UX and UI strategy for a software development company

B2B buyers do most of their homework alone. Gartner's research on the B2B buying journey found that buyers spend only about 17% of their buying time meeting with potential suppliers, and that time is split across every vendor they're considering. The rest goes on reading, comparing, and discussing internally.

That changes what promotional material is for. A brochure, a deck, or a case study is often the only version of a company in the room when the real decision gets made. If it doesn't speak to that buyer's concerns, the company never gets the chance to explain itself.

For a services business, this is harder than it sounds. The work is usually strong, but describing it for someone who has never seen it is a different skill altogether.

Genijalno.ba is a software company from Sarajevo, Bosnia and Herzegovina, founded in 2007. They design, build, and run production software in digital banking, mobility, and logistics, mostly for clients in the DACH region and the US. Some of those partnerships have lasted close to a decade.

Their challenge was presenting themselves in their promotional materials. A company with that kind of track record has plenty to say, and that's part of the problem. When everything is worth mentioning, it's hard to decide what comes first, what gets left out, and what a prospective client actually needs to see before picking up the phone.

We know this problem well, because we're a software company too. Engineers tend to describe what they built. Buyers want to know whether it will work for them, and whether the team behind it can be trusted with something that matters.

Our UX and UI team ran a series of sessions with the Genijalno.ba team, and we began with the question that usually gets skipped: who exactly is this for?

Together we worked through defining the target audience. That means the kind of company they want to work with, the people inside it who make the call, and what those people are worried about when they bring in an outside team. A CTO weighing a long engagement reads very differently from a founder looking for a quick build, and material that tries to speak to both usually convinces neither.

With the audience clear, the next sessions focused on how best to communicate the message to it.

We looked at what that buyer needs to hear first, which claims need proof behind them, and how the design itself can carry part of the message. That covers structure, hierarchy, and tone as much as it covers visuals. The result was a UX and UI strategy: a shared, written view of how Genijalno.ba should present itself, which the team can come back to every time they produce something new.

A strategy only helps if it shows up in the materials people actually use. So the final output included materials for sales and marketing, built on that strategy and ready for conversations with prospective clients.

Because the reasoning behind them is written down, the team isn't left with a one-off set of files. They have a method they can apply to the next deck, the next case study, or the next proposal, without starting from zero.

Genijalno.ba came out of the project with a defined audience, a strategy for talking to it, and materials that support their sales and marketing work. As Senad Biser, their CEO, puts it above, the expertise was useful where it counted, in the materials their team uses to win work.

It's a smaller project than most of what we do, but it draws on the same habit. Before anything gets built, whether that's software or a sales deck, we want to know who it's for and what they need to believe. Answer that early and everything after it gets easier.