Dell YourID
Background
Client:
Dell, Inc.
Request:
Dell’s Enterprise OEM division needed an intuitive solution that would allow customers to supply the exact assets and content required for custom branding of OEM enterprise server BIOS and startup screens. The existing manual process was error‑prone and frequently required on‑site Dell support, leading to costly rework.
Challenges:
Limited user insight: Direct access to the end‑users was scarce, so all requirements were filtered through the client’s interpretation.
Diverse stakeholder landscape: A large team of stakeholders held multiple, often conflicting opinions. While they remained invested and dedicated, reconciling these viewpoints proved difficult.
Short discovery phase: The discovery period was rushed; a longer, more thorough investigation could have reduced rework later in the project.
Budget:
$250K
User paths
Before diving into design, we mapped out product requirements against the potential user journeys of both internal and external stakeholders. I was tasked with dissecting the basic user personas to identify multiple workflow paths—and where those paths overlapped—ensuring a coherent experience for all parties involved.
Customer interface
We designed an image‑upload interface that automatically validates file formats and offers real‑time feedback for any errors. A dynamic preview shows the logo exactly as it will appear within the existing template, giving users immediate visual confirmation of their upload.
Full mobile responsiveness was not a requirement for this experience.
Project manager interface
Project managers needed to capture the information from the customer and begin a process for reviewing the submitted materials. We designed a timeline interface that allowed different Dell team members to track the project and hand off the necessary assets.
Full mobile responsiveness was not a requirement for this experience.
Results
After the site’s adoption grew over the next few months, the client reported dramatic reductions in turnaround times—cutting what had once taken up to six months down to just a few weeks or less. Within a handful of additional months, they secured new budget and re‑engaged Somnio for a series of updates that further refined the user interface and overall usability of the system.
My Role: Creative Lead
Design Team: Rusty Kocian, Chrissy Cowdrey, Chris Latham
Client: Dell OEM
Agency: Somnio Solutions
Responsibilities:
User Experience Strategy
Creative Direction
Team Management
Requirements Documentation