Overview
Dell Product Discovery Browsing is a feature that enables enterprises to browse and add products to their cart.
The goal was to revamp the existing product discovery features across the Dell Sales Experience domain and create a unified experience.
Dell Product Discovery
Problem Context
The users of the Dell Sales Experience domain—Channel Partners, Sales Reps, Distributors, and Resellers—use different sales applications to identify the right products for their customers and add them to a quote for further discussion and negotiation. However, due to a lack of consistency across these applications, users experience frustration and reduced productivity.
Channel Partners see a different interface compared to Sales Operations teams. As a result, when Sales Operations teams provide support, they cannot fully understand the challenges Channel Partners face in product discovery. This made it critical to create a unified experience for all users while resolving usability issues related to searching for and locating the right products.
🖼️ Image: Dell Sales Experience Overview
Project Summary
Design Process
Provide a general summary of the services you provide, highlighting key features and benefits for potential clients.
Problem Discovery
Existing Product Experience
As a first step in identifying the right problems to solve—especially for a revamp effort—I reviewed the user experience across all sales applications. I collaborated with product owners, consolidated key pain points, and conducted a heuristic evaluation of the existing designs.
I then presented my findings, along with design recommendations and next steps, to key stakeholders and the leadership team, influencing the roadmap.
Before engaging the product design team, stakeholders worked with a contract designer to establish a design direction. However, since not all sales applications were considered, the resulting design was based on assumptions and lacked user research. This approach failed to address the underlying problems.
To move forward, I conducted an in-depth analysis of the beta version's shortcomings and usability issues, ensuring that future iterations would be more effective.
Beta Version Analysis
Design Principles & Competitive Analysis
Although competitive analysis was not the primary objective—since these products are B2B rather than B2C—I reviewed similar experiences across industries. My goal was to demonstrate how strong design principles could enhance the user experience, regardless of whether the product was B2B or B2C.
I presented these findings alongside my problem discovery insights, which helped me negotiate with product leadership. This discussion led to approval for further research and rapid design iterations, allowing me to improve the existing design while staying within the fixed engineering scope and budget.
User Interviews
Solution Framing
Design Exploration
As a first step after discovering the right problems to solve, created various design options and iterated by discussing with all key stakeholders involved.
To be added
Final Design/Prototype
Post Implementation Feedback - Enhancements
After the design has been implemented and opened for UAT testing for a specific set of internal users, gathered the feedback through various sources and found the need to make minor enhancements. Following are the details for the same.
Design Outcomes/Value-add
Comparison of designs
Key Learnings
🔹 Acquired New Skills: Navigating complex organizational structures and communication challenges.
🔹 Managing Constraints: Designing simple yet effective solutions with limited resources.
🔹 Aligning Design & Business Goals: Integrating D&F processes and aligning KPIs to influence design outcomes.
🔹 Leveraging Existing Resources: Optimizing available tools and team collaboration to achieve impact.
🔹 Strengthening Stakeholder Collaboration: Working closely with leadership, product managers, and engineers.
🔹 Deepening Domain-Specific Knowledge: Understanding the unique challenges of sales applications and enterprise workflows.