People decide emotionally but justify rationally—so why do so many retail experiences create friction in the buying journey? Successful design simplifies decision-making, making customers feel understood and more likely to convert.

In this session, Dell’s UX leaders will share how they transformed their eCommerce experience by leveraging human-centered design, qualitative insights, and data-driven testing. Learn how small UX optimizations—like clear product positioning, reduced cognitive load, and purposeful animations—can lead to higher engagement, increased revenue per visitor, and improved conversion rates.