We design for users, not just buyers
In B2B, the people who choose a product and the people who use it are often completely different. We design for both — which means the product works well in sales demos and in daily use six months after go-live.
B2B
UX/UI Design
B2B platforms are used by professionals who depend on them to do their jobs. When those platforms are slow, confusing, or hard to navigate, the cost shows up in adoption rates, support tickets, and employees finding workarounds instead of using the system you paid to build.
Our clients have raised over $1B+ combined
Why UX/UI Design
Matters for B2B Platforms
A problem the industry ignores. B2B software has a design problem the industry mostly ignores.
Bought on features, dropped on UX. Because the buyer and the user are different people, products get selected based on feature lists and get abandoned based on user experience.
Design closes the gap. The decision-maker signs the contract; the end users decide whether it works. Good B2B UX design closes that gap.
What Poor B2B UX
Costs Your Business
In B2B, bad design isn’t just a user experience problem — it’s an adoption problem, a support problem, and eventually a renewal problem.
Low adoption that makes the investment hard to justify
When a platform is frustrating to use, employees find workarounds — spreadsheets, Slack threads, manual processes. The system gets paid for but not used, and come renewal time, there’s no clear ROI to point to.
Training costs that never end
If new employees need days of onboarding to get up to speed with your internal tools, that’s a design problem. B2B platforms should be learnable — not just trainable. Every training hour is a lost productivity hour.
Support volume that scales with your team
When the platform requires explanation, every new user generates tickets. A well-designed B2B product is self-explanatory for daily tasks — reducing CS load and getting issues resolved faster.
Data that exists but can’t be acted on
Most B2B platforms have the data. What they’re missing is the design that surfaces the right information to the right person at the right moment. A dashboard that shows everything equally communicates nothing.
One design trying to serve five different roles
A sales rep and a sales director have completely different information needs. When a platform tries to serve both with the same interface, both end up with a product that’s cluttered for one and incomplete for the other.
Client-facing tools that undermine credibility
Client portals and B2B-facing interfaces are a direct reflection of your business. A confusing, outdated, or inconsistent client portal tells your customers something about how you operate — and it’s rarely the message you want to send.
Adoption Starts With DesignBad UX Fuels Support CostsDesign Decides Renewal
B2B Design That
Improved How Teams Work
Real platforms, real users, measured before and after.
Enterprise / CRM
+61%
Daily active usage
40% of reps logging activity in spreadsheets instead. Navigation redesign fixed adoption.
Our B2B UX/UI
Design Services
From CRMs and ERPs to client portals and internal tools.
B2B UX Research
We research how your business users actually work — interviews with daily users, workflow observations, and usage data analysis. B2B design decisions that aren’t grounded in operational reality don’t hold up — especially for enterprise products where individual users rarely get to choose their tools. We research both the people who buy the product and the people who have to live with it — because those are often two completely different groups with different definitions of success.
Enterprise Platform UX & UI
Complex B2B platforms designed for the full range of user types in your organization — power users, occasional users, administrators, and executives. We design role-based interfaces, permission structures, and navigation systems that serve each user type without forcing anyone to compromise. Delivered as a complete design system, not individual screens — so every new feature fits the same visual and interaction logic.
CRM & Sales Tool Design
Sales platforms designed around how reps actually work — not how sales managers think they work. Pipeline views, activity logging, contact management, and reporting interfaces built for the people who live in them and the managers who need to see across them. The most common B2B design problem: a CRM that reps work around instead of in. We fix that.
B2B Design System
A documented component library your product and engineering teams can build on consistently — one source of truth for every role-based view, every permission state, and every data display pattern. B2B design systems need to account for the full complexity of enterprise products: role-based states, permission variants, data density options, and edge cases that only appear at scale. Delivered with usage guidelines, Figma organization, and annotation standards your engineering team can implement without design review on every PR.
Client Portal & Partner Platform
The B2B-facing side of your business — client portals, partner dashboards, vendor management tools, and self-service platforms. We design for clarity and self-service, reducing inbound support volume while giving your clients the visibility they’re asking for. A well-designed client portal is a competitive differentiator — it signals operational excellence before a client even talks to your team.
Internal Tools & Admin Dashboards
Operations dashboards, admin interfaces, internal reporting tools, and workflow management platforms designed for the professionals who use them as their primary work environment. We design for the power user who depends on the tool every day — not the occasional user who can afford to learn slowly. Every internal tool we design is built with the assumption that the people using it are professionals with high standards for efficiency.
CRMs & ERPs, RefinedClient Portals, SimplifiedInternal Tools That Work
A rhythm built
for B2B product teams
We align with your stakeholders, your users, and your engineering process from day one.
1
Stakeholder & User Research
We research both the decision-makers who define requirements and the end users who have to live with the result. These two perspectives rarely match perfectly — and the gap between them is where most B2B design problems start.
Week 1Role Mapping & Architecture
We identify every user type who touches the platform, map their workflows, and design the information architecture before any visual work begins. For B2B, this multi-role analysis drives every subsequent decision.
Weeks 2–3Design & Testing
Role-specific flows designed and tested with real business users. For B2B products, we test under realistic conditions — with real data volumes, real permission structures, and the actual workflows users run daily.
Weeks 4–5~2 hrs / week
Weekly sync plus async review. Key stakeholders are involved at defined milestones — flow validation and design review — without being pulled into the daily process.
Your timeA focused B2B design engagement typically runs 6–10 weeks. Multi-role enterprise platforms with complex permission structures may run 12–16 weeks.
Why B2B teams trust
Glow for platform design
We handle complexity without adding to it
B2B platforms are inherently complex. Our job isn’t to simplify everything — it’s to make the right things obvious and the rest accessible. Power users and occasional users can both work efficiently in the same interface.
Multi-role design from the start
We design for every user type in your organization simultaneously — not a primary interface with an admin panel bolted on. Role-based views and context-specific dashboards are built in from day one.
Enterprise-grade design systems
B2B products at scale need design systems that account for data density, permission variants, and role-based states. We build systems that handle that complexity without producing a component library no one can actually use.
Client-facing design as a differentiator
Your client portal and partner-facing interfaces are part of your product experience. We design them to the same standard as your internal tools — because your clients judge your business partly by the quality of the tools you give them.
We measure adoption, not just satisfaction
A B2B platform that users say they like but don’t actually use is a failed design. We track adoption metrics, feature usage, and support volume — not just subjective satisfaction scores.
End-to-end B2B design ownership
Research, UX strategy, UI design, prototyping, usability testing, and developer handoff — one team, one process. No gaps between what gets researched and what gets built.
We design for permissions and edge cases
Role-based states, permission variants, empty states, and the data volumes that only appear at enterprise scale. They are primary design considerations here, not something engineering decides late.
Accessibility built in from the start
We design to WCAG 2.1 AA as a baseline. Enterprise procurement increasingly requires it, and Section 508 compliance is mandatory in government contexts — so it is a design constraint, not an audit at the end.
“About a week ago, we went a bit viral with 10k users in 2 days and we received a lot of positive feedback about the design - so thank you Glow for that!”
Israel Benarousse
CEO, Dropcall
“Glow Design Agency delivered high-quality UX/UI designs that enabled the client to close more deals. Their animated video and design gained the client almost 500+ new LinkedIn followers. The team executed work on time and within budget.
Doug Marinaro
CEO, Riptide
"The design work provided by Glow Design Agency completely exceeded project stakeholder expectations in terms of both quality and delivery. Their team was organized and communicative throughout the process, breaking down complex industry concepts and translating them into a sleek and useable UI."
Jon Fry
CEO & Founder at Lendflow (YC W21)
"Glow Design provided UI/UX design for a office space provider and has since expanded their role to include design updates for the site's front- and backend as well as social media visuals and animations."
Eric Zellhart
VP Product at LiquidSpace
"Glow Design Agency provided UI and UX design services for e-cars charging market company. They were tasked with designing the UX and UI of the app's prototype."
Max Grollmann
Managing Director
"Glow was hired by an e-commerce platform for their UI/UX design services. They redesigned website and provided support. After the new website was launched, the client saw a significant increase in conversions."
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Vinicius Rodrigues
CTO at E-Commerce Platform
B2B Platforms We Design
From internal operations tools to client-facing portals — our B2B design work spans the full range of business software.
CRM / Sales
CRM & Sales Platforms
Customer relationship management and sales pipeline tools designed for the reps who use them daily and the managers who need accurate data to forecast from.
ERP / Ops
ERP & Operations Systems
Enterprise resource planning and operations software designed for the operational complexity of enterprise workflows without the interface complexity that makes adoption fail.
Supply chain
Supply Chain & Procurement
Supply chain management and vendor management systems designed for cross-functional teams and external partners who need to coordinate across complex networks.
Client portals
Client & Partner Portals
B2B-facing portals and self-service platforms that give clients the visibility they need without generating support requests for information that should be findable on their own.
Internal tools
Internal Tools & Admin
Operations dashboards, admin interfaces, and internal workflow platforms — designed for business users who depend on them as their primary work environment.
B2B Platforms We Design
From internal operations tools to client-facing portals — our B2B design work spans the full range of business software.
CRM / Sales
CRM & Sales Platforms
Customer relationship management and sales pipeline tools designed for the reps who use them daily and the managers who need accurate data to forecast from.
ERP / Ops
ERP & Operations Systems
Enterprise resource planning and operations software designed for the operational complexity of enterprise workflows without the interface complexity that makes adoption fail.
Supply chain
Supply Chain & Procurement
Supply chain management and vendor management systems designed for cross-functional teams and external partners who need to coordinate across complex networks.
Client portals
Client & Partner Portals
B2B-facing portals and self-service platforms that give clients the visibility they need without generating support requests for information that should be findable on their own.
Internal tools
Internal Tools & Admin
Operations dashboards, admin interfaces, and internal workflow platforms — designed for business users who depend on them as their primary work environment.
Have an existing B2B platform with low adoption? Start with a UX audit before a full redesign
Frequently Asked
Questions
What makes B2B UX design different from consumer product design?
B2B users are professionals who are paid to use the product — which changes the design calculus. They’re more tolerant of complexity, more focused on efficiency than delight, and more likely to have specific workflow requirements. B2B design also has to account for multiple user roles within the same organization, permission systems, data density, and the fact that the people who choose the product rarely have to live with it.
B2B users are professionals who are paid to use the product — which changes the design calculus. They’re more tolerant of complexity, more focused on efficiency than delight, and more likely to have specific workflow requirements. B2B design also has to account for multiple user roles within the same organization, permission systems, data density, and the fact that the people who choose the product rarely have to live with it.
How do you handle multi-role B2B products?
We map every distinct user type — their job function, primary tasks, information needs, and frequency of use. From there we design role-based information architecture and navigation that serves each type without cluttering the interface for others.
We map every distinct user type — their job function, primary tasks, information needs, and frequency of use. From there we design role-based information architecture and navigation that serves each type without cluttering the interface for others.
Can you redesign an existing B2B platform with current users?
Yes — and we do this regularly. We start with a UX audit of the current product, review adoption data and support tickets, and design changes that improve the experience without disorienting users who’ve already learned the current system.
Yes — and we do this regularly. We start with a UX audit of the current product, review adoption data and support tickets, and design changes that improve the experience without disorienting users who’ve already learned the current system.
How do you approach accessibility in B2B design?
We design to WCAG 2.1 AA standards as a baseline. Enterprise procurement increasingly includes accessibility requirements, and Section 508 compliance is mandatory for products used in government contexts. Accessibility is a design constraint from the beginning — not an audit at the end.
We design to WCAG 2.1 AA standards as a baseline. Enterprise procurement increasingly includes accessibility requirements, and Section 508 compliance is mandatory for products used in government contexts. Accessibility is a design constraint from the beginning — not an audit at the end.
Do you design for mobile in B2B products?
It depends on the product and user. We research where and how users actually work before making device priority decisions. For B2B products with significant mobile usage, we design mobile-first. For primarily desktop products, we design desktop-first and ensure mobile handles the tasks users genuinely do on mobile.
It depends on the product and user. We research where and how users actually work before making device priority decisions. For B2B products with significant mobile usage, we design mobile-first. For primarily desktop products, we design desktop-first and ensure mobile handles the tasks users genuinely do on mobile.
What deliverables do we receive?
Organized Figma files covering all screens, user roles, states, and edge cases. A documented B2B component library with role-based variants. Annotated specs for engineering. Research findings, user personas, and journey maps. Everything yours — no proprietary tools or format lock-in.
Organized Figma files covering all screens, user roles, states, and edge cases. A documented B2B component library with role-based variants. Annotated specs for engineering. Research findings, user personas, and journey maps. Everything yours — no proprietary tools or format lock-in.
Your platform should keep up with
your team. Let’s talk about what’s getting in the way.
Start a B2B Design Project
Start a B2B Design Project
Or start with a UX audit of your current B2B platform
