A different kind of usability — Why B2B and Enterprise UX requires a different mindset

The ISO defines usability as:

The extent to which a product can be used by specified users to achieve specified goals with effectiveness, efficiency, and satisfaction in a specified context of use.

When people talk about the usability of a product, they tend to focus on just one of the criteria called out by this definition — satisfaction. How satisfying is the product to use? How easy is the product to use?

User satisfaction and ease of use are certainly important for consumer products. After all, if a product is hard to use, or delivers an unsatisfactory experience then consumers can usually switch to an alternative. But what about B2B (business to business) and Enterprise products? Products that are designed for business users and employees. Here the situation is more complex.

Why B2B and Enterprise products are different

On the face of it B2B and Enterprise products are not that different from their consumer product cousins. Yes, the target market is different (businesses and business users, rather than consumers) but should this significantly change how to approach the usability of these products? Is a different mindset really required?

To explore this question I’d introduce two hypothetical products, both websites for booking travel accommodation. One website is aimed at consumers, the other at travel agents (i.e. business users) who will be booking on the behalf of their clients. Both websites have very similar functionality. For example, both allow accommodation to be searched, for shortlists to be created and for bookings to be made. Sure there will be some functional differences, such as how payment is taken, but the core of the two products will be very similar. However, if we look at the user needs across the two products they are going to be quite different.

Consumers will need a website that is very easy to use, as this might be the first time they use this particular website. Business users on the other hand are likely to be using the website every day. They will value efficiency over ease of use.

Consumers will need to be able to use the website without any training or guidance. They are not going to sit through a short video explaining how to use a travel website, or read a getting started guide. Business users on the other hand are likely to have received some training on how best to use the website. Some will even be prepared to spend time learning how the website can help them to better do their job.

Consumers need a website that is satisfying to use. If the website delivers a poor user experience consumers are only one click away from using an alternative. Business users are likely to have no such choice. Unlike consumers, business users might have little influence when it comes to selecting which products to use for their job. They are more likely to value a product that allows them to more effectively carry out their job, than one that is very satisfying to use.

Because B2B and Enterprise products are fundamentally different from consumer products, a different usability mindset is required when designing B2B and Enterprise products.

A different usability mindset

Rather than a laser focus on user satisfaction and ease of use, the usability focus for B2B and Enterprise products tends to be effectiveness and efficiency. Rather than making it easier and more satisfying for users to carry out their tasks, it’s about making it quicker for users to complete their tasks (and with fewer errors), with the ultimate goal of making business users more effective in their role.

What are the implications of this different usability mindset? It can mean looking to reduce and simplify the number of steps a user must complete, rather than simply making each step easier to carry out. It can mean providing shortcuts and advanced features for power users to allow them to get more done in less time. It can mean providing learning aids, such as a getting started guide, tutorial and example projects so that motivated users can learn how to use a product more effectively.

It can also mean framing the ROI of better B2B and Enterprise usability in terms of greater efficiency and effectiveness, rather than just increased user satisfaction and ease of use. For example, by showing a reduction in time to complete tasks, or an increase in business user targets, such as bookings made per day.

When it comes to B2B and Enterprise products, usability is not just about satisfaction and ease of use, it’s about driving efficiency and enabling users to do their jobs more effectively. This shift in mindset is important to be able to design B2B and Enterprise products that truly meet the needs of business users.

See also

• Unlocking complex problems by working with domain experts (UX for the Masses)
• Why empathy with your users is not enough (UX for the Masses)

Image credits

Photo by ZBRA Marketing on Unsplash

Originally published at https://www.uxforthemasses.com on April 29, 2025.