Differences between consumer and enterprise user experience (UX) is vast. While the two types of processes may have some similarities, such as requiring a user interface (UI) that works seamlessly, the expectations between consumer and enterprise are as different as the reasons why people tap into various applications.
Those who design software may create systems from scratch or redesign legacy systems. Understanding the target audience helps improve UX. Designers can solve most problems simply by understanding how the end user interacts with the software.
Around 37% of recruiters indicated web development was the top skill they’d like to see from candidates. Also ranking on the list were artificial intelligence knowledge and machine learning. A wide range of factors come into play when creating websites and software. Understanding exactly what clients want and developing the right tools is a crucial part of success. It starts with looking at the differences between consumer and enterprise UX.
1. Evaluate the Audience
When you’re building software for consumers, they typically download the app or visit the website without much assistance from the developer. They’ll download an app to their phones, for example, and figure out how to use it via prompts. The UX for apps going to consumers needs to be straightforward and intuitive so it covers the needs of people with all technological capabilities.
On the other hand, enterprise software may be installed and maintained by an IT department. They have a lot more understanding of how software works and the intricacies of how to get the most from the program. While UX is still important, more advanced features are possible with enterprise design. The functionality may outweigh the appearance with enterprise users.
2. Apply Ease of Use Principles
Even though enterprise software may require many more features to function properly, developers shouldn’t overlook the user friendliness of consumer designs. The best programs marry a consumer-grade UX with an enterprise system. If the end user can’t learn how to implement the software in an hour or less, it may be too complex.
At the same time, the use for consumer and enterprise systems is vastly different, so you can’t completely overhaul everything. One example that perfectly illustrates the ways you must approach consumer versus enterprise UX is seen in the design of the interior of a vehicle. The way the vehicle is designed for a consumer’s use is quite different from what the interior of the same car for a race car driver might look like. The same vehicle has two different functions and the way the person inside the car uses it determines the layout of the dashboard and interior of the car, right down to the type of seat belt harnesses used.
3. Conduct Research
The research of the audience is quite different behind the two end users. With consumer-based designs, a developer likely already has much data about the user. The company may already have a buyer persona or two and the design can be based on preferences of typical audience members.
With enterprise design, software creators may be making something for a third part that is also for consumer use or working in an entirely new field. It’s crucial to conduct enough research to fully understand the different functions the company wants for the software and the workers and customers who’ll be accessing it.
4. Select Function Over Style
With consumer UX, the focus is on the appearance of the design. Users want something that looks visually appealing and works equally well. With enterprise UX, the focus is on how the software functions and if it gets the job done the company wants it to do.
While a pretty interface is a nice perk to any software, it is far more crucial in consumer use than for corporations.
5. Embrace Visual Hierarchy for Both
The best designs have a visual hierarchy the user can rely on. They know if they look to the top, they’ll see a menu, for example. Think about the places the user frequents most often within the website or app. How can you make those features prominent by using a larger button or selecting a different placement?
Although the crucial elements may look different between consumer and enterprise design, having a strong navigational structure and visual trail matters for both types of software.
6. Understand Designer Limitations
When you’re designing software directly for the end user, you have complete control over the function and style of the design. If something doesn’t work for the consumer, they’ll just stop using the application and move on to something else. You’ll learn how to make adjustments by looking at analytics and making adjustments along the way.
When designing for a business user, even if they are going to use the system with consumers, you have to abide by their wishes. As a UX developer, you can try to guide and direct them in what might work best for usability, but they’re in control at the end of the day. You may be forced to add elements you know are useless or that won’t function in the best way. Creating a balance between the company’s vision and good UX principles can be challenging.
Consider End Users
Even though consumer and enterprise design vary quite a bit from one another, skilled designers still keep the end user in mind and what features and layout work best for their needs. You’ll overcome challenges in designing for companies by doing research on the people who will use the software most often. Although the two types of design vary, they also should both still follow basic design principles.
Eleanor is editor of Designerly Magazine. Eleanor was the creative director and occasional blog writer at a prominent digital marketing agency before becoming her own boss in 2018. She lives in Philadelphia with her husband and dog, Bear.
