When we started this effort in late 2019 there were only 4 product designers on the team. By mid 2020 we had doubled in size to 8 designers, the doubled again in size to 16 designers by end of 2021. The team consisted of 5 team leads and 11 supporting product designers.
+300% increase in team size
It is a collaborative process that takes place prior to product development. It involves a flexible set of activities designed to ensure we’re building the right product before investing time and resources to build it. Discovery & framing comes from the lean startup practice which encourages the use of iterative Build, Validate, Learn cycles.
Prior to 2020 the Dell.com experience had remained largely the same, with the same design system and user journey that had existed 5 years prior. It was my team's task to bring the entire shopping experience into the modern age of online shopping.
Our themes included:
Objective: Establish elevated and unified brand awareness, compelling visitors to browse further and move down the funnel
+10% improvement in bounce rate
10% reduction in exit rate
5% increase in click through rate
Objective: A premium, personalized, mobile-first experience to enable customers’ exploration across the Dell brand assortment; enabling forward movement towards completing their visit intent. Providing a guided journey through content & navigational improvements to offer brand and product differentiation for a diverse CSB and commercial customer audience
440% increase in engagement
25% increase in conversion
8.5% increase in revenue per visit
36.6% increase in conversion using brand differentiator module
Objective: Convey the unique positioning of product brands and models. Allow customers to confidently learn, research, and continue down their purchasing journey
10% increase in engagement
5% increase in forward movement
10% decrease in exit rate
43% increase in AOV
22% increase in conversion
Objective: Launch rich visual experiences that enable customers to learn about products at the right place at the right time.
Objective: Simplify Configuration experience through site presentation and model differentiation while maintaining simplicity and speed
Increase in Conversion by 15%
18% increase in RPV using in-page navigation
Increase engagement by 12% and reduce bounce / exit rates across Configurator pages by 8%
Increase FY23 Ease-of-use score by 8%
Decrease in DSAT while Configuring by 20%
Objective: Provide a modern, immersive, authoring-first Landing Page design that allows teams from across Dell to easily publish premium online content
+130% increase in engagement
YOUNIVERSE: https://www.dell.com/en-us/lp/youniverse
