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Friday, May 15 • 10:15am - 11:00am
Driving B2B Innovation & Product Development Using Collaborative UX Research Techniques

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The B2B world continues to struggle to create innovative, customer-pleasing products that positively impact the bottom line through increased sales and retention. Where better to introduce simplicity than these domains in which virtually everything is complex and often not fully understood by those who design, research and build digital experiences? Think law, investment banking, medicine, IT, etc.  What do they have in common? 


  • Roles, responsibilities and work flows that are complex, nuanced and vary greatly by persona

  • Complex and deep taxonomy and language in which getting the right hierarchy and “bucketing” can make or break a product’s success

  • Content that, if not tagged correctly, won’t enable each audience to perform key tasks and won’t support products critical to success in the digital landscape

  • High costs for training & customer service to support unintuitive experiences


Engaging skilled knowledge workers to participate in research is costly, their time is limited and, as an additional challenge, they are often constrained by privacy laws or rules.  That said, engaging them early on and throughout the process is essential to create solutions that are elegantly simple to learn and use. 

Through our experience working with these audiences, we have developed powerful methods to infuse their voices in UX design as well as organizational thinking.

This session will provide concrete techniques and real-world examples of ways to partner with your audience and stakeholders to accelerate development, infuse customer-led thinking into the organization and bring innovative products to market successfully. Of course success can be defined in many ways: competitive advantage, rave reviews, adoption, retention and reduced training/customer service costs.

UX practitioners and stakeholders can benefit by learning and using these techniques to identify product opportunities and connect their work directly to their company’s bottom-line.

avatar for Alfred Kahn

Alfred Kahn

Director, Customer Experience, Wolters Kluwer
Alfred Kahn is the Director of Customer Experience for Wolters Kluwer Law & Business, responsible for the quality of the user experience for all Law & Business applications and websites. In this role he has established a robust user research program to support all aspects of product... Read More →
avatar for Tamara Sachs

Tamara Sachs

CEO, Sachs Insights
Tammy founded Sachs Insights 25 years ago to ensure marketers and developers channel the voice of the user in products and communications.    Sachs Insights is an eclectic 30 person community of researchers, ethnographers and documentarians passionate about uncovering people’s... Read More →
avatar for Pete Wasserman

Pete Wasserman

Director, B2B Research & Consulting, Sachs Insights
Pete Wasserman is the Director of Research & Consulting of Sachs Insights’ B2B Practice. Sachs Insights is an eclectic 30-person community of researchers and design strategists passionate about uncovering people’s experiences. Sachs was founded over 25 years ago to ensure marketers... Read More →

Friday May 15, 2015 10:15am - 11:00am EDT

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