B2Cscenarios

B2Cscenarios refer to modelled sequences of interactions in business-to-consumer settings used to analyze and design consumer experiences. They describe how a typical customer encounters a product or service across channels, from awareness to purchase and post-purchase activities. The concept differs from B2B scenarios, which focus on business customers and longer sales cycles.

Core components include the customer persona, touchpoints, channels, tasks, goals, and success metrics. A B2C scenario maps the steps a consumer takes, the decisions they face, and the outcomes that matter to the business. Common touchpoints include online stores, mobile apps, social media, email, call centers, and physical stores. Scenarios often cover purchasing, discovery, trial, subscription engagement, returns, and support interactions.

Uses of B2C scenarios include informing product and UX design, shaping marketing strategies, forecasting sales, and optimizing service delivery. Methods used in developing and evaluating these scenarios include user journey mapping, scenario planning, use-case analysis, and scenario-based testing. Considerations such as data privacy, accessibility, and regulatory compliance should be addressed when modeling scenarios.

Examples of B2C scenarios include a shopper discovering a product via a retailer’s app, comparing options, and completing a purchase with chosen delivery options; a subscriber signing up for a streaming service and receiving personalized recommendations; and a customer seeking help via chat for a billing issue and potentially being escalated to a live agent. These scenarios help align cross-channel experiences with customer expectations and business goals.