Organize the sales pages by need, not product line

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7624

Organize the sales pages by need, not product line

7624 points posted to Dell Web Site by sernovitz 02/03/07 **IMPLEMENTED**

The Dell shopping experience is all about Dell -- not the user. Currently, you have to walk through each product line, narrow by model, etc.

This isn't very useful to my mom, or anyone new to Dell. Even the latitude/inspiron choice is never explained.

Start with features -- walk the user through the choices until they get the perfect PC.

What size do you want? What are you going to do with it? Etc.

Check out our new Assistance Seeker to shop by what you need, not by price!

dhdeans 02/12/07	This approach would clearly differentiate Dell in the marketplace -- providing an application-centric guided product selection and purchase process, based upon individual needs. Also, the process should start by asking the consumer, are you a novice, intermediate or expert consumer? My point: building a process flow for an 'average consumer' experience is proven to fail -- because there is such a great difference in technical skill and knowledge between the least experienced and most experienced consumer that visits Dell's web site. FYI, my perspective and opinion is based upon the project work I've done for broadband service providers, globally. And, I understand, experts don't need or want guidance. That's why you segment the consumer experience to better fit each distinct target user persona. Most e-commerce websites already pull content from a common database to build webpages, so creating three distinct user experiences -- from this common data -- is really not rocket science. Currently, the Dell website is segmented from a product management (internal) perspective, and 'sernovitz' is merely suggesting it should be from a customer (external) perspective. Seems logical to me, as a customer UI advocate.
ben_b 02/16/07	Instead of listing all the computers you might offer an option to customize a computer and then have it tell you the best computer that meets your needs, then let you further customize it.
jvin248 02/17/07	Simplify product lines and reduce complexity first, then tweak the ordering process. See my posts on http://www.privateproductivity.com/blog for more detailed ideas
majid 02/17/07	Not sure I agree. Too many companies try to push "solutions" (i.e. MBA-speak for pretending to care about your needs, then pushing what they want to sell anyway, but jack up the price for the "service"). If users have problems navigating through the product offerings (something I can believe), it's the confusing product lines that need to be rationalized and simplified, the way Apple does with theirs. Attack the problem at its root.
agreer 02/17/07	This may be good for people who know nothing, but as a sys admin, it would drive me nuts, I can tell the difference between the lines by spec, and prefer it that way: If I want a Precision workstation for an engineer, I don't want to have to wade through crap like "will it be used for ABC or XYZ"? I think the idea of determining a system by usage is best left as a stand-alone tool that may be available in the website, but do NOT design the whole store around this: that is the fastest way to get me looking at the competition.
uklathemock 02/18/07	Ditto. I bought my last Dell notebook in about 10 minutes. If I have to wade through all kinds of crap , like "will your child be using this computer to surf porn?" - then I won't be a happy Dell customer.
tatus_b 02/19/07	Web pages are cheap. How about one interface that lists the models and one that walks the customer through the decisions. The base prices should be listed on the page that shows all the models and their base options.
james_paige 02/19/07	This is a big one. I often reccomend Dell to friends who plan on buying a computer in a Brick&Mortar store, but I can't refer non-technical people to the Dell website, because they get lost and confused by the cryptic choices.
simplify 02/20/07	Just posted this before I saw your suggestion. http://www.dellideastorm.com/article/show/62672/Dont_classify_buyer_on_the_we...
pbh101 02/20/07	I think the idea should not be "will you use the computer for XYZ or ABC?" but more like this: instead of having all these different lineups to choose from, GIVE THEM THE CHOICES ALL TOGETHER! It's very frustrating to see model A available with half of the options I want, and then model B available with the other half! ARGH! while I realize this isn't a completely recognizable concept b/c of hardware compatibility (mobo w/ CPU w/Graphics, etc), you could inform the user as they go on of the implications of each choice, and restrict further choices based on the last one. Not that hard, but when I bought my laptop there was no choice to get a better graphics card, even though I see the same chassis, model number, and mobo that does have much better graphics card. phooey, if you're going to let me customize, let it be all in one place.
yenjet 02/20/07	It seems like http:///www.google.com/ig/dell is a very good start. Simple login portal and categorized by need.
revolution 02/20/07	Its about time SOMEBODY catered for the computer illiterate! Hard drives, RAM, USB, CD drives. Why do I need to choose what size engine I get in my new car? I want a red car with auto transmission and two doors with aircon. I guess the average person knows more about cars than computers.
dhdeans 02/21/07	yenjet, thanks for sharing the link to the Dell Start Page portal. I learned about the "Dell Network Assistant" for the first time, because my last Dell system purchase was before July 2006 (when this tool was apparently included with all new consumer systems). I went to the Dell Support home page and attempted to find a mention of the Dell Network Assistant -- I couldn't find it, so perhaps it's buried several layers down in the site navigation structure. Maybe this tool is still in beta for compatibility with older systems. FYI, supporting non-technical consumers who have 'attempted' to self-install a home network is currently one of the primary "call drivers" for both computer vendors and broadband service providers. For all those consumers who bought a Dell system before July 2006, then subscribed to broadband access, then purchased a wireless AP/router that left them scratching their heads -- I'm also left wondering, how many people who need it, actually know that the Dell Network Assistant exists? My point: for the same reasons that Dell shouldn't have only geeks making critical choices about design and flow of the shopping experience (because they know too much about technology, compared to mainstream consumers), the same is true for the technical support experience. BTW, this is not just a Dell phenomenon -- most e-commerce sites start life as complex user experiences that are conceived by people who have little appreciation of the art and science of human factors, and the need to test a UI design across ALL target user personas. Also, it clearly takes empathy to design these sites with a thoughtful and caring respect for all users needs. If you believe that people who don't have your expert skills or knowledge are odd, or helping them to understand is "crap" then, hopefully, Dell will thank you for your perspective -- while reminding you of the obvious -- you're not the only customer they choose to serve.
raptorman 02/23/07	I am a long time computer user with good tech knowledge. I often help people order Dell systems and I must say that over the last 5 or so years working through the Dell website is very confusing for me. You have this line of systems and that line, small office and workstation, etc etc. For me at least this is not very intuitive. When I send someone with little or no computer experience to Dells web site they get totally lost. All they see is the price and then they ask me " what about that $499. dollar system? For me systems should never be purchased by price but choice should be based on what you need the system to do. I also like to see the brand and model number of the parts inside the box ie is that a plextor drive or a cheap one? I don't know the answer, but I do know that the current web site flow is like working through a government system such as medicare, once inside their world you feel totally lost and have no idea of where to go next!!
fredledragon 02/24/07	I'm an old dell's computer owner(more than 10 years and 10 computer for me and friends), but I lost lot of time every times I have to buy a new PC ! sometimes I fing a good UC but I have to take a monitor I don't need, or with a promotion I don't want (like Norton for one euro) please be easy, let's we choice and all we'll be very easy!
dhdeans 02/24/07	Here's yet another approach. Dell now has experience with targeted microsites (Direct2Dell, StudioDell, etc.), so why not create a microsite specifically designed with the inexperienced consumer in mind? Fixing the current website is then a moot point. This is a win-win scenario -- the experienced geeks and Dell product managers keep their current laundry list structure, complete with infinite menu navigation for perpetual browsing. In contrast, the inexperienced user goes to SimplifiedDell.com and receives a guided application-centric experience that results in the top three purchase recommendations (includes details why #1 is best fit, and why #2 and #3 are alternatives). Optional extras are listed separately, just like the current site, but the baseline system is optimized for the novice. Apparently Michael Dell will be introducing a new PC product line in China in the coming weeks, and perhaps that announcement would be greatly enhanced if it were coupled with the "intent" to launch a SimplifiedDell.com business model to complement the hardware/software. My point: Dell has served the needs of the current one billion PC users, but the next billion may require a very different approach. Any thoughts, or concerns, about this business model evolution?
mfearby 02/24/07	The current Dell web site that forces me to choose between "Home & Home Office", "Small Business", and "Medium & Large Business" drives me ABSOLUTELY CRAZY! When I have to find product information on a particular item, make the wrong choice, and have to go back and try a different category, I become a slightly more irritated customer. If you want to offer these categories, fine, but please provide an alternative where a simple ranking in price is usually enough of an indicator for most people.
jordann 02/25/07	What annoys me is the "Home", "Small Business", etc., navigation. I may not know which category Dell placed my desired item into. As I finished writing this, I looked up and noticed that mfearby concurs.
0tim0 02/25/07	I agree 100% with mfearby and jordann. I get so annoyed having to shop at three differnent Dell "stores" just to find what I want. Even if you want to keep the stores at least have a way for the rest of us to just browse your entire set of products by category (Desktop, Latop, ect).
junyang18 03/04/07	Segment products by product line and usage: Laptop Serious Gaming XPS 1210,1710 Mobile Workstation -- MXX Entertainment-- Inspiron EXXXX Business -- Latitude DXXX Bargain -- low-end Inspiron/Latitude Desktop Serious Gaming Workstation Server Home Server Business Server Monitor Printer ... ...
mattd 03/18/07	Make a fill-out form, something like: I will be using this computer for: (Check all that apply) [ ] Web browsing [ ] Email [ ] Word processing / spreadsheets [ ] Gaming [ ] High-performance gaming [ ] Watching videos / movies [ ] VOIP [ ] Porn etc, etc, etc. I press the "Submit" button and it comes back with a list of recommended computers that support those requirements.
lits 04/27/07	give an option to those of us who rather use the product line structure. n00bs and old people use the checklist, techies, corporate IT and geeks use the product lines.
fdenger 05/01/07	More on the point of changing the shopping experience. The dell configurator is way too complex, and covers several pages of configuration before you can even get to the end. Then they stick a bunch of default options in there and hope you forget to uncheck them. Please Please Please stop putting so many useless options on the configurator. Hardware and Software and Support options. There are litterally a handfull of options that are usefull, why litter that handful into several dozen options? The only answer I can think is so Dell can make a quick buck here or there through confusing the customer into purchasing X option. A prime example: FREE DELL PRINTER (needs usb cable) then the next option: USB CABLE: $29 This is an obvious marketing scam and everyone knows that 6FT usb cables sell at retail chains for less than $10. So why is dell trying to scam you into this cable? Price the printer how it should be priced, and price the cable likewise. It only serves to confuse new customers to use these dirty marketing tricks.
dell_admin1 05/03/07	Changed status to COMING SOON.
orbhot 07/18/07	Fdenger, a free printer in itself is a scam. Inkjet manufacturers are always giving away printers with computers because they know that if they can get you locked into their brand, they stand to make heaps of money off of you with their over priced ink cartridges.
winner 07/24/07	good Idea!!!
jervis961 12/04/07	Tick tock
richard_m 12/07/07	There are some great ideas here. We will be launching a phase one version of something similar in January. We've been wanting to offer this for awhile, but needed to connect the form results to the configuration build. We've now solved for that so when we launch this functionality, filling out the form will be creating the configuration. Look for this on the business site in early January and in Home and Home Office towards the end and let us know what you think.
jervis961 12/07/07	Great news richard_m. Thanks for the update.
richard_m Mar 4	We've recently launched a beta of phase one of this idea. The beta is set at 50/50, so if you're part of the group that gets the new offering, you will see a choice for laptop or desktop selector. This will allow you to select from a handful of options before you are shown the systems that match your needs. There's also a more robust path. It's something we call Assisted Navigation 2.0. Before you select a brand, you can select things like processor, weight, screen size, video card and with each selection, the page will update with the systems that match your selection. We're anticipating getting the beta results within the next two weeks. Barring the need for any tweaking, it should roll out sitewide shortly afterwards.
kara_k Mar 10	Changed status to IN PROGRESS.
kara_k Apr 23	Changed status to IMPLEMENTED. Check out the update to this Idea in Action.
jervis961 Apr 23	Its a step in the right direction but still needs work. If I look at laptops and choose "on the go" it takes away the advanced multimedia option. If I choose advanced multimedia it only allows me to see 17" laptops.

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