Design for Process, Not Products
http://www.business2.com/articles/mag/0,1640,14833,FF.html
  access restricted (by the publisher) to members/subscribers/customers only

Nielsen, Jakob
Business 2.0
2001

Abstract:

Customers of business-to-business sites are often faced with much more difficult decisions than the customers of business-to-consumer sites. A concept such as 'getting management approval' doesn't even exist in B-to-C but is core to most B-to-B processes. We recently studied users who were trying to decide whether to lease or buy office equipment. BuyerZone.com and OfficeMax both failed because they didn't support users going through a process. In order to support a customer's process, businesses need to understand it from the user's perspective. If users feel pushed through a process or can't figure out what to do next, you're skipping steps that matter to them. Don't design Webpages. Design support for users' tasks.