How do you design for a user that doesn’t use your product?
“What if the person who uses the product isn’t buying it?” That question introduced me to Business-to-Business (B2B) UX and started my journey from UX to Product Design.
Understanding this question can be a great introduction to product-market fit and business strategy, which Product Designers need to know.
To explain why, let’s discuss the difference between B2B and B2C design.
B2B vs B2C design
A lot of what you learn in design school is focused on B2C Design.
Your target user, whether new or existing, tends to contribute to your revenue directly. They’ll impulse buy a $10 lunch or a $15 T-shirt without much communication.
Businesses that might sign $250,000 annual contracts don’t work like that. Here’s what often happens:
- Someone is browsing the internet for a solution to their problem.
- They stumble upon your site and see that you might offer a solution
- They try a free trial, play with a demo, and try to get some value out of it
- They then escalate to…
