Meaningful Experience

Dell, the world’s leading computer systems company, was preparing to enter the all-in-one (AIO) printer category.

What is Meaningful to Dell?
Establish market-share with easy-to-use, high-quality products that deliver Dell’s brand promise.

Dell understood that the complex functionality of other AIO printers made it essential that their products communicate simplicity and functionality within a consistent Dell brand experience.

What is Meaningful to Users?
A simple process for buying an AIO printer – from shopping online through real interaction with the product once they open the box.

We created a strategic design language program that aligned with Dell’s core products to help them deliver the best user experience in the AIO category.

1. Reduced complexity of the interface
2. Simplified form and function of the product
3. 3-D brand experience

We simplified the menu system and consolidated controls into an intuitive, clean interface.

We created geometry that expresses functionality through form in a meaningful way.

We created a 3-D experience that considers customer interaction from shopping online through delivery, and the out of the box experience.

Meaningful Results
In less than 30 months, Dell went from upstart to #2 in the category, and was recognized by JD Powers as the #1 printer in customer satisfaction.