Created by potrace 1.15, written by Peter Selinger 2001-2017

Fuzzy Math is hands down the best external design team I’ve worked with. They really focus on the UX while putting consideration into the technical implementation.

CTO, SAP Fieldglass

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.


  • Product Strategy & UX Road Mapping

    We help B2B companies prioritize development efforts by creating UX road maps and planning for the design, development, and implementation of enterprise applications.

    Learn more about  Digital Transformation

  • UX Research & Ethnographic Design Research

    Through user-centered ethnographic research, we understand the people who purchase, use, and manage B2B products and services. We identify user goals and pain points in order to help our clients deliver innovative solutions.
  • UX Organization Design & Team Training

    We’ve built, grown, and developed internal UX teams for B2B software teams big and small, including Microsoft, GE, and SAP.

    Learn more about  UX Org Design

  • B2B Product Design & Testing

    We combine deep expertise in B2B user experience with the business and user goals of our clients to deliver engaging, easy to use information architecture, product workflow, and UI design, including validation across B2B customers.

    Learn more about  Digital Product Design

Team Roles

  • design-tool-pencil-ruler

    Information Architect

  • messages-people-person-bubble-1

    User Researcher

  • design-tool-layout

    UX Designer

  • design-tool-pen-station

    Visual Designer

  • checklist

    Product Designer

Tools & Applications

We've Designed

  • B2B mobile apps
  • B2B human resources suite
  • New employee testing and assessment software
  • HR and payroll software
  • B2B design systems and white label design systems
  • Revenue lifecycle management tools
  • Business Intelligence (BI) applications


  • Analytics dashboards
  • Environmental health and safety software
  • B2B automation tools
  • Secure data storage software
  • Accounting & actuarial software
  • Purchasing & fulfillment applications
  • Hospital administration tools

Problems We’ve Solved

We work with your team to understand your business strategy and capabilities today and develop an achievable roadmap for tomorrow. Problems come in all shapes and sizes, and we’ve seen (and solved) them all — from crafting scalable design systems to building effective B2B UX design teams.

More B2B problems we’ve solved:

  • Meeting needs of decision-makers and product users
  • Designing white label software
  • Designing for varying skill sets
  • Establishing scalable design systems
  • Deploying design across multiple applications
  • Establishing UX Centers of Excellence
  • Building effective UX design teams
  • Conducting research with the right users
  • Embracing complexity to design simplicity

Interested in our B2B services? Start the conversation and see how Fuzzy Math can help deliver award-winning experiences for your end users.
envelope mail-envelope-closed file_pdf arrow-up chevron-left arrow-left close x linkedin twitter facebook mailbox search
Work with Fuzzy Math
Small teams of passionate people working towards a shared vision.