Dell - OS Customization Page
When customers purchase a Dell device, selecting the right operating system is an important part of the configuration journey. However, the existing OS customization experience created uncertainty around where and how users should make their selection.
The goal of this project was to evaluate two proposed design solutions and determine which experience was easier for users to understand, navigate, and confidently select an operating system during the purchasing process.
Through usability testing, I helped identify user preferences, pain points, and opportunities to improve the configuration experience for both new and experienced Dell customers.
Improving OS Customization Experience for Dell's E-Commerce Journey
Role: UX/UI Designer
Company: Dell Technologies
Project: OneConfig OS Customization Experience
Tools: Figma, User Testing, Prototyping, UX Research
The Challenge
How might we make OS customization more intuitive while helping customers confidently choose the right configuration for their needs?
The team needed to understand:
Which OS selection experience was easier for users to discover and navigate?
How could Dell reduce confusion around available OS options?
Should customers begin their journey through a pre-configured offer page or a customizable product page?
Two design concepts were tested:
Version A — Offer-Based Experience
Users selected from predefined configurations with OS options included within product offers.
Version B — Custom Order Experience
Users accessed OS customization directly within the configuration flow, giving them more control over their purchase.
Research Approach
I conducted usability testing with 10 participants using a balanced testing approach, where half of participants viewed Version A first and the other half viewed Version B first to reduce bias.
Participants were asked to:
Locate available OS options
Navigate the customization experience
Evaluate clarity and ease of selection
Share preferences between the two experiences
Key Findings
Users preferred a clearer, more direct customization experience
Both concepts performed well, but Version B provided a more intuitive path for customers looking to personalize their device.
OS discoverability
Version A: 8/10 users successfully found OS options
Version B: 9/10 users successfully found OS options
Users found Version B easier to navigate because the OS selection was more visible and directly connected to customization.
User Insights
Customers want flexibility and transparency when configuring products
Users appreciated being able to see different configurations and understand how individual choices impacted pricing.
"I prefer to see and mix and match options for buying a computer... I want to play around and mix and match on that customization page to see what the possibilities are."
Pre-configured options were helpful but could feel restrictive
While offer cards helped simplify decisions for less technical users, some participants felt they limited customization.
"It feels finalized to see those configurations because it feels set. I'd rather play around and mix and match."
Users wanted clearer guidance around OS recommendations
Participants suggested adding:
Use-case recommendations (gaming, work, programming, creative workflows)
Explanations of OS differences
Clear labels such as "Select Operating System"
Design Iterations
Based on research findings, I refined the OS customization experience by focusing on:
Improving discoverability of OS selection
Creating clearer visual hierarchy between configuration options
Making customization steps feel more flexible and approachable
Providing additional guidance for users unfamiliar with operating systems
The final designs were created in Figma and incorporated usability feedback to create a more seamless configuration journey.
Impact & Outcome
The usability study helped validate the preferred direction for Dell's e-commerce experience:
60% of participants preferred the custom order experience
Version B achieved higher usability ratings (6.8/7 average)
Identified opportunities to improve OS education and configuration guidance
Informed future design decisions for Dell's product customization journey
Reflection
This project reinforced the importance of validating design decisions with real users before implementation. While both experiences supported purchasing goals, user feedback revealed that customers value transparency, flexibility, and confidence when making technical product decisions.
By combining usability research with iterative design, I helped create a more intuitive configuration experience that empowers customers to make informed purchasing decisions.
