Dell Premier Quote Home Redesign

Dell Premier (B2B)

CLIENT:

Dell Premier

YEAR:

2024

MY ROLE:

Product design lead

Dell Premier Quote Home Redesign

4 Goals of Redesign.

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.

About this project

Discover & Findings.

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..

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.

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.

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.

The top engagement of the functions.

We gather customers' feedback from CSATS

& Vocaas Platform.

We gather customers' feedback from CSATS

& Vocaas Platform.

View Details

Quotes number

Sales Quotes tab

Requests & problem statement.

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.
There is 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.