Designing Business-to-Business UX / Jonathan Arad

A great user experience is necessary for whomever the target audience for your website is. However, a B2B UX comes with its own set of best practices distinct from a B2C website.

In this event we will explore several key differences between B2B and B2C UX concepts. From psychological sales process, User vs. Buyer, content, and beyond.

We will focus on real use cases and practical takeaways for UX designers, allowing you to understand how to approach a B2B project.

Transcript

1. Jonathan Arad
   13.9.2018
   

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2. Jonathan Arad
   • Director Product Management @
   • Previously VP Product and Marketing @ Creditplace
   • Founder of two B2C companies
   • Setoo – InsurTech, parametric insurance platform, B2B2C.
   jonathan@Setoo.com
   

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3. How is this going to work…
   • B2B VS. B2C big differences
   • Distil one (of many) conclusion from each
   • Show use case
   • Lesson to learn – pragmatic.
   Website – Product
   

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4. The big 3 – B2B VS. B2C
   • Core motivation
   • Emotion VS. Function
   • Complexity
   • Simple VS. Complicated
   • Goals
   • Growth VS. Adoption
   …there are many more
   

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5. 1. Emotion VS. Function
   • User Feeling centric VS. User Problem centric
   • Emotions – colors, fonts, texts, buttons, placement
   • Functional – feature prioritization
   • Early stage forgiveness
   • It’s a big MVP, but we only care if it works
   • It’s a small MVP, but It has to look perfect
   • The user is not the buyer
   • Website – converge to leads (to sales)
   • Product – converge to usage (product marketing)
   

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6. 1. Emotion VS. Function example - Optibus
   

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7. 1. Emotion VS. Function key take-away
   • First stages – Functionality is key
   • Solve user’s problem
   • Later stage – make it look good
   

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8. 2. Complexity – Simple VS. Complicated
   • What is the state of Russia in a single word?
   • One user VS. many users
   • One product different users – stages of a process, different
   stakeholders
   • Users’ complexity, entities’ complexity
   • Intuitive VS. Problem solving
   • B2C – The user has to figure it out
   • B2B – Support, training, on-boarding, customer success
   • One product fits all VS. flexible offering – pricing, functionality
   • Content – Must VS. Nice to have
   

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9. 2. Complexity – Simple VS. Complicated
   example - SAP
   

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10. 2. Complexity – Simple VS. Complicated
    key take-away
    • No fear of complicated products, processes, on-boarding
    • On-boarding, support
    • Invest time and effort in UX (not UI) – it’s hard!
    

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11. 3. Goals – Growth VS. Adoption
    • Specifically relevant for early stage
    • Market size dictates strategy
    • Virality and retention VS. Sales and adoption
    • Product marketing
    • B2B – rare and delicate (user is not the buyer)
    • B2C – must
    

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12. 3. Goals – Growth VS. Sal Adoption
    example – Aha!
    

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13. 3. Goals – Growth VS. Adoption key take-
    away
    • Total focus on solving a problem
    • The flow, process, functionality
    • No need for product marketing/network effects/virality…
    • Make things generic and customizable
    • Scalable – hard when it’s not one size fits all
    

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14. The big 3
    • Core motivation – Emotion VS. Function
    • Focus on functionality, be pragmatism
    • Complexity – Simple VS. Complicated
    • Invest in UX – understand how different users will use the product
    • In B2B, complex is not your enemy
    • Goals – Growth VS. Adoption
    • Don’t worry about product marketing features
    • Make things scalable (not tailored)
    

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15. Thank you.

    

    

    

    

    jonathan@Setoo.com
    

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