This study explores operationalizing UX practices in agile software development teams to integrate accessibility in B2B software products. We conducted a qualitative case study, collecting data through a user-centered approach with interviews, a workshop, prototyping, and user testing. Our findings highlight that the sporadic involvement of UX professionals, the B2B context’s restriction of communication with end-users, and the perception of accessibility as a non-critical concern, all limit the operationalization of UX practices. Additionally, the importance of implementing structured approaches to integrate UX practices. This study contributes theoretically by broadening the literature on integrating accessibility through UX practices within agile processes, providing insights into the challenges and strategies of B2B environments, and practically by introducing a prototype ecosystem to help product teams embed UX practices into their workflow for enhancing accessibility.