Overview

A user is an individual who interacts with a product, service, or system to achieve a specific goal or fulfill a particular need. In different contexts, a user can wear different hats, such as a buyer, consumer, or decision-maker hat, each with unique motivations and mindsets. Let’s explore this in the BTC (business-to-consumer) and BTB (business-to-business) context from the perspective of the end user:

BTC (business-to-consumer)

A end user is a person using your product or service and is the main user group you will encounter in a BTC (business-to-consumer) context. The person using your product or service will also be the person choosing and buying your product.

Although the term user refers to a specific person, it includes also different behaviors and motivations of this person towards your product or service in varying situations.

BTB (business-to-business)

In a BTB (business-to-business) context you are confronted with different persons / departments for the various interactions with your company such as choosing and evaluating a product, buying a product, using a product, etc.

User ≠ Persona

If we want to understand the general patterns, behaviors and motivations of a group of users or users in specific situations we use the term persona (in product development) or cohort (in data analysis).

BTC (business-to-consumer)

End user

Usefulness

We often hear that a product solves a problem for its users. More accurately, a product or service delivers a specific use value to its users. Use value — usefulness (utility) — is the capacity to fulfill a particular need or desire.

Use value can be subjective, differing from person to person and context to context. For instance, consider a chair. Primarily, a chair provides the ability to sit. However, it can also serve as a tool for rest or to provide more comfort. The use of a chair changes based on the needs of the user. Take a wheelchair, for example; its use value is in providing mobility and independence.

Usage is the concrete consumption of your product or service.

Socio-cultural dimension

Usefulness or utility changes with socio-cultural factors such as societal norms, cultural practices, and social contexts. Examples:

• Cultural significance: for example, tea ceremonies in Japan elevate the use value of tea beyond just a beverage.
• Social identity: Luxury goods, for example, provide use value not only through their utility but also by signaling wealth, prestige or membership to a specific social group.
• Historical context: Antique furniture or vintage clothing carries historical significance that adds to its worth.
• Ethical impact: Fair trade products ensure fair wages and ethical treatment of workers and have therefore additional social vale.
• Narratives and storytelling: Brands can, for example, communicate history, a value that interacts with other socio-cultural dimensions.

Situations

While usage – consuming your product or service – is the ultimate goal, this is not the only interaction with your company. Each interaction is driven by a different interest / motivation which can be visualized as User Journey.

A user journey is a map of the process a user goes through to achieve a specific goal when interacting with a product or service. It shows the various stages, touchpoints, emotions, and experiences that the user encounters from start to finish.

In each process step the user will require a different mindset: I am in a different thinking mode when I compare and choose offers or when I actually buy, unwrap or consume a product or service.

A simple example that shows shifting motivations and behaviors when booking a hotel:

Step	Description	Mindset	Motivation and behavior
1	Research and Discovery	Planner	Ensure the trip goes smoothly by finding the best hotel option.
2	Booking	Decision-Maker	Make a reservation that fits the needs and budget.
3	Pre-arrival	Organizer	Ensure all preparations are made for a smooth arrival.
4	Arrival and Check-in	Traveler	Begin the stay with a smooth check-in process.
5	Stay	Guest	Enjoy the stay, focusing on comfort and convenience.
6	Departure and post-stay	Reviewer	Complete the stay with a smooth check-out and reflect on the experience.

BTB (business-to-business)

The concepts we’ve outlined for the end user in the B2C context are equally applicable to the B2B context. However, the dynamics in a B2B context can be more complex due to the involvement of multiple stakeholders. Next, we aim to understand the various users you might encounter in a B2B context:

Doer

The doer is the person responsible for the hands-on operation within the organization. Comparing to the end user the doer wants to complete a specific job.

Motivations:

• Efficiency: how well can I use my resources (time, energy, etc.) with this product?
• Effectiveness: how well can I achieve the desired output with this product?
• Usability: how easy is it to use the product?

Mindset:

• Practical: functional aspects and day-to-day usability
• Operational: how does it integrate in existing processes

Chooser

The chooser is often the individual or team responsible for evaluating and selecting products or services that the organization will purchase and implement. They play a critical role in the decision-making process.

Motivations:

• Value: Seeking the best value for money, balancing cost with quality and features.
• Fit: Ensuring the product or service aligns with the organization’s needs and strategic goals.
• Reliability: Looking for reputable suppliers and products with proven track records.

Mindset:

• Analytical and strategic: comparing options, assessing pros and cons, assessing how the product or service fits into the organization’s strategy, etc.
• Risk-averse: identify potential risk and search for risk mitigation

User administrator

In a scenario where customers are allowed to self-manage the users of your product or service, you will have a user administrator as your counterpart. The user administrator is responsible for managing the access, permissions, and overall user experience for a product or service within an organization. They ensure that users can effectively and securely use the product according to the organization’s policies.

Motivations:

• Security: Ensuring that only authorized personnel have access to the system and that data is protected.
• Efficiency: Streamlining the user management process to minimize administrative overhead.
• Usability: Ease of use of the user management service.
• Support: Providing support and troubleshooting to resolve user issues quickly.

Mindset:

• Detail-Oriented: Focused on accuracy and thoroughness in managing user accounts and permissions.
• Supportive: Dedicated to helping users navigate the system and resolve any issues that arise.
• Policy-Adherent: Strictly following organizational policies and regulatory requirements.

Compliance officer

The compliance officer ensures that the organization’s use of third-party services adheres to regulatory requirements, internal policies, and industry standards. They are responsible for monitoring, assessing, and managing compliance-related risks associated with these services.

Motivations:

• Regulatory Compliance: ensuring the third-party service meets all legal and regulatory requirements.
• Risk Management: identifying and mitigating compliance risks associated with the use of the third-party service.
• Integrity and Ethics: maintaining high ethical standards and ensuring the third-party service aligns with the organization’s values.
• Transparency: ensuring clear documentation and reporting of compliance status and issues.

Mindset:

• Vigilant: constantly monitoring and assessing compliance-related risks and performance.
• Thorough: meticulously reviewing contracts, agreements, and the operational practices of third-party services.
• Collaborative: working closely with legal, procurement, and operational teams to ensure comprehensive compliance oversight.

Depending on the organization there might be other roles involved dealing with your service or product.