B2B UX Design

Fuzzy Math crafts best-in-class experiences for B2B products and services. Through UX research, we understand both the customer journey of decision makers, and the real world use cases of the product’s users. We deliver effective user experience design that addresses both target audiences, ensuring products and services meet the needs of end users while demonstrating clear value to managers making purchase decisions.

B2B User Experience Design focuses on products for use by other companies. As a result, actual day-to-day users are often different from sales stakeholders, complicating prioritization for product teams. We employ user-centered design to help understand all user groups, including purchasers, end users, administrators, and support, to help product teams understand the overall needs and goals for the product and make smart decisions. This means working not only with our clients, but also their clients, to uncover how differences between client businesses affect the product. Understanding the context of use for B2B products and services is also crucial — will it be white-labeled? Will it be embedded within an intranet? How will users be trained? 

Historically, B2B products have prioritized functionality over usability, making for clunky and unpleasant (but mandatory) experiences. B2B customers, meanwhile, increasingly expect the UX to meet the same standards as B2C products they choose to use — products that often need to differentiate themselves on design. As the competitive market in the B2B software space has matured and product users increasingly find a voice in purchase decisions, it’s become essential for B2B products to match B2C products’ ease of use — or be abandoned in favor of simpler options.