Dell Premier (B2B)
CLIENT:
Dell Premier
YEAR:
2024
MY ROLE:
Product Design Lead
Dell Premier Quote Home Redesign
Dell Premier Quote Home Redesign
About my role.
About this Project.
If you purchase items through ecommerse websites, you browse your items, and you add the items to your cart. Then you go to cart page to complete your purchase. So what i worked on is redesigning the Dell.com cart page to remove friction, improve clarity, and help customers progress to checkout with greater confidence and efficiency.
In everyday life, when someone wants to buy a product like a new computer or bicycle, they often receive
a sales quote—a document listing the item, its price, description, and expiration date. This quote helps the
buyer decide whether they’re comfortable with the offer before making a purchase.Our redesigned homepage
acts like a clear menu, showing:
What a quote is
Why quotes are important in online shopping
How users can create and manage quotes as a guest or logged-in user
The goal of this redesign is to make the quoting process simple, transparent, and user-friendly—enhancing
customer satisfaction while reducing administrative effort for sales reps.
Globalized
Dell.com served multiple
regions — US, Canada,
EMEA, and APJ.
Each of whom had different
priorities and sometimes
conflicting requirements.
Globalized
Dell.com served multiple
regions — US, Canada,
EMEA, and APJ.
Each of whom had different
priorities and sometimes
conflicting requirements.
Confirm & Compare
Customers found it hard to
compare and confirm their
selected items on the Cart
page.
Delivery
Many customers wanted to
see delivery details upfront,
instead of waiting until
checkout.
Cart flyout
Some users feel lost or
disoriented during the
transition.
Quotes users
Previous Quotes Homepage
Customer Feedback on Quotes homepage
We gather customers' feedback from CSATS
& Vocaas Platform.
About this project.
About this project.
About this project.
About this project.
In everyday life, when someone wants to buy a product like a new computer or bicycle, they often receive
a sales quote—a document listing the item, its price, description, and expiration date. This quote helps the
buyer decide whether they’re comfortable with the offer before making a purchase.Our redesigned homepage
acts like a clear menu, showing:
What a quote is
Why quotes are important in online shopping
How users can create and manage quotes as a guest or logged-in user
The goal of this redesign is to make the quoting process simple, transparent, and user-friendly—enhancing
customer satisfaction while reducing administrative effort for sales reps.
Quotes users
Previous Quotes Homepage
Customer Feedback on Quotes homepage
We gather customers' feedback from CSATS
& Vocaas Platform.
Thank you for scrolling:)
If you want to see more detail about this project, feel free to reach out!
About this project.
About this project.
In everyday life, when someone wants to buy a product like a new computer or bicycle, they often receive
a sales quote—a document listing the item, its price, description, and expiration date. This quote helps the
buyer decide whether they’re comfortable with the offer before making a purchase.Our redesigned homepage
acts like a clear menu, showing:
What a quote is
Why quotes are important in online shopping
How users can create and manage quotes as a guest or logged-in user
The goal of this redesign is to make the quoting process simple, transparent, and user-friendly—enhancing
customer satisfaction while reducing administrative effort for sales reps.
Quotes users.
Previous Quotes Homepage.
Customer Feedback on Quotes homepage.
The top engagement of the functions.
We gather customers' feedback from CSATS & Vocaas Platform.
View Details
Quotes number
Sales Quotes tab
Competitors Analysis.
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"
Problem statements.
Users got confused about distinction between "Sales Quotes" & "eQuotes".
Lack of Quotes details information in the Quotes homepage. Users have to click on "View Details"
to check details of each quotes.
Got confused about each quotes status.
Find it hard to identify the right quote in the tons of quotes list only by checking the quotes number.
Quotes Homepage Users Expectations.
New Designs - MVP1.
Existed datas on current flows.
From the data:
30% customers exit during the edit quotes process.
More customers are looking for offline sales reps when logging in quotes homepage.
New flow.
New Designs - MVP2.
The result after launch.
At the time of writing, the mvp1 has launched for 3 months.
The customers' complaints from CSATS has been reduced by 30%
The active customers increased by 10%
The mvp2 is going to launch
The stakeholders are foreseeing
more premiers customers will be using quotes home to
negotiate their quotes and move forward to checkout.
10%+
Active customers.
30%-
Customers' complaints.
10K+
AOV.
Thank you for scrolling:)
If you want to see more detail about this project, feel free to reach out!
Dell Premier (B2B)
CLIENT:
Dell Premier
YEAR:
2024
MY ROLE:
Product Design Lead
Dell Premier Quote Home Redesign
About my Role.
About this project
The Dell.com Cart & Checkout experience is a critical
part of Dell’s e-commerce platform, requiring
specialized design and technical expertise.
The goal of this project was to create a seamless,
secure, and scalable online purchasing flow that
minimizes friction and increases conversion.
I applied a data-driven design approach—leveraging
user behavior insights and hypothesis testing—to
optimize the user journey and drive measurable
business outcomes.
Dell Cart iteration.
Understand the issue from CSATS/ Vocaas.
With the insights gathered from stakeholders.
By gathering different solutions to clear define
problems. Test different solutions at a small
scale. Pick up the most potential solution.
Discover & Findings.
Vocaas Feedback.
4 Goals of Redesign.
Goal 1
Reduce the distractions and frictions.
Help the customer reduce the cognitive load.
Goal 2
Reduce the exit rate. Increase the conversion rate.
The data shows that 80% of the customers quit
in Cart page when they start browsing existed
functions.
Goal 3
Help customers confirm the information of their
items. Find out the better price.
Due to multiple functions, the load time of Cart page
is around 4s.
Besides the back end changes. There should be
something can be done through UI perspective.
Goal 4
Provide more smoothly shopping path..
First improvement.
Second improvement.
Third improvement.
Fourth improvements.
User Testings.
AB Tests.
What People Say about me.
Result.