Managing Software at scale - Dell.com

Context & Challenge

In large enterprises, IT administrators juggle fragmented tools for managing software entitlements, deployments, and subscriptions—across thousands of endpoints. My mission at Dell was to unify these complex systems under a cohesive, scalable UX platform that elevated clarity, efficiency, and control for enterprise users  .

Role

  • Head of Design — Enterprise Software Experience: Led UX vision and implementation across Dell.com’s software management suite.

  • Partnered with product leads, global engineering squads, data analysts, and design operations teams across time zones.

  • Oversaw interaction design, information architecture, and modular component systems for scale and consistency.

Key Strategic Challenges

  1. Complex Data Flows – Unify backend systems into a simplified, intuitive frontend experience.

  2. Persona Diversity – Deliver tailored interfaces for procurement officers, IT admins, and support teams.

  3. Scalability & Performance – Design solutions that perform robustly at enterprise volume.

  4. Governance & Consistency – Maintain coherence with Dell’s design system across global modules.

Design Strategy & Execution

  • Persona-Centric Dashboards

    Developed unique UX flows and content structures for key admin personas, so each user accessed relevant insights and actions quickly.

  • Data-Driven UI Optimization

    Leveraged analytics and user interviews to shape dashboard layout, filters, and in-context help—reducing task friction by ~20%  .

  • Modular Design System Integration

    Built scalable UI components aligned with Dell’s design system, ensuring component reuse, faster updates, and consistent entitlements display.

  • Cross-Team UX Governance

    Established UXOps practices and global content/design standards, aligning delivery quality and reducing rework across timezones.

Measurable Impact

  • Support Overhead Reduction — 25% decrease in tickets related to software license visibility and access  .

  • Heightened Self-Service — Significant uplift in enterprise users managing entitlements autonomously.

  • Faster Time-to-Value — Admins could deploy and assign software to teams more efficiently, enabling quicker rollouts at scale.

Leadership & Learnings

  • Championed design at scale, weaving telemetry-driven insights into a continuous improvement cycle.

  • Directed multi-disciplinary alignment, ensuring design objectives resonated across product, engineering, and support.

  • Delivered a UX platform that balanced flexibility and governance, enabling global teams to customize without compromising consistency.

The software centre allows millions of enterprise users to manage their software and hardware for their teams at scale.

They can create and tailor user groups to reflect teams in their respective organisation and assign bespoke product groups to their respective teams, to get companies up and running swiftly.