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B2B Service Design User Types
We explore different user-types in B2B Service Design and give you an overview of who you are designing your B2B service for.
Who Are You Designing For?
In B2B Service Design, understanding your users is more complex than in B2C. You're designing for multiple stakeholders with different needs, goals, and constraints.
Key User Types in B2B
The Decision Maker
Has the authority to approve purchases. Cares about ROI, risk, and strategic fit.
The User
Actually uses the service day-to-day. Cares about usability, efficiency, and making their job easier.
The Influencer
Shapes the decision without making it. Can be internal experts or external advisors.
The Champion
Advocates for your service internally. Critical for adoption and retention.
Emotional and Social Jobs
B2B decisions aren't purely rational. People have emotional needs (feeling competent, reducing stress) and social needs (looking good to colleagues, building relationships).
Designing for Multiple Stakeholders
The key is understanding how user types are interrelated and designing experiences that work for all of them - not just the end user.