User-Centered Design in Complex SAP Environment
How we transformed the routine of 1,200 salespeople through strategic UX, reducing 50% of order time in a complex technological environment.
Context & Challenge
About Brasil Kirin
Kirin Brewery Company Group - one of the world's largest beverage companies
The Challenge
Brasil Kirin's commercial leadership needed to transform how their sales team worked, engaging professionals to sell more, grow, and achieve better margins in an aggressive market with constant pressure for results.
It was urgent to build a foundation to sustain growth and structure commercial intelligence. The deadline for changes was tight and the project would become the priority of the year.
Technical Complexity: Environment with multiple SAP technologies (SD, FI, CRM, SMP, BW, ABAP, PI) + Mobile + Cloud + Analytics
The Human Problem
Engaging salespeople was the key to success, but not easy. The team presented challenging characteristics:
- ⚠Heterogeneous profiles - Different levels of digital maturity
- ⚠Wide geographic distribution - Training difficulties
- ⚠Dissatisfaction with previous tool - Resistance to change
- ⚠Intense field routine - Low tolerance for complexity
My Role
UX Strategy Lead
Led UX strategy in a complex technological environment, applying Design Thinking to place the user at the center of the solution. I was responsible for ensuring that SAP's technical complexity did not compromise the salespeople's experience.
Design Thinking & Field Research
Conducted ethnographic research, accompanying salespeople in the field to understand their routine, expectations, and pain points in practice. Transformed insights into personas and high-fidelity prototypes.
Key Activities
- • Field accompaniment (ethnography)
- • Observation of salespeople's real routine
- • Data-based persona creation
- • Current journey mapping
- • +150 prototyped screens
- • Complete interface redesign
- • Iterative usability testing
- • Mobile-first design system
- • Interface with commercial leadership
- • Alignment with SAP architecture
- • Workshop facilitation
- • Adoption and rollout support
Solution: Mobile Sales Force
We developed a mobile sales force application with a user-centered UX approach, balancing SAP technical complexity with ease of use.
Strategy in 3 Pillars
User-Centered UX
Design Thinking applied from discovery to implementation. Empathy, personification, and collaboration to ensure real salesperson engagement.
Technological Mastery
Deep integration with complex SAP ecosystem (SD, FI, CRM, SMP, BW) without compromising mobile experience and performance.
Strategic Analytics
Real-time data to build commercial intelligence. Visibility that didn't exist before, transforming decision-making.
Key Features
Products suggested per customer configured in portal
Product cards with easy access and advanced options
Real-time availability check
Optimized and easy-to-learn flow
Tap to edit, swipe to remove items
Clear feedback for already added products
Process: Field Research
We accompanied the daily experience of salespeople in São Paulo to understand in practice what their routine, expectations, and what really worked were.
Morning Meeting
Observation of morning briefings, daily goals, and route planning. We understood the pressure and expectations even before going out to the field.
Vehicle Accompaniment
Travel time between points, mobile tool usage, interruptions, and real work context on the move.
Point of Sale Visits
Customer interaction, inventory counting, negotiation, order recording. The critical moment where the tool needs to work perfectly.
Research Results
Old Interface
Previous interface was complex, slow, and didn't reflect the reality of field work. High error rate and frustration.
+150 Prototyped Screens
Complete redesign based on real insights. Every flow was designed to reduce friction and accelerate sales.
Results & Impact
Transforming the routine of +1,200 salespeople
Half the time: What took 10 minutes now takes 5
Less rework: Clear interface drastically reduces errors
Learning curve: Intuitive interface eliminates extensive training
No accumulation: Orders don't pile up at end of day
Other Impacts
- • Real-time data for salespeople
- • Inventory visibility during negotiation
- • Faster decision-making in the field
- • Less dependence on back office
- • Real-time commercial data for leadership
- • Foundation for strategic analytics
- • Previously invisible insights now accessible
- • Foundation for continuous evolution
Recognition
Success Case Presented
"Success Case - Brasil Kirin: Innovating the Way to Sell with SAP Mobility Technologies"
IT Executive of the Year
Cláudia Pessoa (CIO) awarded IT Executive 2016 in the Food, Beverage and Tobacco Industry category
"The UX focus allowed us rapid adoption and excellent acceptance. The model, based on empathy, personification and collaboration enabled very low rework generating products that meet the solution customers' expectations."
Claudia Pessoa, Technology Director at Brasil Kirin
Want to transform experience in complex environments?
User-centered design that balances technical complexity with ease of use, generating real adoption and measurable results.