Case Studies

NDH Advisory

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Transformed CX Strategy for PE-Backed SaaS from Reactive to Strategic

Reframed a post-sales crisis — spam bot attack, stalled community platform, disconnected systems — as a strategic opportunity. Delivered a CX framework, a Rewards & Recognition economy, SSO prioritization, and a metrics restructure tied to GRR.

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Diagnosed UX Org Bottleneck and Redirected Fix from Headcount to Accountability

Diagnosed a design team that felt understaffed but wasn’t — work had migrated from Product Management to UX, pulling the function away from the strategic role it was hired for. Delivered the evidence and framing to restructure accountability and hire the right leadership.

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Women’s Health Platform

Provided an outside perspective before the next funding round — surfacing structural gaps in the platform model, provider value proposition, and prototype before more time and money were committed.

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Women’s Health App

Conducted an Expert Review of a novel anemia detection app, identifying gaps in UI execution and the behavioral and journey design the product still needed to drive adoption.

SAP

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Prevented Failed Intranet Launch

Served as Americas PMO for a three-system intranet migration — recommending and successfully advocating for a launch delay that prevented a go-live that would have brought the global field to a standstill.

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Pre-Sales Demo Enablement

Led a program to overhaul SAP’s demo operations — conducting field research, presenting findings to Board-level stakeholders, and shaping solutions across all seven global workstreams.

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Eliminated the Commission Visibility Gap That Was Overwhelming Finance and Frustrating Reps

A $27K implementation reduced commission-related calls to Finance by nearly 40% — the result of ethnographic fieldwork.

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Digitized Paper Contract Repository to Accelerate Q1 Sales Productivity

Digitized paper contract binders and built an automated Opportunity Landscape — reducing days-long account research to hours and contributing to a 20% improvement in overall sales productivity.

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Built Scalable Knowledge Management Infrastructure for 85K-Person Global Enterprise

Built a cross-functional knowledge management capability that launched industry and role-based community pages at the annual Field Kick-off Meeting — ensuring timely and accurate access to fresh collateral.

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Built Centralized Content Publishing Team; Scaled from U.S. to Global Operation

Built a centralized, lower-cost publishing model — scaling from a 10K-user Americas operation to knowledge management infrastructure for all 85K SAP employees at approximately 3x lower cost per unit of work.

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Launched Enterprise Social Media Ecosystem — Micro-Blogging, Expert-Finding, and Video

Identified and launched a suite of four enterprise social capabilities — micro-blogging, expert-finding, video streaming, and app distribution — integrated with SSO and deployed to 85K employees.

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Lean Process Mapping for Sales Enablement

Translated complex CRM usability research into a Lean Process Map that secured executive approval for go-live improvements — generating approximately 4,000 hours in monthly time savings and a 30% increase in end-user satisfaction.

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Established Cross-Functional IT Portfolio Governance for Operations Board Area

Built the IT portfolio management function for SAP’s Operations Board Area from scratch — governing 25+ programs and an 8.3M€ budget while expanding UX influence into the organization’s highest-priority cross-Board programs.

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Translated CRM Usability Research into $200K Annual Savings

Conducted a global benchmark study across 120 users in three regions — producing findings that fixed pre-launch usability problems, saved 4,000 hours per month, and became part of SAP’s external go-to-market story for CRM 7.0.

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Harmonized SAP Web Landscape Across Global Properties

Mapped SAP’s fragmented web infrastructure across regions and business units — securing company-wide commitment to shared governance, common capabilities, and a shift from redundant investment to shared infrastructure.

© 2026 Natalie Hanson