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UX for B2B Companies: How is it Different?

User experience (UX) design for B2B companies differs significantly from B2C due to the complexity of business relationships, decision-making processes, and product integrations involved.

UX Design is an often overlooked area in B2B product design, but the impact of UX design choices can be just as significant as within B2C.

Key Differences Between Designing B2B and B2C Products

UI and UX expectations differ significantly between B2B and B2C contexts due to the distinct nature of users, goals, and environments involved:

B2B users are professionals operating complex systems and workflows within an organizational setting. They prioritize efficiency, productivity, and depth of functionality over aesthetics. The UX needs to cater to expert users, support intricate processes, integrate with existing systems, and facilitate collaboration across teams.

screenshot of Salesforce, a B2B application
Desktop and mobile UI of Salesforce, a B2B application

In contrast, B2C experiences target individual consumers focused on simplicity, convenience, and emotional appeal. Visual design and branding play a bigger role in driving engagement and conversions.

Information architecture is paramount in B2B, with emphasis on structuring dense, domain-specific content to aid findability and decision-making. B2C UX leans more towards clean, intuitive navigation supporting straightforward purchase flows.

Customization and personalization are critical B2B requirements to accommodate diverse roles, preferences, and integration needs across the organization. B2C personalization is geared towards tailoring marketing and product recommendations.

While responsive design is table stakes for both, B2B mobile experiences may need to facilitate field operations, and remote collaboration. B2C mobile prioritizes streamlined shopping and content consumption.

Overall, B2B UX caters to professional power users operating in complex environments, demanding depth, efficiency, and integration – a stark contrast to the simplicity and emotional appeal driving B2C experiences targeted at consumers.

Key Takeaways

Key Takeaway


Prioritize Depth and EfficiencyB2B UX must cater to professional power users operating in complex environments, prioritizing depth of functionality, efficiency, and integration over aesthetics.
Balance Functionality and ExperienceWhile core usability remains paramount, B2B users now expect the same level of thoughtful design, visual appeal, and seamless cross-platform access found in consumer products.
Optimize Complex WorkflowsInteraction design should focus on streamlining intricate workflows, automating manual steps, and facilitating cross-functional collaboration.
Structure Dense InformationInformation architecture is crucial for structuring dense, domain-specific content to aid findability, discoverability, and decision support.
Enable Extensive CustomizationCustomization and personalization capabilities are critical to accommodate diverse roles, preferences, and integration needs across the organization.
Foster Cross-Functional CollaborationIterative design approaches and cross-functional collaboration are essential throughout the product lifecycle to balance competing priorities and ensure successful adoption.
Address Unique B2B ConsiderationsUnique aspects like enterprise integration, regulatory compliance, advanced analytics, scalability, and complex approval workflows must be addressed.
Understand Organizational DynamicsNavigating convoluted buyer journeys, managing multiple stakeholders, organizational politics, and change management are critical for B2B UX success.

How B2B Expectations Have Grown

While B2B users prioritize functionality, efficiency, and integration over aesthetics, they have come to expect certain aspects traditionally associated with B2C UX design:

  • Clean and intuitive user interfaces that are visually appealing and consistent with modern design trends. Professionals now demand the same level of polish in their work tools as consumer apps.

  • Responsive and mobile-friendly experiences that allow seamless access across devices and facilitate on-the-go tasks. The line between work and personal technology has blurred.

  • Personalized and contextual experiences tailored to individual roles, preferences, and usage patterns within the organization. Customization is expected beyond just branding.

  • Integrated search, filtering, and navigation that enable quick access to relevant information and features. Findability and discoverability are crucial for complex B2B applications.

  • Onboarding flows, in-app guidance, and self-service support to drive adoption and minimize training overhead. Users expect to be able to pick up new tools intuitively.

While core usability, depth, and integration remain paramount, B2B users have raised the bar for overall experience quality. They expect the same level of thoughtful design, visual appeal, and seamless cross-platform access found in consumer products.

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Standout B2B UX Examples

Here are some examples of exceptional B2B UX design:


Slack is renowned for its user-friendly interface that facilitates seamless team communication and collaboration. Its clean design, intuitive navigation, and real-time messaging make it a standout in the B2B space.


Asana offers a well-designed project management solution with a visually appealing interface that simplifies task tracking and team coordination. Its use of gamification elements like the celebratory unicorn adds delightful moments to the user experience. It was one of the first large B2B products to add support for dark mode.


Grammarly’s writing assistant seamlessly integrates into various platforms, providing real-time suggestions and feedback with a minimalist UI that doesn’t disrupt the user’s workflow. Its demo document feature offers a hands-on product experience.


Trello employs a creative approach with its kanban-style boards, draggable cards, and visual cues like placeholder text that guide users through key actions intuitively. Its mobile accessibility is also noteworthy.


GitHub’s code repository interface strikes a balance between depth of functionality and ease of use, enabling developers to manage complex projects while maintaining a clean, uncluttered experience.


HubSpot’s CRM dashboard exemplifies effective data visualization, presenting key metrics and insights through clear graphs and charts within a well-organized layout.

Google Analytics

Google Analytics’ mobile-friendly design allows users to access comprehensive website data and generate insightful reports from anywhere, with a straightforward UI tailored for on-the-go analysis.

These examples showcase how B2B UX design can prioritize usability, efficiency, and depth while incorporating modern UI elements, visual appeal, and delightful moments to create exceptional user experiences.

Unique B2B Design Considerations

There are several aspects of B2B UX and UI design that are unique and don’t exist in the B2C context:

Here is the revised version with each of the sub points as bullet points:
  1. Enterprise Integration and Legacy Systems
    • B2B products often need to integrate with existing enterprise systems, databases, and legacy software within an organization’s technology stack.
    • Designing for seamless integration, data exchange, and compatibility with established protocols and standards is a critical requirement.
  2. Regulatory Compliance and Security
    • Many B2B solutions must adhere to strict regulatory requirements, data privacy laws, and security protocols specific to their industry or domain.
    • UX design needs to incorporate features like role-based access controls, audit trails, and secure authentication mechanisms while ensuring compliance.
  3. Complex Approval Workflows
    • B2B processes often involve multi-step approval workflows with various stakeholders, decision-makers, and hierarchical structures.
    • UX design must facilitate these intricate approval flows, enable collaboration, and provide visibility into the status and history of approvals.
  4. Advanced Analytics and Reporting
    • B2B users require in-depth analytics, comprehensive reporting capabilities, and data visualization tools to derive insights and make informed decisions.
    • UX design needs to present complex data in a clear and actionable manner while enabling customization of reports and dashboards.
  5. Enterprise-Grade Support and Training
    • B2B solutions demand robust support infrastructures, including dedicated customer success teams, extensive documentation, and training resources.
    • UX design should incorporate self-service support features, in-app guidance, and seamless access to training materials.
  6. Scalability and Performance Optimization
    • B2B products must be designed to handle large volumes of data, support numerous concurrent users, and optimize performance for enterprise-scale operations.
    • UX design needs to consider load times, responsiveness, and efficient data handling while maintaining a seamless user experience.

These aspects are unique to the B2B context and stem from the complexities of enterprise environments, regulatory requirements, and the need for robust, scalable solutions tailored to professional users and organizational workflows.

How the B2B UX Design Process Works Differently from B2C

The UX design process for B2B products differs significantly from B2C products in several key aspects:

  1. User Research and Persona Development
    • B2B user research focuses on understanding professional roles, workflows, domain expertise, and organizational contexts.
    • Personas represent diverse stakeholders with varying needs, responsibilities, and decision-making processes within a company.
  2. Information Architecture and Content Strategy
    • B2B products often involve complex information hierarchies, dense domain-specific content, and integration with existing systems.
    • Content strategy prioritizes findability, discoverability, and decision support over marketing or emotional appeal.
  3. Interaction Design and Workflow Optimization
    • Interactions are designed to optimize productivity, efficiency, and collaboration for expert users performing intricate tasks.
    • Workflow mapping and analysis are crucial to streamline processes, automate manual steps, and facilitate cross-functional handoffs.
  4. Visual Design and Branding
    • While aesthetics are important, visual design in B2B prioritizes clarity, consistency, and adherence to established design systems over differentiation.
    • Branding focuses on projecting credibility, trust, and domain authority rather than emotional appeal.
  5. Customization and Personalization
    • B2B products often require extensive customization and personalization capabilities to accommodate diverse roles, preferences, and integration needs across an organization.
  6. Iterative Development and Stakeholder Collaboration
    • Iterative design approaches like Design Thinking facilitate continuous stakeholder collaboration and alignment throughout the product lifecycle.
    • Cross-functional teams work closely to balance competing priorities, manage organizational change, and ensure successful adoption.

Overall, the B2B UX design process emphasizes a deep understanding of professional contexts, optimizing complex workflows, structuring dense information, enabling customization, and fostering cross-functional collaboration – a stark contrast to the consumer-centric, marketing-driven approach of B2C UX design.

Understanding Complex Buyer Journeys

The modern B2B buying journey is highly complex, involving multiple stakeholders, extended timelines, and non-linear paths. Buyers engage in various activities like problem identification, solution exploration, requirement building, supplier selection, validation, and consensus gathering – often revisiting these “jobs” simultaneously rather than sequentially. This convoluted process stems from factors like higher costs, business-critical risks, and the need for thorough evaluation to minimize wrong decisions. Consequently, mapping this intricate journey becomes crucial for businesses to align their strategies, provide relevant information at the right touchpoints, and build lasting relationships that drive conversions and loyalty.

Designing for Multiple Stakeholders

When designing systems or products that involve multiple stakeholders, it is crucial to identify and engage with all relevant parties from the outset. This includes understanding their diverse needs, priorities, and constraints to create solutions that balance and address these potentially conflicting requirements.

A key step is defining the system scope and boundaries while analyzing and prioritizing stakeholder requirements, both functional and non-functional. Iterative approaches like Design Thinking can facilitate aligning stakeholders through stages like empathizing, defining, ideating, prototyping, and testing. Techniques like Stakeholder Personas help structure knowledge about each party’s motivations, roles, and decision-making processes.

Effective communication and collaboration strategies are vital, as is designing coherent system architectures and components that integrate stakeholder inputs. Continuous evaluation, testing, and managing changes and risks are also necessary throughout the design lifecycle to ensure the system delivers maximum value for all involved.

Prioritizing Content and Information Architecture

When prioritizing content and structuring information architecture, the primary focus should be on meeting user needs and supporting their goals. This involves:

  • Conducting user research to deeply understand audience segments, their tasks, mental models, and content requirements.

  • Defining clear business objectives and success metrics aligned with user needs. This ensures stakeholder demands don’t overshadow the user experience.

  • Organizing content hierarchically based on importance and usage patterns, not internal organizational structures. Critical information should be most accessible.

  • Employing techniques like card sorting to derive intuitive categorization schemes that match user expectations.

  • Streamlining navigation with clear labeling, logical groupings, and minimal clicks to reduce friction.

  • Implementing robust findability through powerful search, filters, metadata, and cross-linking related content.

  • Iterating the IA through continuous usability testing to validate and optimize the structure based on user feedback.

The goal is an information architecture that transparently connects users to the content they need while guiding them towards intended conversion paths.

Mapping Organizational Workflows

Organizational workflow mapping involves creating visual representations of the processes, tasks, and information flows within an organization. This practice is crucial for understanding how work gets done, identifying inefficiencies, and optimizing operations.

The mapping process typically involves:

  • Identifying key business processes and workflows to map
  • Gathering input from process owners and stakeholders involved
  • Documenting each step sequentially using standardized symbols and notation
  • Representing decision points, parallel activities, inputs/outputs
  • Reviewing and iterating the maps to ensure accuracy

Workflow maps offer several benefits:

  • They establish a shared understanding of processes across teams
  • They reveal bottlenecks, redundancies, and opportunities for improvement
  • They clarify roles, responsibilities, and handoffs between functions
  • They enable streamlining and automation of inefficient manual workflows
  • They facilitate organizational change by visualizing impacts

Overall, mapping organizational workflows promotes transparency, cross-functional collaboration, and continuous process optimization – key drivers of operational excellence.

Facilitating Cross-Functional Collaboration

Facilitating effective cross-functional collaboration requires a structured approach to align diverse teams and skillsets towards shared goals. Key practices include:

Establishing a clear project charter that defines the purpose, scope, roles, and success metrics agreed upon by all stakeholders. This provides a common reference point throughout the project lifecycle.

Co-creating team norms and expectations around communication channels, decision-making processes, conflict resolution, and feedback mechanisms. Documented norms foster a positive, productive culture.

Facilitating productive meetings with prepared agendas, engagement techniques, time management, and documented outcomes and action items. Follow-up ensures accountability.

Monitoring team performance through data, feedback, and regular check-ins to identify risks, address conflicts, and make necessary adjustments. Flexibility and adaptability are crucial.

Conducting a final debrief to evaluate results, capture lessons learned, celebrate achievements, and gather feedback on facilitation effectiveness. Continuous improvement is key for future cross-functional initiatives.

Overall, effective facilitation aligns cross-functional teams, manages dynamics, and drives progress towards shared objectives through structured planning, communication, and continuous collaboration.

When managing competing priorities in B2B contexts, it’s crucial to:

Here is the revised version with each of the sub points as bullet points:
  1. Identify Key Priorities and Align with Organizational Goals
    • Clearly define and communicate top-level priorities across the organization.
    • Ensure all initiatives, projects, and tasks are aligned with overarching business objectives.
  2. Prioritize Effectively Using Data-Driven Approaches
    • Utilize techniques like prioritization matrices, impact mapping, and assumption mapping to objectively evaluate and rank priorities.
    • Leverage data and metrics to make informed decisions about resource allocation and task sequencing.
  3. Facilitate Cross-Functional Collaboration and Transparency
    • Establish clear communication channels, decision-making processes, and feedback mechanisms across teams.
    • Foster transparency by providing visibility into priorities, progress, and potential roadblocks or conflicts.
  4. Manage Stakeholder Expectations and Negotiate Effectively
    • Communicate priorities, constraints, and potential trade-offs to stakeholders proactively.
    • Use negotiation strategies to realign expectations, deadlines, and resource commitments when necessary.
  5. Remain Adaptable and Continuously Reassess
    • Be prepared to adjust priorities and reallocate resources as situations evolve or new challenges arise.
    • Regularly review and reassess priorities to ensure alignment with changing organizational needs.

By aligning efforts with strategic goals, leveraging data-driven prioritization, fostering collaboration and transparency, managing expectations effectively, and maintaining adaptability, organizations can successfully navigate competing priorities in complex B2B environments.

Navigating organizational politics is a critical skill for success in B2B environments. Here are some strategies to effectively navigate office politics:

  1. Map the Power Structure
    • Identify key players, decision-makers, and influencers across departments.
    • Understand their roles, motivations, and relationships to build strategic alliances.
  2. Build Strong Relationships
    • Develop positive relationships with stakeholders across the organization.
    • Leverage well-connected individuals who can bridge divides and spread information.
  3. Maintain Professionalism
    • Avoid gossip, blame games, information hoarding, and sabotage.
    • Be a neutral party focused on constructive problem-solving for the customer.
  4. Communicate Effectively
    • Clearly articulate how your solution aligns with the company’s overall mission and goals.
    • Manage stakeholder expectations and negotiate effectively when necessary.
  5. Foster Collaboration
    • Structure incentives to reward cross-functional teamwork and cooperation.
    • Leverage manager influence to align priorities and timelines across departments.
  6. Remain Adaptable
    • Be prepared to adjust strategies and priorities as situations evolve.
    • Continuously reassess the political landscape and potential roadblocks.
  7. Escalate When Necessary
    • If office politics threaten a deal, escalate the matter to senior executives who can cut through red tape.

By understanding power dynamics, building strategic relationships, maintaining professionalism, communicating effectively, fostering collaboration, remaining adaptable, and escalating when necessary, B2B professionals can successfully navigate organizational politics and drive positive outcomes.


In conclusion, designing exceptional user experiences for B2B products requires a fundamentally different approach compared to B2C. B2B UX must cater to professional users operating in complex organizational environments, prioritizing depth, efficiency, integration, and support for intricate workflows over aesthetics and emotional appeal.

While core usability remains paramount, B2B users now expect the same level of thoughtful design, visual appeal, and seamless cross-platform access found in consumer products. Striking the right balance between functionality and experience quality is crucial for driving adoption and productivity.

The B2B UX design process itself differs significantly, emphasizing deep user research into professional contexts, optimizing complex workflows, structuring dense information hierarchies, enabling extensive customization, and fostering cross-functional collaboration throughout the product lifecycle.

Additionally, unique considerations like enterprise integration, regulatory compliance, advanced analytics, and scalability must be addressed. Navigating organizational complexities, such as convoluted buyer journeys, multiple stakeholders, competing priorities, and office politics, is also a critical aspect of successful B2B UX design.

Ultimately, delivering exceptional B2B user experiences requires a holistic approach that harmonizes depth of functionality, efficiency, and integration with modern design sensibilities, all while addressing the intricate dynamics of professional environments.

Whether you’re creating B2C or B2B products, getting high quality feedback on your UX is crucial for success. resonio’s UX Survey tool can help you gain actionable insights in just a few hours

FAQs about B2B UX

What are the key differences in the approach to UX design between B2B and B2C projects?

The primary differences lie in the relationship with customers and how insights are gathered. B2C projects focus on analytics, personas, and interviews with selected individuals, whereas B2B projects involve a more personalized approach, often with a smaller number of customers, and require maintaining strong relationships to meet their specific needs.

How does the complexity of B2B products impact UX design?

B2B products are often highly specific to an industry and require a deeper understanding of the industry's nuances. This complexity can lead to a need for customizations and shortcuts to improve efficiency, which must be balanced with the need for a visually appealing design.

What role does user research play in B2B UX design?

User research is crucial in B2B UX design as it helps designers understand the specific needs and pain points of business users. This research informs design decisions and ensures that solutions meet the requirements of the target audience, often involving a more personalized approach due to the smaller number of customers.

How can B2B UX design improve customer satisfaction?

B2B UX design can improve customer satisfaction by prioritizing functionality and efficiency, providing shortcuts and customizations, and ensuring that the design is tailored to the specific needs of the project. Additionally, maintaining strong relationships with customers and understanding their needs is essential.

What metrics are used to measure the success of B2B UX design?

The success of B2B UX design is typically measured using metrics such as user retention, time-to-value, customer satisfaction, and return on investment (ROI). These metrics help quantify the impact of UX design on business outcomes.