5 Steps to Co-Create Prototypes with B2B Clients

Co-creating prototypes with B2B clients ensures solutions align with their actual needs, improving market success by 20% (McKinsey). This collaborative approach strengthens partnerships, reduces costly errors, and delivers better results. Here’s the process:

1. Prepare for Collaboration: Define clear goals, identify stakeholders, set expectations, and address confidentiality with NDAs.
2. Joint Discovery: Run workshops to uncover challenges, prioritize needs, and align on measurable success metrics.
3. Co-Ideation: Brainstorm solutions with structured techniques and prioritize ideas based on impact and feasibility.
4. Build and Iterate: Create prototypes, gather feedback, and refine through iterative cycles.
5. Validation and Scaling: Test prototypes in real-world scenarios, analyze feedback, and scale solutions with the client.

This method transforms client relationships, turning vendors into trusted partners, while tools like Figma and AI solutions streamline collaboration. By involving clients early and often, you reduce risks and create solutions that truly work.

Unlock the Secrets of B2B Tech Product Design: How to Prototype Like a Pro!

Preparing for Client Collaboration

The difference between a productive collaboration and wasted effort often boils down to preparation. Before you dive into workshops or start sending out invites, it’s critical to lay a solid foundation. This means defining your goals, identifying who needs to be involved, and setting clear guidelines for how the collaboration will unfold.

Without this groundwork, you risk frustrating your client and making decisions that miss the mark. Proper preparation upfront minimizes confusion and reduces the need for rework later. Once the basics are in place, you’re ready to move on to joint discovery and problem definition with clarity.

Define Goals and Identify Key Stakeholders

Start by setting specific, measurable goals that both teams can align with. Vague objectives like "enhance the user experience" won’t cut it. Instead, focus on something concrete, like reducing onboarding time, boosting feature adoption, or cutting down on support tickets. Using the SMART framework - Specific, Measurable, Achievable, Relevant, Time-bound - can help ensure your goals are actionable and realistic.

Next, identify the key stakeholders who need to participate. These are the people who will drive decisions, minimize risks, and support the project’s long-term success. On the client’s side, this might include product managers, end users, IT leaders, and budget decision-makers. Look for individuals who combine authority with hands-on knowledge of the challenges you’re addressing. A balanced mix of strategic decision-makers and practical contributors ensures you’ll have both high-level vision and detailed insights.

Set Expectations and Address Confidentiality

Clear communication about expectations can prevent many common collaboration headaches. Start with a kickoff meeting to outline deliverables, timelines, and how the teams will work together. Set the tone by emphasizing the importance of active participation, timely feedback, and direct user testing.

Be transparent about your product’s capabilities, limitations, and timelines. For instance, if your prototyping process takes six weeks, don’t overpromise a quicker turnaround just to secure the project. Honesty builds trust and helps avoid misunderstandings later.

Confidentiality is another critical element in B2B collaborations. Since sensitive information will likely be shared - such as business strategies or competitive insights - put strong Non-Disclosure Agreements (NDAs) in place. Your NDA should clearly outline what qualifies as confidential, who can access it, and how long the agreement lasts. It should also specify consequences for breaches, like financial penalties or contract termination, to protect both parties. Beyond legal protection, a comprehensive privacy policy can help reassure clients that their data will be handled responsibly, fostering an open and trustworthy working relationship.

Leverage Collaboration Tools and Plan Workshops

Choose collaboration tools that allow real-time updates, version control, and seamless prototype sharing. Make sure everyone involved knows how to use these tools effectively.

When planning workshops, focus on specific outcomes. For example, a discovery session should produce a clear problem statement and measurable success criteria, while an ideation session should result in prioritized concepts ready for prototyping. Avoid scheduling meetings just for status updates - every session should have a tangible purpose and move the project forward.

To keep workshops productive, structure them to engage participants without overwhelming them. Most people can stay focused for about 90 minutes, so plan for breaks, mix up activities, and always end with clear next steps and assignments. These thoughtful preparations will help ensure your sessions deliver actionable insights that drive the project forward.

Step 1: Joint Discovery and Problem Definition

Once you've prepared, the next step is diving into joint discovery. This phase is all about uncovering your client’s challenges, understanding their priorities, and defining the outcomes they want to achieve. It’s not just about gathering data - it’s about creating a shared understanding that will guide every decision as you move through the prototyping process.

Discovery requires a mix of curiosity and patience. Instead of trying to confirm assumptions or push for a specific solution, focus on creating a space where your client’s real needs can surface. This mutual understanding lays the groundwork for successful collaboration.

Run Workshops and Interviews

Effective discovery starts with asking the right questions and fostering open, honest conversations. Researching your client’s industry beforehand is crucial - it shows you understand the broader context and helps you design meaningful workshops and interviews.

Use open-ended questions to encourage storytelling rather than simple yes-or-no responses. Questions starting with "who", "what", "where", "when", and "why" often lead to richer, more detailed answers. Make sure to explore both the technical challenges and the user experience.

Active listening is key during these sessions. Pay attention not only to what’s being said but also to recurring themes or concerns during calls and demos. If someone mentions a pain point, resist the urge to jump straight into problem-solving. Instead, dig deeper with follow-up questions to fully understand the issue’s scope and impact.

“Be curious and ask questions. Salespeople are in such a lucky position - we're always speaking to people we can learn from.” – Nancy Newman-Oller, Head of Account Management

Building strong relationships with your client’s team can significantly improve the quality of information you gather. When clients feel genuinely heard and valued, they’re more likely to share the kind of detailed insights that can lead to impactful solutions.

Here are some discovery questions to guide your conversations:

Capture everything you learn, but don’t let note-taking disrupt the flow of the conversation. One approach is to have one person lead the discussion while another takes notes, or you can record sessions (with permission) to stay fully engaged in the moment.

Once you’ve gathered insights, the next step is to define success in measurable terms.

Align on Success Metrics

Clear, measurable success metrics are essential to keep everyone on the same page and avoid scope creep. Collaborate with your client to establish specific goals that will determine whether the prototype achieves its purpose. Avoid vague phrases like “better efficiency” or “improved user experience.” Instead, focus on tangible outcomes that can be tracked and evaluated.

“In SaaS sales, you must put the customer first and tackle their pain points head-on. The key is to really listen to what they need and come up with personalized solutions. It’s how you build trust and create lasting partnerships.” – Hugh Campbell, Cognism’s former Global Inbound Manager

Consider using both quantitative and qualitative metrics. Quantitative measures might include time saved, error rates reduced, increased adoption, or cost savings. On the qualitative side, you could focus on user satisfaction, ease of use, or alignment with broader business goals. The key is to tie these metrics directly to business impact. For example, reducing clicks is meaningless if it doesn’t lead to better outcomes. Asking questions like, “How do you currently measure the success of your tools or services?” can help you pinpoint what’s most important to the client.

As Steli Efti, CEO of Close, famously said, “Whoever understands the customer best wins”.

Step 2: Co-Ideation and Concept Generation

Now that you’ve got a clear picture of your client’s challenges and what success looks like, it’s time to dive into the creative process. Co-ideation is where you and your client come together to brainstorm solutions that tackle the identified challenges. This teamwork ensures that the ideas generated are not only practical but also closely aligned with the client’s business goals. In essence, this step connects the insights from discovery to actionable product concepts.

The key to successful co-ideation lies in creating a safe and open environment for idea sharing. When participants feel encouraged to share freely, you’re more likely to uncover fresh perspectives and foster client engagement.

Run Collaborative Brainstorming Sessions

For brainstorming to work well, you need two things: psychological safety and clear rules. People are more likely to share bold or unconventional ideas when they know they won’t face criticism or judgment.

Start by laying down some simple ground rules. Phrases like “there are no bad ideas” or “build on others’ thoughts” help set the right tone. Keep groups small - five to seven participants is ideal - so everyone gets a chance to contribute without the session becoming chaotic.

To keep the creativity flowing, use structured brainstorming techniques like Starbursting, SCAMPER, or Brainwriting. For example, Starbursting focuses on asking questions about a concept (who, what, where, when, why, how), which can lead to more well-rounded ideas. Research shows that teams using Starbursting generate 40% more successful innovations compared to unstructured brainstorming. Similarly, SCAMPER - short for Substitute, Combine, Adapt, Modify, Put to other uses, Eliminate, and Reverse - helps refine existing concepts, with companies reporting a 25% increase in viable ideas when using this method.

Time-box your sessions, and make sure a skilled facilitator is on hand to guide the process. As Nikki Anderson-Stanier, Founder of User Research Academy, puts it:

"My number one piece of advice for ideation sessions is to have a clear outcome for the session."

Prioritize Concepts by Feasibility and Impact

Once you’ve gathered a list of ideas, it’s time to narrow them down. Not every idea will be worth pursuing, and spreading efforts too thin can dilute your results. The goal here is to focus on the ideas that offer the best balance of potential impact and practicality.

Work with your client to evaluate each concept based on three key criteria: business impact, feasibility, and client desirability.

• Business impact measures how much the idea could enhance operations, cut costs, or drive revenue.
• Feasibility assesses whether the resources, technology, and timeline are available to execute the idea.
• Client desirability ensures the idea aligns with the client’s culture and long-term goals.

To make this process more systematic, consider using a scoring system. Rate each idea on a scale of 1 to 5 for each criterion, and then calculate a total score. You can also weigh certain factors more heavily if they’re particularly important for the project.

Involving your client in this evaluation is critical. Their insights into the business environment will ensure that the chosen concepts are not only creative but also practical. Document the reasoning behind your decisions to keep things transparent and provide a reference if priorities shift later.

Aim to identify a mix of “quick wins” (ideas that deliver high impact with minimal effort) and more ambitious concepts that, while resource-intensive, could drive significant change. The goal isn’t to find a single perfect idea but to highlight the most promising ones that can move into the prototyping phase. These prioritized ideas will form the foundation for the next steps in development.

Step 3: Build Prototypes and Iterate

Now that you’ve prioritized your concepts, it’s time to turn those ideas into something tangible. This is where concepts evolve into prototypes that can be tested by both your team and your client. The goal? Work quickly, gather feedback, and refine as you go. This step ensures that the solutions you’re building truly address the challenges identified earlier.

Prototyping is an invaluable step because it allows you to validate designs early and catch potential issues before they turn into costly mistakes. Research shows that addressing user feedback during the early stages can reduce development costs by up to 25%.

Build and Share Prototypes

The type of prototype you create depends on your project’s current stage and objectives. Early on, low-fidelity prototypes - like sketches or wireframes - are perfect for testing basic ideas without getting bogged down in details. As your direction becomes clearer, you can transition to high-fidelity prototypes that closely resemble the final product. For more complex projects, especially in the B2B space, functional prototypes that showcase working features may be necessary.

When sharing prototypes, clarity is key. Always explain what stage the prototype is in and what kind of feedback you’re looking for. Are you testing the overall concept? The user flow? Specific features? By setting clear expectations, you’ll ensure the feedback you receive is focused and actionable. Then, use that feedback to refine your prototype through iterative cycles.

Iterative Feedback Cycles

Effective iteration hinges on structured feedback loops. Short, focused sessions that align with your development timeline work best - especially if you’re following agile methodologies. These sessions should include user testing and reviews, seamlessly integrating feedback into your process without disrupting your momentum.

To make the most of feedback, use both qualitative and quantitative methods. Qualitative insights help you understand why something isn’t working, while quantitative data measures the scale of the problem. Organize feedback into themes - like usability issues, feature requests, or performance concerns - to prioritize your updates effectively. And don’t forget to communicate with your stakeholders: let them know when their feedback has been implemented. This transparency not only builds trust but also keeps everyone engaged. Teams that gather early feedback often reduce costly revisions by 50%.

Comparison of Prototyping Tools

Choosing the right prototyping tool can make all the difference. Here’s a quick comparison of some popular options:

Figma stands out for its robust collaboration features and cross-platform compatibility. Its real-time editing allows multiple team members to work together seamlessly, while the built-in commenting system keeps feedback organized. For teams just getting started, Justinmind’s user-friendly interface is ideal for non-designers. On the other hand, Miro shines when you need to combine prototyping with broader brainstorming and planning activities.

As Erica Rider, UX Lead at PayPal, explains:

"With this new UXPin approach, we're seeing a more collaborative, integrative design process. Rather than separating design, prototyping, and development, UXPin allows us to create an integrated flow where we engage engineering and product teams throughout the process."

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Step 4: Validation and Pilot Testing

After refining your prototype through feedback cycles, it's time to confirm that it meets real-world demands. This step takes you out of controlled environments and into the actual settings where your users operate. The goal? To see how your prototype performs when real users put it to the test. This process helps validate assumptions, spot hidden issues, and gather critical data for the next iteration.

Pilot testing is where the rubber meets the road. Testing early in the process can save both time and money by identifying problems before they escalate into costly fixes later on. Beyond functionality, this phase sheds light on how well your prototype addresses the everyday challenges faced by your B2B clients.

Run Controlled Pilots or Trials

When planning a pilot, focus on realistic scenarios that mirror actual use cases. Structured usability testing is a proven way to evaluate product interfaces by observing users as they complete tasks. The key is designing scenarios that feel authentic while maintaining enough control to collect meaningful data.

Start by outlining your objectives. Are you testing core features, adoption rates, or how well the prototype integrates into existing workflows? Once you’ve defined your goals, create test scenarios that provide the insights you need. For instance, instead of asking users to "create a project", give them a scenario like this:

"Your team is preparing to launch a product update by March 15th. The project involves five departments and a $50,000 budget. Set up the project structure you’d use to manage this initiative."

Recruit participants who closely resemble your target audience. Testing with a representative sample ensures feedback is relevant. Don’t forget to include "extreme users" - those on the fringes of your target group - to uncover potential usability issues that might not surface with typical users. These edge cases often highlight areas where your product might struggle.

If your product is designed for an international audience, consider testing across regions and countries. B2B products often need to function across time zones, languages, and business practices. What works smoothly for a startup in New York might pose challenges for a corporation in Tokyo.

Analyze Feedback for Iteration

Once your pilot wraps up, it’s time to dive into the feedback. Combine quantitative metrics, qualitative observations, and user behaviors to extract actionable insights. This means paying attention not just to what users say, but also to how they interact with your prototype.

Ask open-ended questions to uncover genuine insights. For example, instead of asking, "Did you find the navigation intuitive?" try, "Show me how you’d locate the reporting feature." This approach reveals their thought process and any hurdles they encounter.

Observation is key here. Train your team to use neutral moderation techniques like think-aloud protocols, which encourage users to verbalize their thoughts while completing tasks. This can highlight exactly where the prototype falls short without leading the user.

Document everything systematically. Track metrics like completion rates, time-on-task, and error frequencies, but also note emotional responses, workarounds, and user suggestions. Encourage participants to share ideas for improvement; some of the best innovations come from unexpected user insights.

AI tools can be a huge help in this phase. They can automate data analysis, organize tasks, and guide feedback collection. For instance, platforms like Maze can help identify biases in your test design, while Lookback enables real-time interaction analysis.

Iterative testing is all about running multiple rounds of usability tests, each building on the findings of the previous one. By doing this, you ensure your final product isn’t just functional but genuinely meets user needs.

Comparison of Pilot Testing Methods

Choosing the right testing method depends on your prototype’s development stage and your research goals. Here’s a quick breakdown of common approaches for B2B validation:

Moderated testing is particularly valuable for B2B prototypes since business workflows are often complex and context-specific. For instance, a finance manager using your expense reporting tool might face challenges that are easier to identify in a moderated session than in an unmoderated one.

As Oliver Prince, UX Researcher at THG, puts it:

"Effective prototype testing demands careful consideration of fidelity, purpose, and method alignment. By prioritizing the specific goals of the study and being flexible, researchers can maximise the insights gained from both hi-fidelity and low-fidelity prototypes, ultimately leading to more informed design decisions and enhanced user experiences."

Step 5: Review, Iterate, and Scale

Take the insights gathered from your pilot testing and use them to refine your solution, document the process, and prepare to scale alongside your client. The feedback collected during this phase should guide actionable decisions, but the key to success lies in making these decisions together with your B2B clients. As one expert explains:

"Collaborative decision making leads to faster, more confident execution because team members understand the reasoning and are aligned from the start."

Decide Next Steps Together

Once you've gathered feedback, sit down with your client team to determine whether the next step is to refine, pivot, or scale the solution. These decisions should take into account factors like cost-effectiveness, performance, reliability, and risk. By involving all stakeholders in this process, you tap into a broader pool of insights and ensure everyone is on the same page.

This collaborative approach not only solidifies alignment but also paves the way for detailed documentation and sustained teamwork moving forward.

Document Learnings and Keep Communication Open

Building on the feedback cycles, document key takeaways and maintain ongoing communication. This includes recording what decisions were made, the reasoning behind them, and the input from each team member. For instance, if your project management software prototype reveals that managers value productivity improvements while the IT team prioritizes API robustness, make sure these perspectives are noted for future reference.

To keep things running smoothly, plan regular check-ins and establish clear communication channels. B2B decision-making often involves multiple stakeholders, extended timelines, and significant financial commitments. Options like monthly meetings, dedicated Slack channels, or even a shared knowledge base can help both teams stay aligned and contribute updates or lessons learned.

Celebrate Co-Creation Wins

Recognizing milestones is an important part of the co-creation process. It not only strengthens the partnership but also motivates future collaboration. Celebrate achievements by highlighting contributions, sharing success metrics like reduced development time or improved user adoption, and emphasizing the value of teamwork.

Using The B2B Ecosystem's Resources

Tapping into specialized tools and resources within the B2B Ecosystem can simplify collaborative prototyping and keep innovation aligned with client needs. These tools not only improve efficiency but also help ensure your efforts remain market-focused throughout the process.

The B2B Ecosystem provides a range of tools and industry resources designed to simplify complex B2B workflows and encourage stronger collaboration between teams.

Use AI Tools for Efficiency

AI tools can save time, speed up ideation, and ensure consistency across prototypes. With 89% of top businesses already investing in AI to boost revenue growth, using these tools in your co-creation process gives you a competitive edge.

For instance, the B2B Ecosystem's GTM Brain helps create tailored go-to-market strategies during the early stages of discovery. It provides structured assessments and a three-month business plan, ensuring both teams stay focused on clear, measurable goals.

During the concept development phase, Offer Consultant helps craft value propositions that resonate with clients' markets. Considering that 73% of B2B buyers now expect a personalized, B2C-like experience, this tool ensures your prototypes meet real-world demands from the outset.

As you refine ideas, the AI Process Optimizer identifies bottlenecks and streamlines workflows between your team and client stakeholders. Over 40% of business leaders report increased productivity through AI automation, making this tool essential for maintaining momentum during lengthy development cycles.

Real-world examples highlight how AI can transform collaborative prototyping. For example:

• Salesforce Einstein customizes user interfaces based on behavior and recommends next steps to improve workflow efficiency.
• Atlassian uses AI in Jira to enhance onboarding by predicting next steps based on team activity and past tickets.
• ServiceNow applies AI to reduce inconsistencies across customer service workflows, improving user understanding and Net Promoter Scores.

When integrating AI into your process, choose platforms that work seamlessly with your existing tools. Always ensure AI-generated outputs align with your brand guidelines, and keep human oversight for strategic decisions and creative problem-solving.

Access Industry Insights and Communities

AI tools are powerful, but combining them with industry insights and peer knowledge can take your prototyping efforts even further. The B2B Ecosystem offers directories and digital communities that provide access to trends, strategies, and proven methodologies. With ecosystem-driven strategies accounting for over half of total IT investments, staying connected to these networks is essential for staying competitive.

The platform's directories connect you with vetted marketing and executive solutions, helping you address specific challenges during prototyping. Additionally, digital communities offer valuable feedback loops to inform your decisions. For example, Gartner reported a 74% increase in client inquiries about customer communities from 2022 to 2023, emphasizing the growing role of community-driven insights in product development.

Many successful companies already use community insights to enhance their products. For instance:

• Miro has built a thriving community of over 35 million users and 130,000 clients globally. Its Miroverse initiative, featuring user-generated content, has nearly tripled the number of official templates available, providing workflows and frameworks to millions.
• Notion has leveraged its active community to drive its valuation past $10 billion. The platform hosts about 60 community events each month worldwide, strengthening its ecosystem.

The B2B Ecosystem also offers consulting services for navigating complex co-creation challenges. As B2B sales become more digital and interconnected, having access to experienced consultants who understand these environments can be invaluable for tackling multi-stakeholder projects.

Conclusion

Working hand-in-hand with B2B clients to create prototypes shifts development from guesswork to a strategic collaboration that delivers tangible results. The five-step process - joint discovery, co-ideation, iterative building, validation testing, and collaborative scaling - provides a clear roadmap where client insights fuel innovation right from the start. This method transforms the way solutions are built, ensuring they meet real-world needs.

Here’s a compelling statistic: products developed with direct customer involvement are 20% more likely to succeed in the market. Why? Because it’s not just about delivering better outcomes - it’s about creating solutions clients genuinely need and value. By involving clients in identifying problems, brainstorming ideas, and testing prototypes, businesses not only reduce development risks but also foster a sense of shared ownership in the final product.

Regular feedback loops are a game-changer. For instance, one company managed to cut its time-to-market by 30% and increase adoption rates by 25% thanks to consistent client engagement. This example highlights how listening to client input and adapting accordingly can drive both efficiency and success.

Platforms within the B2B Ecosystem, like GTM Brain and AI Process Optimizer, offer tools to enhance every stage of this co-creation journey. GTM Brain’s structured assessments help refine the discovery phase, while AI Process Optimizer improves workflows during iteration. These resources, combined with active communities and market insights, keep projects on track - even when navigating complex stakeholder dynamics. Together, they ensure that the co-creation process remains aligned with market demands and client expectations.

To sustain these partnerships, it’s essential to document key learnings, maintain open communication, and celebrate milestones along the way. These practices strengthen relationships and set the stage for future collaborations.

Co-creation is more than a development strategy - it’s a powerful competitive edge. Companies that embrace collaborative prototyping consistently deliver solutions that resonate deeply with their clients. By blending technical expertise with client insights, businesses can forge partnerships that lead to lasting success.

FAQs

What steps can I take to collaborate effectively with B2B clients and create prototypes that meet their needs?

To design prototypes that genuinely reflect your B2B clients' needs, it’s essential to include them from the very beginning. Organize collaborative workshops and schedule regular feedback sessions to fully grasp their expectations and objectives.

Take an iterative approach, refining the prototype step by step with their input at each stage. This method not only minimizes the chances of misalignment but also ensures the solution aligns with their strategic goals and operational demands. By keeping communication open and prioritizing teamwork, you can build trust and deliver a prototype that truly addresses their requirements.

What are the best practices for running successful workshops during the joint discovery phase?

How to Run Effective Workshops During the Joint Discovery Phase

To make your workshops during the joint discovery phase a success, start by establishing clear objectives. This step ensures everyone understands the purpose of the session and aligns on shared goals from the beginning. Make sure all key stakeholders are present - having the right people in the room is crucial for meaningful discussions.

Plan a well-structured agenda that includes activities like brainstorming, prioritizing ideas, and validation exercises. These methods not only help identify client priorities but also address challenges and encourage teamwork. Incorporating visual tools - like diagrams, charts, or whiteboards - can make discussions more engaging and help clarify complex ideas. And don’t forget to promote open and honest communication throughout the session.

Lastly, create an atmosphere where participants feel comfortable sharing their thoughts and actively contributing. When workshops are designed to encourage collaboration and idea exchange, they’re more likely to uncover valuable insights and generate actionable results that truly meet client needs.

How can AI tools improve collaboration and streamline the prototyping process with B2B clients?

AI tools can play a big role in improving collaboration with B2B clients by delivering tailored insights and automating essential tasks. For instance, these tools can evaluate client priorities, offer competitive analysis, and simplify decision-making processes. This ensures that the prototyping phase remains closely aligned with what the client actually needs.

On top of that, AI takes the hassle out of communication by automating content creation and examining customer journeys. This helps businesses craft more precise, efficient messaging, strengthening partnerships along the way. By using AI, teams can shift their energy toward creativity and strategic planning, leading to stronger results for everyone involved.

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