Refreshing a brand extends far beyond aesthetic updates like logos and colors. It's about completely rethinking how every aspect of a company’s service resonates with its users—from their initial interaction to the final transaction. As a leader in enterprise software, SAP has recently embarked on a significant rebrand driven by a steadfast focus on user experience (UX). SAP has seamlessly integrated its brand evolution with substantial improvements in product usability, ensuring that every interaction with its software is not only intuitive but also profoundly impactful. This collaboration between teams shaping the brand and refining the product goes beyond bridging the communication gap to create a truly cohesive experience for customers and users.

SAP is committed to helping businesses of all sizes excel by focusing on agility, enhancing the value chain comprehensively, and embedding sustainability at its core. These commitments aren't lofty aspirations but are backed by purpose-driven innovations tailored for rapid deployment, seamless scalability, and adaptive responsiveness. SAP serves as a cutting-edge toolkit, enabling its customers to navigate dynamic markets, make informed decisions, and achieve sustainable success. This user-centric approach positions customers as protagonists in their journey toward excellence. And the new global brand and product UX serve as the foundational path and signposts guiding customers in that journey.

Let’s take a look at how SAP’s UX personality is designed with unique characteristics that not only engage but deeply connect with users worldwide:

• Appearance and feel: SAP’s UX embodies openness, modernity, and stability, fostering a serene and supportive digital environment.
• Presence and communication: Direct and confident communication delivers effective UX, prioritizing clarity and accessibility.
• Interaction and adaptation: SAP’s UX behavior is characterized by curiosity and a commitment to diversity, ensuring adaptability and intuitiveness to meet global user needs.

A standout feature of SAP’s rebrand is its seamless alignment of promises with real user experiences. The promises that are made by the brand are delivered via engaging product interactions that enhance productivity and overall satisfaction.

SAP maintains harmony between its products and brand through transparent features, user-driven development, and a proactive design lens. For example, every feature highlighted in advertisements is always true to the product, delivering on promises without compromise. In addition, SAP actively incorporates user feedback to continuously refine its products, implementing an intuitive design process to proactively address potential user concerns.

In addition to the brand refresh, SAP has integrated generative AI into its Business Technology Platform (BTP), enhancing automation, decision-making, and personalization. AI empowers SAP’s software to predict and adapt in real-time to user interactions, marking a transformative step in user engagement and platform interaction. This integration not only improves efficiency but also provides a more intuitive and responsive user experience. This commitment to innovation positions SAP as a leader in the evolving landscape of enterprise technology.

SAP’s rebrand underscores the profound impact of user experience design on both aesthetics and functionality, setting new standards in enterprise software engagement. This holistic UX approach distinguishes SAP by turning routine workflows and interactions into fulfilling, efficient, and enjoyable experiences. For SAP, prioritizing UX isn’t about following trends, but rather pioneering how enterprise software evolves alongside and for its users.