Dell
User Experience Research
User Interface
Internal Tool
SaaS
B2B
Challenge: PowerSell is an internal Sales tool at Dell. The platform was not performing as expected in terms of recurrence usage and the hypothesis was that low usage may be due to a lack of process understanding and confusion during the journey.
Solution: investigate the challenges users face in the application and identify opportunities for improvement in their journey and pain points (D&F process).
Disclaimer: data has been modified as a measure to protect confidential information.
Leading the Interface & Strategy from scratch
The primary users—plumbers, roofers, and lawn care professionals—were not tech-savvy, so the challenge was to make the setup process simple and intuitive.
The business needed to build the product from scratch and determine the best way to ask users for essential information without disrupting their experience.
Design the interface, monitore conversions through data tools.
Very strict room for research.
Framing & Testing
The testing phase assesses designs with real users to gather feedback and uncover usability issues. It involves usability testing and sometimes A/B testing to validate design decisions and improve user experience before final implementation.
The framing phase in the design process is where concepts and ideas are translated into tangible designs. It involves creating prototypes, wireframes, and mockups to visualize potential solutions. Designers explore various iterations, refining and iterating the designs based on feedback and usability testing. The goal is to develop a cohesive and user-friendly solution that addresses the identified problem or need.
Using the Dell Design System library in Figma, I designed multiple layout iterations —ensuring the design is accessible, inclusive, and useful.
Design System
Using Dell Design System was key to design the platform following the platform look & feel.
Learnings
Educating the stakeholders and lots of listening
Balancing user needs, business requirements and technology limitations is an art. This project was a great opportunity to balance the three pillars with a plus: educating the stakeholders.
In previous experiences, the stakeholders were mature from a Design perspective. It brought me the "Back to the basics" feeling, realizing how important is to remember why we do what we do as Designers.
🏆 This project is recognized internally as one of the highlights of 2023 at Dell due to its complexity (number of tools, users, and financial impact on the company).
About me
Bilingual Product Designer with over 6 years of experience, leading projects end-to-end, from small to multinational companies, to execute beautiful interfaces and comprehensive user experiences.
My goal is to solve product and business problems by optimizing product usability, reducing costs, and improving efficiency.
Open to new experiences.
Product Design
UX Research
Prototyping
Data-Driven Design
View more
Next project
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Leticia Diefenbach
2025
Dell
User Experience Research
User Interface
Internal Tool
SaaS
B2B
Challenge: PowerSell is an internal Sales tool at Dell. The platform was not performing as expected in terms of recurrence usage and the hypothesis was that low usage may be due to a lack of process understanding and confusion during the journey.
Solution: investigate the challenges users face in the application and identify opportunities for improvement in their journey and pain points (D&F process).
Disclaimer: data has been modified as a measure to protect confidential information.
Leading the research & interface for a global tool
The Sales team needed better context to sell effectively, but they lacked industry knowledge and data. At the same time, salespeople were already busy and often relied on technical colleagues to fill in the gaps.
Our challenge was to encourage users to share key information—without adding to their workload. The result was a simple, effective solution that made the sales process smoother and more informed.
I was leading the project and the only Product Designer until the start of the UI phase.
During this phase, I conducted research, analyzed user needs, and explored potential solutions. The goal is to gain insights that will inform the design direction and set the project up for success before diving into detailed design work.
Key findings
Confidence increase by over 38% after talking to a specialist. By nature, salespeople are very confident individuals. However, when faced with a technical or complex sales opportunity, a specialist is oftentimes needed.
Framing & Testing
The testing phase assesses designs with real users to gather feedback and uncover usability issues. It involves usability testing and sometimes A/B testing to validate design decisions and improve user experience before final implementation.
The framing phase in the design process is where concepts and ideas are translated into tangible designs. It involves creating prototypes, wireframes, and mockups to visualize potential solutions. Designers explore various iterations, refining and iterating the designs based on feedback and usability testing. The goal is to develop a cohesive and user-friendly solution that addresses the identified problem or need.
Using the Dell Design System library in Figma, I designed multiple layout iterations —ensuring the design is accessible, inclusive, and useful.
Design System
Using Dell Design System was key to design the platform following the platform look & feel.
Learnings
Educating the stakeholders and lots of listening
Balancing user needs, business requirements and technology limitations is an art. This project was a great opportunity to balance the three pillars with a plus: educating the stakeholders.
In previous experiences, the stakeholders were mature from a Design perspective. It brought me the "Back to the basics" feeling, realizing how important is to remember why we do what we do as Designers.
🏆 This project is recognized internally as one of the highlights of 2023 at Dell due to its complexity (number of tools, users, and financial impact on the company).
About me
Bilingual Product Designer with over 6 years of experience, leading projects end-to-end, from small to multinational companies, to execute beautiful interfaces and comprehensive user experiences.
My goal is to solve product and business problems by optimizing product usability, reducing costs, and improving efficiency.
Open to new experiences.
Product Design
UX Research
Prototyping
Data-Driven Design
More about me
Next project
See Project
→
Leticia Diefenbach
2025
