Challenge

Dell operated at the epicenter of a paradigm shift, where traditional perceptions of the company as a hardware provider limited their AI positioning. Misalignment around AI terminology and concepts mirrored the broader market confusion. With a high-stakes NVIDIA partnership announcement approaching, Dell needed to quickly establish a coherent point of view that acknowledged this moment of transformation.

Solution
I designed a process that met stakeholders where they were in their AI journey:

• Conducted targeted interviews across business units to map varying perceptions and readiness
• Facilitated collaborative sessions that framed AI not as a standalone technology but as a transformative force reshaping Dell’s entire ecosystem
• Developed a comprehensive content strategy with website wireframes that brought the narrative to life
• Served as a bridge between business stakeholders and the Design team, translating strategic priorities into visual and structural elements

Outcome

The resulting narrative positioned Dell as a guide through transformation rather than simply a technology provider. My prototypes established a new content architecture that made Dell’s AI offerings accessible to customers at different stages of their journey. By providing clear interpretation of business priorities to the Design team, I ensured the visual expression and user experience reinforced the strategic narrative. When Dell announced their AI Factory and NVIDIA partnership, the cohesive digital experience and messaging reflected an organization equipped to guide others through this fundamental technological shift.