The UX challenge for the B2B market |
Posted: May 17, 2024 |
User experience (UX) is what a user experiences before, during, and after interacting with a system, product, or service. In recent years, UI UX design services has become one of the key disciplines when thinking about a successful digital platform in the B2B environment. The primary objective of the UX/UI area is to design meaningful and relevant experiences for users. This involves the design of the entire product acquisition and integration process, including aspects of branding, design, usability and accessibility. Likewise, there are other important objectives such as the creation of new work processes, documentation and communication flows, the incorporation of UX metrics, and working collaboratively with both the product and development areas. The three pillars of UX The importance of user experience in the B2B sector is becoming increasingly important in the long-term success of companies. Currently, this audience requests a user interface very similar to that found in end-consumer environments; in short, excellent functionalities are expected that allow quick and easy navigation. A good user experience is based on three pillars:
In every product and service design process - digital or not, B2C or B2B - it is necessary to know in as much detail as possible who it is being designed for: what needs are met, what expectations are created, what behaviors will be stimulated, the pains during use and navigation, and in what context the experience is built. There is a battery of qualitative-quantitative research methodologies and techniques that allow us to get closer to what people think, do, say, in their particular context. B2B vs B2C Design: What are the differences? Firstly, the market demand regarding user experience is different. For B2C apps, having good UX is a must because users can easily leave a product if they don't like the experience or find it difficult to use. However, in B2B applications, people are used to poor user experience and difficult-to-incorporate products for their HRMS, CRM, and other business systems. Focusing on UX is almost an afterthought for most companies that develop them. Another difference is the relationship with the user. B2B applications are characterized by maintaining stronger and closer relationships, where sales teams meet and talk periodically with their decision makers about their concerns. On the other hand, in B2C, this type of personal relationship does not exist and people tend to use public channels a lot to express problems when things are not going well. Finally, another aspect that distinguishes B2B designs from B2C are the different levels of complexity. In general, B2B applications are much more complex, with many functions and screens, such as dashboards and back office modules , which also require a larger work team. While users of B2B products when they have friction with UX often blame themselves for not understanding these products and do not raise these problems explicitly; Users of B2C applications (which do not usually present such high levels of complexity) have more time and willingness to solve and discover things on their own. So why is UX important for the B2B market? Although companies can survive with a bad user experience for a while, they are exposed to the competition offering a differential in terms of usability. The product and UX teams at Geopagos have already begun to work together on usability problems, on improving user interactions based on research and usage data, and on proactively contacting CX referents with the objective to identify common problems. In this way, we lead the way to eliminate or mitigate possible friction between our products and users, and consolidate a process of continuous improvement.
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