Crystal Donell Design

Dell Technologies

[ INTRO ]

Dell Technologies is a tech company with a focus on the sale of personal computers, software, network and data solutions and various related products and services. Dell’s consumers consist of and range from the average computer user to corporate businesses, government and educational institutions, law enforcement agencies, healthcare organizations, and small to medium-sized businesses.

To protect the privacy of the company, I’ve limited and omitted some information and images in this case study.

Project Type

UX/UI, Redesign

 

Team

Lead Product Designer, Self Service Team

 

Contribution

Architect, Interaction, Prototyping

 

Company

Dell Technologies

[ OVERVIEW ]

The Video Support Library was a crucial self-service tool for Dell users, offering access to thousands of support videos. However, the existing library faced several challenges, including inconsistent search functionality and outdated design. The redesign aimed to modernize the interface, improve usability, enhance overall user satisfaction, and improve engagement ratings.

Challenge

Revamp the outdated and inconsistent Dell Video Library experience, improving search functionality and user navigation under strict budgetary and technical constraints.

  • Design an engaging experience for highly experimental customers
  • Showcase the variety and versatility of their products
  • Create a content hub where plant-curious customers can learn more about the brand and discover new ways to use their products

 

Solution

To address these challenges, we implemented a streamlined, user-centric design with enhanced search capabilities, a more intuitive interface, and curated content, ensuring a modern and efficient video support experience:

  • Advanced Search Algorithms: Implemented to prioritize relevant results and improve search accuracy.
  • User-Friendly Interface (MFE): Developed to make browsing and selecting products more intuitive.
  • Curated Content Sections: Introduced sections for trending and recently published videos to keep content engaging and up-to-date.

 

[ DISCOVERY & OBSERVATIONS ]

In a bid to enhance the support video library experience for Dell users, I began by conducting an initial heuristic evaluation and analyzing previous user interactions and feedback to identify key pain points and areas for improvement on the landing page and the video details page. This thorough analysis, supported by affinity mapping and the creation of user personas, revealed that users often struggled to locate relevant videos due to inconsistent search functionality, endless scrolling, and the lack of sorting or filtering options. Additionally, the design of the video details page further hindered efficiency and compounded user confusion, leading to overall user frustration and site inefficiency.

After this comprehensive analysis, I initiated a discovery session with stakeholders and the project team to gather deeper insights into the product and user needs. Through this collaborative exploration, we were able to identify and define problem areas, create potential opportunities, and develop solutions. These ideas were then refined and prioritized based on feasibility, impact, and alignment with user needs.

[ Ideate & Explore ]

To ideate and explore options for improving Dell’s support video library, we adopted a collaborative approach, involving stakeholders and working closely with the development team to assess feasibility. Cross-functional brainstorming sessions were conducted with members from various departments, including customer support and other internal product teams, to generate innovative ideas and solutions. I created sketches, lo-fi wireframes, and mid-fi wireframes to visualize the direction we wanted to take, helping to align the team and refine our approach. These visualizations guided the implementation of user-centric design principles and additional self-service options, streamlining the support video library experience with enhancements like filtering and category sections on the landing page, as well as saved playlists and video transcripts on the details page.

Despite our enthusiasm, budget constraints and development team limitations forced us to streamline our priorities. We focused on a North Star concept, concentrating on essential elements for an MVP that could be delivered within the allocated timeframe.

[ Iterations & Final Designs ]

Our initial design iterations focused on improving the search functionality, implementing advanced algorithms to deliver more relevant results. We also integrated Dell’s MFE feature to help users find products and keywords more effectively. Subsequent iterations introduced a user-friendly interface for selecting Dell products, a curated section for trending and recently published videos, and engaging thumbnails with brief descriptions to capture user interest.

Throughout the process, we continuously solicited user feedback, refining our designs based on usability testing and analytics data. The final product was a streamlined, intuitive, and visually appealing support video library that significantly enhanced the user experience.

 

 

Impact

The redesign of Dell’s Video Support Library led to measurable improvements in user engagement and satisfaction:

  • 32.0K Weekly Traffic, up from 24.3K, demonstrating increased user engagement.
  • 62.2% CSAT, an improvement from 61.4%, indicating higher customer satisfaction.
  • 51.07% Purpose Completion, reflecting better ease of use and overall user satisfaction.

Lessons Learned

This project underscored the importance of clear communication, collaboration, and maintaining focus on the end goal. By aligning our efforts with a North Star vision and prioritizing essential features, we successfully delivered a product that met both user needs and business goals, even within the constraints we faced.

This project is currently live. View Dell’s Video Library here.