Dell Premier Homepage Redesign

00 — Problem

Customers couldn’t navigate Premier

Customers were having difficulty navigating Premier, prompting them to contact sales representatives or leave Premier entirely.

01 — Discovery

Listening to stakeholders and customers

Stakeholder research: 6 workshops with the Premier HP stakeholders, 2 with the global merchandising team, and 1 ideation and 1 problem statement workshop with the core team.

Customer research: 10 Premier customers across medium business, commercial, channel and sales representatives. The goal was to uncover gaps in their journey, validate expectations and test hypotheses.

• 10/10 want to talk to their sales representatives to purchase and update products, because it’s easier than doing it themselves
• 10/10 want to place bulk orders quickly, but struggle with the current interface
• 10/10 don’t find the current homepage content useful, since they rarely buy outside their preconfigured products
• 9/10 want to customize Premier to suit their needs

Stakeholders flagged clarity, information access and personalization, automation of common actions, collaborative shopping, and notifications such as expiring quotes.

02 — Framing

How might we…

• get customers the information they need, so they don’t have to rely on sales representatives?
• help customers quickly access the Premier features they use most and that matter to them?
• give each user type (shopper, buyer, admin) a valuable, delightful, tailored experience?
• personalize the homepage based on the customer’s intent?

03 — Design iterations

We iterated on the designs based on the research

Each iteration tested one of the insights from discovery.

04 — Feedback

What customers said about the new design

90% of customers liked the new design because it gives them tailored data for their business.

They also pointed to a few opportunity areas:

• Wouldn’t scroll past the dashboard to explore other areas (4/11)
• Didn’t like the advertising banner (3/11)
• Didn’t order new products, so popular products weren’t needed (2/11)

Based on this feedback, Phase 2 focused on strengthening the Dell Premier experience.

05 — Final design

Quick access first, then purchase history

I prioritized quick access to the most frequently used features and key customer information.

Next, I used purchase history to surface frequently bought items for faster reordering.

Finally, I placed support and spotlight sections at the bottom of the page to finish the journey.

06 — Before and after

Before and after