Dell YourID


Client: Dell, Inc.

Request: Dell Enterprise OEM wanted a way for their customers to more easily and intuitively provide the right assets and content Dell needed to customize the branding for OEM enterprise server systems BIOS and startup screens. The current manual process was fraught with mistakes and rework, often requiring hands on support from Dell. 

Challenges: We had very little access to the end users and had a large, very invested team of Dell stakeholders. The discovery period probably could have been lengthier in order to prevent some rework further down the line. 

Budget: $250K


User Paths

Prior to design, we took the product requirements and determined the potential user paths for different internal and external stakeholders. I was responsible for parsing through the light user personas in order to determine multiple workflow paths and path overlaps


Customer Interface

We designed an image upload interface that would automatically error check and provide feedback to the user for incorrect formats. We also provided a dynamic preview to show exactly how the logo  would appear in context with the existing template. 


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.



As usage of the site ramped up in the following months, the client reported seeing immediate results with turnaround times being cut from as high as 6 months down to as low as several weeks or less. Within a few additional months, they had secured a new budget and re-engaged Somnio for a series of updates to further improve the user interface and user friendliness of the system.


My Role: Creative Lead

Design Team: Rusty Kocian, Chrissy Cowdrey, Chris Latham

Client: Dell OEM

Agency: Somnio Solutions


  • User Experience Strategy

  • Creative Direction

  • Team Management

  • Requirements Documentation