We design for users, not just buyers
The product has to win the sales demo and still work in daily use six months after go-live. We design for both moments.
B2B UX design for complex,
data-heavy software
B2B tools are packed with data, roles and edge cases. As a B2B UX agency, we turn that complexity into clear workflows your users learn fast and your sales team is proud to demo.
Our clientshave raised $1B+ combined
Fortune 500
Founders Backed
Fortune 500
Products Shipped
Why UX design
matters for B2B platforms
Bought on features, dropped on UX. The buyer and the user are different people. Products get picked from a feature list and abandoned over daily experience.
Adoption decides renewal. If the team that uses the tool every day works around it, the contract is in trouble long before the renewal call.
Design closes the gap. Good B2B UX design makes the product work for the person who signs the contract and the people who live in it.
What poor B2B UX
costs your business
In B2B, bad design isn’t only 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, people build workarounds in spreadsheets, Slack threads and manual steps. The system gets paid for but not used, and at renewal there’s no ROI to point to.
Training costs that never end
If new employees need days of onboarding to use a tool, that’s a design problem. B2B platforms should be learnable, not just trainable. Every training hour is an hour of lost work.
Support volume that scales with your team
When the platform needs explaining, every new user creates tickets. A well-designed B2B product is self-explanatory for daily tasks, which cuts CS load and speeds up the issues that remain.
Data that exists but can’t be acted on
Most B2B platforms have the data. What’s missing is B2B dashboard design that puts the right number in front of the right person at the right moment. A dashboard that shows everything equally says nothing.
One design trying to serve five different roles
A sales rep and a sales director need different information. One interface for both ends up cluttered for one and incomplete for the other.
Client-facing tools that undermine credibility
Client portals are a direct reflection of your business. A confusing or outdated portal tells customers something about how you operate, and it’s rarely what you want them to hear.
Adoption starts with designBad UX fuels support costsDesign decides renewal
Our B2B UX
design services
From CRMs and ERPs to client portals and internal tools.
B2B UX Research
Interviews with daily users, workflow observation and usage data analysis. We research both the people who buy the product and the people who use it, because they usually define success differently.
Enterprise Platform UX & UI Design
Role-based interfaces, permission structures and navigation that serve power users and occasional users without forcing either to compromise. For multi-team platforms, see our enterprise UX design engagement.
CRM & Sales Tool Design
Pipeline views, activity logging, contact management and reporting built around how reps actually work, not how managers assume they work. More in sales and CRM UX design.
Client Portal & Partner Platform Design
Client portals, partner dashboards, vendor tools and self-service platforms that give clients visibility without generating support calls.
Internal Tools & Admin Dashboard Design
Operations dashboards, admin interfaces and workflow tools for professionals who spend their whole workday inside them. We design for the power user, not the occasional visitor.
B2B Design System & Component Library
A documented component library for every role-based view, permission state and data display pattern, with usage guidelines your engineers can implement without a design review on every PR.
FERNHILL · PURCHASE ORDERS · 30 DAYS
PO-2291Northwind Paper$4,120PO-2290Atlas Freight$18,400PO-2288Kline Office$960PO-2287Brookside IT$7,35038% of clicksExport, hidden in a menu
Overlay 30 days of clicksCLICKS ON A HIDDEN MENU
Usage dataa screen that looks finewhere people really click
FERNHILL · ROLE-BASED VIEW
FernhillNew requestMy requestsPurchase ordersApprovalsSuppliersContractsInvoicesPaymentsBudgetsReportsUsers & rolesHelpAdminApproverRequesterPO-2291 · $4,120PO-2290 · $18,400PO-2288 · $960PO-2287 · $7,350PO-2285 · $2,040GOOD MORNING, SAMWhat do you need to buy?New request2 requests waiting · last approved yesterday
MENU ITEMS
One platformevery role sees everythingeach role sees its own job
FERNHILL SALES · MOBILE · AFTER THE MEETING
12:40 · LEFT ATLAS FREIGHTHow did it go?HOLD TO TALKNEXT STEPSecurity review to PriyaAMOUNT$48,000DECIDES BY28 March · CFO signsSave to Atlas Freight
NOTES LOGGED SAME DAY
Field salesnotes typed at 9 pm, if eversaid in the car park, filed
FERNHILL · CLIENT NOTIFICATIONS
14:02TUESDAY 21 OCTOBERRECENTSFernhill supportMon 10:14Fernhill supportTue 09:30Fernhill supportTue 12:053 calls this week · avg wait 12 minFPO-2291 approvedNorthwind Paper · $4,1209:02FShippedTracking DX-447111:30FOut for deliveryArrives by 2 pm12:15FDeliveredSigned by R. Lee at reception13:48
Notify every stepCALLS TO SUPPORT
Self-servicethe client chases youthe update finds the client
FERNHILL OPS · ORDER QUEUE
QUEUE · 5 WAITINGNorthwind PaperPO-2291$4,120✓ ApprovedAtlas FreightPO-2290$18,400✓ ApprovedKline OfficePO-2288$960✓ ApprovedBrookside ITPO-2287$7,350✓ ApprovedHarbor PrintPO-2285$2,040✓ ApprovedJ next A approve S send backNOTHING OPENClick an order — it opens here, the list stays putPO-2291 · REQUESTED BY SAM ORTIZNorthwind Paper$4,120ITEMS400 reams · A4 80 gBUDGETOffice · 62% usedSend backApprovePO-2290 · REQUESTED BY MAYA CHENAtlas Freight$18,400ITEMSQ4 freight · 12 palletsBUDGETLogistics · 48% usedSend backApprovePO-2288 · REQUESTED BY JON REYESKline Office$960ITEMS8 desk chairsBUDGETOffice · 63% usedSend backApprovePO-2287 · REQUESTED BY ANA SILVABrookside IT$7,350ITEMS15 laptop docksBUDGETIT · 71% usedSend backApprovePO-2285 · REQUESTED BY LEE PARKHarbor Print$2,040ITEMSTrade-show bannersBUDGETMarketing · 40% usedSend backApprove
PAGE LOADS A DAY
Workflowopen, wait, back, open againapprove, and the next is open
FERNHILL/WEB · PULL REQUEST #482
#482 · SUPPLIERS PAGEAdd supplier tableChanges requestedReady to mergeSUPPLIERS.TSX
+ <table class="sup-table">+ <td style="padding:13px">+ <td style="color:#8a8a8a">+ <span class="badge-2">+ <DataTable rows={suppliers} density="compact" />DESIGN REVIEWPadding is 13px, the grid is 12Wrong grey for meta textStatus badge: use the shared oneUse the libraryDESIGN COMMENTS PER PR
Engineering handoffevery PR waits on designthe library already answered
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 talk to the decision-makers who set requirements and the end users who live with the result. The gap between those two views is where most B2B design problems start.
Week 1Role Mapping & Architecture
Every user type who touches the platform, their workflows and the information architecture, all mapped before visual work begins.
Weeks 2 to 3Design & Testing
Role-specific flows tested with real business users under realistic conditions: real data volumes, real permissions and the workflows people run every day.
Weeks 4 to 5~2 hrs / week
A weekly sync plus async review. Key stakeholders join at set milestones, flow validation and design review, without being pulled into the daily work.
Your timeA focused B2B design engagement usually runs 6 to 10 weeks. Multi-role enterprise platforms with complex permissions can run 12 to 16 weeks.
Why B2B teams trust
Glow for platform design
We handle complexity without adding to it
Our job isn’t to simplify everything. It’s to make the right things obvious and the rest reachable, so power users and occasional users both work efficiently in one interface.
We measure adoption, not just satisfaction
A platform users say they like but don’t use is a failed design. We track adoption, feature usage and support volume, not only satisfaction scores.
Multi-role design from the start
Role-based views, permission-aware navigation and context-specific dashboards are part of the architecture from day one, not an admin panel bolted on later.
Enterprise-grade design systems
Systems that handle data density, permission variants and role-based states without turning into a component library nobody can use.
We work with procurement and IT constraints
Accessibility requirements, security reviews and integration limits shape B2B software design. We design with those constraints, not around them.
Deep experience across B2B categories
CRM systems, ERP interfaces, supply chain platforms, procurement tools, HR software and B2B marketplaces. Each category gets its own research approach and patterns.
Client-facing design as a differentiator
Client portals and partner interfaces get the same standard as internal tools, because clients judge your business partly by the tools you give them.
Embedded with your team
We join relevant standups, work in your tools and act as an extension of your design team, not a vendor who disappears after handoff.
“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 product design covers the full range of business software.
CRM / Sales
CRM & Sales Platforms
Pipeline and customer management tools for the reps who use them all day and the managers who forecast from their data.
ERP / Ops
ERP & Operations Systems
ERP and operations software that handles enterprise workflow complexity without the interface complexity that kills adoption.
Supply chain
Supply Chain & Procurement
Supply chain and vendor management systems for cross-functional teams and external partners coordinating across complex networks.
Client portals
Client & Partner Portals
B2B web app design for self-service portals that answer client questions on screen, so nobody has to email support to find a status.
Internal tools
Internal Tools & Admin
Operations dashboards, admin interfaces and workflow platforms for business users who treat them as their main work environment.
B2B platforms we design
From internal operations tools to client-facing portals, our B2B product design covers the full range of business software.
CRM / Sales
CRM & Sales Platforms
Pipeline and customer management tools for the reps who use them all day and the managers who forecast from their data.
ERP / Ops
ERP & Operations Systems
ERP and operations software that handles enterprise workflow complexity without the interface complexity that kills adoption.
Supply chain
Supply Chain & Procurement
Supply chain and vendor management systems for cross-functional teams and external partners coordinating across complex networks.
Client portals
Client & Partner Portals
B2B web app design for self-service portals that answer client questions on screen, so nobody has to email support to find a status.
Internal tools
Internal Tools & Admin
Operations dashboards, admin interfaces and workflow platforms for business users who treat them as their main work environment.
Have a 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 paid to use the product. They tolerate more complexity, care more about efficiency than delight and bring specific workflow requirements. UX for B2B software also has to handle multiple roles in one organization, permission systems, dense data and buyers who rarely use the product themselves.
B2B users are professionals paid to use the product. They tolerate more complexity, care more about efficiency than delight and bring specific workflow requirements. UX for B2B software also has to handle multiple roles in one organization, permission systems, dense data and buyers who rarely use the product themselves.
How do you handle multi-role B2B products?
We map every user type: job function, main tasks, information needs and how often they use the product. Then we design role-based architecture and navigation that serves each type without cluttering the interface for the others.
We map every user type: job function, main tasks, information needs and how often they use the product. Then we design role-based architecture and navigation that serves each type without cluttering the interface for the others.
Can you redesign an existing B2B platform with current users?
Yes, and we do it regularly. We start with a UX audit of the current product, review adoption data and support tickets, then change the experience without disorienting users who already know the system.
Yes, and we do it regularly. We start with a UX audit of the current product, review adoption data and support tickets, then change the experience without disorienting users who already know the system.
How do you approach accessibility in B2B design?
WCAG 2.2 AA is our baseline. Enterprise procurement increasingly asks for accessibility in writing, and Section 508 compliance is mandatory for products sold to US federal agencies. Accessibility is a design constraint from the start, not an audit at the end.
WCAG 2.2 AA is our baseline. Enterprise procurement increasingly asks for accessibility in writing, and Section 508 compliance is mandatory for products sold to US federal agencies. Accessibility is a design constraint from the start, not an audit at the end.
Do you design for mobile in B2B products?
It depends on where people actually work, so we research that before setting device priority. Field and on-the-go tools get mobile-first design. Desktop-heavy products get desktop-first design, with mobile covering the tasks people really do on a phone.
It depends on where people actually work, so we research that before setting device priority. Field and on-the-go tools get mobile-first design. Desktop-heavy products get desktop-first design, with mobile covering the tasks people really do on a phone.
What deliverables do we receive?
Organized Figma files for every screen, role, state and edge case, a documented component library with role-based variants, annotated engineering specs, plus research findings, personas and journey maps. Everything is yours, with no proprietary tools or format lock-in.
Organized Figma files for every screen, role, state and edge case, a documented component library with role-based variants, annotated engineering specs, plus research findings, personas and journey maps. Everything is yours, with no proprietary tools or format lock-in.
