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Redesigning Dell Partner Locator Tool

Redesigned Dell's 'Find a Partner' tool, doubling revenue and significantly increasing user engagement. Revenue doubled in just 4 months after MVP Launch.

Role

Despite its strategic importance, the previous iteration faced significant usability challenges, including an outdated interface, inefficient search functionality, and poor mobile accessibility. 

Content

Impact

Doubling revenue and significantly increasing user engagement. Revenue doubled in just 4 months after MVP Launch.

Understanding the Problem

The existing FAP tool had several usability challenges that affected both customers and partners:

  • Confusing Search & Filters: Users struggled with complex nomenclature, unclear filter options, and a lack of predictive search capabilities.

  • Limited Mobile Accessibility: The tool was not optimized for mobile, leading to a poor experience for users on the go.

  • Partner Visibility Issues: Partners found it difficult to highlight their competencies, making it challenging for customers to assess credibility.

  • Lack of Engagement & Response Tracking: Sales and customers often faced delayed responses from partners, causing frustration.

  • Inconsistent Branding & UI: The tool’s dark-themed UI did not align with Dell’s modern brand identity, making the experience visually unappealing.


Challenge

Integrating a Better Search System: Implementing a seamless search experience within the constraints of Salesforce’s design system.

  • Enhancing Data Accessibility for Sales Teams: Sales users needed deeper insights, including historical data, lead conversions, and engagement metrics.

  • Optimizing for Mobile Experience: Adapting the platform for an intuitive and responsive mobile interface while reducing cognitive load.

  • Driving Partner Engagement: Making it easier for partners to manage profiles, showcase expertise, and connect with potential clients.

  • Ensuring Agile Collaboration: Working cross-functionally with product managers, engineers, and stakeholders to iteratively refine the design and address technical feasibility concerns.


Our Approach

To address these challenges, we implemented a structured, user-centered design process incorporating key solutioning strategies:

1. Research & Strategy

  • Empathy Mapping & Personas: Identified user pain points and behaviors to inform design decisions.

  • User Journey Mapping: Streamlined the search and partner selection process.

  • Competitive Benchmarking: Assessed leading industry tools to enhance our solution.

2. Design & Development

  • Refined Search & Filters: Introduced predictive search, multi-select filters, and contextual tooltips for enhanced usability.

  • Enhanced Partner Profiles: Provided richer data on partner competencies, certifications, and engagement history.

  • Mobile Optimization: Created a responsive design that improved usability across all devices.

  • User Authentication & Personalization: Tailored search results based on user roles (Sales, Partner, Customer).

3. Testing & Iteration

  • Usability Testing: Conducted remote and in-person sessions to validate design improvements.

  • A/B Testing: Optimized filter functionality and partner profile layouts for maximum effectiveness.

  • Iterative Refinement: Due to various limitations within Salesforce, close collaboration with engineers was essential. Daily stand-ups and regular iterations ensured feasibility while maintaining UX integrity. Post-launch refinements addressed technical constraints and enhanced overall performance.

Results

  • 17% increase in searches executed, improving discoverability and engagement.

  • 2x increase in potential revenue within 5 months of launch.

  • 69% of total FY22 leads generated in just the first few months of FY23.

  • Enhanced Partner Profiles resulted in better lead conversions and partner engagement.

  • Mobile Optimization significantly improved accessibility and ease of use.

Key Learnings

  • Data-Driven UX Decisions: Research insights shaped design choices, ensuring measurable impact.

  • Collaboration is Key: Continuous alignment with engineering and product teams facilitated smooth implementation.

  • Iterate & Adapt: Post-launch refinements played a crucial role in further optimizing the platform’s success.

This project demonstrates my ability to execute strategic UX design, implement user-centric solutions, and drive measurable business impact through research-driven design methodologies.