Dell Premier (B2B)
CLIENT:
Dell Premier
YEAR:
2024
MY ROLE:
Product Design Lead
Reimagining Dell’s Quote-to-Order Experience
Context
The goal of this initiative was to improve Dell’s B2B quote-to-order experience by enabling customers to manage complex quotes more efficiently and move toward a more scalable self-serve purchasing model.
Challenge:
The quote experience was fragmented and heavily dependent on offline sales support, with unclear system status and next steps creating friction in the quote-to-order flow.
Impact:
↓ 30% reduction in customer complaints (CSAT)
↑ 10% increase in active users
Addressed a key drop-off point in the edit-to-checkout flow (~30% baseline)
My Role: Product Design Lead
Business Strategy
User Research
UX Design
Team: Design team
Business team
Data analysis team
Engineering team
Product Manager
About this Project
Full Story
Breaking Down a Fragmented Quote Experience
The quote experience lacked a coherent structure, with fragmented workflows and unclear system states making it difficult for customers to understand progress and take action.
“Without clear visibility and guidance, customers often get stuck or delay moving forward.”
— Sales Operations Stakeholder
Quotes are used by a diverse set of stakeholders — including sales representatives, end customers, and channel partners — each operating under different roles such as admins, buyers, and sellers, with distinct needs and permissions across the workflow.
Quotes users
User Persona
Users primarily engaged with quote details and navigation entry points, indicating a strong need to understand quote status and access actionable information quickly.
View Details
Quotes number
Sales Quotes tab
The top engagement of the functions
Data Analysis
Limited search capability
Users can only search by full quote number, making it difficult to quickly find relevant quotes
Low visibility in navigation
The distinction between eQuotes and Sales Quotes is not clearly surfaced, causing confusion
Insufficient item-level information
Key details such as product lifecycle (e.g. EOL) are missing from the overview
Lack of clear quote status and context
Users cannot easily understand shipping status, pending actions, or cancellation states
Customer Feedback on Quote to Order Process
User Feedback
The competitor analysis is done through Comparing
Magento / Hubspot / Zoey.com /BundleB2B
Most of the Quotes home page have create Quotes functions.
There are dashboard to display in the Quotes Homepage when users landing the page.
No concept in the mind of customer of "Sales quotes" & "eQuotes"
Competitors Analysis
User Research
Unclear quote types
Users struggled to distinguish between Sales Quotes and eQuotes
Limited information visibility
Key quote details were hidden behind “View Details,” requiring extra navigation
Lack of status clarity
Users could not easily understand quote status or progress
Poor findability at scale
Identifying the right quote was difficult when relying only on quote numbers
Problem Statement & Takeaways
User Research
Quotes Users Expectations
New Designs - MVP1
Prototyping
Unified quote types
Combined Sales Quotes and eQuotes into a single, streamlined view to reduce confusion
Improved findability
Introduced filtering (e.g. creator, status, price range) to help users quickly locate relevant quotes
Enhanced workflow efficiency
Reduced reliance on navigation between pages by surfacing key information and actions directly on the homepage
Workflow Optimization - MVP1
Prototyping
From the data:
30% customers exit during the edit quotes process.
More customers are looking for offline sales reps when logging in quotes homepage.
Legacy Workflow
New Workflow
Fragmented flow across multiple pages (homepage → review → edit → checkout)
Frequent back-and-forth navigation between steps
Key actions (edit, checkout) buried behind multiple interactions
Streamlined flow with direct access to key actions from the homepage
Reduced navigation by enabling Edit and Buy Now in-context
Faster path to checkout with fewer steps and clearer progression
New Designs - MVP2
Prototyping
In-context details with accordions
Enabled users to view quote details directly on the homepage without extra navigation
Action-focused layout
Prioritized key actions (e.g. Buy Now) while simplifying secondary options
Integrated communication
Introduced chat to connect users with sales reps within the workflow
Impact after launch
Validation