Dell Technologies (.com)

For Delltechnologies.com, the public side of Dell’s digital sphere, my team took on the redesign of a two crucial platforms — Customer Stories and Edge.

Customer Stories Templates

UX Research showed that users wanted a much clearer structure for Dell’s Customer Stories, to put front-and-center the ways Dell products helped business optimize their operations without making them read through paragraphs of long-form copy. The new templates were centered around this idea of being straight to the point, no Marketese involved. Based on an AEM backend framework, they are crafted in the new Dell Visual Identity (launched 2023) and utilize CSS customizations of existing AEM library components, also adding net-new components where the existing library couldn’t meet our needs (quote module for example).

Role: Creative Director, Lead Designer, CW
Working under Assoc. Dir. Ian Armstrong, w/Analytics and Research Insights from Margot Lopez, and Design Support from Julio Takayama & Neha Bharti
Development by Cesar Sandoval

(View the live site here)

The Landing / Index Page

The Story Pages

Dell Edge Solutions Page

Edge technology exists to bring computing power closer to its source, avoiding lag that comes with uploading data to cloud servers (important in things like self-driving cars), and creating efficiencies by way of only uploading needed data to the cloud (think factory lines where you don’t need to catalogue most of what the computer is monitoring).

Research showed the products needed to be tied with how they were being used, a pivot away from the usual Spec-Forward way of selling at Dell.
So we contextualized Dell’s robust portfolio of compute, storage, networking, workstations, and laptops, in the industries where they have the most impact (and future growth potential),

Role: Creative Director, Lead Designer, CW
Working under Assoc. Dir. Ian Armstrong, w/Analytics and Research Insights from Margot Lopez and Tami Kagy
Development by Cesar Sandoval

(View the live site here.)