I led a discussion on this topic at UXSG Meetup #22 at Microsoft’s office. As a UX Manager working on b2b or enterprise products, I’m often trying to understand complex problems that are faced by businesses. This could include helping them to comply with financial regulations, forecast prices or manage their workforce. UX work in this area comes with a different set of challenges to practicing UX for consumer products, so I wanted to discuss some of these with the local UX community during my first ever visit to Singapore!
A key theme was user research:
- Understanding the problem is critical – to do so, you need to ask the right questions. These will include who, where, what, when, and why?
- Getting to the right person is also important. Are your users also your buyers? You may need to talk to several people to get the perspectives required. Mapping their interactions within the business is often useful
- Several of the group used incentives to help recruit for research and intercept surveys to target the right people
- There were also some great suggestions of going to conferences to conduct user research / testing and speaking to the customer support team to understand what problems users are having with your products
- There are challenges with offering an MVP to businesses and some questioned whether the methodology is always applicable
- Remembering that MVPs should be linked to experiments and communicating this to all your stakeholders is important. What is the minimum you can do to test if an idea works? It?may need to be offered free to some users, in order for you to collect feedback. The team messaging app Slack is a really good example of this – it offered a free product to encourage usage, then introduced premium features driven by user feedback.
We ended our discussion by agreeing that enterprise products really need UXers to improve the experiences we all encounter in the workplace! If you are looking for this type of opportunity, check out a vacancy I am currently recruiting for?here.