Project Overview
Registering Dell products benefits both customers and the company, but registration numbers have declined over the past few years due to privacy concerns and a lack of urgency until support is needed, falling below 1% after Windows 11's "Quiet Period." Dell aims to increase the registration rate to 35%.
As the lead designer for this project, I worked closely with PMs, other designers, and engineering and content teams to create a solution that was approved for funding this year.
1 | MOTIVATION
Image: Dell's existing product registration page
What's the Background?
Dell encourages users to register their products to gain access to more personalized support and to help Dell build stronger relationships with its customers.
Without registration, Dell cannot:
Effectively market to new customers
Accurately determine user entitlement and start/end dates
Assist customer with new product support in a timely and efficient manner
The drop in registrations raised concerns for Dell, as it meant losing opportunities to connect with customers. This inspired the initiative.
THE GOAL
2 | UNDERSTANDING
IT BEGAN WITH RESEARCH
Why Were Registration Rates Dropping?
To better understand how customers felt about Dell's product registration experience, I spoke with researchers and reviewed the data they had previously collected.
Past research showed that there were three common objections customers had surrounding product registration:
This is time consuming
Getting a new computer is exciting and represents a new beginning. However, the setup process is a drag and acts as a distraction from me getting to work.
What's the point?
Registration can be skipped because it does not impact the performance of my machine. Most of the listed benefits already come with the device. So, what's the point?
This feels too personal
Registration is not for me, it is for the company's benefit. Being asked for my personal information such as my address feels invasive. Especially when I'm not seeing how this information relates to the benefits being described.
Research also revealed that most customers didn't know where registration took place.
There were two ways to register a product with Dell:
1
Through Window's registration when a person turns on their device for the first time
2
By finding "Dell Product Registration" on the web
If a person opted out of registering their device when they first turned it on, they would not receive a reminder to register it again.
All of the above leads to many customers thinking "I'll just register when I need help".
THUS, WE ASKED
How might we improve our registration experience and encourage users to register their device?
RESEARCH CONCLUDED THAT,
Customers are more likely to register devices if they are prompted to complete registration.
They are more likely to complete the registration process if:
It's easy & quick
It does not feel redundant
They understand the benefits
Our team devised a strategy to create this experience. First, we proposed to use Windows OEM Registration data to automate Dell registration and reduce redundancy.
For anyone who misses the Windows OEM Registration, we will:
Increase the number of points of entry for registration
Improve the standalone registration experience by simplifying what's being asked and clarifying our message
WHERE DO WE GO FROM HERE?
To tackle this project, my team divided the tasks among ourselves. My focus was on designing the experience for users who miss the Windows OEM registration.
This project is still in progress.
If you are interested in learning more about my experience, please send me an email!
MY OTHER PROJECTS:
Enhanced post-purchase communications for a better buying experience on Dell.com.
Designed UI kits to enable rapid concept development for all teams at Dell Technologies.
Holly Lee 2024