183 - Part II: Designing with the Flow of Work: Accelerating Sales in B2B Analytics and AI Products by Minimizing Behavior Change
About this episode
This episode explores how designing for user workflows can accelerate sales in B2B analytics and AI products by improving user experience outcomes.
In this second part of my three-part series (catch Part I via episode 182), I dig deeper into the key idea that sales in commercial data products can be accelerated by designing for actual user workflows—vs. going wide with a “many-purpose” AI and analytics solution that “does more,” but is misaligned with how users’ most important work actually gets done. To explain this, I will explain the concept of user experience (UX) outcomes, and how building your solution to enable these outcomes may be a dependency for you to get sales traction, and for your customer to see the value of your solution. I also share practical steps to improve UX outcomes in commercial data products, from establishing a baseline definition of UX quality to mapping out users’ current workflows (and future ones, when agentic AI changes their job). Finally, I talk about how approaching product development as small “bets” helps you build small, and learn fast so you can accelerate value creation. Highlights/ Skip to: Continuing the journey: designing for users, workflows, and tasks (00:32) How UX impacts sales—not just usage and adoption(02:16) Understanding how you can leverage users’ frustrations and…
People in this episode
Host: Brian T. O’Neill
Mentioned in this episode
Organizations: Designing for Analytics
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- 189 - The Invisible Intelligence Gap
- 188 - Can’t Close the Sale? Why Your Product’s UX and Workflow Misalignment Are Killing Sales (Part 2)
- 187 - Can’t Close the Sale? The Invisible Reasons Prospects Aren’t Buying Your Technically Superior Analytics or AI Product (Part 1)
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