Full Digital Experience
Role
Engineering Lead
Duration
4 months
Year
2025
Overview
Led UX design for a proof-of-concept demonstrating SAP's Cloud CX suite as a complete customer experience platform for a major Saudi enterprise client — covering Sales Cloud, Service Cloud, and Commerce Cloud in an integrated end-to-end experience.
Project Details
The Problem
Enterprise CX teams operate across disconnected tools — sales reps use one system, service agents use another, and the commerce team operates a third. This siloed architecture means customer context is lost at every handoff point, creating a degraded experience for both customers and employees.
The Goal
Demonstrate that SAP Cloud CX can function as a unified customer intelligence platform — where any team member can see the full customer journey and act on it in real-time — and design the UX that makes this technically complex integration feel intuitive.
Research Insights
What the research revealed.
Context Loss at Handoffs
Service agents reported spending an average of 4.2 minutes per interaction searching for context that sales had collected — adding up to over 2 hours of lost productivity per agent per day.
Tool Fatigue
CX team members used an average of 6.4 different tools per day — with context switching identified as the primary driver of errors and burnout.
Reporting Blindspot
No single stakeholder could see a unified CX metric — sales tracked pipeline, service tracked CSAT, and commerce tracked conversion, with no shared north star.
Design Process
How it was built.
Wireframes
Mapped the enterprise customer journey across 5 personas (sales rep, service agent, account manager, CX director, and customer). Wire-framed the unified customer 360 view that served as the connective tissue across all three clouds.
User Flows
Designed 6 cross-cloud workflows including lead-to-service handoff, service-to-upsell escalation, and executive CX dashboard. Each flow was validated against SAP's technical integration capabilities.
Iterations
2 major design sprints with SAP solution architects and client stakeholders. Critical pivot: moving from 3 separate cloud UIs to a unified shell application with contextual module switching.
Final Solution
The delivered product.
A unified SAP Cloud CX shell experience featuring a persistent customer 360 sidebar, cross-cloud workflow triggers, and an executive CX command center — demonstrating SAP's full-stack CX capability in a single, coherent interface.
Customer 360 sidebar — persistent context across Sales, Service, and Commerce
Cross-cloud action triggers enabling one-click escalation and handoff
Executive CX Command Center with real-time unified metrics
SAP Fiori-compliant design that integrates with existing enterprise deployment
Design Decisions
Why these choices were made.
Persistent Customer Sidebar
Placing the customer 360 view in a persistent sidebar rather than a separate screen means agents never lose customer context while switching between tasks — addressing the #1 pain point without requiring workflow changes.
Fiori Design Language Compliance
Rather than designing a custom UI, we extended SAP Fiori's design language — which dramatically reduced enterprise adoption friction since IT teams could deploy it into existing SAP landscapes without custom development.
Action-Oriented Dashboard
The executive dashboard surfaces actionable anomalies (a spike in service tickets, a dip in NPS) rather than passive charts — shifting CX leadership from reporting to decision-making.
Outcomes
The results.
Context Switch Time
−74%
Reduction in time spent finding customer context
POC Approval
100%
Stakeholder approval rate in client presentation
Workflows Designed
6
Cross-cloud enterprise workflows delivered
Time to POC
4 months
Full end-to-end delivery under an aggressive timeline
Reflection & Next Steps
What I learned.
Enterprise UX is a different discipline from consumer UX — the constraints are tighter (compliance, existing infrastructure, IT governance) and the users are experts who use tools for 8+ hours a day. The most important shift is designing for efficiency and trust over delight. An enterprise user doesn't want to be surprised by the UI — they want predictable tools they can master. The next version would invest more in keyboard navigation and power-user shortcuts.
Next Steps
Design the mobile field sales companion app
Expand the customer 360 with AI-generated next-best-action recommendations
Build an accessibility-compliant version meeting WCAG 2.1 AA standards