web design rules for b2b
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WEB DESIGN RULES FOR B2B UX
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WHAT IS USER EXPERIENCE?
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1st impression
engage
relate
connect
close*
branding, visuals
navigation, content
interaction, flow
content
conversion
*or, stay on her mind so that she’ll call if she’s more open to a relationship
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WHAT MATTERS IN B2B?
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WE’RE STILL TALKING TO PEOPLE.
SO IS IT REALLY ANY DIFFERENT? @monapatel
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WHO ARE THEY?
WHAT EXCITES THEM?
WHAT DRIVES THEM?
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CASE STUDY 1small business project management tool
before
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CASE STUDY 1
after@monapatel
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CASE STUDY 1
after@monapatel
#convcon
first impressions count.simplicity is not overrated.emotions matter.
1. Build trust2. Simplify lives3. Trust your
designers
CASE STUDY 2
before
fraud investigation program
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CASE STUDY 2
before
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CASE STUDY 2
after
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CASE STUDY 2
after
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first impressions count.simplicity is not overrated.design matters.
1. Desinging for everyone = designing for no one2. To be different, design differently3. Attention is a commodity; use wisely4. White space is not wasted space5. Easy means easy
CASE STUDY 3
before
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CASE STUDY 3
after
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first impressions count.simplicity is not overrated.emotion matters.
1. Don’t always listen to users say
2. Tap into deep emotions
As promised, some B2B rules:
• use smart images• use charts. be easy.• be thorough. 360°• have a content strategy• let customers be your
advocate
As promised, some B2B rules:
assume they aren’t cookie-cutterassume they compareeasy to findeasy to shareeasy to contact
HEY B2B, REMEMBER, IT’S A DATE.
ENGAGE.
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any questions?@monapatel
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