There’s much more to software development than just writing code. Application teams must also create a fine-tuned interface for every project if they want users to take full advantage of its features, a task that SAP SA hopes to ease with a new service called Build.

The tool’s main selling point is a built-in template gallery that includes nearly two dozen ready-made application designs on launch. The blueprints cover use cases as diverse as inventory tracking and order management, with SAP expecting even more interfaces to be added over time as customers start sharing their own custom mock-ups. Every model be fully customized in Build’s creative workbench, which also makes it possible to create entirely new designs if an project’s requirements are not addressed by the sample entries.

That is not to say users have to work from the ground up, however. The tool’s interface templates are available alongside a selection of menus, widgets and sample data that can be quickly assembled into a functioning application page. And if even more customization is required, Build’s development console provides the ability to work directly with the underlying code to tweak the behavior of every element. SAP has helpfully included a design guide in the service to ease development teams into the task.

Once an application’s interface is ready for testing, organizations can use Build to launch a prototype deployment and start collecting feedback from their users. The service has two mechanisms for collecting input: A direct contact tool that enables testers to submit complaint, and an analytics console designed to monitor activity patterns in the background. SAP says that the functionality enables development teams to quickly address usability issues before rolling out their software to production. As a result, release cycles are accelerated while end-users end up with less bugs to contend with on launch, which increases productivity all around.

SAP’s increased interest in user interface optimization comes against the backdrop of rival IBM Corp. expanding its own design business. The company announced plans to spend $100 million on growing the division in 2014 and this year acquired no fewer than three creative agencies as part of the effort. The first was an Ohio-based firm called Resource/Ammirati Inc., while the other two hailed from SAP’s own native Germany. The competition between tjhe company and Big Blue will likely only increase as organizations continue investing more and more in improving the usability of their applications.

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