About this project

Dell Premier (B2B)

CLIENT:

Dell Premier

YEAR:

2024

MY ROLE:

Product design lead

Dell Premier Quote Home Redesign

Dell Premier Quote Home Redesign

Dell Premier Quote Home Redesign

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.

Thank you for scrolling:)

If you want to see more detail about this project, feel free to reach out!

Write an email

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.
Quotes Users.
Customer Feedback on 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


Requests & problem statement.

Competitors Analysis.
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"

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%+

10%+

Active customers.

Active customers.

30%-

30%-

Customers' complaints.

Customers' complaints.

10K+

10K+

AOV.

AOV.

Thank you for scrolling:)

If you want to see more detail about this project, feel free to reach out!

Write an email

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.

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..

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.

17%+

17%+

Conversion.

Conversion.

8%-

8%-

Exit Rate.

Exit Rate.

2.47+

2.47+

RPV

RPV

4 Goals of Redesign.

Dell Cart iteration.

Discover & Findings.

Vocaas Feedback.

First improvement.

Second improvement.

Third improvement.

Fourth improvements.

User Testings.

AB Tests.

What People Say about me.

Result.