Historically, most B2B software platforms were built by engineers for engineers. This meant that although they were intrinsically robust, invariably, they would end up delivering a suboptimal User Experience (UI). Today, B2B expectations for UX have increased. Software that isn’t developed with the user at the core of the design process simply won’t stand the test of time in today’s fast-moving marketplace. However, building the ultimate B2B platform is not about delivering the shiniest UI, but ensuring the engine behind it delivers a UX that drives efficiency and enjoyment for the user, every day.