Design Lead for Strategy & Implementation
Timeline
The project spanned 12 months, divided into three key phases, allowing for a strategic and timely three phase launch.
Overview
The “Expand Your YOUNIVERSE” campaign was a global, multi-phase marketing initiative aimed at igniting interest and emotionally connecting young audiences with Dell’s XPS and Inspiron products. My role as the Design Lead for Strategy & Implementation was pivotal in managing the design direction between the third-party agency and Dell’s internal teams, turning a grand vision into a feasible, phased rollout that balanced creative ambition with technical realism—driving the campaign from concept to execution.
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My Role
As the Design Lead for Strategy & Implementation, I was responsible for orchestrating the design process from concept to execution. My role required aligning the creative direction from the external agency with the practicalities of internal development, ensuring that every design decision was both visionary and executable. I played a pivotal role in right-sizing the project scope, establishing a three-phase approach to implementation that allowed us to launch quickly while leaving room for more complex components to be developed over time.
The Team
- This project was a collaborative effort involving:
- Third-Party Agency: Provided creative vision for the campaign.
- Dell’s Internal Implementation Team: Consisted of front-end and back-end developers responsible for bringing the design to life.
- Executive Stakeholders: Ensured the campaign aligned with Dell’s broader marketing and business goals.
The Scope of Work
The “Expand Your YOUNIVERSE” campaign was crafted as a fully responsive web experience, designed to be immersive and engaging across all devices. The scope included creating two new web parts and enhancing five existing components, ensuring that the campaign met high accessibility standards and offered flexibility for future use.
- Phase 1: Focused on launching the core elements of the campaign quickly, including the main landing page and key interactive features.
- Phase 2: Introduced additional content and interactive elements, based on feedback and performance metrics from the initial launch.
- Phase 3: Integrated more complex components and refined the user experience based on ongoing user testing and analytics.
The Impact
The "Expand Your YOUNIVERSE" campaign was one of Dell’s most significant marketing initiatives of 2022. It successfully increased user engagement and brand connection, leading to a higher likelihood of return visits. Feedback from users highlighted the campaign's ease of navigation, visually appealing interface, and the smooth transitions throughout the site.
“I like the smooth transition in scrolling through the information displayed on the website”
FemaleAge Group 18-24
“I find the website is easy to navigate around, and the interface looks sharp with words and products are bold and clear.”
MaleAge Group 25-34
Learning & Improvements
This project underscored the importance of flexibility and iterative design. The positive feedback on navigation and aesthetics was encouraging, but the request for more easily accessible product specifications highlighted an area for improvement. Moving forward, I will focus on refining the balance between creative storytelling and providing essential product information, ensuring that future campaigns meet both aesthetic and functional needs. Continuous iteration and user feedback will remain central to my approach to delivering exceptional digital experiences.
