What B2B Designers Can Learn from B2C About Building Trust

A widespread misconception with business–to–business (B2B) sites is that they are immune to rules and usability standards that apply to ecommerce on business–to–consumer (B2C) sites. In fact, B2B design teams should account for their users’ needs and follow usability principles to address customer concerns and build trust. The business professionals who use B2B sites also

What B2B Designers Can Learn from B2C About Building Trust
Text Scanning Patterns: Eyetracking Evidence

On the web, people  don’t read every word on a page; instead, they scan. They naturally attempt to be efficient and put in the least possible work for achieving their goal. They have learned that scanning can deliver almost the same amount of information as reading, but with significant less time and effort. Scanning Patterns

Text Scanning Patterns: Eyetracking Evidence
Large Devices Preferred for Important Tasks

If your product supports activities that users might consider of high importance (finance or healthcare, for example), check your analytics. What proportion of your users are mobile? If the volume of your interactions on mobile is low, definitely avoid a mobile-first strategy. You still need a mobile presence, but that likely shouldn’t be your design team’s top priority. If you’re unsure which tasks your users consider important, run a diary study asking people to rate various activities by importance. This methodology will also allow you to get more context from users as to why they

Large Devices Preferred for Important Tasks
The Layer-Cake Pattern of Scanning Content on the Web

  People don’t usually read every word on a webpage, in an app, or even in an article or text passage. Instead, they often scan — because their experience with many websites has taught them that scanning can deliver almost the same value (that is, amount of information) with significant less time and effort.  (Recall

Brand Is Experience in the Digital Age

The Concept of Brand: A Lesson from Edward “Blackbeard” Teach Edward Teach, the pirate better known as Blackbeard, is one of the most infamous pillagers in history. More relevant to our interests, however, is that he was also a man who understood the importance of creating an enduring impression. In short, he understood the value




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