Creative Confluence No4: How can consumer-inspired design transform B2B industries?

A huge thank you to everyone who joined the 4th edition of FLUID’s Creative Confluence Series last week! It was an evening full of inspiring discussions, valuable insights, and great connections.

‍Key Topic: How can consumer-inspired design transform B2B industries?
The lines between B2B and consumer industries are blurring. Companies offering complex professional solutions must now meet the user experience expectations set by consumer electronics. This shift requires a new approach - one that balances technical complexity with simplicity and usability.

Our speakers
We had the pleasure of discussing this transformation with:
‍Markus Herold (BD Rowa), sharing how strategic design is driving innovation in automation machinery in pharmacies. Tom Allnutt (Roche Diagnostics), bringing a fresh perspective on usability and experience design in the highly regulated medical and laboratory sector.

‍Special Thanks
‍Nadine Vicentini and her team from bayern design GmbH for supporting the event as part of the Bayern Design Open House series. Florian Schwarz for skillfully moderating the panel and guiding the discussion.

Key Takeaways‍

• ‍‍Simplicity and usability are becoming key drivers of innovation in traditionally complex B2B environments.
• User expectations are reshaping professional tools and systems, demanding more intuitive and engaging experiences.
• Companies that embrace design as a strategic factor gain a competitive edge, improving both user satisfaction and business success.

‍What do you think?
Is B2B design still playing catch-up, or are we already seeing a fundamental shift? What role does design play in your industry?

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