The design phase creates the blueprint for B2E software — translating discovery findings into actionable interfaces and architecture. Unlike B2C products, where visual appeal drives acquisition, B2E design must prioritise consistency, cost-effectiveness, and alignment with existing enterprise workflows. This article covers the objectives, methods, and key considerations that distinguish effective B2E design from generic product design.
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:
The primary goals are to translate discovery insights into actionable design elements and create user-centric interfaces aligned with organisational objectives:
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.
Design for actual employees rather than abstract personas. Direct discussions with real team members yield greater impact than empathy maps and user journey diagrams.
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.
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.
B2E applications increase costs and carry uncertain ROI. Cost-effectiveness is paramount:
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.
The design phase creates the blueprint for B2E systems, aligns stakeholders, and reduces development costs. Main takeaways:
