Dell IT

How Gamers Helped Dell Change the Way It Sells

Garry Wiseman By Garry Wiseman Senior Vice President, Digital Customer Experiences, Dell Digital July 23, 2019

In business, we spend a lot of time, money and research trying to figure out how to ensure that we are engaging with customers to ultimately drive business value. Whether it is pricing, bundling, services, or a variety of other marketing and promotional efforts, the point is to position the product in a way that meets customer demand. However, the rise of new mobile and digital technologies is changing the customer journey, and it’s become increasingly important for businesses to meet and assist customers on their journeys instead of waiting or hoping they find you at the end of their search.

I’m fortunate to run the Digital Commerce Experiences team in Dell Digital. We are the product and engineering team behind and the way customers engage with Dell through its ecommerce platforms. As Dell undergoes its own digital transformation, Dell Digital is increasingly involved in, if not driving, the types of online product decisions that only a few short years ago would have been made and then tossed over the wall for IT to execute on. In this new vein, last year, our team was presented with an opportunity to improve the buying experience for gamers – helping to guide them to the products that most specifically meet their needs.

Doing It the Dell Digital Way

We improved the buying experience for gamers doing it the Dell Digital Way. If you haven’t yet heard of the Dell Digital Way and you want to learn more, I encourage you to click on the links provided in this blog to read recent posts from other team members in the Office of the CIO. But to put it simply, the Dell Digital Way is not just the way our teams of developers work together via a Pivotal Methodology. It is how we in IT partner across Dell using a direct, simplified approach to quickly design, develop, iterate and deliver new products.

Doing it the Dell Digital Way, we pulled together a balanced team made up of a product manager, a designer, and engineers alongside team members from design analytics, research, digital design, customer satisfaction, marketing and online teams. This collective team collaborated on business goals, brainstormed on questions, conducted usability tests and talked to gamers to better determine their needs.

The Dell Digital Way is a cultural shift in how we partner with our business teams using a direct, simplified and streamlined approach to quickly design, develop, iterate and deliver new products and capabilities.

Over time, we synthesized research results with gamer feedback and pain points and came up with a set of priorities that followed a user-centric strategy. We created and released value to users incrementally working in the Dell Digital Way, and we also conducted AB testing throughout the process. By talking to customers throughout the development processes and reviewing automated solutions across different regions, we were able to create effective marketing messaging to deliver to sales while ensuring the solutions created were also effective, scalable and sustainable globally.

Scoring with Gamers

Over the last year, we launched a series of gamer-focused features on that helped gamers quickly view more critical spec information. However, as we discovered during our customer research, one of the more important benchmarks to gamers is the frames per second (FPS) a game plays at. The higher the FPS the smoother and more lag-free a game will be, and, by having an FPS leg-up over another player, perhaps you can score more quickly than they can! We also learnt that gamers tend to focus on one or two main games over a period of several months (games such as Fortnite, Overwatch or Call of Duty).

Based on this knowledge we now display the FPS metric for a set of popular games alongside our gaming products. Using an iterative development approach, we initially rolled out the feature on the configurator page for Alienware, and after positive feedback and results it was added to multi-order product details and configuration pages, then pushed out globally and added to the G Series systems. You can see the latest version of the gaming FPS experience here.

Changing the Buying Experience for the Customer

We also created a Discovery Table feature that uses machine learning to suggest products for gamers based on what they’ve been looking at on the site, and we aren’t stopping here. Next up, gamers will be able to shop by game to see which systems meet the minimum requirements to play. Without giving away too much, it will change the buying experience for the gamer – featuring interactive images, messages and icons, while providing a comprehensive view of Dell gaming systems, consoles and accessories.

Whether driving Dell’s digital transformation or iterating on the best ways to improve the buyer experience for gamers, Dell Digital is increasingly becoming the partner of choice for organizations within Dell. The Dell Digital Way is not just about development practices. It’s about working together as a team and building trust while delivering innovative solutions that improve customer experiences.


Are you a gamer? What do you think about these new features? Do you have additional ideas about how Dell Digital can help give customers what they really want? I’d love to hear more from you in the comments section below.

Garry Wiseman

About Garry Wiseman

Senior Vice President, Digital Customer Experiences, Dell Digital

Garry Wiseman, Senior Vice President, Digital Customer Experiences, drives research and development to continually enhance Dell’s commerce platforms and applications. This includes, the Premier B2B portal, Federal, Commerce Platform, and internal sales and marketing systems.

Before joining Dell in 2017, Garry spent more than 20 years building high scale, innovative, global and secure online consumer and enterprise products for start-ups and the world’s largest technology companies. This includes leading Internet of Things product management and core infrastructure product and program management at Salesforce; managing search and discover product management at eBay; and the planning, design and execution of Bing’s travel, places, entertainment and commerce search products.

Garry studied international business administration at Wolverhampton University and authored eight U.S. patents for commerce-related inventions.

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4 thoughts on “How Gamers Helped Dell Change the Way It Sells

  1. I have been a gamer for over 40 years! Starting with arcade machines and the Atari VCS (2600) up to now with a PS4, Nintendo Switch, arcade and console emulators and more! I’ve always used the gamer approach to problem solving as a way to use different methodologies. After all, games are simulations and usually present the player with a problem to solve, whether hitting a target or solving a puzzle.

  2. Thanks Brian. I’m a gamer myself and agree with your approach to problem solving. Using the information you have on the problem, taking your best shot at a solution based on that information, and then testing your way to the best outcome over time.

      • I enjoy team based games such as Overwatch and Team Fortress 2. I also spent too much time playing Ark Survival but switched back to shoot-em-ups as I can play those when I have 20 minutes spare in the evening and just need a quick fix!