PMX (Preference Management Experience) is a toolset for internal and external users to manage Dell marketing communications via MyAccount, the user preferences area of Dell.com.
Dell
IT
Figma
Miro
UserTesting
Confluence
Jira
So, what's the context?
Users can access the Manage Communications menu in their Dell.com account to opt into marketing communications via email, phone, and other channels — except WhatsApp. As a result, users couldn't opt into marketing communications via WhatsApp (discounts, coupons, etc.) directly from Dell.com, preventing leads to be captured.
The main project goal was to enable the possibility of customers opting in and out from WhatsApp and other messaging apps inside PMX.
CHALLENGES
MVP approach — Limited scope and resources meant no margin to propose something completely new.
Fast-paced project — Less than 1 quarter to deliver the new WhatsApp integration.
Start from scratch — No prior handoff documentation or high-fidelity screens on Figma.
Impactful reach — A chance to design for a high-traffic product used by thousands of users.
Project planning and research kickoff
Based on the requirements outlined by the Business team and SMEs, we framed our hypothesis: introduce a dedicated tab for social apps. Before diving into design, we structured the project plan in Confluence, detailing requirements, timelines, and deliverables.
We kicked off the research with multiple rounds of unmoderated tests on UserTesting.com, focusing primarily on how users rated the WhatsApp placement. Miro came in later to help with affinity maps and user flows.
FINDINGS
New dedicated tab — The majority of users favored placing WhatsApp in a separate tab rather than grouping it with other apps under an existing tab.
Social Apps as the title — The most suggested label for the new tab was Social Apps, as it would accommodate not only WhatsApp but also future integrations with apps like Messenger and WeChat.
General guidance — Many users struggled to differentiate between existing tabs like Phone, SMS, etc., highlighting the need for clearer labeling or tooltips.
Introducing Social Apps on PMX
With the addition of the new Social Apps tab inside MyAccount, the marketing team can now launch campaigns and capture leads via WhatsApp — unlocking significant revenue potential given WhatsApp’s scale, while also laying the groundwork for future integrations with other platforms like Messenger and WeChat.
Also, users can now opt into marketing communications via WhatsApp directly on Dell.com, making it more convenient to subscribe to coupons, promotions, and other offers.
WhatsApp onboarding available via Dell.com
Modular interface built to support future apps
Improving the mobile platform
The lack of mobile documentation opened the opportunity for the design team to enhance the PMX mobile experience by applying best practices for web-based mobile applications.
We built comprehensive PMX mobile documentation from scratch in Figma, including design guidelines, components, user flows, and accessibility annotations — ensuring a consistent, inclusive, and scalable experience across the platform.
All new mobile handoff on Figma
Improved responsive experience
Introduced messages and loading states
Performing usability tests
After validating the final wireframes and prototypes with stakeholders, we ran a usability study on UserTesting.com with 24 global users to collect key metrics and actionable insights.
The primary task asked users to locate the WhatsApp option within PMC and opt into marketing communications. The average task difficulty score was 6.08 out of 7.
New handoff + accessibility annotations
Established a new handoff model to enhance collaboration between design and development teams, incorporating a changelog, component specs, user flows, and more.
Also, delivered an inclusive handoff documentation by thoroughly including accessibility annotations — covering key elements like ARIA labels and tab stops.
Key results and outcomes
Which goals were successfully achieved, and what tangible value did the project deliver to users, stakeholders, and the business overall?
NPS & CSAT — The usability test was conducted on UserTesting.com with a sample of over 100 global customers. PMC scored highly across all indicators, achieving an NPS of 29.17, a CSAT of 86.90, and a DellUxe score (company metric) of 89.20.
Revenue generated — In collaboration with the Business Intelligence team, we tracked the revenue generated in the first quarter following the introduction of WhatsApp onboarding on Dell.com — totaling $1 million from welcomed leads.
Leads captured — More than 8,000 leads were generated via WhatsApp and 5,000 via Dell.com/PMC, totaling approximately 13,000 leads in the first quarter.
