Updated: February 12, 2019
Latest Version 1.70

Conversational UX Design Principles


In enterprise, business users work with sensitive, complex data that often times reside in multiple databases. Moreover, enterprise systems may be responsible for customer data, in addition to their own. To build and maintain trust with users, the SAP Conversational UX Design Principles emphasize transparency and user control. They focus on fulfilling the needs of business users, and on helping them be more productive.

Design Principles

These principles lay out the values that you should keep in mind throughout the design process. Use them to inspire you as you create your designs, to guide you throughout the process, and as the criteria against which you assess your designs.

Present content clearly

Provide meaningful insights from various applications and credible sources. Present information clearly, concisely, and without bias.

Set the user up for success

Steer the conversation towards achieving the business goals of the user. Accommodate different inputs, and allow for multiple ways to achieve the same result. Guide users towards the next steps, help them recover from mistakes, and let them make changes along the way.

Adapt to the user’s context

Learn and adapt to the behavior and language patterns of the user. Proactively helps users complete tasks, and provide responses that are contextually relevant.

Be transparent

Be upfront about the system’s skills and limitations, while guiding users to the right actions. Explain reasons for insights, and cite sources for them. The goal is to build continual trust with the user.

Acknowledge the user

Ensure that the intentions of the user are understood, and provide useful and relevant responses. Understand the user and personalize responses.

Be approachable

Be open, friendly, willing to help, and non-judgmental. Put users at ease, so they feel safe and comfortable engaging and sharing their information.