Personalization Dashboard & Account Profile

The problem

SAP.com serves people who each want something completely different from it — a buyer researching S/4HANA Cloud, a partner managing a storefront, an existing customer checking on a support case.

A one-size-fits-all account experience couldn't serve all of them well. Someone who'd told SAP they cared about a specific product shouldn't have to dig through generic navigation to find relevant content, and the sheer footprint of SAP's portfolio — dozens of products, thousands of pieces of content, multiple languages and regions — meant a static page would go stale immediately. The system needed to reorganize itself around each person, automatically, and stay useful as their interests and activity changed.

The system

Internally, this system is known as the Marketing Information Center (MIC). I designed and architected the logic, design, and flow for the full path: the account menu that's the entry point on every SAP.com page, the interest-gating step that captures what a user cares about, the personalized dashboard built from that input, and downstream content pages that stay filtered to it. An IA/UX team later documented this work as a formal information architecture spec, mocking up my design deliverables directly.

Account menu: the entry point

Every path into this system starts here. I designed and architected its structure and logic from the ground up — what belonged under account management versus product log-in, when a category needed its own column, and how deep a first-level menu should go before it needed to expand further.

The two options below came out of that work directly: store.sap.com was being retired as its own separate SAP property, with its self-service functionality migrating into the global site. I designed both directions and put them in front of stakeholders and developers for feasibility review before a direction was chosen.

Option 1 — chosen

Option 2

Option 2 was the more ambitious direction — folding store.sap.com's self-service actions (orders, the partner cockpit, editing a solution page, the shopping page) into their own Store column inside the global account menu itself, plus a live notification badge on SAP SuccessFactors and a chevron on Manage my SAP.com account for a deeper second level. Option 1 was the one chosen: migrating the full purchasing, buying, and checkout experience into the global site was a larger development effort than the timeline supported, so the leaner menu shipped first, without folding Store actions in directly.

The dashboard: built around what you've told it

Once a user selects interests — a product like SAP S/4HANA Cloud, for instance — the dashboard reorganizes itself around that choice. Every number on the page is real and personal to that account: new content since last login, active trials, saved items, learning progress, upcoming events.

Personalization follows the user downstream

The dashboard isn't a one-off — the same interest filters carry into full content pages. "What's New" is the clearest example: a filterable, taggable feed of thousands of pieces of content (customer stories, product information, events) that opens already scoped to what the account cares about, with content-type filters and faceted search layered on top for anyone who wants to go broader.

This is also where the scale of the system shows up: the same feed structure serves localized content across languages and regions, so the personalization logic had to hold up globally, not just for English-language, U.S.-based accounts.

The bigger picture: a data layer for the whole site

The real goal was never just a nicer account dashboard — it was building the data layer that let SAP personalize the entire site around what a person had told it they cared about.

The interests captured at gating became reusable signal well beyond the profile section: the homepage hero, promotional content surfaced as a user browses the site, and other adaptive pages could all draw on the same interest data rather than each building their own collection mechanism. Getting the account dashboard right was what proved the model and made that broader, site-wide personalization possible.

Approach