Dell Technologies
Simplifying Support Selection
Role
Sr. Product Designer
Year
2026
Type
UX + Pricing Design
Final Product
Overview
Redesigned the support plan selection experience to make billing options and coverage duration clearer. Introduced visible monthly and annual billing tabs alongside a dedicated duration selector, helping customers understand how they could pay and how long they would be covered before choosing a support plan.
The Problem
When customers reached the Services step of Dell’s purchase flow, they needed to choose a support plan while also understanding its payment options and coverage length. These details were embedded within individual product options, making customers work harder to discover available choices and compare plans on equal terms.
The opportunity was to separate billing cadence and coverage duration from the plan itself. By bringing these decisions into dedicated controls above the support options, customers could establish their preferences once and compare plans within a consistent context.
APPROACH
01
Surface Billing Choices
Introduced clearly labeled monthly and annual tabs above the support plans, giving customers an immediate view of the available billing options. This made payment preferences an explicit choice rather than a detail customers had to discover inside each plan.
02
Clarify Coverage Length
Created a dedicated duration selector that made available coverage lengths visible in one place. Customers could distinguish how often they would pay from how long their support would last, without having to interpret those details within individual options.
03
Simplify Plan Comparison
Applied the selected billing cadence and duration across the support options, removing the need to revisit those choices for each plan. This established a consistent basis for comparison and let customers focus on selecting the level of support that suited their needs.
Before and After
Before
Pricing emphasized the cost of upgrading, leaving customers to interpret the value behind each support plan.
After
Value-led pricing connected each plan’s cost to its benefits, making the added value easier to understand.
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