Making Shopping Easier – Simplification Underway

You may have noticed that some pages on the US Consumer website have recently experienced a makeover. Nothing too drastic yet, as the site is certainly still a work in progress, but there’s already a notably cleaner look and feel. These changes are intended to streamline our customers’ online shopping experience through the following improvements:

1)    More educational product content and video

2)    Fewer links to find the products you’re looking for

3)    Higher visual appeal and less clutter on pages

To effectively align the redesign with your biggest online shopping needs, our team analyzed results from customer surveys. We’ve been listening to customer commentary to make shopping easier for you. In particular, candid forum and blog posts like this one by Peter Bright indicated opportunities to improve site user-friendliness.

These surveys and other input helped inspire the site simplification efforts. “We want our customers to have a stronger emotional connection to Dell…we want people to fall in love with our brands and our online experience. We believe we can accomplish this by transforming our site over time to be much simpler,” explained the initiative’s executive lead Marissa Tarleton, regarding the development of a more customer-centric site.

This long-term site redesign project is not limited to US home user pages. It will eventually expand to all the other business segments we serve. While pre-launch testing continues in other regions, select US home user pages are live. The comments below reflect some of the positive feedback customers have provided on the changes so far:

  • “It’s very intuitive. Not difficult to use” – US
  • “The picture on the home screen is more inviting…it pulls you in.” – US
  • “I like this better than the current Dell site; it’s more animated, simpler and therefore easier to use” – China

Note the differences between some of the old pages and the corresponding redesigned pages shown below. Click on the images below to load a larger PDF file so you can can see in more detail. As we continue to improve, we’d love to hear your feedback and suggestions on these changes. Please feel free to leave your thoughts by commenting on this post or reaching out to us through our @Direct2Dell twitter account!


                           Before – (Landing Page)                                                   After – (Landing Page)


                    Before – (Product Details Page)                                      After – (Product Details Page)

About the Author: Rene Huynh