Importance of Persona-based design for B2B SaaS products

The global SaaS (Software as a Service) market will exceed $600 billion by 2023. The sector is experiencing exponential growth with the rise of SaaS products. Unfortunately, this means cut-throat competition. So, how do you design your B2B SaaS product to stand apart from the rest, satisfy customers and bring in revenue? Persona-based design is the answer as it helps you cater to specific user needs.

Importance of Persona-based design for B2B SaaS products

SaaS V/s B2B SaaS product

On the other hand, a B2B SaaS product caters to other enterprises and not individual customers. Salesforce and Zendesk are popular examples of B2B SaaS products.

Most B2B SaaS products are complex applications with enhanced scalability utilized across several functions in organizations. According to the company hierarchy, various customizations are also offered. These products are outcome-oriented, component-based applications that are well-versed in processing and storing vast amounts of data to help companies achieve better outcomes.

What is a user persona?

user persona
user persona

A user persona is a UX and product term used commonly during product design and optimization. It is a fictional profile of the users. Furthermore, it is based on in-depth market research and analysis of the existing users.

Additionally, a user persona lets you optimize the user experience for specific user characteristics like motives, needs, technical background, etc.

Creating a user persona can benefit you by –

i. Helping you create a vision, as well as representation of the end-users of the B2B SaaS product

ii. Enabling you to run better advertisement campaigns with a focus on the correct user group that will attract more sales

iii. Aiding you in designing you a product that caters to the exact need of the users.

iv. Allowing you to craft a better user experience by strengthening your decision-making process. Additionally, it also increases the chances of product adoption.

Challenges faced in designing B2B SaaS products

1. The efficiency of use and flexibility

2. An ecosystem-based product

3. A lasting first impression

User Persona Mapping — solution to overcome design obstacles

1. Segmenting users

Once user segmentation is complete, you can implement customizable solutions to suit the user’s needs.

2. Understanding emotions and personal motivations

However, a persona-based design for your B2B SaaS product would mean defining a proper value proposition for individual user groups and building a product that meets users’ needs.

3. Product problem statement validation

Businesses thrive when they solve a problem and fill a gap with the right solution to make a difference. Since designers have the primary responsibility of validating the inferences of a business with the users’ pain points, research focusing on tech-savviness, behavioral patterns, and willingness to adopt a product is crucial.

4. Comprehending the buying process

Advantages of investing in user research

1. Increase in user productivity

2. Boost in user adoption and sales

3. Reduced user errors

4. Decreased user support

Designing and developing a B2B SaaS product is not an easy task, and the process is fraught with meticulous planning, research, and execution. However, one of the best ways to ensure that your SaaS application stands out from the rest is through user research and creating user personas. A persona-based design approach will help you design a product that your users want. Furthermore, it will help you figure out the usefulness of your product. Furthermore, by understanding your users, you’ll know exactly what features are indispensable to your SaaS application.

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