How to Master B2B Product Design

Written by
Manuel Aparicio

With Digital Transformation, B2B design became critical. Projections show the potential for digitalization to grow to $1,009.8B by 2025. It's impressive if we acknowledge its 2020 $469.8 billion. Gartner says IT spending will be $4.6 trillion worldwide in 2023, with an increase of 5.1%. These forecasts show a massive opportunity for all companies in this sector.

All the prior only confirms that design is a critical part of any business nowadays. It can determine if a company succeeds or not about different edges. Yet, things get more complicated in the B2B world. To be good at it, you need to understand the unique challenges and considerations that go with it. That's why we should take a look below to have an understanding of its panorama. Let's do this!

"Design is not just what it looks like and feels like. Design is how it works." — Steve Jobs.
How to Master B2B Product Design

What is B2B Design?

B2B Design is the process of designing products for business operations. In Business-To-Business, products can be anything: from software to office supplies. Plus, its design method considers the unique needs of business customers. Often, its delivery and support processes are more difficult than those for B2C products. This scenario occurs when businesses need customized support to get new products.

B2C-B2B design aims to provide a vast range of solutions when required. As a result, users can have pleasant experiences while completing the process. The main difference between the two is what triggers buying decisions. In B2C, customers' triggers often lie in emotions and impulses. Meanwhile, in B2B, that's less likely to be the case. B2B focuses on how purchases can streamline long-term processes and please customer needs. B2B products must align with their customer's business strategy. In consequence, B2B design can be twice as challenging.

"The only way to consistently grow in B2B is to be better than very good." — Seth Godin.

The Main Rules for B2B Design

Audience Knowledge

Knowing your customers in-depth will allow you to access the business's go-to tools. These comprise trust, credibility, and brand awareness that ensure business success. They help buyers to be more discerning than regular customers when it comes to making a buy. In a B2B setting, the buyers are usually also the decision-makers. So, your product has to meet their specific needs and requirements.

Design Applicability

In design terms, ensuring that your product is appealing and easy to use is vital. But, it also needs a professional look and is valuable for your target audience. You need to ensure that branding is consistent across all touchpoints. It also needs to be compatible with the goals of your audience. Then, you'll target the right market segments with the proper messaging.

Business Relationships

It's also crucial to understand the nuances of the buying process in a B2B context. In most cases, buyers undergo an evaluation process before making a buy. Thus, ensuring your product can stand up to scrutiny is crucial. Most B2B purchases take time to go through the approval process. Then, customers must be patient and willing to invest in long-term relationships. Plus, it would be best if you prepare yourself for objections. In this scenario, you'll need to be ready to address them head-on.

Based on these concepts, there are some key ideas to take into account for B2B:

1. Make sure you understand the customer's needs and pain points.
2. Do your research and talk to customers to get a deep understanding.
3. Ensure reliability to meet users' requirements with quality and performance.
4. Guarantee the product is easy to use and integrated into the customer's systems.
5. Keep a simple and user-friendly design without unnecessary bells and whistles.
6. Secure a clear and compelling value proposition communication.

How to Master B2B Product Design

What Sets B2B Design Apart?

With B2B Design, you must consider the customer's journey, not the final buying point. Also, you must focus on what the client needs and wants at every stage of the buying process. This process starts by researching current problems to offer potential solutions.

Frequently, B2B requires more complex products. This complexity involves specific features and functions for particular niches. Yet, simplicity is often crucial to achieving its prime goals. Here, it's important to offer solutions that don't necessarily need constant guidance. In the short term, your product needs to be understandable for companies to use it daily without your team's interference. In business-to-business scenarios, customers often have more experience with purchasing products. Providing detailed information is vital to ease the comparison of different options.

It's essential to remember what your customers want. B2B purchases involve thinking about what's best for a company, not individuals. Due to that, business-to-business' final clients look for products to achieve business goals. It's essential to focus on functionality and usability.

Real-Life Examples of B2B Design

Some examples of successful B2B sites include HubSpot, Salesforce, and Oracle. These companies have created websites that are both appealing and efficient. A common point is how they provide detailed information on their services. Besides, these examples apply intuitive navigation and clear Call-to-Actions (CTAs). This strategy encourages visitors to explore the site further.

Other notable examples enclose Slack, Grammarly, and MailChimp. As we can see, it's not much about what service each platform offers. The focus is on how they provide potential buyers with all the needed info to choose a specific solution.


When designing business products, there are a few key things to remember. First, you need to consider the entire customer journey. Also, you need to ensure that your product is easy to use and meets the specific needs of your target market. In B2B design, aesthetics often take a backseat to functionality and usability. Yet, ideally, products need to contemplate both edges.

B2B can be more challenging and demanding than B2C because of its users' complexity. In. this context, help, and guidance aren't just recommended but mandatory. This approach, as well as focusing on business relationships, narrow your product's scope. As a result, it highlights its success chances. With all that said, we hope you found this article helpful!

Our human-centered approach and hard-earned reputation make us able to deliver successful, top-notch, and stunning products. Whether you're looking to move from an idea into a business or thinking of new iterations for your product, our UX-focused Custom Software Development company is here to help. Feel free to reach out, and let's shape the future together!
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