How +480 hours of UX research influenced the value of a B2B product!

“There’s a huge difference between making a simple product and making a product simple.” 



According to – User research focuses on understanding user behaviors, needs, and motivations through observation techniques, task analysis, and other feedback methodologies. Mike Kuniaysky further notes that it is “the process of understanding the impact of design on an audience.”




For sophisticated B2B products!, do UX research.

To bridge the gap between the design and business pillars in business-to-business (B2B) UX, a data-centric, goal-focused strategy is necessary, Using strategy and data as pillars in determining where, when, and how a user interacts with the product is essential.


· · ·


Getting started

In the beginning, When we initially learned about the project and the issues it included, the first thing that came to our team’s mind was, this is a significant problem, and we need to be creative to find the proper answers.


One of the elements that sparked the team’s enthusiasm was the fact that it is a B2B project, which requires a different skillset and perception of the problem’s roots, which the team is well versed in, and opens the opportunity to add value to the project and design solutions to current and future problems.


“ As a UX firm that performs UX research and usability testing, desirm understands the importance of the user-centered design (UCD) approach and direction. We worked hard to develop a strategy that would assist us in identifying all pain points and needs for both the company and the users.


· · ·


Toward design strategy

The adventure began with critical questions; How to provide people with solutions they would appreciate? And how do you provide value to the business?


It started with stakeholder interviews that utilize the current platforms and companion systems to learn the issues and pain points they face in order to choose where to begin our research strategy.



Stakeholder map



We held many workshops at the start of the project to better grasp the company goal. In addition, we gathered information on the users who will be using the product.


Our research team used behavioral and attitudinal research methods to thoroughly understand stakeholder vision and offer solutions that meet all of their demands, ultimately resulting in the creation of a holistic ecosystem for Etisalat Egypt.


We began with (card sorting, focus group, heuristic evaluation/expert review), but the information was vague, so we chose to go further and do (contextual interviews, individual interviews, and shadowing study).


In-house contextual interview and observations researches


The wonderful news! We made it 🥳

First, we defined the domain and all of the points that needed to be addressed as part of the solution.


Second, the practice established relationships with our team and research participants who would utilize the platform, resulting in the establishment of new communication and activity channels.


“The recurring question was, Are you really going to build a solution that makes our tasks easier, quicker, and more comfortable than they are now?”

While developing our solutions, we kept this question and their pain points in mind.



· · ·



Extending Classic UX Thinking into the UXEcosystem

Taking the traditional UX touchpoints and user journeys used in B2C UX and adapting them to B2B research strategy was a fun challenge!


It all started with only one user segment and one module to implement and ended up with six user segments and over eight distinct user roles!


During the early phases of our research activities and techniques, we discovered an intersection and collaboration between numerous departments and teams that, if included in the ecosystem, will provide a tremendous value for stakeholders and ecosystem users from several perspectives, as well as boost the ROI.



UXEcosystem for Etisalat Misr


We did multiple rounds of user research, gathering empirical information on the behavior, needs, and preferences of actual users from a broad spectrum of businesses.


So far, our team has spent 480 hours researching, learning, and conducting workshops with various teams throughout Etisalat Egypt Organizations, producing more than 30 research-related documents on which our team has examined, evaluated, and constructed the ecosystem.



Journyies / Sketches


· · ·


The end result

We collaborated with the team and came up with

  • User research reports and insights. 
  • User Flows / User journeys
  • Information Architecture
  • Prototypes
  • UI Design



UI Design components


· · ·


The significant accomplishment

We were pleased with ourselves since we were able to answer the people’s questions! We presented a solution based on their comments that meets their expectations and addresses their day-to-day challenges 🙂


· · ·


On the way, we also learned

“Pay attention to what users do, not what they say.”

  1. The usefulness of putting users at the center of every move.
  2. How to apply B2B UX research at the enterprise level.
  3. Connecting the connection between business, technology, and design, as well as how to combine corporate requirements with user results.
  4. Bringing all stakeholders to the table is difficult, but it is necessary.
  5. Including business design as a method of thinking in order to improve market share and growth.
  6. People will not tell you what they truly think until they feel trusted and a part of the team.

Solution before / after



“Desirm is delighted to have worked with the Lagorta team to create end-to-end solutions for Etisalat Misr, which are based on the fundamentals of UX, UX analysis, Testing, Data management, Data visualization, and the UX ecosystem.”


· · ·


About the project

A B2B External Data Monetization platform that enables enterprises to leverage their data to the advantage of their enterprise customers, and offer them B2C customer engagements through multiple channels and devices


· · ·


Take the next step to improve the UX and value of your product.

Let us collaborate to create a fresh success story.



Full case study