Overcoming the challenges of designing a B2B2C product

Mobile screens showing a concept of a document verification experience
Illustration showing the traditional double-diamond design process
Building a B2B2C product adds some challenges to the traditional design-thinking process.

Gathering user insights

Limited access to our end-users

Dependency on customers’ implementation

Designing for a growing product

Images of our product in 2016 and in 2020, showing its visual evolution.
Between 2016 and 2020, the SDK has evolved a lot visually and in the way it works.

Building on multiple platforms

Image highlighting some differences between our 3 SDKs: camera lenses, face detection performance, manual video recording.

Limited app size

Screenshot from Figma showing design specification to add vibration to our experience. There’s a link to the iOS guidelines regarding a vibration pattern.
We use haptic feedback when face detection is successful.

Scaling the design team

Screenshot from Slack showing our reminder to add something to the braintrust agenda.
We have a weekly reminder on Slack to add topics to the Braintrust open agenda.

Release, learn & iterate

Limited control over user adoption

Our design impact spreadsheet showing the project date, designer’s contact, project name, initiative, goals and expected impact, success state, and notes.
Our repository gathering projects, goals and impact.



Product Designer at Intercom ∙ charlottesferruzza.com

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