Designing a B2B platform is a complex process that requires a deep understanding of the specifics of business-to-business interactions. Such platforms should be focused on optimizing business processes, improving communication, and managing resources between companies. If you are looking for a reliable company that provides high-quality B2B portal development services and want to learn more about the design features of B2B portals, this article is for you.
The Role of Design in B2B Platform Development
B2B platform design relies on two main factors:
- User experience (UX) – positive or negative user experience from interacting with the B2B platform. In other words, the impression of the visitor when trying to implement his goals and objectives.
- User interface (UI) – user interface or the actual appearance of any page.
The designer’s task is to use the user interface (UI) to help the user achieve his goals, that is, to get a positive experience (UX). The designer’s role is to design a user-friendly and aesthetically attractive system interface.
At first glance, it seems that the designer’s work has nothing to do with the automation of business processes. However, the designer is one of the key performers in the developer’s team. He helps to determine how exactly paper business processes will be transferred to electronic mode, how to simplify work algorithms and remove unnecessary steps to speed up the achievement of results by users, and what functionality will be needed for this when developing a B2B platform.
A well-thought-out design will help speed up the launch and implementation of the project: the designer considers all the necessary functions and thinks through the usability of the B2B solution at the development stage (usability).
A multi-purpose B2B platform has several features that must be taken into account when developing its functionality and creating a design:
- Multi-level user roles. The B2B platform has three key users: the company that owns the platform, the supplier company, and the purchasing company. Each of them has sub-roles, from the administrator to sales or purchasing managers. The B2B platform must support these roles, providing them with access to some functions and restricting them to others.
- Support for complex, non-linear algorithms for providing discounts and bonuses on the B2B platform, taking into account, for example, average purchase volumes, contract terms, payment and delivery features, purchase of illiquid assets, etc.
- Customizable individual offers for various categories of purchasers: personalization of prices and special offers, catalog assortment, units of product accounting, terms of shipment, payment, and delivery.
- Integration of the B2B platform with warehouse and financial accounting systems, payment systems, logistics sites, and third-party eCommerce platforms for full management of purchases, sales, and post-sales customer service from a single online account.
- Ability to sign a contract, automatic generation and exchange of documents accompanying the transaction (internal electronic document management system).
- Automation of sales due to quick loading of goods into the catalog based on templates, smart search with comparison and selection of analogs of missing goods, and control of changes in the order status, payment, shipment, and document flow.
- Collection and analysis of data on customer behavior on the B2B platform, sales, service, as well as marketing tools to increase conversion, and manage user flow, demand, and sales.
What to Сonsider When Creating a B2B Platform
When creating a B2B platform, it is important to consider the specifics of business-to-business interactions, since such platforms are focused on improving communication, increasing the efficiency of processes, and simplifying purchases or sales between companies. In terms of design, it is recommended to pay attention to the following aspects:
- Adaptation to mobile devices. This is far from a new trend: in recent years, mobile traffic has exceeded desktop traffic in volume and continues to grow. Even company logos are adapting to the new requirements for developing B2B platforms: as the logo gets smaller, it is simplified, and small elements that create “noise” on the small screen of a mobile device are removed.
- Illustrations. If your product or service cannot be conveyed by a photograph, entrust this task to a designer or artist. Illustrations make the impossible possible, demonstrating much more than a photo. Illustrations can tell about the creation, advantages, and application of goods, and also give the brand its own, memorable character. They will enliven a strict wholesale B2B platform, amuse users, give them positive emotions, and create prerequisites for optimistic and comfortable interaction with partners and clients.
- Animation and GIF files. Animated elements help the user not to miss the most important thing or keep the user on the B2B platform for a while, attracting his attention with an unusual solution. GIF content helps to entertain the audience. Thus, animations allow companies to create the image of a modern brand that is freely oriented in digital technologies.
- Gradients. Smooth color transitions satisfy the user’s aesthetic needs and allow the eye to rest. Gradients are a good alternative to solid color blocks, they provide depth to space. Recently, gradients have become more often used in creating B2B solutions, as they make the user’s journey more enjoyable.
- Forms that simplify navigation. Another successful trend that is important to consider is caring for the user and simplifying actions at the stage of creating a B2B platform by reducing unnecessary steps. This trend is also used in landing pages that allow the user to study the offer, place an order, or contact support on one page. Now this is solved with the help of web forms, the menu of which offers the user the fastest way to get the desired result by making 1-2 clicks.
- Asymmetry. The dynamics of recent years are also manifested in hierarchical modular grids, based on which the structural components of the page — information blocks – are built. The latest trend is the rejection of a strict structure, giving preference to the intuitive placement of information blocks depending on their proportions or visual weight. This facilitates the perception of non-standard content and helps focus the user’s attention on the most important information.
Conclusion
Designing a B2B platform is a complex process that requires a special approach and detailed development of all aspects related to functionality, convenience, and security. Such platforms serve as the basis for interaction between companies, automating and optimizing business processes, from order management to data exchange. We recommend paying attention to SECL Group if you are looking for a reliable company that provides a B2B portal development service.
