Project Overview

Category page is a sub-page in Dell.com where the products are listed according to their configurations and specifications based up on the user choice.

My Role

As a lead designer i have to colloborate with the stakeholders to research and conduct userinterviews and get engaged with various teams in conceptualisation of the ideation into design.

What was the Problem ?

After referring to various VOCASS comments by the sales team we were presented with a problem that, customers have a challenge in understanding different laptops like Inspiron, Precision, Vostro and all other laptop brands in the Dell portfolio while making purchase.

The inner lining problem
As a part of research when were referring to various reports and data, Through analytics we have identified other inner lining problem that the total traffic to category page is very low compare to Dell.com page. The average traffic for Dell.com is around 600 millionsb and for surprise category page is 50 millions, which is of less than 10% of the total visits.

The journey of Re-designing the Category page
The backend efforts of Re-designing...

After every design iteration and every round of A/B testing we took the designs to the users to validate them at every stage of the process. I believe it is our biggest superpower that we keep talking to real users.

Problem finding through user Interviews

we had started with around 11 user interviews and noted down all the steps and scenarios where the users are actually facing difficulties and confusion in the page.

Customer feedbacks in user interviews
Observations from overall customer Feedbacks

• Customers are not familiar with technology.
• Customers can't differentiate between product lines.
• Content is not easy enough to get the guidance they need.

The Process
Changes based on user testing

we tried to do the design and content changes along with re organizing the orders of the elements to match the user expectations

Fail Early, Learn fast

we made all the teams involve in the early stage of research to identify the issues, instead going back to and fro.

Trying different Iterations based on user feedback

Came with different design iterations based on the user feedback like adding CTA`s, banners and different images which grab the user attention.

We tried engage with teams like engineering, data analytics and product management but also marketing , content strategy branding accessibility , behavioural data science along with some third party tools to understand the user needs!

with surprise this engagement have helped us a lot in designing more iterations.

with the received response and improvements in the user engagement which made us to go further deep and repeat in other sections as well as a result.
These iterations have boosted our confidence levels when we the saw the results of CTR
Stagnancy in completion rate
we still identified there was some stagnancy in completion rate metric and worked on further iterations by changing the questions and resequencing the order
The hard work was really paid off when we saw the final numbers
My key takeaways
Even for the redesign process, continuously involve users in the design and testing. This helps ensure that the changes align with their needs and preferences.

Its always good to do the surround research where we can find some serious inner lining issues.

Failing early in design process will have a chance to learn fast and deliver the best.
Thank you...