What should be considered when designing effective B2B SaaS products? In this podcast hosted by Cassio Sampaio, Okta VP of Design Michael Lopez will be speaking on the key attributes and best practices for designing effective B2B SaaS products. Michael shares insights on the fundamental differences between B2B and B2C design, the importance of cross-functional collaboration, and how AI is transforming the design workflow.
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Show Notes
- Key attributes of a great B2B SaaS designer include user-centricity, data-driven approach, and technical efficiency.
- B2B design requires deep understanding of complex workflows and features that impact businesses.
- Security and compliance are critical considerations in B2B product design.
- Designers should be proactive in uncovering opportunities and acting as a proxy for customers.
- Designers should engage with product requirements and cross-functional discussions.
- Involving designers early in the planning process prevents rework and ensures a cohesive experience.
- Effective user research models leverage mature operations, enablement, and thematic alignment.
- Integrating branding and UX design is crucial for a consistent end-to-end customer experience.
- AI tools can optimize design workflows and accelerate results, but require careful vetting.
- Designers should focus on work that matters to the business and has measurable impact.
- Designers should tackle complex problems strategically and efficiently.
- Designers should be self-motivated to uncover and bring forward important opportunities.
- Designers can leverage AI-powered tools like Dovetail and Replay to streamline their processes.
- Designers should develop the ability to engage with product requirements and provide suggestions.
- Bringing designers into early planning discussions builds trust and a sense of ownership.
- Disjointed experiences can erode customer trust and brand equity.
- Developers value a consistent message across all touchpoints, from website to community.
- AI can help make design decisions and automate processes.
- Designers should embrace AI tools as a way to bring ideas to life more efficiently.
- Aspiring design leaders should focus on work that matters, measure impact, and be proactive.
About the speaker
About the host
I am a product person with 20+ years of experience most recently with DigitalOcean, Apple, Auth0 and now running Customer Identity at Okta. I love technical products and my sweet spot is B2B SaaS / IaaS. I have done a bit of everything including running engineering teams, corporate development and marketing and lived and worked in Canada, US and Brazil.