Dude, You’re Getting a Dashboard // Case Study

Prioritizing the Features That Matter Most to Dell Customers

Scenario

Dell saw an opportunity to drive conversion with it’s business customers by offering them tools to manage their account and products. Their solution, however, was not streamlined for the customer it was intended for. Power users were fatigued by navigating around the site to do common tasks and felt that the experience wasn’t built with their needs as a priority.

Project Goal

Streamline the product management experience by consolidating the features that matter the most.

My Process

Discovery >>Ideation >>Experience Design >>Visual Design

Using the Lean UX framework, I defined my persona in order to better understand my user.

Knowing Rachel’s habits, it was clear her biggest need was a one-stop shop for all of her common tasks.

If the goal was to optimize Rachel’s workflow, I needed a way to measure if I had succeeded or not. I chose a common task and analyzed Dell’s website to see how she would currently accomplish that task.

Here’s how she might re-order ink for a printer:

1. Log in
2. <click> Avatar
3. <click> My Products
4. <scroll> Find the Correct Ink
5. <copy>Product Number
6. <paste> In Top Search Bar
7. <scroll> To Product
8. <click> Add to Cart
9. <click> Add to Cart (again on a new page)
10. <click> Checkout
11. <fill form>
12. <click> Continue

I categorized the menu options by how effective they were to achieving the goal: If they directly impacted the goal (green), if they benefitted Rachel and indirectly impacted the goal (yellow) and if they did not impact the goal (red).

Ideation

Empathy Diagram

Jalapeno has empathy for squirrels

Conceptualizing My Dell Dashboard

Prototype

Click here to view the project `Dell Dashboard`