DellCase 01 · Enterprise B2B

From fragmented Partner tools to a coherent experience strategy.

Dell’s Partner ecosystem had grown across 70+ tools and interfaces, with teams owning different parts of the journey. I co-shaped the E2E structure and roadmap with Strategy, Business and Partner leaders, then used design, research and measurable product changes to move the experience toward greater coherence and self-service.

RoleSenior Principal Product Designer
LeadershipLed design teams of 2–5 · advised design investment across ~20 designers
Strategic scopePartner E2E structure · roadmap · B2B experience strategy
Dell Partner Products Ecosystem
A map of the main Partner products across the end-to-end journey. Selected portfolio and platform decisions are intentionally omitted or generalized for confidentiality.
Strategic leadership

Co-shape the roadmap, not just the interface.

The problem was organizational as much as experiential. Together with Strategy, Business and Partner leaders, I helped define the program structure, the pillars that should organize the Partner Experience and the multi-year direction for reducing fragmentation and increasing self-service.

Within Design, my role went beyond my immediate team. I advised where roughly 20 designers should focus across the pillars — where stronger seniority was needed, where to increase effort and which work should wait until higher-value dependencies were resolved.

70+tools and interfaces in a fragmented Partner ecosystem
~20designers considered across Partner Experience pillars
2–5designers I led depending on the initiative
Leading and aligning different verticals
Onboarding & AccountTraining & SupportDemand GenerationLead & OpportunityConfigure, Price & ShopIncentives & Benefits
Research grounding

To understand the full picture, I combined interviews with 20 partners and workshops with 38 Dell stakeholders around Lead, Deal & Opportunity, synthesizing 490 observations. This helped identify the main pain points, prioritize opportunities and validate AI concepts within real partner workflows.

AI Opportunities

Use AI where it removes real partner work.

AI was one of several solution directions grounded in the broader Partner research — not a standalone feature exercise. We explored and validated opportunities around lead prioritization, contextual assistance, form auto-population, deal creation and product recommendations. The focus was on embedding AI into real workflows so partners could spend less time on manual tasks and more time on higher-value decisions.

Lead prioritizationContextual assistanceAuto-populationDeal creationProduct recommendations

These were researched and validated future-state concepts and had not reached production before I left Dell.

01 · Salesforce

Migrating the design system & accessibility audit

The move from Salesforce Classic to Lightning became an opportunity to redesign a ten-year-old experience, validate it with partners and improve accessibility at the system level.

Channel lead interface
Salesforce Classic versus Lightning lead detail page
100%of 9 usability-test participants preferred the new interface
+3.96%Leads touched by partners in the first two months
WCAG AAaccessibility audit led; contrast gaps escalated to Salesforce

I led the accessibility audit as part of the migration work. We identified text and icon contrast gaps in Lightning, documented the issues and worked directly with Salesforce teams. Contrast improvements were released globally in Summer ’23 (See Salesforce accessibility update), extending the impact beyond Dell.

Partner feedback

“The most straightforward and easy to understand process Dell has ever provided us.”CDW Titanium Partner · on the redesigned lead-management experience

Proof 02 · Partner Portal

Make findability measurable.

Findability was one of the clearest Partner Portal pain points. We increased the prominence of search and simplified the homepage around higher-value actions.

The work combined heuristic evaluation, stakeholder interviews, analytics and previous Partner research. The objective was practical: make the actions partners were already trying to find more visible, understandable and reusable.

Partner Portal homepage redesign
Partner Portal search before and after
+20.7%Partner Portal CSAT increase
+37.54%Partner Portal search click-rate increase
+16.73%Quick Links click-rate increase
Design maturity

Make Design impact visible to leadership.

I initiated an exploratory UX measurement framework to make design health easier to discuss with non-design executives. The ambition was to connect product quality with how early Design engaged, whether work was researched and tested, team health, stakeholder relationships and the impact of design investment.

Product qualityQX Score
Design engagementresearch · framing · prototyping · testing
Team healthcommunication · engagement · product centricity
Leadership visibilityprioritization · improvement tracking · reporting

UX Metrics Dashboard

Products

QX Score
ACDC

Design path and engagement

Planning and
Scoping
Discovery &
research
Defining the
problem
PrototypingTesting
Prototypes
Feedback to
development

Efficiency

Jira tracking

Team

Internal Design team Score
Stakeholders relationship Score
Next case

Building Design from 0→1 while integrating acquired ecommerce products.

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