B2B vs B2C in UX design
Summary
The difference between B2B and B2C in design may be quite significant, the transition from B2C to B2B design is often very challenging, in this article we try to shed light on the main differences to be regarded.
What is a B2C Application?
- Definition
B2C (business-to-consumer) application is an application that is designed for end-users, meaning that they are intended for use by individuals or households, as opposed to businesses or organizations.
- Examples in the real world
B2C applications are usually in the shape of e-commerce websites, social media platforms, online banking and financial services, entertainment and streaming services, health and wellness apps, and many others.
What is a B2B Application?
- Definition
A B2B (business-to-business) application is an application designed for businesses to support their operations. The users from a B2B application organization are representatives who want to execute an operation.
- Examples in the real world
Usually, they cover specific business processes, such as automation, customer relationship management, inventory tracking, or processing orders. The user's operations tend to be highly technical complex and time-critical.
B2B in More Detail
Complexity
- Navigating
Initially, users may experience difficulties to understand and navigating the application, for main two reasons:
- B2B users often use specialized vocabulary that may not be familiar to individuals who are not familiar with the industry or sector in which the application is used.
- Applications in B2B tend to be complex and the more complex the applications are the steeper the learning curve, meaning that they lose intuitiveness.
Unlike in B2C, in B2B applications the steepness of the learning curve may not be crucial to the success of an application.
- Speed
With complexity how fast a user can complete his task may be affected. As an app increases its features and options it gets harder for a user to quickly navigate and find what he is looking for.
B2B users may use the application on a regular basis. and prioritize speed over intuitiveness.
- Fast experienced user VS Quick intuitive application user
Fast experienced user refers to users that use an application frequently and will want to be able to perform common actions quickly and efficiently. Versus, quick intuitive application user referring to the ease with which new users, or noncommon users, can understand and navigate a user interface.
It’s essential for designers to strike a balance between these two considerations when designing a software application. A balance between these two can lead to a user-friendly experience that is both efficient and accessible.
Usually, for fast experienced users, it is a good idea to have shortcuts (keyboard or other types of shortcuts that allow users to quickly access certain features or functions within a software application) but this also means more complexity and therefore less intuitive, negative for new users.
- Recommendations
Ux designers should always seek a consistent layout, easy-to-find controls, and logical organization of content. Ideally, to handle complexity we would customize the application to meet the specific needs and preferences of a particular user or group of users. This would certainly improve user happiness, however, in the real world development and maintenance resources are limited.
Aesthetics
Functionality over aesthetics
This may demotivate several UX designers, that are looking forward to creating very exquisite designs, that evoke our emotions.
With B2B design some UI designers may experience a lack of excitement or variety. Aesthetics always play an important role it’s important that the user has a good perception of the software when using it. But definitely, the appeal to emotions does not play such an important role. Generally, B2b software seeks to convey a sense of professionalism, reliability, and trustworthiness.
- Branding
B2C applications may need to incorporate strong branding in order to differentiate themselves in the market and build a connection with consumers. on the other hand in B2B applications may not need to focus as much on branding, as they are typically used by employees within an organization.
- Evergreen design
An application that aims to be visually appealing may be more frequently updated to stay current with design trends and user expectations. As a result, it becomes more time-consuming and costly.
Because B2B applications don't need to be as visually appealing, they tend to be less aesthetically redesigned. Therefore, a UX developer should seek to understand timeless design, also known as “evergreen design”.
Naturally, timeless design is considered a utopia because the design is constantly evolving and influenced by cultural, social, and technological changes. Redesigns and updates will still be necessary to keep up with the changing times, but there are some procedures that can definitely help to prolong the life of the design.
- B2B design / timeless design tips
Here are some quick tips to make a design time resistant
- Simplicity: A simple and uncluttered design. Functionality first design. Simplicity and minimalism in visual elements and layouts. It aims to eliminate unnecessary elements, such as excessive text or images, and to create a clean, uncluttered look.
- Neutral color palette: Avoiding trend-based colors and opting for a neutral palette, leaving vibrant colors only for the user flow indications.
- Typography: Choose classic, timeless fonts rather than more trendy or novelty fonts that may become quickly out of style.
- Specific design elements: Some elements may be to a particular time or place: This includes for example icons that have shown up as quickly as they will disappear.
