B2B vs B2C: What UX Designers Need to Know

​Have you ever applied for a UX role and seen “B2B experience” or “B2C experience” listed as a requirement—and wondered what that really means?

​B2B (business-to-business) products are designed for companies and professionals, while B2C (business-to-consumer) products are built for people in their everyday lives. Although the terms are often used interchangeably in job postings, the UX challenges, constraints, and expectations behind them can be very different.

​In this talk, Letícia Braga Maestri will explore the key differences between designing for B2B and B2C products, highlighting the unique challenges each brings and why those distinctions matter for UX designers. This session is especially helpful for designers navigating job applications, career transitions, or working across different product types.