Presentation given at UX on Beer, TLV, October 28th, 2019.

1. B2B vs B2C user
Hadas Sheinfeld - October 2019
Does it even matter?

2. Hadas Sheinfeld
Intro
Facebook: ‫מוצר.ניהול‬
Blog: www.thebloggerit.com
Twitter: hadassheinfeld
Disclaimer – my opinions,
I represent myself.

3. B2B vs B2C user
Does it even
matter?
o Definitions: B2B, B2C,
PM, UX
o Examples
o Understanding your user
Agenda

4. o Product manager
o UX and UI person
o B2B
o B2C
Definitions

5. Product Manager
So what does a
product manager do?
The PM sets product vision and
product goals, and is in charge on
delivering those to keep the
company’s competitive advantage
Definitions

6. Product Manager
Definitions
o User needs
o Competitive landscape
o Roadmap
o Priorities
o Engineering/Marketing/
Sales
o Analyses

7. Embrace the overlap and prosper;
deny the overlap and you’re bound for trouble.
Source: UX booth
Mind the Overlap

8. What’s
our goal?
AARRR!
Pirate Metrics

9. B2C
Definitions
o The buyer is the user
o Online sale
o Flexible payment cycle

10. B2B
Definitions
o Business - including Sales, Legal
o Multiple stakeholders (users,
managers, finance)
o Larger deals
o Longer payment cycles (yearly)

11. Let’s do an exercisex

12. ClickTale
The “next
generation
Analytics tool“
User recording
Heatmaps
Conversion
Funnels

13. o This is Stuart Bloom
o 45 years old
o The owner of The Comic
Center of Pasadena
B2C
Know your user

14. What are his main considerations for
buying?
○ Price
○ Ease of use
○ Immediate value
B2C
Know your user

15. Product implications
o Installation complexity
o Top features
o Ongoing value
B2C
Know your user

16. B2B
Know your user
o This is Sheryl Sandberg
o 45 years old
o Facebook COO

17. Sheryl
The COO
Ruhi
Chandrashekar
VP Marketing
Ashley Green
Director of
Analytics
Jamie Andrews
Business Analyst
B2B
Know your user

18. Sheryl
The COO
Ruhi
VP Marketing
Ashley
Director of Analytics
Jamie
Business Analyst
B2B
Know your user
o What are their main
considerations?
o How will they use the
product?

19. Getting to know
your user
B2C B2B
The user is the buyer Multiple stakeholders
Quick purchase decision Long purchase process
Immediate value User can take some time
to learn the system

20. To summarize
A user is a user is a user.
We need to:
o See the full picture
o Understand the user’s motivation
o Research with the tools available
o Provide the best product we can

21. Thank you ☺
Facebook: ‫מוצר.ניהול‬
Blog: www.thebloggerit.com
Twitter: hadassheinfeld