Monday, August 28, 2006

Designing for B2B is No Different From Designing for B2C

Web design strategies...

"Recently, UIEtips subscriber Vince wrote:

“It’s nice to see usability research for consumer-oriented sites , but since we focus on a B2B audience (and solely on the IT B2B audience), I’d like to find studies focusing on this group of people.”

I don’t think Vince is going to find what he’s looking for, primarily because, in my opinion, it doesn’t make a difference.

One of the great myths of the web is there is a difference between business-to-consumer (B2C) sites and business-to-business (B2B) sites. But, having looked into this for the last ten years, we can conclusively say you won’t find any difference in how people behave on one site or the other.

This is because, whether interacting with B2C or B2B, it’s still an individual person doing the interacting. And people are people. They don’t change their behaviors when they are doing something work-related than when they are doing something personal.

One difference people frequently tell me is: “A consumer is shopping for themselves, able to make their own decisions, and a business shopper is shopping for the organization and has to get approval. It’s not the same shopping process. So the designs need to be different."   (Continued via UIE)   [Usability Resources]


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