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Designing the B2B Experience (MageTitans Austin 2016)

Brendan Falkowski
September 08, 2016

Designing the B2B Experience (MageTitans Austin 2016)

I spent the last four years advocating for responsive design as a scalable strategy to beat consumer’s expectations in a multi-device world. The B2C world shifted dramatically from designing for a screen to designing for users, which put tremendous pressure on B2B businesses to keep pace.

My last two years were focused on the B2B space and extending the considerations of RWD to customers that behave differently than a consumer but have the same critical eye.

This presentation details my thought process designing the user experience and services for the B2B customer and what it really takes to beat the curve.

More info: http://gravitydept.com/blog/magetitans-austin-2016

Conference: MageTitans Austin 2016
Speaker: Brendan Falkowski @ http://gravitydept.com
Location: Austin, Texas, USA
Date: September 8, 2016

Brendan Falkowski

September 08, 2016

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  1. 56% B2B buyers prefer to be purchasing online by 2017

  2. 74% B2B buyers who research over half their purchases online

  3. 1. Onboarding customers 2. Onboarding employees 3. Data advantage 4.

    Wayfinding and search 5. Personalization 6. Real-time pricing and inventory 7. Power user features 8. Merchandising 9. Omni-channel efficiency
  4. They buy below minimum quantities Restricted by partner agreements Products

    require a license/authority to buy B2B sellers may block consumers completely because:
  5. https://www.b2becommerceworld.com/commentary/2016/03/07/building-b2b-e-commerce-site-get-your-employees-board If you don't get nearly all of your employees

    supporting your e-commerce initiative, it's not going to have legs. “ Michael Mayer Director, E-business Strategy & Commerce Crescent Electric Supply Co.
  6. Didn’t know what we rolled out Didn’t know how it

    helped customers Couldn't support customers using it They didn't feel any ownership of the service To them, the eCommerce channel was a competitor Employees in the dark
  7. Convert better relative to the user’s journey. Increase order value

    when suggested together. Higher margin or clearance priority that are equivalent. 1. Algorithmic Merchandising
  8. 50% B2B buyers say personalization is a key reason they

    choose suppliers Oracle, “Taking the Wheel” B2B report
  9. Warehouse management Freight or parcel delivery estimates Store / warehouse

    pickup Governmental licensing for hazardous materials Contractual restrictions to sell in territory Fulfillment
  10. https://www.internetretailer.com/2016/02/24/mobile-sparks-q4-sales-home-depot Over 40% of our online orders actually end up

    in the store in some way, shape or form. “ Kevin Hoffman President of Online Operations Home Depot
  11. 56% B2B executives say some customers can only be served

    online https://www.internetretailer.com/2015/04/02/new-report-predicts-1-trillion-market-us-b2b-e-commerce
  12. Millennials are the first generation where internet use will become

    universal http://www.pewresearch.org/fact-tank/2016/02/22/key-takeaways-global-tech/
  13. 36% 18–29 year olds who report being online “almost constantly”

  14. Millennials represent more of the labor force than Baby Boomers

    or Generation X http://www.pewresearch.org/fact-tank/2015/05/11/millennials-surpass-gen-xers-as-the-largest-generation-in-u-s-labor-force/
  15. 74% B2B buyers who prefer researching online vs. talking to

    sales reps Oracle, “Taking the Wheel” B2B report