Designing B2E Software: Design Phase

General Considerations

The design phase follows discovery and aims to produce a detailed blueprint of the software’s architecture and interface. Key differences between B2C, B2B, and B2E approaches include:

• In B2C and B2E, UX design is paramount, though great UX won’t increase B2E users beyond employee count
• Visual appeal benefits B2C marketing but is less critical for B2E
• B2E systems serve only one organisation with its own data set

Objectives of the Design Phase

The primary goals are to translate discovery insights into actionable design elements and create user-centric interfaces aligned with organisational objectives:

1. Creating User-Centric Designs: Develop intuitive interfaces meeting employees’ specific needs
2. Developing Prototypes: Create low and high-fidelity prototypes for feedback
3. Incorporating Feedback: Iteratively refine designs based on user and stakeholder input
4. Ensuring Technical Feasibility: Collaborate with technical teams on viability and scalability

Design Consistency Over Visual Attractiveness

Consistency across existing applications matters more than visual innovation. Employees understand patterns from current systems and expect them to persist, even if better solutions exist elsewhere.

Do not Design for a User, Design for Jessica and Brad

Design for actual employees rather than abstract personas. Direct discussions with real team members yield greater impact than empathy maps and user journey diagrams.

Build Personalisation Over Customisation

Instead of extensive customisation options, design personalisation that automatically tailors content based on functional team assignment. This approach makes sense when user needs can be precisely defined.

Think About the Side Effects

Organisation goals may conflict with employee preferences. Organisational requirements should be prioritised over users’ feedback. For example, confirmation screens add clicks but provide accountability and sign-off documentation organisations need.

Be Mindful of Resources

B2E applications increase costs and carry uncertain ROI. Cost-effectiveness is paramount:

• Don’t overcomplicate; focus on current efficiency rather than three-year planning
• Don’t skip obvious flows like authorisation; rebuild them visually later
• Cover corner cases and failure scenarios
• Design for target screen sizes; deprioritise others

Keep Content and Math Consistent

Professional jargon and abbreviations are appropriate for B2E interfaces. Terms like “AUM” and “TNA” make sense for financial audiences. Designers must verify mathematical accuracy in demos — wrong numbers distract from design feedback.

Conclusion

The design phase creates the blueprint for B2E systems, aligns stakeholders, and reduces development costs. Main takeaways:

• Prioritise consistency to reduce learning curves
• Design for current employees, not personas
• Emphasise personalisation over customisation
• Include the organisation as an independent beneficiary
• Maintain cost-effectiveness focus
• Use industry jargon appropriately and verify all mathematical content