As many recent studies show (like this one from Mckinsey) , self-service in B2B products is a growing trend. Today’s enterprise users expect the same seamless and simple experience they’ve learned to love as consumers. This works well for many simple tasks. But when it comes to more complex actions that require working with ‘under the hood’ technical features, things haven’t changed much since the early days of enterprise technology.

Last week I went camping with some friends. One of them did the shopping for all of us, so I sent him my share using a payment app. It took me less than 2 minutes to complete the transaction. A few years ago, a similar transaction would have me going to the bank to complete the task, or at a minimum, calling a bank teller and having him do it. Try to imagine a bank asking its customers to do any of these things today. It would probably lose all its customers in no time.