Project
Designing for B2B vs B2C
Client
Learnings
Year
2025
When designing for B2B vs B2C a designer has to understand the fundamental needs of each party, and make sure everyone’s needs are addressed. In this role, an iOS social consumer app where users complete daily challenges such as ‘snap a pic of the cutest dog today’ earn points, and can redeem points for rewards. The main focus was B2C, with the longterm goal of having brands in the app host these challenges. This meant that the base app had to satisfy both user’s immediate emotional needs and attention, while also addressing the operational needs and the return for the brands in the app. I find dumping out all the priorities, pros/cons and needs of everyone is easiest in a big figjam document.
Designing for B2C has its challenges, but immediate feedback is a lot easier to attain and act on. If users are facing bugs or dropping off at a certain step, it’s faster to figure out the possible reasons. It’s also easier as a designer to use empathy and forward thinking to step into their shoes and try to understand their problems from their point of view.
Designing for B2B is slightly more nuanced in my opinion, there is an aspect of sales, and longer feedback cycles, and often a lot more on the line to keep the businesses happy (even though they’re not the ones using the app daily.) In the case of Hyper, it was very important to set up the app’s branding and systems to be like a blank canvas so the user’s challenges and memories would stand out, as well as any connected brands their branding would not be overpowered.