While the B2B domain might appear daunting with its intricate decision-making and multifaceted processes, Luana Moura, Senior UX Manager at GetYourGuide, perceives it as a blank canvas teeming with innovation potential. Drawing from her rich B2C background in companies like Zalando, she will share her journey transitioning to B2B. Luana will dive deep into her learnings as well as unique challenges and immense opportunities in B2B - from creating a design system from the ground up to pioneering user validation methods, steering product definition and catering to decision-makers and users alike. She will reflect on the profound influence of UX in the sphere, encouraging designers to recognize it as a treasure trove waiting to be unearthed.