Overcoming the challenges of designing a B2B2C product

Reflecting back on my design process

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

Our SDK has two primary users: our customers who integrate it into their product and their end-users who use it to get verified.

Limited access to our end-users

We don’t have direct access to our end-users, and our customers themselves sometimes struggle to engage with their users.

Dependency on customers’ implementation

The success of our user experience is also dependent on how our customers implement our SDK in their products. The moments before and after identity verification are crucial to building users’ trust and increasing conversion.

Designing for a growing product

The SDK has always been focused on helping users submit better ID and face images. Initially, we built a simple application integrated with their native camera to help them take better photos.

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

We’re offering our SDK on three platforms: Android, iOS, and web. Each platform comes with its technical constraints, making it hard to maintain a similar experience for all users.

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

Limited app size

One of our most significant constraints is the size of the app. As we’re building an SDK and not a simple app, we can’t increase its size too much, or our customers would see their apps’ sizes skyrocket.

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

There are now five designers contributing to the SDK. Keeping our user experience coherent gets increasingly challenging as the team grows. As a design lead, part of my role is to ensure that our end-user experience is seamless and consistent, independently of who has designed it.

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

We’re constantly improving the UX of our product, following user research insights, customer feedback, and emerging technology. However, measuring the success of a design can be challenging.

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.



Senior Product Designer at Intercom ∙ charlottesferruzza.com

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