INDUSTRY
Energy
Touchpoint
B2B SaaS
Context
The project was developed for a large international company with tens of millions of customers. Over time, the company’s B2B digital products had evolved independently, growing into an ecosystem of around fourteen different platforms. Each product addressed specific needs, but together they had created a fragmented ecosystem. Customers using multiple services had to move between different portals, navigation patterns and interaction models, without a complete view of their overall relationship with the company.
The project started from a strategic question: did it make sense to bring these experiences together into a single B2B SaaS platform? Before designing any solution, it was necessary to understand whether this direction would actually benefit users and the business, what value it could generate and what trade-offs it would require.
The challenge
The challenge was not to design a new platform, but to reduce decision-making uncertainty. Through a discovery phase combining desk research, stakeholder interviews and research with customers in Italy and Spain, the goal was to turn opinions and assumptions into design evidence, identifying what could truly be shared across different products and what needed to remain specific.
The process
01
Desk Research
Analysis of customer journeys, personas, project documentation and existing research to reconstruct how the digital ecosystem works and identify convergence opportunities.
02
Stakeholder and customer research
Around 80 qualitative interviews with stakeholders, current customers and prospects, including Product Managers, Key Account Managers, technical contacts and client representatives. The goal was to understand needs, pain points and expectations, validate the convergence hypothesis and identify the most relevant design opportunities.
03
Requirements and personas
Translating insights into user stories, prioritised requirements and four personas used as reference points throughout the design process.
04
Wireframes, prototypes and user testing
Designing core flows, creating prototypes and validating them with users and stakeholders to progressively refine the solution.
05
Final concept and recommendations
Defining the final concept through key SaaS platform flows and screens, supported by strategic recommendations that guide product evolution and business decisions.
The outcome
The project resulted in the definition of a platform concept that integrated the different products and was validated through prototypes and user testing. Alongside the design solution, we developed personas, user stories, prioritized requirements and strategic recommendations that enabled the business to make more informed decisions about the future evolution of the platform.
More than designing an interface, the work created a shared direction for future decisions.
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