I realize you might be having some feelings here…. That’s normal. This is sort of like the debate over “gif” versus “jif” (you can tell which side i’m on by my spelling choice, but I digress). Is there really a difference between design for B2B vs B2C and does it matter? Well, I answer this question with a big, definitive YES. Here are some of the ways that design and UX for the two of them differ significantly:
Level of intent
On a potential user or customer’s first encounter (and even some subsequent encounters!) with your product, their intent is likely to be much higher when working B2B. Designing for low intent versus high intent often means different visual techniques, as well as very different UX for learning and discovery, since low intent means that you could lose that user at any time unless every touchpoint with the product is super compelling and fun. Higher intent sometimes means more tolerance for less compelling interactions at the first encounter, and less risk of abandonment if the first few seconds of interaction aren’t really fun. This does not mean people don’t appreciate being delighted, though - so make sure you’re designing for delight no matter what kind of product it is!
Ability to understand intent
Often, when working with a B2C product, you’ll find that user decisions are made subliminally in under 30 seconds, which is challenging to work with when creating designs or content that will keep people engaged. Decisions made by users interacting with a B2B product are often made slower and more consciously, giving you more time to tell a story. Another benefit of slightly longer decision making times is that it gives you the ability, when doing research, to ask your users or customers about their intent and have them give you reliable answers. This is a lot harder to do with B2C customers, who often make decisions subconsciously. You’ll need to be using slightly more advanced methods for gaining reliable feedback from users when working B2C.
Sales cycles and business relationships
Usually B2B products involve longer sales cycles and long-term customer relationships to nurture, including more intensive customer support needs that your product’s design will need to handle. These relationships matter less when your product’s customers are consumers, who’s actions and affinity with the product may be simpler to predict, guide, or measure, and who’s support needs might be easier to standardize (e.g. a good return policy).
B2B2C
A somewhat newer category of products, this is when the product that you supply to your business customers also faces their end users or customers. (Intercom is a great example.) With this type of product, you’ll have two groups of customers to design for, who can be tricky to satisfy. The product needs to both provide a lot of ROI to the business customer, and provide value in an enjoyable way to the end customer. My preferred method is to always begin with providing the most value to the end customer - since getting that right significantly raises the potential for ROI to the business customer.
Designing for all three kinds of products / customers can be both challenging and rewarding, but I have a soft spot for the last two. I hope you find the type you most enjoy, and master it!