A redesign of Dell laptop websites streamlines customer journey of purchasing a laptop. The redesign simplifies the selection, customization, and checkout processes by reducing 50% of customer tasks and lowering cognitive loads.
The professor, who is the Lead UX Designer from Indeed, at the University of Washington provided this project as a capstone for us to apply the skills we had learned over the course. The professor acted as a stakeholder to simulate working with a client.
Jan - Mar, 2019
Clean And Sleek Design
The new design eliminates 60% of the text. The content is concise and accurate. Right to the point.
One Design For All
The new design simplifies and showcases the flagship products, targeting different customers.
Showcase Without Losing Personality
Each product line will have an independent page. It not only showcases products, but also demonstrates the strength of the product.
Fast and Simple Checkout
Customers can customize the product with a few clicks without going through several pages. It drastically decreases the cognitive loads.
The first step was to review every aspect of the Dell website and identify its user experience problems from Jakob Nielson's Usability Heuristic. The 29-page long heuristic report gave me a clear understanding of what worked as well as the pain points throughout the user journey.
During this process, I found that Dell has a relatively low point in Situational Awareness, Support Mental Models, and Support User Goals. Also, many inconsistencies emerged on the site.
We interviewed 15 people with various background and the potential interests in purchasing a new laptop. We provided them with three tasks, which is finding a laptop within the site, choosing the laptop that fits their need, and adding the laptop to the shopping cart. The interview covered the whole journey users will experience through the site, and demonstrated problems on UX design.
In order to make more informed decisions about the redesign strategy, we evaluated three well-known brands in the marketplace from various perspectives, including product landscape, workflow, visual design language, and content strategy.
Main common features among the competitors:
Simple and linear user-flow
Clear call-to-action buttons
No jargon, only the necessary information
Inconsistent use of brand visual elements
Too many paths to get into product page
Confusing product categories
Muscular and cooperative images
40% less content but serving the same amount of functions
Minimalist design with brand identity
Narrow down user paths from 17 to 3
Clear product categories
Gender neutral images
Information presented in a busy format
Comparisons don't show the differences
Simplify with less information in a minimalist format
Use humanistic terms and pop-up explanations
Showcase each product line
Highlight the comparison tool
Clear CTA for each product line
G Series Page
Unable to tell the main product features
Filters and products didn't sync
Similar and confusing product images
No comparison among products