Lately, I have been doing a lot of research on how product experiences are changing, and there is a big change coming. On the unwritten rule of product marketing in the past, it was all about having complicated scrolling animations and artistic 3-D images. But in all honesty, the modern consumer is not going to buy into the chaos that has been created in the last several years. The teams winning on conversion right now are ruthlessly leaning into clean workflows, whitespace, and progressive disclosure—essentially hiding complex features until a user actually needs them.

When we approach modern b2b saas design, the primary goal should be reducing cognitive load. Customers do not need entertainment when they arrive at your website. All customers want is to know how your software will solve their operational issues as soon as they arrive on your site, basically within five seconds of arriving on your website. Instead of using generic stock images, we should be using product previews that are contextual, interactive, and hyper-personalized to customers based on their roles. If you treat an enterprise admin the same way as an end user, you are leaving money on the table. Great enterprise design today is about making our heavy, powerful solutions feel light and easy while delivering exceptional value to our customers and our business every day.