DELL TECHNOLOGIES
Defining the future of search for a unified Dell.com
Defining the future of search for a unified Dell.com
One intent-aware search for products, support, and content across four websites
TEAM
Dell Unified Search
RESPONSIBILITIES
Product Designer
TIMELINE
6 months
DEVICE
Web
AT A GLANCE
AT A GLANCE
Problem
Problem
Dell.com was split across four legacy websites, so customers struggled to find things and finish tasks that crossed them.
Dell.com was split across four legacy websites, so customers struggled to find things and finish tasks that crossed them.
My role
My role
I conducted generative research and designed the north star vision for search across Dell’s four largest websites, which drive over $10B in annual revenue.
I conducted generative research and designed the north star vision for search across Dell’s four largest websites, which drive over $10B in annual revenue.
Outcome
Outcome
The concept was well received, presented to SVP-level leadership, and became the blueprint for future search projects at Dell.
The concept was well received, presented to SVP-level leadership, and became the blueprint for future search projects at Dell.
BACKGROUND
BACKGROUND
Dell was split across four legacy websites
Dell was split across four legacy websites
Separate business units built each site on a different platform. For customers, that meant slower discovery, more effort, and trouble finishing tasks that spanned the business.
Separate business units built each site on a different platform. For customers, that meant slower discovery, more effort, and trouble finishing tasks that spanned the business.
CHALLENGE
CHALLENGE
One search for very different customers
One search for very different customers
Dell was merging four legacy websites into one. The new site needed a search experience that could scale to very different customers, from consumers to enterprise buyers.
Dell was merging four legacy websites into one. The new site needed a search experience that could scale to very different customers, from consumers to enterprise buyers.
RESEARCH INSIGHT #1
RESEARCH INSIGHT #1
Customers wanted search that understands meaning, not just keywords
Customers wanted search that understands meaning, not just keywords
Dell’s search matched keywords but couldn’t recognize intent. It couldn’t tell shopping apart from support or enterprise needs.
Dell’s search matched keywords but couldn’t recognize intent. It couldn’t tell shopping apart from support or enterprise needs.
RESEARCH INSIGHT #2
RESEARCH INSIGHT #2
“Wireless mouse” means different things to different customers
“Wireless mouse” means different things to different customers
Who is searching matters as much as what they search for, especially when the same terms span consumer and enterprise needs.
Who is searching matters as much as what they search for, especially when the same terms span consumer and enterprise needs.
DESIGN PRINCIPLE
DESIGN PRINCIPLE
Personalization should evolve with every interaction
Personalization should evolve with every interaction
Search should use the signals that reveal intent at each step of the journey, and adapt results, content, and layout to the task at hand. The goal: a proactive assistant that gets people to the right content at the moment they need it.
Search should use the signals that reveal intent at each step of the journey, and adapt results, content, and layout to the task at hand. The goal: a proactive assistant that gets people to the right content at the moment they need it.
APPROACH
APPROACH
A flexible content architecture built around intent
A flexible content architecture built around intent
We segmented the search experience around customer tasks and intent, so every person sees the most relevant content first.
We segmented the search experience around customer tasks and intent, so every person sees the most relevant content first.
The next-gen experience
Modular building blocks that combine into a tailored, context-aware experience for each customer.
Search scenarios
Shopping for a monitor
Customers shopping for a secondary monitor can filter by compatibility and specific needs. To speed up the decision, we surface top recommended monitors with clear reasons explaining why each is a strong fit.
Learning which monitor fits
For customers who need more guidance, we can surface contextual micro-experiences that help them find a suitable monitor based on their needs, understand technical specs, and learn about required cables and connectors.
Exploring the laptop lineup
For customers who need a broader overview, we can surface a lineup micro-experience showcasing Dell's product lines and variants. Customers can also explore XPS reviews, press coverage, and community discussions, both within the Dell support and across third-party forums.
Managing a laptop you own
Existing Dell customers can use search to access personalized information about their products, including compatible accessories, device health and support, setup guides, and discussions in the Dell community.
Troubleshooting a laptop
For customers seeking support, micro-experiences can surface targeted modules that ask clarifying questions to deliver better solutions. Customers can also access error explainers, relevant support community discussions, and highlights of driver and BIOS updates along with their impact on their product.
Business quotes and orders
For business customers, Dell search enables quick access to sales representatives, recent conversations, ongoing projects, and latest orders, making it a practical work tool. This positions Dell.com as a single destination where business customers can find everything related to their Dell account.
Shopping a company’s Premier Store
For business customers, search can help distinguish between products available through their company portal and those publicly available on Dell.com. Products are organized into customer-defined categories, with each product card surfacing key procurement details including end-of-life timelines, purchase history, and order delay notifications.
Buying from the public store
For business customers who can't find a product in their Premier store, they can search and shop from the Dell public store without leaving the site or switching accounts. This reduces friction and keeps customers focused on completing their purchase.
Design highlights
Design highlights
IMPACT
IMPACT
What I’d measure if it shipped
What I’d measure if it shipped
Search success rate
Search success rate
Share of searches that end in a click on a product, support article or account task.
Share of searches that end in a click on a product, support article or account task.
Zero-result and reformulation rate
Zero-result and reformulation rate
How often people find nothing useful or have to rephrase, across all four former sites.
How often people find nothing useful or have to rephrase, across all four former sites.
Cross-domain task completion
Cross-domain task completion
Tasks that span shopping, support and account, like finding a driver and then buying a replacement part, completed without starting over.
Tasks that span shopping, support and account, like finding a driver and then buying a replacement part, completed without starting over.
REFLECTION
REFLECTION
Showing content types made results faster to use
Showing content types made results faster to use
In concept testing, people struggled with long lists of plain text links. Seeing what kind of content each result was helped them zero in on the right one and move on to their next step quickly.
The strategy was well received and became the blueprint for future search projects. The next phase covered engineering feasibility and proof-of-concept work with vendors.
In concept testing, people struggled with long lists of plain text links. Seeing what kind of content each result was helped them zero in on the right one and move on to their next step quickly.
The strategy was well received and became the blueprint for future search projects. The next phase covered engineering feasibility and proof-of-concept work with vendors.
KEEP EXPLORING
