Redefining Partner Search Experience
Dell’s Partner Search is a critical global platform connecting 10,000+ certified partners with over 10 million customers, driving more than half of Dell’s total revenue. Despite its impact, the legacy tool faced usability issues, outdated design, inconsistent branding, and poor mobile performance—eroding trust and making partner discovery difficult.
The redesign aimed to modernize the experience: simplifying search, improving partner visibility, and aligning with Dell’s brand standards. Our goal was to create a scalable, user-first interface that empowers smarter, faster connections across Dell’s partner ecosystem.
Overview
Role: Product Designer
Duration: May 2021 - September 2022
Responsibilities : Led design execution across the full lifecycle—driving wireframes, prototypes, and usability testing informed by behavioral insights. Collaborated closely with product and engineering teams in an Agile environment to deliver intuitive, scalable solutions. Post-launch, continued to support development teams with iterative enhancements and the rollout of new features based on user feedback and evolving business needs.
Who We Designed For
End Customers: Business and IT leaders looking for trusted Dell partners.
Dell Sales & Channel Teams: Teams that connect the dots—helping customers find the perfect partner while driving stronger relationships and results.
Dell Partners: Experts and certified providers eager to stand out, highlight what they do best, and connect with customers.
Core Pain Points
Cluttered interface with inconsistent UI patterns, misaligned with Dell’s visual identity
Confusing filters and search logic, often returning irrelevant or no results
Non-responsive design, poor mobile accessibility
Outdated partner information, damaging trust and credibility
Limited partner visibility, with no way to highlight partner's competencies or certifications
Lack of engagement tracking, delaying customer-partner interactions
Our Design Strategy
1. Research
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.
Measurable Impact
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.
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.