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Harnessing UX Design to Drive B2B Buyer Loyalty 

Harnessing UX Design to Drive B2B Buyer Loyalty

Cultivating a lasting customer experience in B2B hinges on delivering exceptional user experiences (UX) that support a clean, streamlined payments experience. Knowing this, TreviPay’s UX teams use the Stanford Design Method to understand end-user pain points and empathize with them. As one of TreviPay’s Core Values, empathy takes a prominent role in the UX design process.

Keep Users Top of Mind When Designing

Starting the UX process by getting to know your end-users, not just in terms of demographics but also learning about their daily pain points, business needs and motives is critical to creating a successful solution. Our UX team uses a robust set of client, merchant and customer personas each with unique pains, needs, goals and potential solutions, as a touchstone when launching projects.  

When enhancing the TreviPay Dispute Center, the team identified critical pain points in the merchant/seller relationship including:

  • Dots Divider Blue Frustrating and time-consuming invoice disputes 
  • Dots Divider Blue Lack of visibility into dispute statuses
  • Dots Divider Blue Unclear next steps and responsibilities 
  • Dots Divider Blue Complex review and correspondence processes

By referencing the personas throughout the process to ease these pains, the team consistently considers the real-life impacts of each feature improvement and new capabilities.

Use Data to Drive Refinements

A cornerstone of TreviPay’s UX strategy lies in employing usability studies, concept testing and post-launch analyses. Utilizing data-driven insights led to targeted UX enhancements aimed directly at the identified pain points. The emphasis on data-driven ensured enhancements were grounded in user needs and preferences, aligning seamlessly with their expectations.

Fuel Innovation through Iteration

As B2B buyers’ expectations change, the UX, specifically at payment is critical to earning repeat business. Understanding this, TreviPay uses user-centric research as a basis for prototypes that are rigorously tested with realistic tasks. When updating the Dispute Center, TreviPay teams aim to provide users with increased visibility into dispute status, streamline the workflow for responses and comments and promote self-service through several iterations of prototypes. From these iterations, solutions evolve in sync with the needs of users, fostering loyalty through responsive and forward-thinking UX enhancements. 

B2B buyer loyalty hinges on the seamlessness of user experiences. TreviPay’s process with the Dispute Center underscores the power of empathetic design methodologies, driving actionable UX innovations. Prioritizing user-centric approaches, understanding pain points, leveraging data-driven insights and fostering iterative solutions will nurture customer relationships and drive repeat business. 

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