Dell
Data driven results
Iterative design, rapid prototyping, and actionable insights to enhance Dell's customer support journey. Smarter, faster, and human-centered.
My starting line
Dell knew that customer satisfaction (CSAT scores) was higher when users had Dell SupportAssist on their computer, and went down when users had to search online for solutions or call customer support. Dell was asking:
“How do we get more customers to download & install SupportAssist?”
— DELL
My goal
Improve the SupportAssist download experience and reduce download abandonment.
My team
I and a project manager worked in collaboration with the Dell product owner over the span of 2 months of Lean UX sprint cycles.
1 UX designer (me)
1 Project manager
1 Product owner
My role
Senior UX designer
Responsible for user testing, data analysis, IxD, prototyping, and visual design.
My process
1
Hypothesize
I hypothesized that the current download flow had too many steps and was confusing to users.
2
Prototype
I built clickable prototypes using Figma and InVision based on my heuristics evaluation, my intuition, and results from the user tests.
3
User test
I conducted 3 rounds of user tests with over 20 participants. Each round of testing I scored the completion rates for each task outlined in my testing protocol, then calculated the percentage of users who had difficulty and documented the reasons.
4 & 5
Improve and repeat
Based on the results of each test, I made improvements to the designs including both interactions and copy changes until the success rate was over 90%.
My observation
When users were notified that a download was required, they voiced concerns about potential costs associated with the software.
My findings
Expressed worry about the cost of the download, even though it was free.
Of those, 80% navigated away to other pages or had to be prompted to continue.
My solution
I automated the software detection step and changed the messaging.
Detection of SupportAssist was a manual step that would prompt the user with a message stating “You need SupportAssist” if it wasn’t already installed.
I designed this step to happen in the background automatically and added more action oriented copy to the homepage when the software wasn’t detected: “Scan for issues with SupportAssist.”
My results
All participants proceeded without hesitation
My solution
I hid actions that are not important to the user, turned the EULA page into a checkbox agreement with a link, and automated intelligent background processes reducing the number of steps from 6 to only 2.
This relieved confusion and allowed users to focus more clearly on their goals.
Before
After