User Experience Design For B2B Websites & Applications
User experience design is a process which aims to deliver great experiences when visitors interact with your digital properties. It ensures that visitor interactions are clear, outcomes expected and visitors can meet their goals. User experience design brings together business goals, technology and customer behavior to deliver positive outcomes for all. With B2B user experience design we focus on business-to-business buyers who are on a long procurement journey and simplifying the often overly complicated experiences they go through.
Why is user experience design important in a B2B context?
- Your digital presence could span a multitude of websites, platforms and apps. Ensuring a great customer experience regardless of platform is now vital.
- Digital is becoming increasingly complex. Once we had simple brochure-ware sites and now we have the tools and technologies to provide deep and interactive experiences. User experience design will help you deliver rich experiences that support not inhibit your visitors.
- Your digital presence exists to support business goals. User experience design helps organisations meet those goals by optimising the customer experience.
- B2B user experience design helps you to create websites, products and digital experiences that exceed the expectation of users. It'll also save your business money because the UX design process starts before any costly development.
Tools that will help you deliver exceptional B2B user experiences
Best practice and guides on user experience design for B2B audiences
Read Up: Learn more about user experience design (UX) for B2B sales and marketing
Build and manage great digital experiences that deliver true moments of clarity
B2B audiences have a different set of motivations and expectations to a B2C buyer. I believe that being able to craft experiences that meet the needs of a B2B audience is the only way to stand out from your competitors when it comes to digital.
Your B2B buyer is confused by their problem and often overwhelmed by the amount of information flying towards them. Finding a vendor to solve their challenges or capitalise on an opportunity is difficult, everyone is throwing information at them. Instead of creating more noise, my approach to digital marketing is to facilitate moments of clarity. This is the point at which the user understand their challenge and who can solve it. User experience design is a core part of creating moments of clarity because it's focused on understanding the needs and wants of the user.
Dr Ralf Speth,
CEO Jaguar Land Rover
If you think good design is expensive, you should look at the cost of bad design.
What is user experience design?
B2B user experience design is all about how you can build experiences that delight your users, helping them to accomplish their tasks as quickly and efficiently as possible. In business-to-business industries, user experience (UX) design is often overlooked. This has resulted in websites that become content libraries and product experiences that are poor.
Digital user experience design aims to ensure that the end result of a project meets the goals of the business and the goals of the audience. User experience design (UXD) aim to deliver the best possible experience within technical, business and design constraints. User experience (UX) design sits at the intersection of all three.
- The business will (should) have clear goals for the success criteria of a project and business constraints for its delivery, whether it’s budget or time.
- There will be technical deliverables and constraints, whether it’s the choice of platform or the mount of resource there is to build the end product.
- The will also be design considerations and aims, from interaction design through to visual design that meets brand guidelines.
Founder of Apple
Design is not just what it looks like and feels like. Design is how it works.
User experience design should be at the core everything you do online. It gives your prospects a voice. If you can hear what they're saying, what they need and how they want it, then you'll win. B2B user experience design is the process of building and launching digital experiences, features, and functionality that helps both businesses and end users meet their goals. So the job of a user experience design begins with aligning what your business goals are to what the goals of your users are, critical to this is understanding who your users are and building user profiles.
B2B user experience design should be part of your website or product design process from the very start. Great UX isn't something that can be dropped in once the product is nearly ready and instead needs to be considered from the outset.
What's the difference between user experience design and conversion rate optimization?
There is strong overlap between the fields of user experience design (UXD) and conversion rate optimization (CRO). In fact you’ll be hard pressed to find a clear description of the difference between the two.
Here is how I define the difference between UX and CRO.
What is user experience design? “Digital user experience design is the process of building, launching and maintaining digital experiences, features and functionality that helps both businesses and end users meet their goals. “
What is conversion rate optimization? “Conversion rate optimization is the process of improving and enhancing existing digital experiences so that they better meet the goals of a business and its end users. “
A user experience designer who is working on a new site will often need a lot of end user input and will use tools such as interviews to inform the solution. They will gather explicit and implicit data and insights from inside and outside the company to inform their design. A conversion rate optimization specialist will work on the site once it goes live. They will look at how well the site is working using analytics and may run surveys to get verbatim insight. Their insights are used to formulate ideas or hypotheses which they will they test on the live site, if there is enough traffic.
Building and managing your website using a user centered design approach.
Digital user experience is crucial in B2B. The volume of traffic B2B websites have if often far lower than B2C websites but every visitor is worth much more. B2B websites also have a very varied audience, from those who gather information to end users and decision makers. This makes it much more important to ensure that every visitor has a great experience from the outset and building their requirements in to the website early will give you the edge over you competitors.
B2B UX will ensure you can deliver a website that both looks great and meets business objectives. All too often websites are designed based on opinions, without thinking about the user. B2B websites are notorious for being the burial ground of great content because sites are hard to navigate. A user centered approach puts your focus where it matters, on the user.
"Your digital touch points must be easy to use and help users complete their tasks. This also applies to products that need to be intuitive. In B2B where experience is often the last consideration, you can win business and differentiate by making it your first. "
- Kaya, Digital Marketing Consultant -