Level Up! UX in B2B: Tips for Enabling UX in Supplier Companies

242 Pages / 85 Comics / 204 Literature References

Infotainment - Everybody loves Comics about Work, right? :-)
This book is infotainment. It is as much a guidebook for enabling user-centered design in B2B as it is a source for work-related memes.

Challenges of UX in B2B:
Most books on this topic either focus on consumer products (B2C) or ignore some unique organizational challenges of supplier companies that offer products and services to other companies (B2B). This book aims to do better by putting those challenges at the heart of its advice:
What makes UX in B2B different from B2C? What does it mean to be truly user-centric? And how do you get it right in B2B? In this book, you will get explanations and tips on these and many more questions around UX.

About the Author:
Tom D. Wolf-Bauer has been a UX professional for 15 years in many different industries and companies. He has done it all and seen it all. Tom has spent his entire professional life in the B2B sector and still finds the complex use cases of large companies working with other companies as exciting today as he did in his first year on the job.

Illustration: Franziska Arends

TABLE OF CONTENTS:

INTRODUCTION

• Why I wrote this book
• What this book has to offer
• How to read this book

WHAT UX IS AND WANTS

SPECIAL CHALLENGES FOR UX IN B2B

• Access to end-users
• Bringing together many different perspectives
• Getting everyone on board in time

THE FUNDAMENTAL CHALLENGE OF UX OR SOCIAL RESEARCH IS HIDDEN IN PLAIN SIGHT

• Everyone needs feedback to improve
• Widespread half-knowledge & unrealistic expectations
• Lack of examples as a breeding ground for myths
• Myth-Busting in UX

EXAMPLE PROJECT: USER RESEARCH IN INDUSTRIAL MAINTENANCE

• Week 0: Project acquisition & onboarding
• Week 1: Preparation
• Week 2: Field Data Collection & Follow-up
• Weeks 3-5: Data preparation, analysis, summary
• Week 6: Reporting

LEVEL 1: SIX KEYS TO UNLOCK UX IN B2B

• Key 1: User Research is the core of UX Design
• Key 2: Good User Research is cheap
• Key 3: User Research is a job, not just a skill
• Key 4: Finding the right people for the job
• Key 5: Separate data collection from analysis
• Key 6: Focus on one project at a time

LEVEL 2: USER RECRUITMENT OR THE ELEPHANT IN THE ROOM

• Networking, collaboration and awareness
• From scheduling to platform

LEVEL 3: FIRST STEPS WITH ONLINE USABILITY TESTING

• Moderated 30-minute split-screen sessions
• Unmoderated 5-minute studies
• User Research tools for more speed and reach

LEVEL 4: (POWER) STRUGGLES OVER THE MEASUREMENT OF UX

• Repositioning UX with metrics for executive management
• Caution when selecting what to measure
• Avoid the NPS
• Focus on usability instead of experience
• Types of UX-Data
• Rely on established UX metrics

LEVEL 5: SCALE UX WITH RESEARCH OPERATIONS

LEVEL 6: DOING POLITICS OR UX AS AN OUTCOME-ORIENTED RISK MANAGEMENT APPROACH

• The Benefits of UX
• UX is a form of risk management
• Focus on outcome rather than delivery for success
• Develop a UX-scorecard

TO BE CONTINUED…

BIBLIOGRAPHY

INDEX