Full-Stack UX designer
SAP
Role: Led end-to-end UX design and front-end implementation for SAP global website (.com), serving 52+ countries and 10 million monthly users. Collaborated with cross-functional teams (PMs, engineers, researchers) to deliver scalable, localized experiences.
Key Contributions
- I was part of SAP.com design team, working on, optimizing conversion rates through iterative A/B testing and data-driven redesigns.
Built a localization framework supporting 52+ markets. - Culturally adaptive UI components (e.g., RTL layouts, dynamic currency formatting).
Collaboration with regional stakeholders to ensure compliance with local regulations (e.g., GDPR in EU, data privacy laws in APAC). - Reduced bounce rate in emerging markets via region-specific user testing and content personalization.
- End-to-End Customer Journey Mapping
Conducted cross-channel UX research (surveys, heatmaps, session recordings) to identify pain points in the customer lifecycle. - Redesigned the onboarding flow, reducing drop-offs.
- Partnered with analytics teams to build a unified dashboard tracking user behavior across 10+ touchpoints (web, email, mobile).
- Full-Stack Design Execution
Bridged design and development: Delivered production-ready prototypes (Figma, Storybook). - Streamlined the design system, improving component reuse and reducing QA time.
- Advocated for accessibility
- Mentored 3 junior designers on best practices for global UX and Agile workflows.
Tools & Methodologies - Design: Figma, Adobe Suite, Miro (journey mapping), Hotjar.
- Research: UserTesting, Lookback, Google Analytics.
- Development: HTML/CSS, JavaScript, Git, CMS integrations.
- Collaboration: Jira, Confluence, Slack.
Sample Project Highlight
Redesigned SAP’s homepage to align with evolving brand positioning while addressing localization gaps that hindered engagement in international markets. The project balanced scalability (shared components) and regional customization (culturally relevant content).
My Role
- Led end-to-end UX research, wireframing, and high-fidelity prototyping.
- Collaborated with localization teams to adapt UI/UX for 52+ countries.
- Partnered with engineers to implement reusable components in React.
- Conducted post-launch A/B testing to validate design decisions.
Problem Statement
Fragmented User Experience: Inconsistent layouts and messaging across regions caused confusion.
Low Engagement in Non-US Markets: High bounce rates in APAC and EMEA due to poor localization.
Process
1. Research & Discovery
User Interviews: Conducted 50+ sessions across 8 countries (e.g., Japan, Germany, Saudi Arabia).
Key Insight: Non-US users felt the site was “too American-centric”
2. Strategy & Ideation
Workshops: Collaborated with PMs and regional marketers to define “global-first” design principles: Customer Journey Mapping: Highlighted pain points in localized onboarding flows.
3. Design & Localization
Wireframes: Prioritized flexible grid layouts for RTL languages (e.g., Arabic) and longer text strings.
High-Fidelity Prototypes: Built in Figma with auto-layout for responsive scaling.
Included localization rules (e.g., date/currency formatting, GDPR-compliant CTAs in Europe).
Design System Updates: Created a “Localization Kit” for regional teams (templates, icon libraries, microcopy guidelines).
Standardized form fields for global address formats.
4. Implementation
Collaborated with engineers to:
Optimize performance (e.g., lazy-loading regional assets).
Conducted QA sessions with regional stakeholders to ensure cultural appropriateness.
Solution Highlights
Dynamic Hero Section
Automated content swaps based on user location (e.g., Japan saw local influencers; Germany highlighted eco-friendly initiatives).
Result: increase in time-on-page for localized hero banners.
Modular Navigation
Unified global navigation with dropdowns for region-specific links (e.g., “Support” → localized contact options).
Result: fewer support tickets related to broken links.