In our industry, there is a clear differentiation between B2C and B2B. And while the business models and sales funnel can be different, we tend to have a different approach in terms of UX and product. But, why?

The people that are using our products don't stop being consumers the moment they enter their office, and the high level experience they are expecting from the apps in the their pocket don't disappear when they sit on their desks. In this Lightning talk I am going to share some examples, the lessons I learned from working in a startup that creates medical devices for doctors and nurses all around the world, from Africa to the USA.