.
This dual-lane model enables us to design highly effective, personalised end-to-end experiences while maintaining clarity, consistency, and delivery speed.
Key principle:
UX is not a phase, it’s an operating system.
LEADING THROUGH CLARITY, ALIGNMENT, AND SHARED UNDERSTANDING
My role requires constant collaboration across leadership, product, design, engineering, analytics, and content teams. I translate complex data and research into clear narratives that enable confident decision-making.
A key part of my leadership is education:
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Helping teams understand what we’re building
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Why it matters
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How it ladders to strategic goals
This creates alignment, reduces rework, and allows teams to move faster with less friction.
DESIGNING THROUGH A SYSTEMS DESIGN MINDSET
Our design delivery is grounded in well-engineered systems, not one-off solutions. My focus is on creating the conditions where high-quality design can scale across teams, products, and contributors.
I work deeply across:
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Design systems (components, templates, and floorplans)
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Visual design libraries
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UX patterns and interaction models
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UX copy and content standards
We uphold the quality operationally not only through design systems, but through active collaboration. I regularly partner with designers across experience levels, running co-design sessions and weekly design-in-progress reviews. These moments create shared ownership, strengthen craft, and ensure consistency while supporting the growth of more junior designers.
All components are designed in close partnership with engineering to ensure:
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Minimal and well-governed variants
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Responsiveness across devices
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Brand compliance
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Accessibility aligned with WCAG guidelines
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High reusability
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Technical performance and feasibility
This combination of clear systems, continuous collaboration, and regular quality review enables teams to move quickly without sacrificing coherence, accessibility, or design excellence.
RESEARCH & DATA-DRIVEN OPERATIONS
I built and lead SAP’s user research and data-driven insight operations within the learning organization from the ground up.
By combining:
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Qualitative research
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Quantitative analytics
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Continuous tracking
We identify high-impact opportunities, validate direction early, and iterate with confidence. This operational layer ensures insights don’t live in scattared decks, they are actively used and indexed in Research Library and the insights shape product decisions.
PRODUCT AS LIVING SYSTEMS
The final product is never truly final. It is a living system, continuously shaped by what is happening in the world, the industries, feedback, data, and evolving user needs. My role is to ensure that evolution remains intentional, coherent, and aligned with long-term value.
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