Case Study — Dell Technologies
Unifying MyAccount
for the enterprise AI era.
A four-year engagement as Sr. Principal Designer to bring coherence, velocity, and trust to Dell's most complex B2B customer platform — spanning Cloud, Subscriptions, Membership, and an emerging AI ecosystem.
A platform built for a different era
Dell's MyAccount portal had evolved organically over years to serve millions of enterprise B2B customers — but the seams were showing. Cloud Solutions, Subscriptions, Membership programs, and a new wave of AI products each had their own UX logic, interaction patterns, and information hierarchies. Customers managing complex multi-product portfolios faced contradictory flows, inconsistent terminology, and no clear path through an increasingly AI-augmented product catalog.
At the same time, Dell was building out its AI pipeline ecosystem and AI developer platform — products that required entirely new mental models for users who were sophisticated technologists, not casual consumers. There was no unified design language, no shared research practice, and no cross-team UX accountability to tie it all together.
Strategy before pixels
Brought in as Sr. Principal Designer, the first priority was establishing a shared design foundation across five product areas. That meant leading a distributed team of 25+ designers globally — aligning on principles, building a shared component library, and introducing a unified research cadence that put real enterprise users at the center of every major decision.
Dell Design System & Brand Standards — enterprise-wide visual language
Key moves across the engagement:
- Diagnosed the fragmentation through a comprehensive UX audit of all five product areas, surfacing 40+ consistency failures across navigation, terminology, and task flows
- Redesigned the Cloud Solutions and Subscriptions experience around the actual renewal and procurement journeys of enterprise buyers — not the internal product org chart
- Rebuilt the Membership UX to surface value proactively, reducing support contacts for benefit-related questions by creating self-serve clarity
- Established the UX framework for the AI pipeline ecosystem — defining how complex multi-step AI workflows should be represented, monitored, and managed by enterprise operators
- Led interaction design for the AI developer platform, creating patterns for API exploration, environment provisioning, and AI model configuration that matched developer mental models without sacrificing enterprise governance requirements
Dell Developer Cloud Platform — UX strategy for cloud solutions and subscriptions
Dell APEX Design Demo — enterprise product experience
Dell Developer Experience — AI pipeline ecosystem UX
Dell AI Developer Platform — API and developer tools UX
A 22% CSAT lift — and a platform ready for what's next
Customer satisfaction scores for MyAccount rose 22% over the engagement period, driven by measurable improvements in task completion rates, reduced time-on-task for core workflows, and consistently positive qualitative feedback from enterprise account holders. The cross-product design system cut design-to-handoff time for new features and provided a stable foundation for onboarding new product areas.
The AI pipeline and developer platform work established patterns that the broader Dell design organization could extend — creating a repeatable model for bringing AI-native products to enterprise customers without sacrificing usability or trust. The engagement demonstrated that consistent UX strategy, applied at scale, is a direct driver of enterprise customer retention.