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A streamlined experience for Dell's online resources
A streamlined experience for Dell's online resources
A streamlined experience for Dell's online resources
A streamlined experience for Dell's online resources
A streamlined experience for Dell's online resources
A streamlined experience for Dell's online resources
Website Design & Build
Website Design & Build
Website Design & Build
Website Design & Build
Website Design & Build
Website Design & Build
•
•
•
•
•
•
2023
2023
2023
2023
2023
2023
Role and responsibilities
Role and responsibilities
Role and responsibilities
Role and responsibilities
Role and responsibilities
Role and responsibilities
Led the UX and visual direction as the sole designer, shaping the architecture, layout system and final build-ready designs.
Led the UX and visual direction as the sole designer, shaping the architecture, layout system and final build-ready designs.
Led the UX and visual direction as the sole designer, shaping the architecture, layout system and final build-ready designs.
Led the UX and visual direction as the sole designer, shaping the architecture, layout system and final build-ready designs.
Led the UX and visual direction as the sole designer, shaping the architecture, layout system and final build-ready designs.
Led the UX and visual direction as the sole designer, shaping the architecture, layout system and final build-ready designs.
Led the UX and visual direction as the sole designer, shaping the architecture, layout system and final build-ready designs.
Outcome
Outcome
Outcome
Outcome
Outcome
Outcome
Created a streamlined resource microsite that reduced friction, clarified user pathways and presented Dell’s content with far stronger structure and polish.
Created a streamlined resource microsite that reduced friction, clarified user pathways and presented Dell’s content with far stronger structure and polish.
Created a streamlined resource microsite that reduced friction, clarified user pathways and presented Dell’s content with far stronger structure and polish.
Created a streamlined resource microsite that reduced friction, clarified user pathways and presented Dell’s content with far stronger structure and polish.
Created a streamlined resource microsite that reduced friction, clarified user pathways and presented Dell’s content with far stronger structure and polish.
Created a streamlined resource microsite that reduced friction, clarified user pathways and presented Dell’s content with far stronger structure and polish.
Created a streamlined resource microsite that reduced friction, clarified user pathways and presented Dell’s content with far stronger structure and polish.
Context
This case study highlights one of the most impactful projects I was involved with during my time with Dell: transforming fragmented web content into a focused, user-friendly microsite.
I partnered with a project manager and our development team throughout the end-to-end delivery of the solution.
The challenge
Dell Technologies had built up a large library of digital content - videos, infographics, white papers and more (several of which I'd created myself through my agency’s retainer) but the content was scattered across their site, making it hard to find and often missed by users.
They asked us to fix this for a core area: 'Edge' technology - systems that process data near its source, not in centralised data centres. This reduces latency and enables real-time decisions for devices like sensors and IoT equipment. Being a major revenue stream, a clear customer journey was business-critical.
Context
This case study highlights one of the most impactful projects I was involved with during my time with Dell: transforming fragmented web content into a focused, user-friendly microsite.
I partnered with a project manager and our development team throughout the end-to-end delivery of the solution.
The challenge
Dell Technologies had built up a large library of digital content - videos, infographics, white papers and more (several of which I'd created myself through my agency’s retainer) but the content was scattered across their site, making it hard to find and often missed by users.
They asked us to fix this for a core area: 'Edge' technology - systems that process data near its source, not in centralised data centres. This reduces latency and enables real-time decisions for devices like sensors and IoT equipment. Being a major revenue stream, a clear customer journey was business-critical.
Context
This case study highlights one of the most impactful projects I was involved with during my time with Dell: transforming fragmented web content into a focused, user-friendly microsite.
I partnered with a project manager and our development team throughout the end-to-end delivery of the solution.
The challenge
Dell Technologies had built up a large library of digital content - videos, infographics, white papers and more (several of which I'd created myself through my agency’s retainer) but the content was scattered across their site, making it hard to find and often missed by users.
They asked us to fix this for a core area: 'Edge' technology - systems that process data near its source, not in centralised data centres. This reduces latency and enables real-time decisions for devices like sensors and IoT equipment. Being a major revenue stream, a clear customer journey was business-critical.
Context
This case study highlights one of the most impactful projects I was involved with during my time with Dell: transforming fragmented web content into a focused, user-friendly microsite.
I partnered with a project manager and our development team throughout the end-to-end delivery of the solution.
The challenge
Dell Technologies had built up a large library of digital content - videos, infographics, white papers and more (several of which I'd created myself through my agency’s retainer) but the content was scattered across their site, making it hard to find and often missed by users.
They asked us to fix this for a core area: 'Edge' technology - systems that process data near its source, not in centralised data centres. This reduces latency and enables real-time decisions for devices like sensors and IoT equipment. Being a major revenue stream, a clear customer journey was business-critical.
Context
This case study highlights one of the most impactful projects I was involved with during my time with Dell: transforming fragmented web content into a focused, user-friendly microsite.
I partnered with a project manager and our development team throughout the end-to-end delivery of the solution.
The challenge
Dell Technologies had built up a large library of digital content - videos, infographics, white papers and more (several of which I'd created myself through my agency’s retainer) but the content was scattered across their site, making it hard to find and often missed by users.
They asked us to fix this for a core area: 'Edge' technology - systems that process data near its source, not in centralised data centres. This reduces latency and enables real-time decisions for devices like sensors and IoT equipment. Being a major revenue stream, a clear customer journey was business-critical.
Context
This case study highlights one of the most impactful projects I was involved with during my time with Dell: transforming fragmented web content into a focused, user-friendly microsite.
I partnered with a project manager and our development team throughout the end-to-end delivery of the solution.
The challenge
Dell Technologies had built up a large library of digital content - videos, infographics, white papers and more (several of which I'd created myself through my agency’s retainer) but the content was scattered across their site, making it hard to find and often missed by users.
They asked us to fix this for a core area: 'Edge' technology - systems that process data near its source, not in centralised data centres. This reduces latency and enables real-time decisions for devices like sensors and IoT equipment. Being a major revenue stream, a clear customer journey was business-critical.
Deliverables
Deliverables
Deliverables
Deliverables
Deliverables
Deliverables
Index / audit of online resources
Index / audit of online resources
Index / audit of online resources
Index / audit of online resources
Index / audit of online resources
Index / audit of online resources
Wireframe of proposed Microsite
Wireframe of proposed Microsite
Wireframe of proposed Microsite
Wireframe of proposed Microsite
Wireframe of proposed Microsite
Wireframe of proposed Microsite
Responsive Prototype
Responsive Prototype
Responsive Prototype
Responsive Prototype
Responsive Prototype
Responsive Prototype
Custom user journey maps
Custom user journey maps
Custom user journey maps
Custom user journey maps
Custom user journey maps
Custom user journey maps
Kick-off and discovery
We began with a discovery session with key stakeholders to clarify the brief, user types, project goals, and technical constraints. With limited CMS access and a fixed development budget, the focus was on clarity and usability without over-engineering.
We also requested any available user data, such as click-through rates or heat maps, so that we could identify engagement patterns and usability issues. The next step was then agreed: a full audit of Dell’s existing Edge resource structure.
Research and insight
I conducted a review of every relevant page of the site; logging UX issues, taking screenshots and cataloging all digital assets - noting type, format, date and the link. I mapped out the Information Architecture and became further informed of the user journey issues of the current setup.
Kick-off and discovery
We began with a discovery session with key stakeholders to clarify the brief, user types, project goals, and technical constraints. With limited CMS access and a fixed development budget, the focus was on clarity and usability without over-engineering.
We also requested any available user data, such as click-through rates or heat maps, so that we could identify engagement patterns and usability issues. The next step was then agreed: a full audit of Dell’s existing Edge resource structure.
Research and insight
I conducted a review of every relevant page of the site; logging UX issues, taking screenshots and cataloging all digital assets - noting type, format, date and the link. I mapped out the Information Architecture and became further informed of the user journey issues of the current setup.
Kick-off and discovery
We began with a discovery session with key stakeholders to clarify the brief, user types, project goals, and technical constraints. With limited CMS access and a fixed development budget, the focus was on clarity and usability without over-engineering.
We also requested any available user data, such as click-through rates or heat maps, so that we could identify engagement patterns and usability issues. The next step was then agreed: a full audit of Dell’s existing Edge resource structure.
Research and insight
I conducted a review of every relevant page of the site; logging UX issues, taking screenshots and cataloging all digital assets - noting type, format, date and the link. I mapped out the Information Architecture and became further informed of the user journey issues of the current setup.
Kick-off and discovery
We began with a discovery session with key stakeholders to clarify the brief, user types, project goals, and technical constraints. With limited CMS access and a fixed development budget, the focus was on clarity and usability without over-engineering.
We also requested any available user data, such as click-through rates or heat maps, so that we could identify engagement patterns and usability issues. The next step was then agreed: a full audit of Dell’s existing Edge resource structure.
Research and insight
I conducted a review of every relevant page of the site; logging UX issues, taking screenshots and cataloging all digital assets - noting type, format, date and the link. I mapped out the Information Architecture and became further informed of the user journey issues of the current setup.
Kick-off and discovery
We began with a discovery session with key stakeholders to clarify the brief, user types, project goals, and technical constraints. With limited CMS access and a fixed development budget, the focus was on clarity and usability without over-engineering.
We also requested any available user data, such as click-through rates or heat maps, so that we could identify engagement patterns and usability issues. The next step was then agreed: a full audit of Dell’s existing Edge resource structure.
Research and insight
I conducted a review of every relevant page of the site; logging UX issues, taking screenshots and cataloging all digital assets - noting type, format, date and the link. I mapped out the Information Architecture and became further informed of the user journey issues of the current setup.
Kick-off and discovery
We began with a discovery session with key stakeholders to clarify the brief, user types, project goals, and technical constraints. With limited CMS access and a fixed development budget, the focus was on clarity and usability without over-engineering.
We also requested any available user data, such as click-through rates or heat maps, so that we could identify engagement patterns and usability issues. The next step was then agreed: a full audit of Dell’s existing Edge resource structure.
Research and insight
I conducted a review of every relevant page of the site; logging UX issues, taking screenshots and cataloging all digital assets - noting type, format, date and the link. I mapped out the Information Architecture and became further informed of the user journey issues of the current setup.
Solution strategy
Insights from the audit were reported back in the following stakeholder session, and we aligned on the core issue: the existing structure wasn’t working for users. The site contained broken links, duplicates, redundant content, and disjointed user flows—all of which demanded a full overhaul.
CMS restrictions ruled out direct site improvements, so a standalone microsite was agreed as the best path forward—a focused, testable platform to trial a new structure and experience.
Stakeholders were asked to review all assets, identify key industries, highlight flagship content and remove anything redundant from the list. We also involved the web development team early to scope what was feasible within the project’s budget in terms of search, filters and analytics.
We also studied metrics for user screen types. The majority of Dell's B2B customers were desktop PC users, so while mobile and tablet were given due consideration, desktop format was the priority.
Solution strategy
Insights from the audit were reported back in the following stakeholder session, and we aligned on the core issue: the existing structure wasn’t working for users. The site contained broken links, duplicates, redundant content, and disjointed user flows—all of which demanded a full overhaul.
CMS restrictions ruled out direct site improvements, so a standalone microsite was agreed as the best path forward—a focused, testable platform to trial a new structure and experience.
Stakeholders were asked to review all assets, identify key industries, highlight flagship content and remove anything redundant from the list. We also involved the web development team early to scope what was feasible within the project’s budget in terms of search, filters and analytics.
We also studied metrics for user screen types. The majority of Dell's B2B customers were desktop PC users, so while mobile and tablet were given due consideration, desktop format was the priority.
Solution strategy
Insights from the audit were reported back in the following stakeholder session, and we aligned on the core issue: the existing structure wasn’t working for users. The site contained broken links, duplicates, redundant content, and disjointed user flows—all of which demanded a full overhaul.
CMS restrictions ruled out direct site improvements, so a standalone microsite was agreed as the best path forward—a focused, testable platform to trial a new structure and experience.
Stakeholders were asked to review all assets, identify key industries, highlight flagship content and remove anything redundant from the list. We also involved the web development team early to scope what was feasible within the project’s budget in terms of search, filters and analytics.
We also studied metrics for user screen types. The majority of Dell's B2B customers were desktop PC users, so while mobile and tablet were given due consideration, desktop format was the priority.
Solution strategy
Insights from the audit were reported back in the following stakeholder session, and we aligned on the core issue: the existing structure wasn’t working for users. The site contained broken links, duplicates, redundant content, and disjointed user flows—all of which demanded a full overhaul.
CMS restrictions ruled out direct site improvements, so a standalone microsite was agreed as the best path forward—a focused, testable platform to trial a new structure and experience.
Stakeholders were asked to review all assets, identify key industries, highlight flagship content and remove anything redundant from the list. We also involved the web development team early to scope what was feasible within the project’s budget in terms of search, filters and analytics.
We also studied metrics for user screen types. The majority of Dell's B2B customers were desktop PC users, so while mobile and tablet were given due consideration, desktop format was the priority.
Solution strategy
Insights from the audit were reported back in the following stakeholder session, and we aligned on the core issue: the existing structure wasn’t working for users. The site contained broken links, duplicates, redundant content, and disjointed user flows—all of which demanded a full overhaul.
CMS restrictions ruled out direct site improvements, so a standalone microsite was agreed as the best path forward—a focused, testable platform to trial a new structure and experience.
Stakeholders were asked to review all assets, identify key industries, highlight flagship content and remove anything redundant from the list. We also involved the web development team early to scope what was feasible within the project’s budget in terms of search, filters and analytics.
We also studied metrics for user screen types. The majority of Dell's B2B customers were desktop PC users, so while mobile and tablet were given due consideration, desktop format was the priority.
Solution strategy
Insights from the audit were reported back in the following stakeholder session, and we aligned on the core issue: the existing structure wasn’t working for users. The site contained broken links, duplicates, redundant content, and disjointed user flows—all of which demanded a full overhaul.
CMS restrictions ruled out direct site improvements, so a standalone microsite was agreed as the best path forward—a focused, testable platform to trial a new structure and experience.
Stakeholders were asked to review all assets, identify key industries, highlight flagship content and remove anything redundant from the list. We also involved the web development team early to scope what was feasible within the project’s budget in terms of search, filters and analytics.
We also studied metrics for user screen types. The majority of Dell's B2B customers were desktop PC users, so while mobile and tablet were given due consideration, desktop format was the priority.
Wireframing
Given the constraints, we opted for a lean build: just two pages - a homepage, to guide users through a curated flow, and a resource library, for those who preferred to browse freely. I led the wireframing process, focusing on clarity, intuitive flow, and user guidance.
The homepage would follow a progressive scroll format, split into four progressive stages:
Intro to Edge tech - general, top-level resources
Industry-specific learning – triggered by a mid-scroll industry selector
Solution-based content and product – tailored to the chosen industry
Contacting a Dell Sales Rep - for bespoke B2B solutions
At each stage, users could click through to a filtered view of relevant assets within the Library. While filtering wasn’t dynamic due to budget constraints, the structure created a strong sense of control and relevance without overwhelming the user.
Wireframing
Given the constraints, we opted for a lean build: just two pages - a homepage, to guide users through a curated flow, and a resource library, for those who preferred to browse freely. I led the wireframing process, focusing on clarity, intuitive flow, and user guidance.
The homepage would follow a progressive scroll format, split into four progressive stages:
Intro to Edge tech - general, top-level resources
Industry-specific learning – triggered by a mid-scroll industry selector
Solution-based content and product – tailored to the chosen industry
Contacting a Dell Sales Rep - for bespoke B2B solutions
At each stage, users could click through to a filtered view of relevant assets within the Library. While filtering wasn’t dynamic due to budget constraints, the structure created a strong sense of control and relevance without overwhelming the user.
Wireframing
Given the constraints, we opted for a lean build: just two pages - a homepage, to guide users through a curated flow, and a resource library, for those who preferred to browse freely. I led the wireframing process, focusing on clarity, intuitive flow, and user guidance.
The homepage would follow a progressive scroll format, split into four progressive stages:
Intro to Edge tech - general, top-level resources
Industry-specific learning – triggered by a mid-scroll industry selector
Solution-based content and product – tailored to the chosen industry
Contacting a Dell Sales Rep - for bespoke B2B solutions
At each stage, users could click through to a filtered view of relevant assets within the Library. While filtering wasn’t dynamic due to budget constraints, the structure created a strong sense of control and relevance without overwhelming the user.
Wireframing
Given the constraints, we opted for a lean build: just two pages - a homepage, to guide users through a curated flow, and a resource library, for those who preferred to browse freely. I led the wireframing process, focusing on clarity, intuitive flow, and user guidance.
The homepage would follow a progressive scroll format, split into four progressive stages:
Intro to Edge tech - general, top-level resources
Industry-specific learning – triggered by a mid-scroll industry selector
Solution-based content and product – tailored to the chosen industry
Contacting a Dell Sales Rep - for bespoke B2B solutions
At each stage, users could click through to a filtered view of relevant assets within the Library. While filtering wasn’t dynamic due to budget constraints, the structure created a strong sense of control and relevance without overwhelming the user.
Wireframing
Given the constraints, we opted for a lean build: just two pages - a homepage, to guide users through a curated flow, and a resource library, for those who preferred to browse freely. I led the wireframing process, focusing on clarity, intuitive flow, and user guidance.
The homepage would follow a progressive scroll format, split into four progressive stages:
Intro to Edge tech - general, top-level resources
Industry-specific learning – triggered by a mid-scroll industry selector
Solution-based content and product – tailored to the chosen industry
Contacting a Dell Sales Rep - for bespoke B2B solutions
At each stage, users could click through to a filtered view of relevant assets within the Library. While filtering wasn’t dynamic due to budget constraints, the structure created a strong sense of control and relevance without overwhelming the user.
Iteration
We held several build-and-review workshops with stakeholders, walking them through the full journey, adapting assets, fine-tuning micro-interactions, and refining key stats and copy. Each round led to a tightened narrative, improved visual hierarchy, and ultimately, a better experience.
Iteration
We held several build-and-review workshops with stakeholders, walking them through the full journey, adapting assets, fine-tuning micro-interactions, and refining key stats and copy. Each round led to a tightened narrative, improved visual hierarchy, and ultimately, a better experience.
Iteration
We held several build-and-review workshops with stakeholders, walking them through the full journey, adapting assets, fine-tuning micro-interactions, and refining key stats and copy. Each round led to a tightened narrative, improved visual hierarchy, and ultimately, a better experience.
Iteration
We held several build-and-review workshops with stakeholders, walking them through the full journey, adapting assets, fine-tuning micro-interactions, and refining key stats and copy. Each round led to a tightened narrative, improved visual hierarchy, and ultimately, a better experience.
Iteration
We held several build-and-review workshops with stakeholders, walking them through the full journey, adapting assets, fine-tuning micro-interactions, and refining key stats and copy. Each round led to a tightened narrative, improved visual hierarchy, and ultimately, a better experience.
Iteration
We held several build-and-review workshops with stakeholders, walking them through the full journey, adapting assets, fine-tuning micro-interactions, and refining key stats and copy. Each round led to a tightened narrative, improved visual hierarchy, and ultimately, a better experience.
Prototyping
With the structure locked, I designed a high-fidelity prototype and developed a Design System for the Microsite. The styles were aligned with Dell’s brand but I wanted to create a derivative aesthetic to indicate to the user that they were no on the main site.
Prototyping
With the structure locked, I designed a high-fidelity prototype and developed a Design System for the Microsite. The styles were aligned with Dell’s brand but I wanted to create a derivative aesthetic to indicate to the user that they were no on the main site.
Prototyping
With the structure locked, I designed a high-fidelity prototype and developed a Design System for the Microsite. The styles were aligned with Dell’s brand but I wanted to create a derivative aesthetic to indicate to the user that they were no on the main site.
Prototyping
With the structure locked, I designed a high-fidelity prototype and developed a Design System for the Microsite. The styles were aligned with Dell’s brand but I wanted to create a derivative aesthetic to indicate to the user that they were no on the main site.
Prototyping
With the structure locked, I designed a high-fidelity prototype and developed a Design System for the Microsite. The styles were aligned with Dell’s brand but I wanted to create a derivative aesthetic to indicate to the user that they were no on the main site.
Prototyping
With the structure locked, I designed a high-fidelity prototype and developed a Design System for the Microsite. The styles were aligned with Dell’s brand but I wanted to create a derivative aesthetic to indicate to the user that they were no on the main site.
Refinement and handover
For the final look, I settled on a dark theme which gave a richer tone and texture, mirroring the design styles of a lot of the digital content found on the Microsite.
Following several rounds of review and stakeholder workshops, we finalised the prototype and handed off all design files and documentation to Dell’s web development team for implementation.
Refinement and handover
For the final look, I settled on a dark theme which gave a richer tone and texture, mirroring the design styles of a lot of the digital content found on the Microsite.
Following several rounds of review and stakeholder workshops, we finalised the prototype and handed off all design files and documentation to Dell’s web development team for implementation.
Refinement and handover
For the final look, I settled on a dark theme which gave a richer tone and texture, mirroring the design styles of a lot of the digital content found on the Microsite.
Following several rounds of review and stakeholder workshops, we finalised the prototype and handed off all design files and documentation to Dell’s web development team for implementation.
Refinement and handover
For the final look, I settled on a dark theme which gave a richer tone and texture, mirroring the design styles of a lot of the digital content found on the Microsite.
Following several rounds of review and stakeholder workshops, we finalised the prototype and handed off all design files and documentation to Dell’s web development team for implementation.
Refinement and handover
For the final look, I settled on a dark theme which gave a richer tone and texture, mirroring the design styles of a lot of the digital content found on the Microsite.
Following several rounds of review and stakeholder workshops, we finalised the prototype and handed off all design files and documentation to Dell’s web development team for implementation.
Refinement and handover
For the final look, I settled on a dark theme which gave a richer tone and texture, mirroring the design styles of a lot of the digital content found on the Microsite.
Following several rounds of review and stakeholder workshops, we finalised the prototype and handed off all design files and documentation to Dell’s web development team for implementation.
Outcome
The final microsite was clean, focused, and user-centred—a clear upgrade from the existing structure. It significantly improved content discoverability, guiding less technical users through educational material while allowing experienced users to quickly filter and find relevant resources.
It also demonstrated to internal teams a more effective way to structure content, serving both as a tactical solution and a strategic foundation for future resource hubs. The experience positioned Dell as both a thought leader and a practical enabler of Edge transformation.
UX takeaways
This project reinforced the value of simplicity. By auditing and reframing the experience around real user needs, we transformed a fragmented library into something intuitive and engaging. Lean UX methods, early stakeholder alignment, and iterative reviews allowed us to move quickly without compromising clarity or quality.
Outcome
The final microsite was clean, focused, and user-centred—a clear upgrade from the existing structure. It significantly improved content discoverability, guiding less technical users through educational material while allowing experienced users to quickly filter and find relevant resources.
It also demonstrated to internal teams a more effective way to structure content, serving both as a tactical solution and a strategic foundation for future resource hubs. The experience positioned Dell as both a thought leader and a practical enabler of Edge transformation.
UX takeaways
This project reinforced the value of simplicity. By auditing and reframing the experience around real user needs, we transformed a fragmented library into something intuitive and engaging. Lean UX methods, early stakeholder alignment, and iterative reviews allowed us to move quickly without compromising clarity or quality.
Outcome
The final microsite was clean, focused, and user-centred—a clear upgrade from the existing structure. It significantly improved content discoverability, guiding less technical users through educational material while allowing experienced users to quickly filter and find relevant resources.
It also demonstrated to internal teams a more effective way to structure content, serving both as a tactical solution and a strategic foundation for future resource hubs. The experience positioned Dell as both a thought leader and a practical enabler of Edge transformation.
UX takeaways
This project reinforced the value of simplicity. By auditing and reframing the experience around real user needs, we transformed a fragmented library into something intuitive and engaging. Lean UX methods, early stakeholder alignment, and iterative reviews allowed us to move quickly without compromising clarity or quality.
Outcome
The final microsite was clean, focused, and user-centred—a clear upgrade from the existing structure. It significantly improved content discoverability, guiding less technical users through educational material while allowing experienced users to quickly filter and find relevant resources.
It also demonstrated to internal teams a more effective way to structure content, serving both as a tactical solution and a strategic foundation for future resource hubs. The experience positioned Dell as both a thought leader and a practical enabler of Edge transformation.
UX takeaways
This project reinforced the value of simplicity. By auditing and reframing the experience around real user needs, we transformed a fragmented library into something intuitive and engaging. Lean UX methods, early stakeholder alignment, and iterative reviews allowed us to move quickly without compromising clarity or quality.
Outcome
The final microsite was clean, focused, and user-centred—a clear upgrade from the existing structure. It significantly improved content discoverability, guiding less technical users through educational material while allowing experienced users to quickly filter and find relevant resources.
It also demonstrated to internal teams a more effective way to structure content, serving both as a tactical solution and a strategic foundation for future resource hubs. The experience positioned Dell as both a thought leader and a practical enabler of Edge transformation.
UX takeaways
This project reinforced the value of simplicity. By auditing and reframing the experience around real user needs, we transformed a fragmented library into something intuitive and engaging. Lean UX methods, early stakeholder alignment, and iterative reviews allowed us to move quickly without compromising clarity or quality.
Outcome
The final microsite was clean, focused, and user-centred—a clear upgrade from the existing structure. It significantly improved content discoverability, guiding less technical users through educational material while allowing experienced users to quickly filter and find relevant resources.
It also demonstrated to internal teams a more effective way to structure content, serving both as a tactical solution and a strategic foundation for future resource hubs. The experience positioned Dell as both a thought leader and a practical enabler of Edge transformation.
UX takeaways
This project reinforced the value of simplicity. By auditing and reframing the experience around real user needs, we transformed a fragmented library into something intuitive and engaging. Lean UX methods, early stakeholder alignment, and iterative reviews allowed us to move quickly without compromising clarity or quality.
Skills
Skills
Skills
Skills
Skills
Skills
UX design
UX design
UX design
UX design
UX design
UX design
Branding
Branding
Branding
Branding
Branding
Branding
Visual identity
Visual identity
Visual identity
Visual identity
Visual identity
Visual identity
Concept development
Concept development
Concept development
Concept development
Concept development
Concept development
Creative direction
Creative direction
Creative direction
Creative direction
Creative direction
Creative direction
User journeys
User journeys
User journeys
User journeys
User journeys
User journeys
Stakeholder collaboration
Stakeholder collaboration
Stakeholder collaboration
Stakeholder collaboration
Stakeholder collaboration
Stakeholder collaboration
Typography
Typography
Typography
Typography
Typography
Typography
Colour systems
Colour systems
Colour systems
Colour systems
Colour systems
Colour systems
Iconography
Iconography
Iconography
Iconography
Iconography
Iconography
Wireframing
Wireframing
Wireframing
Wireframing
Wireframing
Wireframing
Prototyping
Prototyping
Prototyping
Prototyping
Prototyping
Prototyping
Design systems
Design systems
Design systems
Design systems
Design systems
Design systems
Digital experiences
Digital experiences
Digital experiences
Digital experiences
Digital experiences
Digital experiences
Visual storytelling
Visual storytelling
Visual storytelling
Visual storytelling
Visual storytelling
Visual storytelling
Image optimisation
Image optimisation
Image optimisation
Image optimisation
Image optimisation
Image optimisation
Artwork, images and videos are included for context and decorative purposes only. I do not claim copyright for any included work created during employment. All products, brands and associated materials remain the property of their respective owners. These case studies are shared purely to showcase my design process and skillset, not to endorse any featured products or services.
Artwork, images and videos are included for context and decorative purposes only. I do not claim copyright for any included work created during employment. All products, brands and associated materials remain the property of their respective owners. These case studies are shared purely to showcase my design process and skillset, not to endorse any featured products or services.
Artwork, images and videos are included for context and decorative purposes only. I do not claim copyright for any included work created during employment. All products, brands and associated materials remain the property of their respective owners. These case studies are shared purely to showcase my design process and skillset, not to endorse any featured products or services.
Artwork, images and videos are included for context and decorative purposes only. I do not claim copyright for any included work created during employment. All products, brands and associated materials remain the property of their respective owners. These case studies are shared purely to showcase my design process and skillset, not to endorse any featured products or services.
Artwork, images and videos are included for context and decorative purposes only. I do not claim copyright for any included work created during employment. All products, brands and associated materials remain the property of their respective owners. These case studies are shared purely to showcase my design process and skillset, not to endorse any featured products or services.
Artwork, images and videos are included for context and decorative purposes only. I do not claim copyright for any included work created during employment. All products, brands and associated materials remain the property of their respective owners. These case studies are shared purely to showcase my design process and skillset, not to endorse any featured products or services.
More web projects
More web projects
More web projects
More web projects
More web projects
More web projects
Website Content
Health-screening landing page redesign
Health-screening landing page redesign
I was tasked with improving the campaign's performance by redesigning key elements of the landing page and making enhancements to the branding.
Website Functionality
Buy page upsell module for smartphone retailer
Buy page upsell module for smartphone retailer
HMD’s Fusion device launched with a range of high-tech accessories, which called for bespoke UX treatment in key site areas.
Website Content
HMD Barça 3210 hero banner
HMD Barça 3210 hero banner
An example promotional hero banner coded for each HMD product launch, with accompanying Product Page, email and supplementary artwork.
Website Content
Blacknut Gaming promotion
Blacknut Gaming promotion
HMD partnered with gaming platform Blacknut to promote the launch of the Fusion Gaming Outfit, an accessory for their latest smartphone.
Website Content
HEYDUDE brand launch artwork
HEYDUDE brand launch artwork
After acquiring the brand, Crocs needed hero launch content to sit within their category structure, promoting HEYDUDE's introduction.
Website Design & Build
Rolling Barrel Bar website design
Rolling Barrel Bar website design
I built a bespoke WordPress site and expanded the branding for a mobile drinks events company, working around an existing logo and photography.
Website Content
15% discount sign-up offer
15% discount sign-up offer
Crocs needed to revitalise their sign-up journey, so I led the re-design of all touch points including landing page, emails and website pop-ups.
Website Content
Health-screening landing page redesign
Health-screening landing page redesign
I was tasked with improving the campaign's performance by redesigning key elements of the landing page and making enhancements to the branding.
Website Functionality
Buy page upsell module for smartphone retailer
Buy page upsell module for smartphone retailer
HMD’s Fusion device launched with a range of high-tech accessories, which called for bespoke UX treatment in key site areas.
Website Content
HMD Barça 3210 hero banner
HMD Barça 3210 hero banner
An example promotional hero banner coded for each HMD product launch, with accompanying Product Page, email and supplementary artwork.
Website Content
Blacknut Gaming promotion
Blacknut Gaming promotion
HMD partnered with gaming platform Blacknut to promote the launch of the Fusion Gaming Outfit, an accessory for their latest smartphone.
Website Content
Health-screening landing page redesign
Health-screening landing page redesign
I was tasked with improving the campaign's performance by redesigning key elements of the landing page and making enhancements to the branding.
Website Functionality
Buy page upsell module for smartphone retailer
Buy page upsell module for smartphone retailer
HMD’s Fusion device launched with a range of high-tech accessories, which called for bespoke UX treatment in key site areas.
Website Content
HMD Barça 3210 hero banner
HMD Barça 3210 hero banner
An example promotional hero banner coded for each HMD product launch, with accompanying Product Page, email and supplementary artwork.
Website Content
Blacknut Gaming promotion
Blacknut Gaming promotion
HMD partnered with gaming platform Blacknut to promote the launch of the Fusion Gaming Outfit, an accessory for their latest smartphone.
Website Content
HEYDUDE brand launch artwork
HEYDUDE brand launch artwork
After acquiring the brand, Crocs needed hero launch content to sit within their category structure, promoting HEYDUDE's introduction.
Website Design & Build
Rolling Barrel Bar website design
Rolling Barrel Bar website design
I built a bespoke WordPress site and expanded the branding for a mobile drinks events company, working around an existing logo and photography.
Website Content
Health-screening landing page redesign
Health-screening landing page redesign
I was tasked with improving the campaign's performance by redesigning key elements of the landing page and making enhancements to the branding.
Website Functionality
Buy page upsell module for smartphone retailer
Buy page upsell module for smartphone retailer
HMD’s Fusion device launched with a range of high-tech accessories, which called for bespoke UX treatment in key site areas.
Website Content
HMD Barça 3210 hero banner
HMD Barça 3210 hero banner
An example promotional hero banner coded for each HMD product launch, with accompanying Product Page, email and supplementary artwork.
Website Content
Blacknut Gaming promotion
Blacknut Gaming promotion
HMD partnered with gaming platform Blacknut to promote the launch of the Fusion Gaming Outfit, an accessory for their latest smartphone.
Website Content
HEYDUDE brand launch artwork
HEYDUDE brand launch artwork
After acquiring the brand, Crocs needed hero launch content to sit within their category structure, promoting HEYDUDE's introduction.
Website Design & Build
Rolling Barrel Bar website design
Rolling Barrel Bar website design
I built a bespoke WordPress site and expanded the branding for a mobile drinks events company, working around an existing logo and photography.
Website Content
Health-screening landing page redesign
Health-screening landing page redesign
I was tasked with improving the campaign's performance by redesigning key elements of the landing page and making enhancements to the branding.
Website Functionality
Buy page upsell module for smartphone retailer
Buy page upsell module for smartphone retailer
HMD’s Fusion device launched with a range of high-tech accessories, which called for bespoke UX treatment in key site areas.
Website Content
HMD Barça 3210 hero banner
HMD Barça 3210 hero banner
An example promotional hero banner coded for each HMD product launch, with accompanying Product Page, email and supplementary artwork.
Website Content
Blacknut Gaming promotion
Blacknut Gaming promotion
HMD partnered with gaming platform Blacknut to promote the launch of the Fusion Gaming Outfit, an accessory for their latest smartphone.
Website Content
HEYDUDE brand launch artwork
HEYDUDE brand launch artwork
After acquiring the brand, Crocs needed hero launch content to sit within their category structure, promoting HEYDUDE's introduction.
Website Design & Build
Rolling Barrel Bar website design
Rolling Barrel Bar website design
I built a bespoke WordPress site and expanded the branding for a mobile drinks events company, working around an existing logo and photography.
Website Content
Health-screening landing page redesign
Health-screening landing page redesign
I was tasked with improving the campaign's performance by redesigning key elements of the landing page and making enhancements to the branding.
Website Functionality
Buy page upsell module for smartphone retailer
Buy page upsell module for smartphone retailer
HMD’s Fusion device launched with a range of high-tech accessories, which called for bespoke UX treatment in key site areas.
Website Content
HMD Barça 3210 hero banner
HMD Barça 3210 hero banner
An example promotional hero banner coded for each HMD product launch, with accompanying Product Page, email and supplementary artwork.
Website Content
Blacknut Gaming promotion
Blacknut Gaming promotion
HMD partnered with gaming platform Blacknut to promote the launch of the Fusion Gaming Outfit, an accessory for their latest smartphone.