Kickstarting SaaS for SAP Analytics

Enabling customers to buy a SAP analytics tool online had never been done before. SAP is great at high-touch sales and custom implementations, but self-serve is uncharted territory.

THE challenge

I had to create an end-to-end purchasing experience from signing up for a free trial on the marketing website through to in-app checkout and account management scenarios.

What I did

Working closely with customer enablement leads, a SAP Store team, and product marketing, and disparate development teams, I was responsible for the design.

Result

Organic growth exceeded expectations a few months after launch.

Account view with packages

At the start of the project, we'd planned to launch tiered packages For many reasons, this approach was scaled down to the one-package offer launched in November 2016.

Managing Users

Part and parcel of low-touch service is enabling customers to easily add users to their newly bought account.

"In-app" account view

This is the hub for self-serve payment. The design is simple but there was so much more going on behind the scenes: "tenant" provisioning, go-to-market approvals, back-end credit checks, and a ready-made "store" UI for checkout. I need to incorporate all of these pieces into a seamless online buying experience for customers.

See Case Study