Feature development: scaling for B2B clients
The challenge:
A gig marketplace was constrained by a single-applicant restriction on projects, which significantly limited its appeal to B2B clients managing larger, more complex projects. This platform limitation hindered scalability and excluded the higher-value B2B segment, resulting in missed opportunities for growth and revenue.
Our approach:
We set out to transform the platform’s capabilities to better serve B2B clients and unlock new market potential. Our strategy included:
In-depth user engagement research to uncover the pain points experienced by B2B clients
Detailed analysis of client needs and project requirements for larger-scale initiatives
Collaborative workshops with key stakeholders to validate solution concepts and prioritise features
Iterative prototyping and usability testing to refine the multi-applicant functionality and ensure seamless integration into existing workflows
This user-centred, data-driven approach enabled us to design and implement a robust solution tailored to the specific demands of the B2B segment.
Outcomes:
Advanced platform functionality: introduced multi-applicant project management, empowering clients to manage larger teams and more complex projects with ease
Broadened B2B appeal: the enhanced workflow attracted larger business clients seeking scalable project solutions
Increased project capacity: businesses could now launch and manage bigger projects, directly addressing previous limitations
Revenue growth: by capturing more value from the B2B segment, the platform experienced a measurable uplift in high-value project volume and client retention
Impact:
Our targeted feature development unlocked new scalability for the gig marketplace, driving business growth and expanding its reach within the B2B sector. By addressing a critical functionality gap, we enabled the platform to attract and retain larger clients, resulting in a significant increase in project size and revenue. This strategic improvement underscored the importance of user-driven innovation in capturing new market opportunities.
The UK B2B e-commerce market generated a revenue of £176.8 billion in 2023 and is projected to reach approximately £551 billion by 2030 (Grand View Research).