Learn from this presentation what are B2B, B2C and B2B2C and how to design apps for the following sectors.

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How to Design a B2B2C App by
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8. Kevin Forcet
TONIGHT’S SPEAKER

9. Lessons from
Crowds A few thoughts on
creating atypical
B2B2C propositions

10. Kevin Forcet
Product Manager at Conversocial
Background in Product Management & Community Management
Previous employers include Riot Games & Ubisoft

11. “Business to business to consumer (B2B2C) is an e-commerce model that
combines business to business (B2B) and business to consumer (B2C) for a
complete product or service transaction.
B2B2C is a collaboration process that, in theory, creates mutually beneficial
service and product delivery channels.”
Techopedia
Definition of B2B2C

12. Community powered peer-to-peer social resolution on
Twitter
Definition of Crowds

13. Crowds in a nutshell
Twitter people
with questions
Crowds users
(experts) with answers
BRAND/CLIENT

14. What Crowds looks like

15. Challenges
How do you make it work when Client & User define value
differently and have completely different requirements?

16. Breaking Ground
01 Handling our chicken & egg

17. Start with the Client
Why start with the Client?
1. Has a defined, existing need
2. Has a clear endgame with win conditions
3. Has resources you can use for MVP
This should you help populate and iterate the following:
1. Business Model Canvas
2. Win conditions
3. Assumptions Register

18. Create with the User
We started with the client, but the user is key: no user, no value
You must maintain a completely independent set of documents:
1. Product Vision Board
2. Ethnographic Research
3. Use Cases
4. User Case Matrix
5. Key expectations
6. Assumptions Register

19. Bridging the gap
Combining both will leave you with:
● Product backlog
● Important commonalities (both want the same thing)
● Client exclusives
● User environment (more about this in a minute)
● Feature Value Matrix
● Separate sets of assumptions to start testing

20. Essential additional user
requirements
Environment
02

21. User psychology
What motivates Users:
● Altruism
● Economic gain
● Status gain
● Competitive spirit
Unlike Clients, Users are not purely economic agents.
This is something that Clients need to understand and accept

22. The superfluous essential
As free agents, Users have requirements outside of the narrow scope of basic
Client requirements.
Failure to address those requirements will affect User adoption and decrease the
value of your app, so you need to strike the right balance.
Example: leaderboards, incentivisation, built-in communication channels

23. Asymmetric Simplicity
03 Different design approaches
for Client & User

24. Designing for clients
Clients:
● Can be trained or supported individually
● Have an economic incentive to use your tool
● Expect high degree of customisation, and accept some pain points

25. Designing for Users
Users:
● Cannot be onboarded individually
● Have no external incentive to use your tool
● Experience faster & more repetitive user flows
Simplicity and ease of use is your goal here.

26. Example: 2.0 overhaul
92 SUS Score

27. Example: Clipboard
89 SUS Score

28. Balancing listening with
guiding Clients & Users
Creating Informed
Impulse
04

29. Support your corporate evangelists:
● Find the right people
● Make short introductory content available for key questions
● Make comprehensive follow-up content available as well
Educate Clients to your unique challenges:
● What do they need to know about external constraints
● Do it in a way that makes sense to them & those they report to
● Be open and transparent about product backlog & prioritisation
Empower your Clients

30. It is on you to
● Identify what is important to Users. Back it up!
● Educate Clients about User needs & challenges
● Balance making Users happy with making Clients happy
Be the voice of the User

31. We faced 3 specific issues across Clients & Users:
● Different expectations
● Different levels of understanding
● Different levels of buy-in
As the central point of contact you have the best overall understanding
You must show leadership by increasing general knowledge, framing expectations
and suggesting solutions over possibilities
Show leadership

32. Conditions for leadership
● Be accessible
● Be transparent
● Be honest
● Communicate clearly with all sides
● Balance expectations, utility & visibility
● Make it clear that you are a positive force but might have to say no

33. Any immediate questions?
Please feel free to get in touch later with
any questions or feedback:
kevin@conversocial.com
Thank you for your time

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