PROJECT:
DELL TECHNOLOGIES
DELL TECHNOLOGIES
During my eight years at Dell Technologies as an Associate Experience Director, I delivered measurable results across many parts of DEll.Com's e-commerce experience (then the third largest e-commerce platform in the world). Through the thoughtful and rigorous application of user-centered design and systems thinking in an agile framework, my teams delivered world-class experiences across multiple platforms, providing increased NPS and Csat scores to dell.com and significant business value to stakeholders.
Apps and Platforms I led design on:
• Software and accessories shopping experience
• Alienware.com Redesign
• Globalization of payments and checkout platform
• Globalization of delivery platform
• Mobile shopping app (all platforms)
• Globalization of shopping apps
• Internal sales mobile applications
Apps and Platforms I led design on:
• Software and accessories shopping experience
• Alienware.com Redesign
• Globalization of payments and checkout platform
• Globalization of delivery platform
• Mobile shopping app (all platforms)
• Globalization of shopping apps
• Internal sales mobile applications
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Dell.com Software and Accessories
Shopping Experience
Shopping Experience
In 2017, I led the redesign of the Dell Software and Accessories shopping experience. Previously, it was a legacy catalog of "add-ons" primarily used to upsell computer purchases. My goal was to transform it into a modern, user-centric online shopping platform. By focusing on key areas like taxonomy, UX/UI, and backend CMS, we crafted a seamless end-to-end experience that significantly improved usability and engagement.
Key enhancements included a new product comparison feature, simplified filtering and sorting options, and the introduction of Dell.com’s first-ever personalized shopping and recommendation system. The results were immediate: upon launch, the revamped experience drove a 35% year-over-year increase in sales.
Key enhancements included a new product comparison feature, simplified filtering and sorting options, and the introduction of Dell.com’s first-ever personalized shopping and recommendation system. The results were immediate: upon launch, the revamped experience drove a 35% year-over-year increase in sales.
Dell Universal Screen Fill
& Wallpaper Strategy
Problem:
The lack of a clear strategy and creative direction behind the wallpapers and screen fills used across Dell products, marketing, and e-commerce experiences added to marketing costs, created discourse between business units, and degraded the quality of the customers' experience.
Solution:
Create a consistent wallpaper and screen-fill strategy with a clear creative vision, while uniting internal teams and gaining buy-in from business stakeholders.
Execution:
Through usability research, it was found that consistently implementing a wallpaper and screen fill strategy (e.g. using the same wallpapers installed on Dell systems as screen fills across marketing and e-commerce experiences) would lead to a better customer experience and help build a stronger brand presence.
& Wallpaper Strategy
Problem:
The lack of a clear strategy and creative direction behind the wallpapers and screen fills used across Dell products, marketing, and e-commerce experiences added to marketing costs, created discourse between business units, and degraded the quality of the customers' experience.
Solution:
Create a consistent wallpaper and screen-fill strategy with a clear creative vision, while uniting internal teams and gaining buy-in from business stakeholders.
Execution:
Through usability research, it was found that consistently implementing a wallpaper and screen fill strategy (e.g. using the same wallpapers installed on Dell systems as screen fills across marketing and e-commerce experiences) would lead to a better customer experience and help build a stronger brand presence.
Evaluating our pre-existing partnerships within Dell's "Good Works Initiatives," we found an opportunity to partner with a program dedicated to protecting the endangered environments of the world. Partnering with this organization for our project would define what areas of the world to photograph and use as the wallpaper/screen fills. The benefits of a philanthropic approach would bring focus to our partner’s global efforts and bring direction and purpose to a fractured internal business environment. To prototype the exercise, we spent a week photographing the landscape of Sedona, AZ, and building out a creative strategy to present to internal stakeholders.
After multiple stakeholder interviews, a business strategy was agreed upon that would allow for the project to move forward, including buy-in from product teams to install the new creative across all Dell systems and use it for
e-commerce and marketing.
After multiple stakeholder interviews, a business strategy was agreed upon that would allow for the project to move forward, including buy-in from product teams to install the new creative across all Dell systems and use it for
e-commerce and marketing.
Windows Dell Shop App
A great example of Lean UX, we worked closely with Microsoft before the release of their new operating system to ensure a Dell shopping app would come preinstalled on all Dell computers. Coordinating closely with both Microsoft and Dell developers to understand the requirements of the new OS and app framework while leading UX and UI design of a new shopping application. After its release, we monitored user behaviors and worked in an agile fashion to push updates that eased customer pain points and improved CSAT.
Dell Channel Sales App
Channel sales is a fast-paced environment where being first with a proposal submission is key to a win. A salesperson in the field must be able to collaborate on price, inventory, and delivery in real life with a client and vendor in real time to drive sales. This unique app was developed with sales team input to do just that. An app designed for two people to sit in front of as the salesperson customizes an order to a client's requests, creating a bid in real-time. Channel sales accounted for almost half of Dell's yearly profit. Our 8% bump in sales at launch was a serious contribution to the Dell bottom line.
