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WEB DESIGN RULES FOR B2B UX @monapatel #convcon

Web Design Rules for B2B UX

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Web Rules for B2B from Conversion Conference 2012

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Page 1: Web Design Rules for B2B UX

WEB DESIGN RULES FOR B2B UX

@monapatel#convcon

Page 2: Web Design Rules for B2B UX

WHAT IS USER EXPERIENCE?

@monapatel#convcon

Page 3: Web Design Rules for B2B UX
Page 4: Web Design Rules for B2B UX

1st impression

engage

relate

connect

close*

branding, visuals

navigation, content

interaction, flow

content

conversion

*or, stay on her mind so that she’ll call if she’s more open to a relationship

@monapatel#convcon

Page 5: Web Design Rules for B2B UX

WHAT MATTERS IN B2B?

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Page 6: Web Design Rules for B2B UX

WE’RE STILL TALKING TO PEOPLE.

SO IS IT REALLY ANY DIFFERENT? @monapatel

#convcon

Page 7: Web Design Rules for B2B UX

WHO ARE THEY?

WHAT EXCITES THEM?

WHAT DRIVES THEM?

@monapatel#convcon

Page 8: Web Design Rules for B2B UX

CASE STUDY 1small business project management tool

before

@monapatel#convcon

Page 9: Web Design Rules for B2B UX

CASE STUDY 1

after@monapatel

#convcon

Page 10: Web Design Rules for B2B UX

CASE STUDY 1

after@monapatel

#convcon

Page 11: Web Design Rules for B2B UX

first impressions count.simplicity is not overrated.emotions matter.

1. Build trust2. Simplify lives3. Trust your

designers

Page 12: Web Design Rules for B2B UX

CASE STUDY 2

before

fraud investigation program

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Page 13: Web Design Rules for B2B UX

CASE STUDY 2

before

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Page 14: Web Design Rules for B2B UX

CASE STUDY 2

after

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Page 15: Web Design Rules for B2B UX

CASE STUDY 2

after

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Page 16: Web Design Rules for B2B UX

first impressions count.simplicity is not overrated.design matters.

1. Desinging for everyone = designing for no one2. To be different, design differently3. Attention is a commodity; use wisely4. White space is not wasted space5. Easy means easy

Page 17: Web Design Rules for B2B UX

CASE STUDY 3

before

@monapatel#convcon

Page 18: Web Design Rules for B2B UX

CASE STUDY 3

after

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Page 19: Web Design Rules for B2B UX

first impressions count.simplicity is not overrated.emotion matters.

1. Don’t always listen to users say

2. Tap into deep emotions

Page 20: Web Design Rules for B2B UX

As promised, some B2B rules:

• use smart images• use charts. be easy.• be thorough. 360°• have a content strategy• let customers be your

advocate

Page 21: Web Design Rules for B2B UX

As promised, some B2B rules:

assume they aren’t cookie-cutterassume they compareeasy to findeasy to shareeasy to contact

Page 22: Web Design Rules for B2B UX

HEY B2B, REMEMBER, IT’S A DATE.

ENGAGE.

@monapatel#convcon

Page 23: Web Design Rules for B2B UX

any questions?@monapatel

#convcon