PROCESS

The Double Diamond approach 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.

PROJECT OVERVIEW

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 a massive initiative, with cross-functional teams collaborating to bring the entire shop experience into the modern age of online shopping.

Our themes included:

• A premium look and feel

• Product forwardness

• Streamlined and intuitive UX and UI

• Personalization

• AI/ML driven content

• Humanized language

• Progressive disclosure

• Assistive shopping

COMPETITIVE COMPARISON

HOMEPAGE

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

LAPTOP CATEGORY

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

XPS FRANCHISE PAGE

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

WEBBY AWARD HONOREE SITE 2022 Best User Interface

2022 Best Visual Design - Function

YOUNIVERSE LANDING PAGE

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 SITE