Dell Accessories SNP —
hypothesis-driven, outcome-validated.
Dell's Accessories homepage was a high-traffic entry point that wasn't converting. Rather than redesigning on instinct, I structured the work as a formal A/B test — defining what 'better' meant before designing anything, so the results would be unambiguous.
High traffic, underperforming conversion, no clear theory for why.
The Dell Accessories homepage had accumulated design decisions over time without a coherent strategy. It was getting significant traffic but converting poorly. Nobody had a confident theory for what was wrong — which meant any redesign without a proper test structure would just be replacing one set of guesses with another.
Before touching the design, I defined success metrics across three categories: financial (Revenue Per Visitor, Average Order Value), engagement (time on page, scroll depth), and customer experience (masthead usage, exit rate). Recipe B would need to improve across all three to be validated.
Audit against the metrics. Build a hypothesis. Design to test it.
I audited the existing page against each metric category — mapping where the current design was likely creating friction, missing intent signals, or failing to surface products users were ready to buy. Each identified problem became a specific, testable hypothesis. Recipe B was designed to test those hypotheses.
The page audited against each metric category. Each problem annotated with the hypothesis it produced and the corresponding Recipe B change.
One hypothesis drove the biggest changes: users visiting the Accessories homepage were often ready to buy systems — full setups including laptop and peripherals — not individual accessories. The existing page didn't support that intent at all. Recipe B surfaced system bundles prominently and restructured the hierarchy around how users actually arrived.
The control page. Friction annotated: unclear hierarchy, accessories without system context, no path for users with system purchase intent.
Each change annotated against the hypothesis it tests. System bundles surfaced; hierarchy restructured around user intent.