Great B2B design is more about what you remove than what you add in. 

Lior Shagan, Product Designer at Agora, breaks down how he turns complex investment and real estate platforms into experiences that expert users actually trust.

From mapping a user's mental model before designing a single screen, to defending user testing when budgets get tight, to where AI genuinely earns its place in the workflow, Lior shares the principles that make complicated software feel obvious.

=== Listen to the full episode to learn:
- Why separating business complexity from product complexity is the first step to simpler design
- How progressive disclosure gives expert users everything they need without overwhelming them
- Why user interviews at the very start beat jumping straight to best practices
- How a QA background sharpens design thinking around edge cases, error states and "what could break”
- Why user testing is risk reduction and how to defend it when timelines get cut
- The counterintuitive lesson: users often want opinionated defaults, not more flexibility
- Where AI actually fits in research and prototyping vs. what stays human

=== Jump to:
0:00  Intro — separating what the business needs from what the user needs
1:16  Meet Lior: the designer who's in the weeds
3:09  Separating business complexity and product complexity
4:57  Why user interviews come before industry best practices
7:44  Designing for B2B: prioritize clarity over creativity
9:07  Why these principles apply to B2C too 
11:34  Designing for the return: reducing friction over time
12:08  How a QA background changes the way he designs
14:35  User testing as risk reduction, not a luxury
15:45  What to do when user testing gets cut from the timeline
20:08  The surprise: users did not want flexibility
20:37  Why uncertainty paralyzes users
22:37  The future of UX design and where AI fits
25:09  AI does the 80%, humans perfect the 20%

=== Connect with Lior:
 LinkedIn: https://www.linkedin.com/in/liorshagan/
 Agora: https://www.agorareal.com/

=== About the Everything Clicks podcast:
Everything Clicks is a podcast about customer experiences that wow consumers while driving profitable growth. Each week, we dissect the strategies and tactics of top B2C marketers at leading Fortune 5000 companies.

📣 Subscribe now for more insights on creating digital experiences that convert.
 📱 Follow me on LinkedIn: https://www.linkedin.com/in/shamirduverseau/
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