While the B2B domain might appear daunting with its intricate decision-making and multifaceted processes, Luana Moura, Senior UX Manager at GetYourGuide, perceives it as a blank canvas teeming with innovation potential. Drawing from her rich B2C background in companies like Zalando, she will share her journey transitioning to B2B. Luana will dive deep into her learnings as well as unique challenges and immense opportunities in B2B - from creating a design system from the ground up to pioneering user validation methods, steering product definition and catering to decision-makers and users alike. She will reflect on the profound influence of UX in the sphere, encouraging designers to recognize it as a treasure trove waiting to be unearthed.
What you will learn
The difference between designing for B2C and B2B products
How to find out which type of company suits you best
Tips to do better in B2B teams
About the speaker
Luana Moura has spent two decades exploring the potential of technology and design to enhance life. Her career, which began as a self-taught enthusiast in a tech lab in countryside Brazil, has seen her master a wide array of disciplines, from software development and marketing to service design and product design. Luana's journey of self-expression and authenticity shapes her leadership style, promoting psychological safety and inclusivity within her teams. Her dedication to mental health, empathy, vulnerability, and diversity is mirrored in her work and team environment. Currently, she leads B2B teams at GetYourGuide, aiding suppliers in delivering unforgettable experiences to travelers.