By: Korngo Dosoo
Introduction
In the constantly evolving field of digital technology, particularly within the development of business to business software products, success is no longer determined by the number of features a product offers. Instead, it is measured by how relevant and valuable a product is to the intended users.
Adopting a user focused approach to product development is now essential. Within the business to business technology sector, professionals often manage multiple responsibilities and require tools that are intuitive and efficient. The usability and empathy embedded in a product can ultimately determine whether it becomes a necessity or is overlooked entirely.
Organisations that build a culture centred around user needs are more likely to improve customer retention, accelerate the onboarding process, and gain stronger traction in the market. The most successful digital products, including Notion, Slack, and Intercom, became trusted not only because of their technical excellence but because they were designed in direct response to the needs and experiences of the individuals who use them.
The Importance of User Focused Thinking in B2B Products.
While consumer technology often receives more attention, the true foundation of digital transformation is commonly found in business to business software platforms. However, many of these companies continue to develop products in isolation, focusing excessively on technical complexity while overlooking everyday usability.
In practical terms, business users now expect the same ease of use and seamless experience that consumer applications provide. Difficult interfaces, inefficient onboarding processes, and workflows that do not reflect actual usage can prevent even the most technically advanced product from gaining traction.
Effective digital products consistently address the following questions:
- What specific tasks are the users attempting to complete?
- Where do users face challenges or inefficiencies in their workflows?
- How can the product reduce the time required to achieve value?
Organisations that consistently explore these questions through research, testing, and iteration are better positioned to succeed in the current digital ecosystem.
Research as the Foundation of Meaningful Product Development
User research removes assumptions and provides a clearer foundation for making informed product decisions. This is especially important in digital software, where customers are often onboarded remotely and operate in diverse environments.
Some of the most reliable research techniques include:
- Conducting structured interviews to understand the goals and motivations of users.
- Performing usability testing to identify sources of confusion or inefficiency.
- Mapping the user journey to reveal gaps between the intended experience and actual use.
- Using behavioural analytics to uncover patterns in how features are used.
Companies such as Airtable and ClickUp have applied these approaches to grow from niche tools into widely adopted platforms. Their success was the result of intentional, ongoing efforts to learn directly from users and adapt accordingly.
Two digital products I have observed closely, Juro and Miro, offer useful examples of how user informed design can lead to sustainable growth and meaningful adoption. Here is what they did right.
Juro – Redefining Contract Collaboration in Legal Technology
Legal technology has traditionally faced challenges in design and user experience. Juro, a software company based in London, approached this issue by creating a contract management platform that prioritises collaboration, clarity, and ease of use, all accessible through a standard internet browser.
From the beginning, the team at Juro conducted in depth research involving both legal professionals and business teams. Legal departments required strict control and compliance, while commercial teams needed tools that supported speed and visibility. Juro created a platform that satisfied both audiences without compromising the experience.
Key features influenced by user input include:
- The ability to edit contracts collaboratively in the browser
- Automated workflows to support internal review and approval
- Real time analytics to identify process bottlenecks
By designing a platform that served multiple departments equally well, Juro helped reduce friction in legal operations. Today, Juro is trusted by companies such as Cazoo, Deliveroo, and Trustpilot. It has also received recognition as one of the fastest growing legal software providers in Europe.
Miro – Supported Remote Collaboration Through Design
Miro is a digital whiteboard and team collaboration tool that is now used by more than 60 million people worldwide. It was built in response to a growing need among remote teams for accessible, interactive spaces where they could visualise ideas and collaborate effectively.
Rather than relying on rigid templates, Miro’s team observed how actual users, such as designers and product managers, naturally structured their collaboration. These observations revealed that flexibility, ease of use, and real time interaction were more important to users than an extensive feature list.
The company made its product decisions based on:
- Observing how new users explored the tool during onboarding.
- Collecting feedback within the platform using embedded surveys.
- Testing new features with small groups before launching more broadly.
This user led approach helped Miro grow into a vital platform for global teams. It is now integrated into digital ecosystems such as Microsoft Teams and Zoom.
Establishing Feedback Loops in Product Culture
The most successful digital products are not static. They evolve based on how users interact with them. However, in many organisations, customer feedback is treated as something to review only after launch.
To develop more effectively, companies can:
- Create user advisory groups that provide input early in the development cycle.
- Conduct experiments with new features before full deployment.
- Involve customer support and success teams in product planning.
About the Author
Korngo Dosoo is a digital product manager with professional experience across enterprise technology platforms and software products. Her work focuses on inclusive design, user research, and the creation of scalable, user informed digital solutions. She writes about product development, customer experience, and building technology that delivers measurable impact.
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