The Business of User Testing

A practical guide to user testing in B2B and Enterprise SaaS.

Illustration by Tine Lucas

At Showpad, we believe in putting the user first and providing our customers with the best user experience. But great products that people use and love aren’t created by chance. It requires a deep understanding of our users and their needs. That’s why we embed user research and user testing in our process.

At the product design team, we design with the user and business in mind. We own the pixels we ship and we contribute to the success of the business.

Testing designs with users remains one of the top challenges enterprise designers face in their current UX process, only a few percentages below maintaining and improving UX consistency.

UXPin Enterprise UX Design 2017–2018 Industry Report

Find the right audience

The value of user testing and the type of feedback you get, can widely vary depending on the type of people you’re testing with.

Especially in B2B, you need feedback from your customers or potential customers. For example; If you’re testing a new marketing tool, then Marketeers are people that can give you a lot of insight and maybe use cases you haven’t thought of.

DO THIS: Start creating a pool of customers you can contact. Ask customers if they want to participate in giving feedback. Consider working together with your customer success team to find customers that are open to providing feedback.

Plan carefully

When designing for B2B or enterprise SaaS we come across a lot of complexity in the product. This is because there are a lot of requirements and a lot of edge-cases to consider.

DO THIS: Before any user test or interview, carefully plan your questions and get to the core of what you’re trying to uncover. Focus on what is essential and keep things simple.

Some general tips:

Speed up your process

Finding customers to test with, reaching out to them and scheduling time can be a long and tedious process that can some times take weeks.

DO THIS: Consider using a user testing tool or service. It can reduce your customer feedback collection time by 66%. It also creates a lower barrier for anyone to test (simplified process), more unified way to test and ultimately saves costs.

We did an analysis into the best user testing tools and here’s what we’ve found:

  • Clean & Simple UI, easy to use
  • Ability to test remotely or live with a panel or your own recruits
  • They have a panel of 1.2 m users
  • Unlimited Testing
  • Provide on-boarding and training
  • A bit on the expensive side (25–30 k /year)

What Users Do

  • UI feels more clunky
  • Ability to test remotely with a panel or your own recruits
  • Limited customer testing
  • Panel of 30k users
  • 14 k /year


  • Clean UI
  • Ability to test remotely or live with a panel or your own recruits
  • Panel of 30k users
  • 6 k /year & option to pay monthly

Other notable tools:


Great products aren’t created by accident. It requires an understanding of your customers and their needs in the product they are using and in the work they are doing every day. Talking to your customers and validating designs will give you more confidence that you’re launching the right tool for the job and improves the user experience. Because ultimately the best user experience wins.

We are hiring!

Want to join our team? We’re growing the product design team, come and help design the future of Showpad.

Apply here