Dell — Find A Partner

Overview

Find A Partner (FAP) is Dell Technologies’ tool for connecting customers with partner companies who can help understand and solve their business problems. I worked on its redesign at Dell, from research and workshops through to the final designs.

The problem

The main pain points were an outdated UX, no way to search for partners at a global level, unclear filter options, and poor usability on mobile.

How might we remove the difficulties FAP users face in navigating the tool and understanding its profile nomenclature, so they can quickly find the best-matched, most responsive partner to deliver the IT service they need?

Who it’s for

• End customers: frustrated by unclear filters, limited partner information and slow responses.
• Partners: struggling with incomplete profiles, missing competencies and a cumbersome setup process.
• Sales makers and partner account managers: dealing with low partner visibility, tool usability issues and limited internal support for partners.

Process

I mapped the end-to-end process flow: partner company setup, profile creation, lead management, deal registration, and analytics and reporting. I also mapped the user interaction points (search and discovery, profile viewing, contact and communication, and feedback and reviews). Empathy maps and personas for the three user groups came next, followed by a competitor analysis.

From there, I ran ideation and framing workshops with stakeholders, product owners and the development team. Including developers early was crucial for checking the feasibility of what we envisioned. We also interviewed partners about their issues and recommendations. Using a participatory design approach, I involved the product owner, product manager and development team throughout, which gave us a holistic view and constructive feedback.

Outcome

After launch, the key metrics showed a significant improvement in user engagement and lead quality, and the feedback was overwhelmingly positive.

• Streamlined experience: a 30% reduction in steps, and a 25% reduction in steps for simplified processes.
• Revenue: a 100% increase within 5 months.
• Lead generation: 69% of FY22 leads came in between February and April 2023.
• Funnel: 227K total visits, 103K search tool uses, 8,717 contact forms submitted, 1,390 leads generated and 1,038 deals closed.