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Dell Redesign

Project overview

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.

Tool

Photoshop

Illustrator

Figma

Method

User Interview

User Persona

Heuristic Report

Wireframe

Prototype

Role

User researcher

UX designer

UI designer 

Timeline

Jan - Mar, 2019 

Type

Group Project

Key Features

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.

Design Process

Heuristic report

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. 

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User Persona
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User Interview

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.

Competitor Research

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

Redesign
Landing Page

Before

  • Inconsistent use of brand visual elements

  • Too many paths to get into product page

  • Confusing product categories 

  • Muscular and cooperative images 

 

After

  • 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

 

Laptop Page

Before

  • Overwhelming information

  • Tech-savvy terminology

  • Information presented in a busy format

  • Comparisons don't show the differences

 

After

  • 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

Before

  • Unable to tell the main product features 

  • Filters and products didn't sync

  • Similar and confusing product images

  • No comparison among products