Increase enrollment through a clearer story
Translate a feature-rich rewards program into a simple, compelling story with enrollment as the clearest next action.
Dell Technologies
Dell Technologies Rewards Landing Page
I designed a conversion-focused landing page experience that simplified Dell Rewards messaging, improved scanability, and guided users toward enrollment through stronger hierarchy and structure.
Overview
Turning a feature-rich rewards program into one clear story.
Dell Rewards offered real value, but I found promotional offers, financing details, points, and membership benefits competing for attention with no clear hierarchy. My goal was to simplify that volume of information into a focused story that made enrollment the clear next step.
Understand the value without the effort
Quickly make sense of promotional offers, financing details, points, and membership benefits, and know what to do next.
One guided path from value to enrollment
Guide users from understanding the program to enrollment through consistent hierarchy, pacing, and calls to action across desktop and mobile.
Problem
Too many competing messages made the rewards value difficult to understand quickly.
Shoppers had to make sense of promotional offers, financing details, points, and membership benefits within one experience. Without a clear hierarchy, the program felt more complicated than valuable, and the path to enrollment was easy to miss.
My design challenge was to turn that volume of information into a focused story that answered the most important questions in sequence and kept enrollment visible across desktop and mobile.
Goals
Make the program easier to scan, trust, and join.
I wanted the experience to communicate immediate value without losing the details users need to feel confident, with every goal supporting a simpler decision path from first impression to enrollment.
Lead with value
Explain the program and its primary benefit above the fold.
Clarify the program
Make earning points, redeeming rewards, and member benefits easy to scan.
Create one clear path
Use consistent enrollment actions from the hero through the final offer.
Scale responsively
Preserve hierarchy, readability, and action priority across screen sizes.
Design Process
Moving from content audit to a modular, conversion-focused framework.
I mapped the messages users needed at each stage, organized them into a deliberate page sequence, and tested that hierarchy in low-fidelity wireframes before applying Dell’s visual system.
The comparison below shows how each module progressed from structure to final design while preserving the same focused enrollment path.
Audit and frame
Group program details, offers, and requirements around the questions shoppers needed answered.
Structure the journey
Sequence value, education, benefits, proof, and objection handling into a clear narrative.
Wireframe modules
Explore hierarchy, pacing, and CTA placement without the distraction of final visual styling.
Refine and validate
Apply the brand system, product imagery, and responsive behavior while checking clarity across the full page.
Page Flow
Guiding users from understanding the program to enrollment.
I structured the experience to guide users from understanding the rewards program to enrollment without overwhelming them with information too early. Each section answers one user question in sequence: what the program offers, how rewards work, why membership is valuable, and how to enroll.
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01
How Dell Rewards Works Step-by-step clarity on joining, earning, and redeeming.
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02
Earning Points A visual explanation of how purchases build value.
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03
Exclusive Offers Benefits framed as member-only advantages.
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04
FAQ Objection handling to reduce enrollment hesitation.
The customer’s decision path
- Arrive
- How does it work?
- How do I earn points?
- What can I redeem?
- What else do members get?
- Questions left?
- Join Dell Rewards
Final Solution
A guided rewards story with a clear path from value to enrollment.
I used modular content, product-forward imagery, and deliberate pacing to make a complex program feel approachable. Each section answers one question and moves the shopper toward the next decision.
Select the blue plus hotspot on any screen to see the decision behind it.
Value-first hero
Solution 01
Design detail
Communicate the reward before explaining the program.
A focused headline, product imagery, and paired actions make the primary value and enrollment path immediately visible.
Featured deals
Solution 02
Design detail
Turn promotional complexity into one scannable offer.
The split module combines lifestyle imagery, concise benefit statements, and one clear enrollment action.
Rewards education
Solution 03
Design detail
Explain earning points through a simple visual sequence.
Short steps and supporting product imagery reduce the effort required to understand how the program works.
Member benefits
Solution 04
Design detail
Make a broad benefit set easy to browse and compare.
A modular tile system separates each perk while a repeated rhythm keeps the collection cohesive.
Account value
Solution 05
Design detail
Extend the story beyond the initial enrollment moment.
Scannable cards show how purchases, partner offers, and promotions continue creating value for members.
Exclusive offers
Solution 06
Design detail
Give members a reason to keep coming back.
Bonus-point offers on featured products are framed as a member-only advantage, reinforcing that the value of Dell Rewards continues well past enrollment.
Objection handling
Solution 07
Design detail
Resolve final questions before users leave the journey.
Grouped FAQs address program details and common hesitation at the point where shoppers are deciding whether to enroll.
Final Design
A cleaner enrollment journey across the full landing page.
I combined structured hierarchy, modular content, and product-focused visuals to make the program easier to understand and enrollment easier to find.
Mobile Walkthrough
Simplifying navigation and keeping key actions within reach.
For mobile, I focused on improving readability while maintaining the hierarchy and enrollment path established on desktop.
Results
Dell Rewards launch performance.
After launch, the page showed strong engagement across key acquisition metrics. Its structure helped users understand the rewards value, stay engaged through the content, and move toward enrollment through consistent calls to action across desktop and mobile.
24%
Enrollment Start Rate
19%
Lower-Than-Benchmark Bounce Rate
17%
CTA Engagement Rate
Conclusion
Hierarchy and pacing make complex acquisition experiences feel simple.
This project reinforced how important hierarchy and pacing are when designing acquisition-focused landing pages with large amounts of promotional and rewards content. The challenge was not adding more information, but organizing the experience so users could understand the value quickly without feeling overwhelmed.
It also reinforced the importance of designing modular systems that maintain clarity across desktop and mobile. Many of the strongest decisions came from simplifying layout structure, creating more intentional section flow, and guiding attention toward a single clear enrollment path.
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