Project Overview

 

Client: Dell Technologies
Role: UI Designer (Customer Story Model Design)

Tools: Figma
 

Dell APEX is the company’s as-a-service portfolio, helping businesses scale IT infrastructure through flexible, cloud-like offerings. To build credibility and connect with potential customers, Dell wanted to feature compelling customer success stories directly on the APEX product page. I was responsible for designing modular UI models that could be used to showcase these stories consistently across the site.

 

 

The Problem

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The APEX product page had strong technical content but lacked relatable, narrative-driven elements that showcased real-world value. Customer stories were scattered across different parts of Dell.com, often with inconsistent presentation. This led to:

• Low visibility and engagement with customer success stories

• Inconsistent layouts that didn’t align with the APEX brand tone

• Limited scalability when adding or updating new stories

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We needed a clean, scalable system to tell customer stories visually, while preserving content flexibility and brand integrity.

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The Process

 

To create a consistent storytelling model, I started by analyzing existing story formats across Dell properties and identifying gaps in layout, hierarchy, and visual impact.

 

Steps included:

• Content modeling to define core elements (e.g., headline, quote, metrics, logo, CTA)

• Designing flexible card and section models that could accommodate short and long-form stories

• Creating variants for different placements (e.g., hero banner, carousel, grid)

• Iterating with stakeholders from marketing and brand teams to align tone and style

• Building a design system-friendly model with reusable components

 

The goal was to give content teams a library of story formats that looked great, adapted easily to different content types, and fit seamlessly into the broader APEX visual ecosystem.

 

 

The Solution

 

I delivered a set of responsive, brand-aligned UI models for customer stories that could be deployed across Dell.com—especially on APEX pages.

 

Key design elements:

• Modular story blocks that highlight key quotes, outcomes, and logos

• Expandable sections for deeper case study content without overwhelming the page

• Interactive carousels and grids for showcasing multiple stories

• Visual consistency with Dell’s APEX color scheme, typography, and spacing system

• Support for video and testimonial embeds

 

 

Outcome

 

The new story models were integrated into the APEX product page and have since been used in multiple Dell campaigns. Key benefits included:

• Higher engagement with customer success content

• Easier story management for content teams via reusable templates

• Stronger storytelling cohesion across product marketing