DELL TECHNOLOGIES
Reducing decision paralysis in PC customization
Reducing decision paralysis in PC customization
Three prebuilt starting points and guided customization for 10M+ Dell customers
TEAM
Dell Shop & Learn
RESPONSIBILITIES
Design Lead
TIMELINE
6 months
DEVICE
Web
AT A GLANCE
AT A GLANCE
+5.2%
Average order value
+7.4%
Revenue per visit
80%
Prebuilt checkouts
Problem
Problem
The team assumed more customization was Dell’s edge, but over a billion part combinations overwhelmed customers and made the customization page the biggest drop-off point.
The team assumed more customization was Dell’s edge, but over a billion part combinations overwhelmed customers and made the customization page the biggest drop-off point.
My role
My role
As design lead, I turned research and sales data into three prebuilt starting points with guided customization.
As design lead, I turned research and sales data into three prebuilt starting points with guided customization.
BACKGROUND
BACKGROUND
We assumed customization was Dell’s edge
We assumed customization was Dell’s edge
The team aligned on one assumption: customization was Dell’s key differentiator. So Dell kept adding options to give customers more freedom of choice. Our research challenged that assumption.
The team aligned on one assumption: customization was Dell’s key differentiator. So Dell kept adding options to give customers more freedom of choice. Our research challenged that assumption.
CHALLENGE
CHALLENGE
Too many choices led to decision fatigue
Too many choices led to decision fatigue
Customers chose from 70 products, hundreds of variants, and over a billion part combinations. The sheer number of options led to decision paralysis across the journey.
Customers chose from 70 products, hundreds of variants, and over a billion part combinations. The sheer number of options led to decision paralysis across the journey.
RESEARCH INSIGHT #1
RESEARCH INSIGHT #1
Drop-off peaked on the customization page
Drop-off peaked on the customization page
The customization page was the journey’s biggest abandonment point. Customers felt overwhelmed by the number of possible configurations as soon as they arrived.
The customization page was the journey’s biggest abandonment point. Customers felt overwhelmed by the number of possible configurations as soon as they arrived.
For illustration purposes only.
For illustration purposes only.
“With so many options, I can deliberate a lot. That’s complexity I don’t want.” — research participant
“With so many options, I can deliberate a lot. That’s complexity I don’t want.” — research participant
RESEARCH INSIGHT #2
RESEARCH INSIGHT #2
Without guidance, customers built configurations that didn’t work
Without guidance, customers built configurations that didn’t work
Customers often picked parts that didn’t work together, then hit error messages telling them to choose again. They valued the freedom to customize but struggled to understand how parts differ and affect performance.
Customers often picked parts that didn’t work together, then hit error messages telling them to choose again. They valued the freedom to customize but struggled to understand how parts differ and affect performance.
XPS 15 Conversion Rates
100%
100%
relative share
relative share
Variant 1 · 2.38%
Variant 1 · 2.38%
Variant 2 · 1.12%
Variant 2 · 1.12%
Variant 3 · 1.43%
Variant 3 · 1.43%
Other · <0.10%
Other · <0.10%
RESEARCH INSIGHT #3
RESEARCH INSIGHT #3
For each system, 3–4 configurations converted 10x more than the rest
For each system, 3–4 configurations converted 10x more than the rest
Each system had around 30 variants, but only 3 sold significantly more than the others. This data shaped the design around how customers actually buy.
Each system had around 30 variants, but only 3 sold significantly more than the others. This data shaped the design around how customers actually buy.
We simplified choice by offering three popular starting points, with more customization available
We simplified choice by offering three popular starting points, with more customization available
DIG DEEPER
DIG DEEPER
Want to see the full research process?
Want to see the full research process?
Walk through the discovery, synthesis, and design decisions behind One Configurator, from research findings to the prebuilt-offer system that shipped.
Walk through the discovery, synthesis, and design decisions behind One Configurator, from research findings to the prebuilt-offer system that shipped.
SOLUTION
SOLUTION
One Configurator MVP
One Configurator MVP
FEATURE #1
FEATURE #1
Three prebuilt offers, shown up front
Three prebuilt offers, shown up front
Customers start from the three most popular configurations, or pick a fourth option that unlocks full customization.
Customers start from the three most popular configurations, or pick a fourth option that unlocks full customization.
FEATURE #2
FEATURE #2
Smart prompts replace error messages
Smart prompts replace error messages
Before, customers had to find and interpret error messages on their own. Now, when a change causes a conflict, the system suggests updated specs based on valid combinations, which customers can accept.
Before, customers had to find and interpret error messages on their own. Now, when a change causes a conflict, the system suggests updated specs based on valid combinations, which customers can accept.
FUTURE ENHANCEMENT
FUTURE ENHANCEMENT
A persistent guide while customizing
A persistent guide while customizing
To address the compatibility frustrations from research insight #2, we designed a persistent left-hand panel. Instead of reacting with errors, it guides customers as they customize, with a summary, a compatibility indicator, a virtual assistant, and game performance insights.
To address the compatibility frustrations from research insight #2, we designed a persistent left-hand panel. Instead of reacting with errors, it guides customers as they customize, with a summary, a compatibility indicator, a virtual assistant, and game performance insights.
Design highlights
Design highlights
IMPACT
IMPACT
One Configurator delivered strong conversions and launched globally
One Configurator delivered strong conversions and launched globally
In an Adobe Target A/B test, the new experience lifted average order value by 5.2% and revenue per visit by 7.4%. Around 80% of customers checked out with one of the three prebuilt offers, proving they wanted a simpler start, not more choices up front. Full customization never went away; it stayed one step away. It was one of the biggest changes to Dell’s PC purchase journey in recent years, shaping how customers in every segment shop for PCs worldwide.
In an Adobe Target A/B test, the new experience lifted average order value by 5.2% and revenue per visit by 7.4%. Around 80% of customers checked out with one of the three prebuilt offers, proving they wanted a simpler start, not more choices up front. Full customization never went away; it stayed one step away. It was one of the biggest changes to Dell’s PC purchase journey in recent years, shaping how customers in every segment shop for PCs worldwide.
+5.2%
+5.2%
Average order value
Average order value
+7.4%
+7.4%
Revenue per visit
Revenue per visit
80%
80%
Prebuilt checkouts
Prebuilt checkouts
Launched globally and nominated for a UX Design Award
One Configurator rolled out on Dell.com worldwide. It was also nominated for the 2024 UX Design Awards in the Concept category, a global competition run by the International Design Center Berlin (IDZ) and judged by an expert jury, with entries that year from companies like Samsung.
REFLECTION
REFLECTION
What I’d carry forward
What I’d carry forward
Constraints can be a feature. Three curated starting points reduced decision fatigue more than any amount of filtering could.
Prevent errors instead of explaining them. Steering people toward valid configurations worked better than telling them what went wrong.
Let behavior shape the defaults. A handful of order codes drove most conversions, so the design leaned into them instead of treating every option equally.
Constraints can be a feature. Three curated starting points reduced decision fatigue more than any amount of filtering could.
Prevent errors instead of explaining them. Steering people toward valid configurations worked better than telling them what went wrong.
Let behavior shape the defaults. A handful of order codes drove most conversions, so the design leaned into them instead of treating every option equally.
KEEP EXPLORING
