Designing for business vs consumers

19 Apr 2007 - 2:16pm
7 years ago
1 reply
410 reads
Max Lysakovsky
2006

My company is designing a fairly complex web application that will target
small to medium businesses. The folks here keep referring to sites like
www.snapfish.com (lots of pictures - minimum text) for home page design
ideas. My objection is that those types of sites are directed to consumers
and a business owner will have to have more information to make purchasing
decision.

Are there different usability approaches in designing for B2B vs B2C?
Any suggestions on how to design for businesses?

Sincerely,
Maxim Lysakovsky

Bluetree Direct Inc.

Comments

19 Apr 2007 - 4:14pm
Eric DeLabar
2007

"My objection is that those types of sites are directed to consumers
and a business owner will have to have more information to make purchasing
decision."

I believe you already have your answer. In my experience B2B sites rarely
have enough publicly available information for a business owner to make an
informed decision. It seems this is usually done to encourage the business
owner to make some other sort of contact (via email or telephone) so the B2B
site can further sell and/or negotiate with the business owner. (Seemingly
demonstrating that the product/service cannot sell itself, therefore begging
the question why have a website at all?)

As a part-time-internet-entrepreneur; I encourage you to break the mold and
provide actual, useful information. If you'd like a design to back that up,
have a look at 37signal's site for basecamp ( http://www.basecamphq.com/),
an arguably-B2B service that provides quite a bit of information upfront
while still providing the simplicity and web-2.0-goodness that
consumer-driven sites seem to like.

All of this IMHO of course.

-Eric

Eric DeLabar
Systems Engineer
Trifecta Technologies, Inc.
www.trifecta.com
www.ericdelabar.com (work in progress)

On 4/19/07, Maxim Lysakovsky, Bluetree Direct Inc. <max at mybluetree.com>
wrote:
>
> My company is designing a fairly complex web application that will target
> small to medium businesses. The folks here keep referring to sites like
> www.snapfish.com (lots of pictures - minimum text) for home page design
> ideas. My objection is that those types of sites are directed to consumers
> and a business owner will have to have more information to make purchasing
> decision.
>
>
> Are there different usability approaches in designing for B2B vs B2C?
> Any suggestions on how to design for businesses?
>
>
> Sincerely,
> Maxim Lysakovsky
>
> Bluetree Direct Inc.
>
>
>
>
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