The Future of Digital Sales A User-Centered Approach to Develop an Online SaaS Purchasing Experience

Sammanfattning

The Business to Business SaaS sales landscape is currently undergoing a transformationas customer behaviors shift away from traditional sales models. Due to its inherentcomplexity and traditionally lengthy manual purchasing processes, transitioning thesecustomer journeys into a self-service digital environment introduces significant challengesto both providers and customers.To address these challenges, this study examines the specific needs and requirements ofB2B SaaS customers. Utilizing a Research through Design approach, it proposes a usercenteredsolution grounded in usability and cognitive ergonomics theories. Developedfor the Swedish SaaS provider Hogia, the study demonstrates how a complex digitalpurchasing process can be designed and integrated into a broader service system offering.