SAP Concur, a global leader in travel, expense, and invoice management solutions, aimed to evolve its digital presence to better meet the needs of diverse buyer personas across global markets. From SMB decision-makers to enterprise and government procurement leaders, SAP Concur recognized the importance of tailoring content and user experience to reflect the unique needs and journeys of each audience.
To accomplish this, SAP Concur engaged UpTop to execute a series of user research and content strategy initiatives—each building upon the insights of the last. This multi-year collaboration aimed to align SAP Concur’s digital strategy with its vision to be more user-centric, insight-driven, and globally consistent while remaining regionally relevant.
SAP Concur
Empowering SAP Concur’s Global Website Evolution Through Research-Driven UX Strategy
Background
Challenges
SAP Concur faced several challenges:
- Understanding buyer personas across segments and regions (SMB, Enterprise, Government).
- Determining what content and messaging would resonate across different stages of the buyer journey.
- Fragmentation between regional and global website strategies.
- Ensuring navigation and UX elements (like headers, footers, and search) met user expectations across countries.
Scaling research insights into actionable global content and design strategies.
Partnership Info
client
SAP Concur
Industry
Enterprise Software / Travel & Expense Management
type
Website Redesign, UX Strategy & Research
services
UX Research, Envisioning, Accessibility Audits, UX/UI Design, Prototyping, Strategy Workshops
Partnership Info
client
SAP Concur
Industry
Enterprise Software / Travel & Expense Management
type
Website Redesign, UX Strategy & Research
services
UX Research, Envisioning, Accessibility Audits, UX/UI Design, Prototyping, Strategy Workshops
Background
SAP Concur, a global leader in travel, expense, and invoice management solutions, aimed to evolve its digital presence to better meet the needs of diverse buyer personas across global markets. From SMB decision-makers to enterprise and government procurement leaders, SAP Concur recognized the importance of tailoring content and user experience to reflect the unique needs and journeys of each audience.
To accomplish this, SAP Concur engaged UpTop to execute a series of user research and content strategy initiatives—each building upon the insights of the last. This multi-year collaboration aimed to align SAP Concur’s digital strategy with its vision to be more user-centric, insight-driven, and globally consistent while remaining regionally relevant.
Challenges
SAP Concur faced several challenges:
- Understanding buyer personas across segments and regions (SMB, Enterprise, Government).
- Determining what content and messaging would resonate across different stages of the buyer journey.
- Fragmentation between regional and global website strategies.
- Ensuring navigation and UX elements (like headers, footers, and search) met user expectations across countries.
Scaling research insights into actionable global content and design strategies.
“Thank you so much UpTop Team. Your work to date has been exceptional! Massive kudos to you [Craig] - this is why I come back to you – you guys knocked it out of the park you never cease to amaze with the work that you do.”– VP of Marketing, SAP Concur
Approach
UpTop employed a deeply collaborative and iterative research-first approach:
- Facilitated stakeholder alignment workshops across SAP Concur’s global teams.
- Conducted mixed-method UX research, including interviews, card sorting, tree testing, and competitive analysis.
- Led multiple phases of usability testing and buyer journey mapping.
- Focused on high-priority user-facing elements: homepage, navigation, search, headers/footers, and key landing pages.
- Delivered findings through readouts, UX/UI recommendations, and strategy templates tailored to U.S., Germany, Japan, Brazil, and beyond.
Solution
UpTop’s solutions spanned a strategic evolution:
- Buyer Personas & Journeys: Defined and refined buyer profiles and journeys across SMB, Enterprise, and Government segments for U.S. and global markets.
- Navigation & IA Optimization: Tested and validated multiple navigation/footer concepts using card sorting and tree testing with global participants.
- Content Strategy Templates: Developed reusable frameworks that outlined page goals, content hierarchies, and UX guidance to guide future content creation at scale.
- Global UX Alignment: Synthesized research across North America, Europe, Asia-Pacific, and Latin America to provide cohesive yet localized recommendations.
Results & Impact
- Delivered a comprehensive roadmap and vision for SAP Concur’s future website strategy, tailored to global and regional needs.
- Informed a website redesign grounded in research and user behavior insights.
- Enabled cross-regional alignment around buyer-centric journeys and content.
- Set the foundation for a more humanized, scalable, and efficient digital experience.
What started as a research engagement grew into a strategic partnership, empowering SAP Concur to reimagine how it serves users through its digital ecosystem.
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