Dell - One Configurator - product design by Animesh Gupta

My Role

Senior Designer: Information Architecture, Design Concepts, Design Flows, Storyboarding, High-fidelity mockups

timeline

FEB 2023 - Aug 2023

TEam

Me & 1 Product Designer, Product Line Manager, End-to-End Experience Lead, PMs, Architect, Other teams.

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.

Context

Bringing all product configurators under one roof—for a smoother, smarter shopping experience.

When we started, Dell had multiple versions of its product customization pages—one for enterprise products, a newer “simple” configurator (internally called UPD), an “advanced” configurator (SOC), and a version for gaming products.

I was initially brought in to improve the advanced configurator, which supported about 15% of Dell’s product lineup. Over time, the UPD configurator became more capable of handling complex customizations. This led to a company-wide decision: move all complex product configurations into the UPD system, with the belief that better error handling would improve conversion rates.

But research revealed a different problem. Customers weren’t just running into technical errors—they were feeling overwhelmed. Too many choices at once were leading to decision fatigue and, ultimately, drop-offs.

This insight changed our approach. Instead of simply moving products into a different configurator, we designed a unified framework that simplified choices without taking away customer control. By aligning the experience with how people naturally make decisions, we created a more tailored and consistent journey that could adapt to different customer segments—from gamers to enterprise buyers.

The Challenge

How do we create a unified design that makes shopping easy while catering to all types of product customization?

Dell’s product customization experience was fragmented—spread across multiple platforms with different processes for enterprise, gaming, and consumer products. This patchwork approach slowed our ability to respond to customer needs and made the buying journey unnecessarily complex. The configurator experience itself is confusing and causes a lot of friction due to too many choices and lack of decision-making information.

Our challenge was to take the most valuable learnings from the Advanced Configurator and unify them into a single, modular framework—one that could simplify decision-making, maintain user agency, and adapt to special cases like gaming or Premier buyers.We anchored the redesign around three core questions:
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1. How do we reduce decision-making friction while still preserving user control?
2. How do we allow easy movement between simple and advanced modes of customization?
3. How do we keep unique elements needed for special segments like gaming and Premier?
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A gif of the advanced configurator. The total possible configuration of some devices could go up to 7 Billion.

Goals for NorthStar

Reduce Decision Fatigue Without Limiting Choice

Present options in a clear, guided way so customers can make confident selections without feeling overwhelmed.

Create a Single, Unified Configurator Framework

Consolidate all existing product customization tools into one scalable, adaptable system that works across all product lines—from consumer to gaming to enterprise.

Lay the Foundation for Future Growth

Build a modular, flexible system that can evolve with new product types, customization needs, and business strategies.

Provide Relevant, Segment-Specific Experiences

Tailor guidance, language, and features to different customer segments (e.g., gamers, enterprise buyers) while maintaining overall consistency.

Evolving Research: From Advanced Configurator to One Configurator

I began by improving the Advanced Configurator. The goal at this stage was to help customers feel more confident when navigating complex configurations. We conducted research to understand where customers struggled, uncovering that the challenge wasn’t just about feature complexity—it was about the decision-making process itself. Customers faced too many options without enough guidance, leading to hesitation and drop-offs.

As the company’s vision shifted toward One Configurator—a unified system for all product types—my role expanded. I moved from improving a single tool to designing an entirely new, modular framework that could handle everything from simple consumer products to advanced enterprise solutions.

In this second phase, the research focus shifted to simplifying the shopping experience across all product types . The insights from my earlier Advanced Configurator research became the foundation for this new approach. Everything we had learned—about reducing cognitive load, structuring information effectively, and providing timely guidance—was carried forward into the unified design.

By blending Phase 1’s depth of understanding of complex configurations with Phase 2’s vision for simplification across the board, we created a framework that not only supported all customer segments but also adapted to their unique needs.

Research phase 1

Building Confidence in Complex Configurations

In Phase 1, I conducted eight moderated interviews, complemented by desk research and surveys. I then synthesized all findings into an experience map, a concept model, and a set of “How might we” statements to frame opportunities for design. The research from this phase informed the designs for the vision state.

Show/Hide Phase 1 Research

Research phase 1

We didn’t know how to make customers feel confident about their choices and how to keep them engaged.

View Process Deck

We synthesized data from user interviews, CSAT data, surveys & desk research.

We pulled together findings from user interviews, CSAT scores, surveys, and desk research. Once we had all the data in one place, we used affinity mapping to connect the dots—grouping customer behaviors, thought processes, emotions, and expectations across every step of their journey. This helped us uncover not just how customers were navigating the experience, but also what they wished it could be. From this, clear patterns and opportunities emerged, shaping the direction of our design.

Major Takeaways

Customers were getting overwhelmed with the number of choices, poor data organization and lack of decision making information.

Concept Modelling

Creating framework for configurator modes

At Dell, our customers range from tech novices to power users. In interviews, we learned that not everyone wants to configure a product in the same way. Some preferred a slower, “learn-as-you-go” approach, while others wanted quick, preset-based configurations.

The existing configurator only supported a single workflow, with features that offered surface-level learning but lacked depth for those who needed it. By creating a concept model for different configurator modes, we were able to map these varied expectations and show stakeholders how the experience could adapt—offering both a guided, educational path and a fast-track option for confident users.

One of the biggest hurdles to improving product guidance was the lack of relevant, up-to-date data. The existing “Help Me Choose” tool relied on information from third-party vendors, which was often outdated and didn’t directly align with the specs shown on the product page.For example, a customer comparing two processors
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13th Gen Intel® Core™ i713700F (16-Core, 54MB Cache, 2.1GHz to 5.2GHz P-Core Turbo Max 3.0)
13th Gen Intel® Core™ i7 13700KF (16-Core, 54MB Cache, 3.4GHz to 5.4GHz P-Core Turbo Max 3.0

would find only high-level differences between an i9, i7, and i5 in the guidance tool. There was no context explaining why one i7 model might be a better fit over another. Without clear, page-specific information, customers struggled to make confident decisions.

Concept Modelling

Creating framework for guidance

Not all customers visiting Dell.com start with the same level of technical knowledge. The guidance framework I created aimed to close those knowledge gaps and make spec selection more confident and straightforward.

For tech-savvy customers, the goal was to quickly compare the specs available within a model and visualize the overall build’s performance. These users often came prepared—having read blogs, reviews, and forum discussions—so they mainly needed clear spec comparisons and ways to see how each choice impacted the build.

For less tech-savvy customers, the path was different. Many relied heavily on price or simply choosing higher-numbered specs without understanding the trade-offs. They often had “unknown unknowns” about what actually made a great purchase. They needed more educational support—help understanding specs, performance, and how different builds fit their budget and intended use.By accounting for both groups, the framework supported users wherever they were on the knowledge spectrum—helping everyone make decisions they could feel confident about.

How might we statements

We defined our insights as questions to allow innovative solutioning for our problems

Research Phase 2:

Shifting Focus to a Unified Shopping Experience

When I transitioned into the unification effort, our priority became simplifying the product selection process for all customers—from first-time buyers to seasoned tech enthusiasts.We started by analyzing shopping behavior data to understand how customers were currently browsing, comparing, and making selections.

content study

Purchase trends suggested customers mainly bought from 2-3 dominant combinations. Thus showing them upfront helped us shorten the decisions customers took to purchase a PC.

We analyzed all Dell laptop lines and their order codes, identifying 3–4 dominant build combinations that customers most often purchased. To reduce decision fatigue, we made these combinations the primary way to start building a PC.

Presenting them as side-by-side cards not only simplified selection but also opened opportunities for strategic pricing, such as the Goldilocks and decoy effects.Defining these fixed order codes also prompted valuable discussions about creating meaningful combinations—separating core specifications (like processor and RAM) from simpler, easy-to-understand choices (like color or accessories). With these insights, we moved forward to design the MVP.

Mapping out the UserFlow

Exploring Singular Framework Viability for Multiple Scenarios

WireFraming

We went through multiple rounds of iterations to get our designs ready for simplification.

A/B Testing

We went through multiple rounds of iterations to get our designs ready for simplification.

After running user tests, we aligned on an MVP concept: offer differentiated prebuilt systems on the product page, with the option to customize.
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Our hypothesis: if customers could start with a well-matched prebuilt system but still retain the ability to tweak specs, we could boost conversion rates without taking away user agency.
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We framed our research around three key questions:
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‍Do customers choose different form factors?
Do they purchase prebuilt systems—and if so, what drives that choice?
How does this new flow perform compared to the current product page?

Insights from testing
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We ran an A/B test (Test & Target) comparing the new design against the control version of the product page.
‍Key Results
+5.2% lift in average order value
‍+7.4% lift in revenue per visit
19% selected and modified prebuilt offers
9% went directly to “Build Your Own” (mostly gaming users)
7% clicked “Add to Cart” directly (lower-end models like Inspiron, G-Series)
40% engaged with “Build Your Own” after exploring prebuilt offers
25% engaged with prebuilt offers and then clicked “Add to Cart”
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Additional Insights
‍Exit rates improved with the new design
We observed the Goldilocks effect—most customers chose the middle option when shown three offers
Gaming brands like Alienware & G-Series saw more customers going to “Build Your Own” rather than choosing prebuilts
The offer selection section drew more attention than the media gallery

Unified configurator

Unifying Two Phases of Research for a More Confident, Simple Shopping Journey

Once we simplified the first page of the One Configurator, we looked at how we can help guide customers to make well informed decisions. This took the shape of modular components that could be placed below the media gallery.

One Configurator

🏆Award Nomination - UX Design Awards 2024

OVERVIEW

Unified Dell’s product configurator and restructured the product page—making customization easier and giving customers the right information to make confident decisions.

A flexible, modular system that adapts guidance to different user needs.

Bringing all product configurators under one roof—for a smoother, smarter shopping experience.

How do we create a unified design that makes shopping easy while catering to all types of product customization?

Goals for NorthStar

Deep dive into understanding users mental models and expectations.

Evolving Research: From Advanced Configurator to One Configurator

Building Confidence in Complex Configurations

We didn’t know how to make customers feel confident about their choices and how to keep them engaged.

We synthesized data from user interviews, CSAT data, surveys & desk research.

Customers were getting overwhelmed with the number of choices, poor data organization and lack of decision making information.

Creating framework for configurator modes

Creating framework for guidance

We defined our insights as questions to allow innovative solutioning for our problems

Shifting Focus to a Unified Shopping Experience

Purchase trends suggested customers mainly bought from 2-3 dominant combinations. Thus showing them upfront helped us shorten the decisions customers took to purchase a PC.

Exploring Singular Framework Viability for Multiple Scenarios

We went through multiple rounds of iterations to get our designs ready for simplification.

We went through multiple rounds of iterations to get our designs ready for simplification.

Unifying Two Phases of Research for a More Confident, Simple Shopping Journey

The response

Continue to my next project ➔

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