DELL TECHNOLOGIES
Simplifying conference room purchases
Simplifying conference room purchases
Helping IT buyers confidently choose a room setup they can’t afford to get wrong
TEAM
Dell Displays and Peripherals
RESPONSIBILITIES
Product Designer
TIMELINE
6 months
DEVICE
Web
AT A GLANCE
AT A GLANCE
Problem
Problem
Buying a conferencing room is a high-cost, high-risk decision, and Dell’s page made it harder with cluttered layouts and unclear bundles.
Buying a conferencing room is a high-cost, high-risk decision, and Dell’s page made it harder with cluttered layouts and unclear bundles.
My role
My role
I led generative research and design for the next iteration of the page, restructuring it around room-based bundles with clear bundle details and a custom room builder.
I led generative research and design for the next iteration of the page, restructuring it around room-based bundles with clear bundle details and a custom room builder.
Outcome
Outcome
A room-based page structure and bundle system designed to replace the live page. The design was well received.
A room-based page structure and bundle system designed to replace the live page. The design was well received.
BACKGROUND
BACKGROUND
Dell wanted to lead with premium, bundled conferencing solutions
Dell wanted to lead with premium, bundled conferencing solutions
Working with Logitech, Dell wanted to promote its conferencing bundles. I led generative research and design for the next iteration of the page, restructuring it around room-based bundles so buyers can choose a prepackaged room or build their own.
Working with Logitech, Dell wanted to promote its conferencing bundles. I led generative research and design for the next iteration of the page, restructuring it around room-based bundles so buyers can choose a prepackaged room or build their own.
CHALLENGE
CHALLENGE
A high-stakes purchase, made harder by the page
A high-stakes purchase, made harder by the page
Buying a conferencing room system is expensive and risky. The existing page made it harder: the “Room Size” link promised a guided selector that never appeared, the key compute device (Dell Pro Micro Plus XE) was barely shown, and the messaging switched between Dell and Logitech without a clear lead.
Buying a conferencing room system is expensive and risky. The existing page made it harder: the “Room Size” link promised a guided selector that never appeared, the key compute device (Dell Pro Micro Plus XE) was barely shown, and the messaging switched between Dell and Logitech without a clear lead.
RESEARCH INSIGHT
RESEARCH INSIGHT
Where the page lost the buyer
Where the page lost the buyer
A section-by-section audit surfaced three gaps: no story guiding the purchase, the same benefits repeated across four sections, and no clear focal point. The page informed but didn’t persuade, leaving buyers to piece a room together from parts. Select a friction point to see where it happens.
A section-by-section audit surfaced three gaps: no story guiding the purchase, the same benefits repeated across four sections, and no clear focal point. The page informed but didn’t persuade, leaving buyers to piece a room together from parts. Select a friction point to see where it happens.
SOLUTION
SOLUTION
The page, restructured around room size
The page, restructured around room size
A video hero shows real meeting rooms, followed by the benefits of buying from Dell, the core device, and room bundles organized by size. Together, they guide buyers from exploring to configuring.
A video hero shows real meeting rooms, followed by the benefits of buying from Dell, the core device, and room bundles organized by size. Together, they guide buyers from exploring to configuring.
FEATURE #1
FEATURE #1
Room bundles with details on demand
Room bundles with details on demand
I redesigned the bundle overview with progressive disclosure: bundles at a glance, details when needed. It replaced a text-heavy page and made bundles easier to compare and configure.
I redesigned the bundle overview with progressive disclosure: bundles at a glance, details when needed. It replaced a text-heavy page and made bundles easier to compare and configure.
FEATURE #2
FEATURE #2
A custom room builder
A custom room builder
Buyers can build their own room by choosing components, with real-time views of audio and video coverage and cable layout.
Buyers can build their own room by choosing components, with real-time views of audio and video coverage and cable layout.
Configurator walkthrough
Choose a platform
The configurator opens with platform selection (Teams or Zoom), locking in compatibility before any hardware is chosen. This eliminates the most common source of mismatched components before a single decision is made.
Choose a camera
Once the platform is set, users choose a camera sized to their room. Each option surfaces key specs and a visual coverage indicator so buyers can validate fit without cross-referencing spec sheets.
Check camera coverage
A dynamic room diagram updates in real time as selections are made, showing the camera’s field of view at true scale. Buyers get a spatial confidence check, seeing exactly what gets covered, before they commit.
Choose displays
Display options are automatically filtered to match the chosen platform and room size. Pairing guidance and cable requirements surface inline, reducing the post-purchase surprises that erode trust in high-value B2B purchases.
See the cable layout
The Cable Layout view traces every connection through the room in color-coded runs, from the table across the floor and up the wall to the display. Buyers see how the whole setup gets wired before they buy.
Review what’s in a bundle
Bundle detail pages break down every included component with specs, compatibility notes, and pricing context. Users can swap individual items or save a configuration to share with stakeholders before requesting a quote.
IMPACT
IMPACT
What I’d measure if it shipped
What I’d measure if it shipped
Bundle task success
Bundle task success
Share of users who build a valid room setup without help.
Share of users who build a valid room setup without help.
Evaluation-stage drop-off
Evaluation-stage drop-off
Exits between viewing a bundle and adding it to cart.
Exits between viewing a bundle and adding it to cart.
Time to confidence
Time to confidence
How long it takes a buyer to settle on a room size and bundle.
How long it takes a buyer to settle on a room size and bundle.
Sales-assist rate (optional)
Sales-assist rate (optional)
Share of buyers who still need to contact sales, which ties the design directly to cost savings.
Share of buyers who still need to contact sales, which ties the design directly to cost savings.
REFLECTION
REFLECTION
It didn’t ship, but the thinking holds up.
It didn’t ship, but the thinking holds up.
The concept was paused when organizational priorities shifted. Before that, concept testing confirmed the room-size structure matched how buyers plan a space. The design also removed the three biggest sources of doubt in a high-cost purchase: what’s in a bundle, what works together, and what it costs.
The concept was paused when organizational priorities shifted. Before that, concept testing confirmed the room-size structure matched how buyers plan a space. The design also removed the three biggest sources of doubt in a high-cost purchase: what’s in a bundle, what works together, and what it costs.
KEY TAKEAWAYS
Design around the buyer’s mental model, not the catalog. Organizing by room size, the way IT buyers actually plan, did more for clarity than any visual change.
A bundle has to feel like one product, not a parts list. Showing contents, compatibility and a single price together is what makes a $7,000+ purchase feel safe.
Progressive disclosure builds trust in complex purchases. Leading with the room and revealing hardware on demand kept the page light without hiding detail.
Validate structure before polish. Testing the information architecture early made the case for the concept, even after the build was deprioritized.
KEY TAKEAWAYS
Design around the buyer’s mental model, not the catalog. Organizing by room size, the way IT buyers actually plan, did more for clarity than any visual change.
A bundle has to feel like one product, not a parts list. Showing contents, compatibility and a single price together is what makes a $7,000+ purchase feel safe.
Progressive disclosure builds trust in complex purchases. Leading with the room and revealing hardware on demand kept the page light without hiding detail.
Validate structure before polish. Testing the information architecture early made the case for the concept, even after the build was deprioritized.
KEEP EXPLORING
