Archive / Telefónica · 2015–18
CSB — UX for a B2B cloud marketplace
A cloud service broker sold by Telefónica in Latin America, the UK, Germany and Spain — and the practice needed to design it.
The challenge
Applying user-centred design to B2B inside a large company means reaching customers through sales and product teams, and shifting a culture of “achievers and performers” towards one of explorers. Making a space where design could happen was part of the job.
Outcome
A marketplace experience for business buyers: a short quiz that recommends services for the company’s needs, a purchase in three steps, and plan pages that explain value before the call to action — plus customer journey maps that aligned country teams.
