B2B software design is different from consumer design: complex workflows, multiple user roles, data-heavy screens and buyers who aren't the daily users. The leading consultants specialise in exactly that.
What they do
- User research with buyers and end users
- Information architecture and workflow design
- Design systems for consistency at scale
- Prototyping and usability testing
- Onboarding and activation design
- Marketing site and product UI alignment
How to evaluate consultants
- Portfolio depth: complex B2B products, not just landing pages
- Process: research and testing, not only visuals
- Outcomes: activation, task time, support tickets, conversion
- Collaboration: how they work with your engineers and product managers
- References from B2B clients
Engagement models
| Model | Best for |
|---|---|
| Project (fixed scope) | Redesign, new product, design system |
| Retainer | Ongoing product design support |
| Embedded consultant | Building an internal design team |
Questions to ask
- How do you research with users who are hard to reach?
- How do you balance buyer and user needs?
- What does handoff to engineering look like?
- How do you measure success?
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Frequently asked questions
What does a B2B product design consultant do?
Researches users and buyers, designs workflows and interfaces for complex software, builds design systems and tests usability to improve adoption and conversion.
How do I choose a product design consultant?
Look for complex B2B portfolio work, a research-driven process, measurable outcomes and strong references.