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SAP
CX Cloud

Building design maturity

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In 2021, I joined SAP as Director of User Experience, overseeing the UX strategy for two strategic Customer Experience solutions: Customer Data Cloud (CDC) and Customer Data Platform (CDP).

Hungary
2023
Enterprise
SaaS
Product design
design system
Acessibility
Compliance
leadership
Quality
Experience Strategy
UI Design
Mentoringn
Figma
My objective extended beyond enhancing individual features. I aimed to develop design teams, elevate product quality and craftsmanship, implement a formal design process, and position UX as a strategic partner to Product and Engineering.
User interface screenshots showing a data analytics dashboard with user interactions, key triggers, and engagements charts on a dark background panel, alongside a security management panel highlighting risk-based authentication rules including rule names, actions like login with high risk plus captcha, and associated warnings for missing CAPTCHA credentials.
The starting point

Each product initially had two to three designers acting as development support, focusing on rapid screens without discovery, research, testing, or standards.

Low UX maturity required larger teams, refined processes, and consistency. I interviewed product owners, managers, and leads to assess dynamics, find collaboration gaps, and expand design value.

My role

I oversaw design quality and craftsmanship across two products, growing the team from six to twelve designers via internal and external hiring in UX, UI, product design, and research.

I raised standards through reviews, coaching, and hands-on leadership. I also directed the platforms’ redesign using SAP’s new design system, reimagining experiences rather than applying a superficial update.

Dashboard interface showing customer data for Henry Cavil including last order amount $90, total spend $680, total orders 10, and percentage 134% above average, with spend and orders over time graph and comparison charts.User interface screen showing a flow-building tool with draggable pink icons labeled with actions like 'Get Profile Info,' 'Set Profile Info,' and 'Disabled Login' under 'User Actions,' plus instructions to start building a journey by dragging triggers, conditions, and actions.
The process

The transformation started with people and relationships: I launched regular dialogue with product and development leads, facilitated cross-functional workshops, and introduced quarterly UX Steering sessions for alignment and transparency.

We adopted a structured design process—discovery, exploration, reviews, and validation—while expanding teams to evaluate products, gather feedback, and unify experiences. Standardizing patterns and workflows across CDC and CDP improved consistency, supported by a new design system that boosted cohesion and quality.

The outcome

In two years, the design team doubled from six to twelve across CDC and CDP. It shifted from ad hoc delivery to a structured process—discovery, exploration, review, validation—and raised quality through reviews, coaching, and leadership.

CDC and CDP were unified via SAP’s design system. UX became central, strengthening collaboration and laying the groundwork for mature, consistent Customer Experience products. Though research and testing need deeper integration, sustainable UX maturity is established.

2× larger design organization
Higher design quality
Unified product experiences