THE FUTURE OF SEARCH
We're transforming search on Dell.com with Generative AI, making it more intuitive and conversational. Instead of relying on keywords, it understands user intent, delivers precise, context-aware answers, and guides customers through their journey—from discovery to purchase. This AI-driven experience enhances decision-making, boosts engagement, and streamlines shopping like never before.
Year :
2025
Industry :
Tech
Client :
Dell Tech
Project Duration :
6 weeks
Problem :
I started by studying how users interact with existing search experiences. x competitive audits, usability studies, and secondary research. These insights framed the problem: search today prioritizes results, not clarity.
of users abandon search if they can't find what they need in the first 3 clicks.
60%
of visitors don't know what product they’re looking for until after they’ve done external research
42%
of support-related searches start vague — like "Why is my XPS fan loud?"
85%
Process Highlights
Persona Definition
Identified goals and pain points of a busy professional seeking clarity and speed.
Exploring Search Possibilities
Generated multiple concepts for how users can search—ranging from natural language queries to guided filters and voice input.
Prototyping & Testing
Built interactive flows, tested with users, and refined designs based on feedback to ensure clarity and usability.
Solution :
Content
Challenge :
I had to rapidly prioritize which features would deliver the most impact, often making trade-offs without extensive research. Since the POC was tested on a small audience, I took the lead in framing assumptions clearly and designing success metrics that would help validate results at scale. Balancing the complexity of AI-generated summaries with usability was another challenge, I iterated closely with product and engineering to simplify outputs while preserving accuracy, ensuring the experience felt both valuable and intuitive.
Summary :
Over a focused six-week proof of concept, we designed, tested, and refined an AI-powered search experience that addressed long-standing engagement challenges. The solution was launched to the US market on 15 July 2025, marking a significant milestone in making search interactions more intuitive and outcome-driven.
This experience reinforced the importance of designing with clarity under ambiguity, aligning cross-functional teams quickly, and finding the sweet spot between technological capability and user simplicity—learnings I’ll carry forward into future product launches.
13%
fewer non-engaged visitors thanks to AI-powered search summaries
20%
higher conversion from high & mid-funnel engaged traffic compared to passive visitors
1.5%
projected uplift in overall search conversion
More Projects
THE FUTURE OF SEARCH
We're transforming search on Dell.com with Generative AI, making it more intuitive and conversational. Instead of relying on keywords, it understands user intent, delivers precise, context-aware answers, and guides customers through their journey—from discovery to purchase. This AI-driven experience enhances decision-making, boosts engagement, and streamlines shopping like never before.
Year :
2025
Client :
Dell Tech
Duration :
6 weeks
Problem :
I started by studying how users interact with existing search experiences. x competitive audits, usability studies, and secondary research. These insights framed the problem: search today prioritizes results, not clarity.
of users abandon search if they can't find what they need in the first 3 clicks.
60%
of visitors don't know what product they’re looking for until after they’ve done external research
42%
of support-related searches start vague — like "Why is my XPS fan loud?"
85%
Process Highlights
Persona Definition
Identified goals and pain points of a busy professional seeking clarity and speed.
Exploring Search Possibilities
Generated multiple concepts for how users can search—ranging from natural language queries to guided filters and voice input.
Prototyping & Testing
Built interactive flows, tested with users, and refined designs based on feedback to ensure clarity and usability.
Solution :
Content
Challenge :
I had to rapidly prioritize which features would deliver the most impact, often making trade-offs without extensive research. Since the POC was tested on a small audience, I took the lead in framing assumptions clearly and designing success metrics that would help validate results at scale. Balancing the complexity of AI-generated summaries with usability was another challenge, I iterated closely with product and engineering to simplify outputs while preserving accuracy, ensuring the experience felt both valuable and intuitive.
Summary :
Over a focused six-week proof of concept, we designed, tested, and refined an AI-powered search experience that addressed long-standing engagement challenges. The solution was launched to the US market on 15 July 2025, marking a significant milestone in making search interactions more intuitive and outcome-driven.
This experience reinforced the importance of designing with clarity under ambiguity, aligning cross-functional teams quickly, and finding the sweet spot between technological capability and user simplicity—learnings I’ll carry forward into future product launches.
13%
fewer non-engaged visitors thanks to AI-powered search summaries
20%
higher conversion from high & mid-funnel engaged traffic compared to passive visitors
1.5%
projected uplift in overall search conversion
More Projects
THE FUTURE OF SEARCH
We're transforming search on Dell.com with Generative AI, making it more intuitive and conversational. Instead of relying on keywords, it understands user intent, delivers precise, context-aware answers, and guides customers through their journey—from discovery to purchase. This AI-driven experience enhances decision-making, boosts engagement, and streamlines shopping like never before.
Year :
2025
Industry :
Tech
Client :
Dell Tech
Project Duration :
6 weeks
Problem :
I started by studying how users interact with existing search experiences. x competitive audits, usability studies, and secondary research. These insights framed the problem: search today prioritizes results, not clarity.
of users abandon search if they can't find what they need in the first 3 clicks.
60%
of visitors don't know what product they’re looking for until after they’ve done external research
42%
of support-related searches start vague — like "Why is my XPS fan loud?"
85%
Process Highlights
Persona Definition
Identified goals and pain points of a busy professional seeking clarity and speed.
Exploring Search Possibilities
Generated multiple concepts for how users can search—ranging from natural language queries to guided filters and voice input.
Prototyping & Testing
Built interactive flows, tested with users, and refined designs based on feedback to ensure clarity and usability.
Solution :
Content
Challenge :
I had to rapidly prioritize which features would deliver the most impact, often making trade-offs without extensive research. Since the POC was tested on a small audience, I took the lead in framing assumptions clearly and designing success metrics that would help validate results at scale. Balancing the complexity of AI-generated summaries with usability was another challenge, I iterated closely with product and engineering to simplify outputs while preserving accuracy, ensuring the experience felt both valuable and intuitive.
Summary :
Over a focused six-week proof of concept, we designed, tested, and refined an AI-powered search experience that addressed long-standing engagement challenges. The solution was launched to the US market on 15 July 2025, marking a significant milestone in making search interactions more intuitive and outcome-driven.
This experience reinforced the importance of designing with clarity under ambiguity, aligning cross-functional teams quickly, and finding the sweet spot between technological capability and user simplicity—learnings I’ll carry forward into future product launches.
13%
fewer non-engaged visitors thanks to AI-powered search summaries
20%
higher conversion from high & mid-funnel engaged traffic compared to passive visitors
1.5%
projected uplift in overall search conversion
More Projects
THE FUTURE OF SEARCH
We're transforming search on Dell.com with Generative AI, making it more intuitive and conversational. Instead of relying on keywords, it understands user intent, delivers precise, context-aware answers, and guides customers through their journey—from discovery to purchase. This AI-driven experience enhances decision-making, boosts engagement, and streamlines shopping like never before.
Year :
2025
Client :
Dell Tech
Duration :
6 weeks
Problem :
I started by studying how users interact with existing search experiences. x competitive audits, usability studies, and secondary research. These insights framed the problem: search today prioritizes results, not clarity.
of users abandon search if they can't find what they need in the first 3 clicks.
60%
of visitors don't know what product they’re looking for until after they’ve done external research
42%
of support-related searches start vague — like "Why is my XPS fan loud?"
85%
Process Highlights
Persona Definition
Identified goals and pain points of a busy professional seeking clarity and speed.
Exploring Search Possibilities
Generated multiple concepts for how users can search—ranging from natural language queries to guided filters and voice input.
Prototyping & Testing
Built interactive flows, tested with users, and refined designs based on feedback to ensure clarity and usability.
Solution :
Content
Challenge :
I had to rapidly prioritize which features would deliver the most impact, often making trade-offs without extensive research. Since the POC was tested on a small audience, I took the lead in framing assumptions clearly and designing success metrics that would help validate results at scale. Balancing the complexity of AI-generated summaries with usability was another challenge, I iterated closely with product and engineering to simplify outputs while preserving accuracy, ensuring the experience felt both valuable and intuitive.
Summary :
Over a focused six-week proof of concept, we designed, tested, and refined an AI-powered search experience that addressed long-standing engagement challenges. The solution was launched to the US market on 15 July 2025, marking a significant milestone in making search interactions more intuitive and outcome-driven.
This experience reinforced the importance of designing with clarity under ambiguity, aligning cross-functional teams quickly, and finding the sweet spot between technological capability and user simplicity—learnings I’ll carry forward into future product launches.
13%
fewer non-engaged visitors thanks to AI-powered search summaries
20%
higher conversion from high & mid-funnel engaged traffic compared to passive visitors
1.5%
projected uplift in overall search conversion
More Projects
THE FUTURE OF SEARCH
We're transforming search on Dell.com with Generative AI, making it more intuitive and conversational. Instead of relying on keywords, it understands user intent, delivers precise, context-aware answers, and guides customers through their journey—from discovery to purchase. This AI-driven experience enhances decision-making, boosts engagement, and streamlines shopping like never before.
Year :
2025
Industry :
Tech
Client :
Dell Tech
Project Duration :
6 weeks
Problem :
I started by studying how users interact with existing search experiences. x competitive audits, usability studies, and secondary research. These insights framed the problem: search today prioritizes results, not clarity.
of users abandon search if they can't find what they need in the first 3 clicks.
60%
of visitors don't know what product they’re looking for until after they’ve done external research
42%
of support-related searches start vague — like "Why is my XPS fan loud?"
85%
Process Highlights
Persona Definition
Identified goals and pain points of a busy professional seeking clarity and speed.
Exploring Search Possibilities
Generated multiple concepts for how users can search—ranging from natural language queries to guided filters and voice input.
Prototyping & Testing
Built interactive flows, tested with users, and refined designs based on feedback to ensure clarity and usability.
Solution :
Content
Challenge :
I had to rapidly prioritize which features would deliver the most impact, often making trade-offs without extensive research. Since the POC was tested on a small audience, I took the lead in framing assumptions clearly and designing success metrics that would help validate results at scale. Balancing the complexity of AI-generated summaries with usability was another challenge, I iterated closely with product and engineering to simplify outputs while preserving accuracy, ensuring the experience felt both valuable and intuitive.
Summary :
Over a focused six-week proof of concept, we designed, tested, and refined an AI-powered search experience that addressed long-standing engagement challenges. The solution was launched to the US market on 15 July 2025, marking a significant milestone in making search interactions more intuitive and outcome-driven.
This experience reinforced the importance of designing with clarity under ambiguity, aligning cross-functional teams quickly, and finding the sweet spot between technological capability and user simplicity—learnings I’ll carry forward into future product launches.
13%
fewer non-engaged visitors thanks to AI-powered search summaries
20%
higher conversion from high & mid-funnel engaged traffic compared to passive visitors
1.5%
projected uplift in overall search conversion
More Projects
THE FUTURE OF SEARCH
We're transforming search on Dell.com with Generative AI, making it more intuitive and conversational. Instead of relying on keywords, it understands user intent, delivers precise, context-aware answers, and guides customers through their journey—from discovery to purchase. This AI-driven experience enhances decision-making, boosts engagement, and streamlines shopping like never before.
Year :
2025
Client :
Dell Tech
Duration :
6 weeks
Problem :
I started by studying how users interact with existing search experiences. x competitive audits, usability studies, and secondary research. These insights framed the problem: search today prioritizes results, not clarity.
of users abandon search if they can't find what they need in the first 3 clicks.
60%
of visitors don't know what product they’re looking for until after they’ve done external research
42%
of support-related searches start vague — like "Why is my XPS fan loud?"
85%
Process Highlights
Persona Definition
Identified goals and pain points of a busy professional seeking clarity and speed.
Exploring Search Possibilities
Generated multiple concepts for how users can search—ranging from natural language queries to guided filters and voice input.
Prototyping & Testing
Built interactive flows, tested with users, and refined designs based on feedback to ensure clarity and usability.
Solution :
Content
Challenge :
I had to rapidly prioritize which features would deliver the most impact, often making trade-offs without extensive research. Since the POC was tested on a small audience, I took the lead in framing assumptions clearly and designing success metrics that would help validate results at scale. Balancing the complexity of AI-generated summaries with usability was another challenge, I iterated closely with product and engineering to simplify outputs while preserving accuracy, ensuring the experience felt both valuable and intuitive.
Summary :
Over a focused six-week proof of concept, we designed, tested, and refined an AI-powered search experience that addressed long-standing engagement challenges. The solution was launched to the US market on 15 July 2025, marking a significant milestone in making search interactions more intuitive and outcome-driven.
This experience reinforced the importance of designing with clarity under ambiguity, aligning cross-functional teams quickly, and finding the sweet spot between technological capability and user simplicity—learnings I’ll carry forward into future product launches.
13%
fewer non-engaged visitors thanks to AI-powered search summaries
20%
higher conversion from high & mid-funnel engaged traffic compared to passive visitors
1.5%
projected uplift in overall search conversion