The Premier Landing Page serves as Dell’s public introduction to the Premier platform, helping business customers discover its key features and advantages.

Project Duration:

July 2024 - March 2025; April 2025 launched

My Role:

• UX Researcher & Lead Designer for the Premier Landing Page redesign
• Led end-to-end discovery (competitive analysis, customer interviews, internal/external research review)
• Defined the design strategy and direction based on research insights
• Facilitated cross-functional collaboration across content, analytics, dev, and product
• Planned and guided usability testing to validate concepts and refine the experience
• Ensured alignment with user needs and business goals throughout the project
• Drove the redesign that strengthened customer trust and engagement

Outcomes:

• +2.8× growth in new account submissions
• +19% increase in sign-ins
• Traffic to the page increased by 70%
• Drove organic growth of B2B leads, effectively serving as a acquisition channel for new business accounts

Problem Statement:

• Dell Premier lacks a clear brand identity and consistent value proposition, making it difficult to attract new customers and foster loyalty

Discovery:

• Competitive analysis (20+ companies)

• Research (Internal + External qualitative insights)

• Discovery Artifacts

Key Learnings:

• Unique Value Prop
  • What is the unique value of Dell Premier vs other competitors?
• Dell Branding
  • Users expect that Dell Premier is the final layer of what Dell has to offer to customers
• Customer Centric Benefits
  • Users want to know what they will get instead of what we offer
• Digestible Content
  • Users would like to quickly scan over the contents
• Shorter Videos
  • Need videos that get to the point

Framing:

• Design workshops
  • User flow, content strategy and framework, wireframe, hi-fi design and prototypes