Dell Technologies
Services & Warranty: Value Based Pricing
Role
Sr. Product Designer
Year
2026
Type
UX + Pricing Design
Final Product
Overview
Redesigned the support pricing experience to communicate value, helping customers understand what they gain by choosing a higher level of protection. Shifted the emphasis from the cost of upgrading to the benefits behind each price, making support plans easier to evaluate as an investment in peace of mind, expert assistance, and business continuity.
The Problem
When customers reached the Services step of Dell’s purchase flow, they were asked to choose between Basic Support, ProSupport, and ProSupport Plus. The existing presentation emphasized “Included” versus an additional upgrade cost, while the benefits appeared as feature lists beneath the price. This made the price difference more immediately visible than the value behind it.
The opportunity was to move beyond “How much more does this cost?” and help customers answer “What makes this support worth paying for?” The challenge was to communicate the value of each plan clearly without relying on technical terminology or making the experience feel like an upsell.
APPROACH
01
Reframe Cost as Value
Shifted the pricing narrative from the additional expense of upgrading to the protection and assistance customers would receive. Connected price with meaningful benefits so customers could understand what their investment was buying.
02
Make Benefits Clearer
Reframed technical service features around the needs they address, such as getting help when something goes wrong, reducing disruption, and resolving issues with less effort. The goal was to make the benefits easier to relate to, not simply easier to scan.
03
Clarify Upgrade Value
Clarified the incremental value of each support tier so customers could see why one plan costs more than another. Positioned the comparison around the level of support that matched their needs, rather than treating the lowest price as the default measure of value.
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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