“Enterprise users don’t just want simplicity—they demand it.” – Kate Lawrence

Think B2B software can get away with clunky interfaces and steep learning curves? Think again. The expectations for B2B UX design have shifted dramatically, with enterprise users now demanding the same intuitive experiences they get from consumer apps.

In a recent episode of Insights Unlocked, Kate Lawrence, Head of UX at Akamai, sat down with host Janelle Estes to discuss the unique challenges and opportunities of UX in a B2B environment. From bridging the UX-executive gap to scaling user research, Kate shared powerful insights on how companies can create seamless experiences for enterprise users.

The complexity of B2B UX design

B2B UX isn't just about creating intuitive interfaces—it’s about designing for multiple stakeholders with diverse needs. Unlike B2C products, where the user and the buyer are often the same person, B2B products must serve a mix of end users and decision-makers.

“Your user is both a user and a customer. Sometimes they’re the same person, and sometimes they’re not,” Kate explained.

For example, Akamai’s end users might be security architects or system administrators, but the purchase decision is often made by CIOs, CTOs, or IT leaders. That means UX teams must consider both usability and business priorities when designing enterprise software.

How to improve B2B UX design

• Understand Your Users First, Metrics Second – “You don’t start with measurement. You start with your users,” Kate emphasized. Before setting KPIs, UX teams must identify who they’re measuring and why.
• Create a Frictionless Experience – Enterprise software should be just as intuitive as consumer apps. “That gap is closing,” Kate noted. “Users expect simplicity and elegance—even in complex systems.”
• Think Beyond the Interface – UX in B2B isn't just about design; it also includes technical writing, user research, and product strategy. Akamai’s UX team integrates these areas to create a seamless user experience.

Why user research in enterprise UX matters more than ever

Many B2B companies underestimate the power of user research, assuming their products don’t require the same level of usability testing as consumer-facing apps. But Kate argues that understanding user pain points is critical for product success.

The shift toward product-led growth

One of the biggest trends shaping B2B UX design is product-led growth (PLG)—a strategy where the product itself drives customer acquisition and retention.

“Product-led growth means a product sells itself through its usefulness and experience,” Kate said. “That means UX is no longer just an afterthought—it’s at the heart of business strategy.”

With PLG, a clunky or confusing UX can kill adoption rates. Instead of relying solely on sales teams, companies must ensure that their product is so intuitive and valuable that users naturally want to continue using—and recommending—it.

How Akamai scales UX research

Scaling user research in a large B2B organization comes with unique challenges, especially when recruiting the right participants. Kate shared Akamai’s two key strategies for making UX research more impactful:

1. Leverage In-Product Recruiting – Instead of relying on sales teams to connect UX researchers with users, Akamai uses in-product recruiting to find participants directly.
2. Use Remote User Testing for Faster Insights – “We were struggling with unmoderated remote testing in B2B because of the complexity,” Kate explained. But by adopting live conversation platforms, her team now enables more stakeholders to listen in on user research sessions.

“Research is more than just having conversations with customers. It’s a science.”

The challenges of democratizing UX research

A growing trend in the UX industry is democratizing research, where teams outside of UX—like product managers and engineers—conduct their own user research. While empowering teams to gather feedback is valuable, Kate warns that fully democratizing UX research can be risky.

“Research is more than just talking to users—it’s about how you ask questions, how you synthesize findings, and how you turn insights into action.”

Instead of completely handing over research responsibilities, Kate recommends a guided democratization approach, where UX researchers:

• Curate research sessions for non-researchers.
• Provide structured feedback templates to ensure high-quality insights.
• Educate teams on how to conduct unbiased user research.

This approach empowers teams to collect feedback while still maintaining the integrity of research findings.

Bridging the gap between UX and executives

One of the biggest challenges UX teams face in B2B companies is getting executive buy-in. Kate has seen UX professionals struggle when they lead with their own terminology instead of aligning with business objectives.

“Executives don’t always speak the language of UX,” she said. “You have to meet them where they are.”

How to get leadership buy-in for UX

1. Frame UX in Business Terms – Instead of talking about “usability,” connect UX to KPIs like customer retention, revenue growth, and conversion rates.
2. Show, Don’t Tell – Rather than explaining usability issues, show executives real clips of users struggling. “Once they see it, they can’t unsee it,” Kate noted.
3. Tie UX to Strategic Goals – Demonstrate how improving UX aligns with broader business objectives, such as product-led growth or digital transformation.

Kate’s favorite UX experience: NordicTrack’s iFit

When asked about a recent standout UX experience, Kate didn’t mention a B2B tool—instead, she highlighted NordicTrack’s iFit platform, which transformed her family’s approach to exercise.

“Instead of self-adjusting settings, the treadmill automatically adjusts based on the trainer’s pace. It removes the guesswork and creates a seamless experience.”

This example underscores a core UX principle: automation and smart defaults can dramatically enhance user experiences.

The future of B2B UX design

With product-led growth on the rise, B2B UX design is more important than ever. Companies that invest in intuitive, research-driven experiences will gain a competitive edge in an increasingly digital world.

Kate Lawrence’s biggest takeaway? 

“Did we forget that it’s about the user in the product? Let’s start there.”

Episode links: 

• UserTesting for B2B technology organizations: This page discusses how B2B companies can leverage user insights to enhance customer experiences and stay competitive.
• Why B2B companies need to compete on great CX to win over customers: This blog post explores the importance of customer experience in the B2B sector and how companies can improve their CX strategies.
• Democratizing insights: how to scale user research: This article delves into the concept of democratizing user research within organizations to scale insights effectively.
• How to build strong design teams that scale: Insights into building and scaling effective design teams within organizations.
• Calculating the ROI of UX research in your organization: This podcast episode discusses the return on investment of UX research and its impact on business growth.