Master's thesis | Interaction Design

How to conduct user research in a B2B context


The business sector offers different conditions for user experience (UX) than the consumer sector. However, it is not clear how these differences affect user research. The purpose of this master’s thesis is to find out which trends and best practices there are in this field, and to answer the question of how user research for business software should be conducted. In order to do this, semi‒structured interviews were conducted with 15 designers and researchers working in this field.

The results show that you should have sufficient knowledge of the sector, and that designers and researchers should be able to conduct usability tests, field studies, interviews, and remote user research. Moreover, remote user research could be more profitable than investment in a usability lab. Finally, approval from stakeholders can help strengthen the user‒oriented business culture, reduce time‒related issues, and gain access to users.