UX Research Strategies for B2B Products

As a UX researcher in the B2B space, you often encounter a unique set of challenges that can hinder your ability to gather traditional user insights.

Whether it's busy stakeholders, confidentiality concerns, or the lack of direct user access, these obstacles can feel daunting. However, every challenge presents an opportunity to innovate and adapt your research methods.

Things hard to do and why

1. Stakeholder Interviews: Often too busy, making it challenging to get their time.
2. Competitor Analysis: Information is typically not public, limiting comparative insights.
3. Data Analysis: Without initial data, this step becomes impossible.
4. User Interviews: No direct users yet to interview.
5. Interview Potential Users: Intellectual property concerns restrict this.
6. Concept Testing, Prototypes: Non-disclosure agreements often prevent sharing.
7. Usability Testing: IP concerns again pose a significant barrier.
8. Sentiment Analysis: Lack of media presence makes this infeasible.
9. Surveys: No or low user base to distribute surveys to.
10. Speak to Support: Clearance issues prevent this.
11. Study Help Desk Tickets: Clearance issues again.
12. Use Research Tools: Procurement challenges hinder access.

Things You Can Do

Despite the restrictions, there are several impactful research methods you can employ:

1. Focus on Requirements and Task Analysis

Dive deep into understanding the specific requirements of your stakeholders and their tasks. This involves detailed conversations with product managers and reviewing any available documentation. Understanding the "why" behind tasks can illuminate pain points and areas for improvement.

2. Study Existing Workflows and Processes

Map out the current workflows and processes in use. This not only helps in identifying inefficiencies but also provides a baseline for any new solutions you propose. Tools like process mapping can be very effective here.

3. Study Job Postings to Map Roles and Tasks

Job postings are a goldmine of information. They detail the required skills, responsibilities, and common tasks associated with specific roles. By analyzing these, you can infer what your users are likely doing daily and what their pain points might be.

4. Scrap Frequent Pain Points and Challenges

Utilize forums, reviews, and any other accessible platforms where users discuss their challenges. Aggregating this information can help you identify recurring issues and prioritize them in your UX strategy.

5. Use Google Trends for Related Search Queries

Google Trends can help you understand what terms and topics are trending in your industry. This can provide indirect insights into what users are interested in or struggling with.

6. Scrap Insights to Build a Service Blueprint

Create a service blueprint by mapping out the service process, touchpoints, and interactions. This visual representation can help you understand the user journey and identify critical areas for improvement.

7. Find and Study People with Similar Tasks

If you can't access your direct users, find people in similar roles or industries. Their insights can be invaluable and often transferable to your context.

8. Shadow People Performing Similar Tasks

Shadowing can give you a firsthand look at how tasks are performed in real-time, highlighting potential usability issues and workflow bottlenecks.

9. Interview Colleagues Closest to the Business

Talk to your colleagues who interact closely with users or have a deep understanding of the business. Their insights can often substitute for direct user feedback.

10. Test with Customer Success and Domain Experts

Customer success teams and domain experts have direct contact with users and can provide valuable feedback on usability and functionality based on their interactions.

11. Build an Internal UX Testing Lab

Creating an internal testing environment allows you to test new features and concepts in a controlled setting before wider deployment.

12. Build Trust and Confidence with Stakeholders

Developing strong relationships with stakeholders can gradually lead to more access and openness, making it easier to conduct thorough research over time.

Conclusion

Navigating the constraints of UX research in a B2B environment requires creativity and flexibility. By leveraging alternative methods and focusing on the opportunities within your reach, you can gather meaningful insights and drive impactful design decisions.