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B2B users expect a B2C experience: How do you stay relevant?

Iwan Cuijpers
Iwan Cuijpers | 6 min read
B2B users expect a B2C experience: How do you...
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The way people experience software has changed significantly in recent years. B2C applications such as Spotify, Airbnb and Slack have raised the standard for usability and design.
These expectations are now seeping into the B2B market as well. Business software users expect the same intuitive interfaces and smooth interactions as in consumer apps. As a software company, how can you stay relevant in a market where the bar is being raised ever higher?

The changing expectations of B2B users

Traditionally, the focus of B2B software was mainly on functionality. As long as it worked, it was good enough. But the modern user does not accept cumbersome workflows, unnecessarily complex screens or an outdated look and feel. A user-friendly interface is no longer a luxury, but a prerequisite for success.

This has direct implications for software companies. If your B2B software is unnecessarily complicated, customers will look for alternatives that are easy to use. It is therefore essential to regularly evaluate your software and adapt it to user expectations. This process starts with revamping B2B software with a focus on design and usability.

 

Why a Design Update is necessary

Many companies struggle with design debt: the accumulation of outdated design choices that negatively affect the user experience. This can manifest itself in inconsistent UI elements, unclear navigation or a visually dated interface. A design update can help to begin to clear this backlog and give the software a modern, fresh look.

A design update is particularly effective when the software is functionally strong but visually lagging behind. By tackling only the UI - without drastic changes to the UX or the underlying processes - you can make quick improvements that immediately enhance the user experience. This lowers the barrier to adoption and increases the satisfaction of existing customers.

 

How do you stay relevant as a software company?

To stay relevant in a market where users are increasingly demanding, there are some important steps you can take:

 

1. Evaluate your current software design

Ask yourself: does our design still meet the expectations of the modern user? A design audit by a design agency can provide insight into weaknesses and opportunities for improvement.

Sitting person looking to the left with laptop on lap with icon with 3 arrows

2. Resolve design debt structurally

Instead of temporary fixes, it is better to tackle design debt systematically. This prevents outdated choices from piling up and leading to major problems later on.

 

3. Invest in a design update

Small changes to the UI can already make a big difference in how users experience your software. A fresh and modern design will keep your product competitive.

two men sitting at a table looking at a laptop.

4. Keep innovating and testing with users

Continuous testing with end users helps you understand their needs and expectations. This prevents you from falling behind the market and ensures your software stays relevant.

 

Conclusion

B2B users expect a B2C experience. This means that software should not only be functional, but also intuitive and visually appealing. By investing in a design update and proactively dealing with design debt, you as a software company can improve the user experience and stay relevant in a competitive market. Want to know how a design agency can help revamp B2B software? Read more about the Keen Design Update.