The Future of Digital Sales A User-Centered Approach to Develop an Online SaaS Purchasing Experience

Abstract

The Business to Business SaaS sales landscape is currently undergoing a transformation as customer behaviors shift away from traditional sales models. Due to its inherent complexity and traditionally lengthy manual purchasing processes, transitioning these customer journeys into a self-service digital environment introduces significant challenges to both providers and customers. To address these challenges, this study examines the specific needs and requirements of B2B SaaS customers. Utilizing a Research through Design approach, it proposes a usercentered solution grounded in usability and cognitive ergonomics theories. Developed for the Swedish SaaS provider Hogia, the study demonstrates how a complex digital purchasing process can be designed and integrated into a broader service system offering.