Supplier Mobile App

What is SAP Ariba?

SAP Ariba is SAP’s cloud-based e-procurement software. SAP Ariba allows organizations to transact seamlessly on one of the world’s largest business network, Ariba Network. Each year, Ariba Network helps customers collectively transact over USD 3 trillion and support over 4 million businesses. Customers fall into two main types, Buyers and Suppliers

What problem did we need to solve?

For a very long time, SAP Ariba’s Supplier Mobile App lacked attention and care. It was supposed to help suppliers manage their documents on the go, providing flexibility and ease of use. However, original app functionalities were limited to just viewing documents, missing most key functionality users needed. The app was redesign in December 2019 with actual usable core features coupled with a brand new visual identity. The issue now was that users were either unaware of the app or previously uninstalled out of frustration.

How can SAP Ariba encourage customers to download the app and integrate it into their regular product workflow?

Summarizing Key Customer Pain Points & Considerations

• Poor impression of an earlier version of the app (little functionality, extremely buggy)

• Customers sometimes find the desktop version is complex and lacks accessibility when on the go, such as while travelling, in the warehouse, etc.

• It takes time to find information in a rush on the desktop version, and with no push notifications, sometimes customer requests are missed.

How did we approach the problem?

When we started the project, there was little to no messaging framework and limited assets. At best, the app was simply a tiny corner on the Ariba.com website. After some initial discussions, there were some critical areas that we identified that needed immediate development and promotions:

• Product Messaging – how should the app be branded while addressing core pain points?

• Promotional Campaigns – how can we communicate with customers the changes?

• Basic Learning Content – how can we enable our customers with best practices?

• Ease of Access – how can we create one collective place for information?

Leading the effort

My role on the team was the lead product marketer. I created both the strategy and all the content, such as videography to copywriting. I spent a lot of time ideating and planning out all the channels we could leverage to promote the app update. As a primary stakeholder manager, I was responsible for communicating with project and account managers, and other marketing teams of the latest information and initiatives.

How did we execute the plan?

With this core outline, it was easy for me to work with our product management and engineering teams and create core messaging. I wanted to communicate that the app is intuitive to use and time-saving.

Product came up with an idea to focus that the power of Ariba Network, a network boasting a magnitude of transactions each day, could be used in one’s pocket, leading to the first tagline: Ariba Network in your pocket. I helped create the second tagline, Be Informed, Be Responsive, to summarize the feelings of quick access and informative decision-making on the go.

With our messaging framework created, I developed its brand identity. I established colour consistency and leveraged cleaner pictograms, dynamic mockups and graphics, and more. The mobile app was able to stand on its own and quickly identifiable. It was imperative to differentiate this new version from previous iterations to show that the app had taken a large step forward in usability.

Creating Customer-Focused Content

First, I created something that teams and customers could start using today. I wrote blogs and one-page data sheets to summarize and provide an overview of the changes for the app. With some initial communications completed, I could focus on generating the new assets.

My favourite pieces included four videos, including a promotional splash. Customers were able to learn the basics, understand how the app fits into their workflow, and generate interest in downloading the app. Although I did most of the editing, I used a simple mockup template for some shots to reduce editing time.

I now needed to enable internal teams, starting with internal communications and asset guides, to help others understand the product and guide their customer conversations. I hosted all of our materials internally on SAP JAM, our in-house collaboration platform for sharing documents and information.

In addition to sharing updates with key stakeholders such as Product Managers and other executives, I included multiple marketing and sales newsletters, posted them in high traffic Microsoft Teams channels, and presented it on well-attended update calls.

Externally, I updated our Ariba.com webpage, adding all of our new content. Previously these pages were hard to find, confusing, and redundant. I reached out to our web team to add more visual call-outs on other pages and consolidated our information.

Additionally, a team member suggested we added a new page as a changelog that links from within the app and on the site. This new changelog reduced customer confusion when updates are released.

Lastly, I supported our product team by optimizing our Google Play and Apple iOS app stores with more intuitive keywords, better descriptions, relevant descriptions and titles, and improved graphics. As SAP Ariba has multiple app offerings, these changes helped improve customer search.

Over two months, we ran organic Facebook, LinkedIn, and Twitter posts promoting the app changes and learning materials with download links as our CTA. I added it to high-traffic locations such as Supplier login page banners, generating over 2,000 clicks. We included it in a large-scale virtual event to only demo current and upcoming features and increase exposure. Then, we created a drip campaign for three emails for each of the upcoming quarterly updates. 

Planning for Long Term Communications

Now that the bulk of communications and assets is complete, we can continue to work with our product teams to develop materials for upcoming updates. A supplier can get notifications on app updates on social media and in upcoming email campaigns and events.

How did we do and what did I learn?

29.86% Increase in Active Users | 38.5% Increase in Downloads | New Branding & Assets

When I was assigned the mobile app, I was excited! I could own this project and see it grow and develop. Thanks to the initiatives that we had created, we changed how customers look at the app. While app promotions are ongoing, this period alone helped generate almost 5,000 more active users, including 3,000 new users.

This project has taught me to be more creative in targeting customers and finding what channels we can leverage. It’s been great to learn how to manage stakeholders and collaborate with other teams, specifically Product and Engineering.