As a longtime B2B marketer and software user I’ve developed a big pet peeve about bad UX/UI.
Every single B2B software user is also a consumer who uses leading consumer sites and apps on an hourly basis. So I find it perplexing that many B2B product managers don’t understand that their users have been “Amazonified” in terms of expectations for ease of use and experience.
B2B product managers need to up their UX game to B2C levels. The starting point is user centered design with detailed personas and user requirements. I’m no UX expert so I like this graphic by Pascal Raab which does a great job of explaining all the basics. Now we just need more product managers to see the light.
