• Keep the UI simple, but remember the B in B2B doesn't stand for boring. The person using this at work has opinions about restaurants, sports teams, and they will about your product, too! You're allowed to have fun! Don't make it overly complex.
  • 2025: complex interfaces raise error rates and resumption lag when someone returns to a task (Displays).
  • 2026: it's called brand blindness. When everything looks alike, buyers stop noticing any of it, choose on price, and leave for the next offer.
• Show me what your product costs. Even a starting number is better than nothing. I HATE ENTERPRISE PRICING.
  • G2 audited its own marketplace in 2025: about 4% of product profiles list a price (g2.com).
• Tell me what changed and make that list accessible in the app. Makes me want to give feedback! Yay! Your product person is cheering!
  • 2025: the black box condition produced cognitive withdrawal rather than calm; explaining raised perceived usefulness 28.5% (PMC).
• Loading fast is a hard requirement.
  • 2026: responses returned in 2 seconds were rated less thoughtful than ones taking 9 to 20 (ACM).
• Status page is a must if you're in daily workflows.
• Not everything needs a chat box. Sometimes I don't want to know what questions to ask. I want you to just get it done bc I pay you.