In this article, Peter Melcher from Sabre’s global communications team speaks to Brian Sullivan, Director, UX Design Strategy, delving into the nuances of modern user experience design and how it is approached at Sabre.
Peter: Let’s start with the basics: What is UX design and why is it important?
Brian: User Experience (UX) design is the process of creating products and services that provide meaningful and relevant experiences to users. It goes beyond creating visually appealing interfaces; it focuses on understanding users’ needs, challenges, and aspirations to deliver great experiences. It’s about creating a clear, user-friendly path, enabling users to navigate information quickly.
According to research by Forrester, every dollar spent on improving a brand’s user experience can yield a return of up to $100. UX is the core differentiator for many successful brands, and it’s especially critical for B2B companies attracting enterprise users.
Peter: Why do you think strong UX design is important for B2B businesses?
Brian: With the rise of digitalization, consumers noticed a gap between the technology products they access at work and those they use in their personal lives. Outside of work, they were accustomed to well-designed, innovative technology that is constantly evolving. However, when they came to work, they often encountered older, poorly designed systems that hindered productivity. To bridge this gap, B2B companies, just like B2C businesses, had to focus on creating products that meet users’ unique needs and expectations. B2B companies that prioritize UX design can stand out in a competitive marketplace and create products that meet the high standards set by consumer-grade experiences. It’s also important to remember that B2B buying decisions are frequently long, complex, and involve various stakeholders, each influenced by different factors, so a smooth, effective user experience is especially important.
