One Configurator

Overview

Over the course of six months, I led the end-to-end effort to unify Dell’s four different product configurators into one cohesive, flexible experience.Our goal was to make customization simple, intuitive, and interactive—while reducing the decision fatigue customers often feel when faced with too many options.

The new unified configurator became a single framework that could handle all types of product customization across Dell’s portfolio.
The results spoke for themselves:
+5.2% lift in average order value
‍+7.4% lift in revenue per visit

This was one of the largest transformations in Dell’s e-commerce history, shaping how customers shop for PCs worldwide. I started as part of the Advanced Configurator team and, over time, expanded my role to design the entire experience from start to finish.

• Conducted explorative research using 16 moderated interviews, 160 surveys participants, exemplar analysis, and data analytics.
• Built the vision state of the configurator design based on guidance framework.
• Cross collaborated with multiple configurator teams, content, marketing, merchandisers, accessibility team and researchers.

• Created a singular configurator that replaced 4 different configurators.
• Shorted the PC configuration time by 70% by simplifying decision making.
• Increased  average order value by 5.2% lift in and revenue per visit by 7.4%.