Context

Dell.com’s Direct Consumer (B2C) platform powers global online sales for PCs, accessories, and gaming products such as Alienware. As part of Dell’s long-term digital commerce strategy, the company is transitioning toward fully self-service purchasing journeys by 2030, reducing low-touch interactions with sales teams and enabling customers to complete complex technology purchases independently online.

This transformation required scaling the global design organization, improving operational governance, and ensuring consistent delivery across multiple product teams and regions.

Challenge

As Dell’s digital business expanded, the design organization required greater operational structure to improve delivery predictability, optimize global resource allocation, and strengthen collaboration with Product, Engineering, and Marketing. At the same time, the organization needed to adapt to corporate cost optimization initiatives while maintaining delivery quality and team sustainability.

Key deliverables

Operational leadership supporting major Dell.com initiatives, including:

• Alienware configuration experience

• New PC buyer journey

• Premier Homepage redesign for enterprise customers

These initiatives contributed to improving large-scale consumer and enterprise purchasing experiences.

Role

As Design Operations & Program Leader, I led strategic and operational initiatives for Dell.com’s largest global digital design organization, managing a distributed team of 60–80+ designers across multiple regions.

My responsibilities included capacity planning, financial forecasting, talent allocation, operational governance, and delivery frameworks. I partnered closely with Engineering, Product, and Marketing leadership to strengthen execution predictability and align design delivery with business priorities.

Approach

Operational Transformation
Implemented agile frameworks, standardized workflows, and delivery metrics to increase transparency, predictability, and scalability across global design teams.

Global Workforce Optimization
Led two organizational restructuring cycles aligned with corporate cost strategies, redesigning team structures and redistributing work globally to maintain delivery continuity while improving operational efficiency.

POD-Based Delivery Model
Introduced a cross-functional POD model, aligning designers with product domains and engineering teams to accelerate execution, improve ownership, and strengthen collaboration.

Data-Driven Governance
Achieved 100% Jira adoption to enable real-time workload tracking, capacity planning, and delivery forecasting.

Team Sustainability
Improved team allocation by design expertise, region, and timezone, enabling better collaboration with engineering partners while supporting healthier work-life balance for distributed teams.

Impact

• 20% total cost reduction in each two workforce restructuring cycles while maintaining operational continuity and delivery performance.

• 20% reduction in design capacity costs through workflow optimization and global workforce distribution.

• Established a POD-based operating model, increasing ownership, delivery efficiency, and cross-functional collaboration.

• Positioned Dell Digital Design as a unified enterprise organization through a scalable cross-functional operating framework.

• Achieved 100% Jira adoption, enabling data-driven capacity planning and delivery predictability.

• Improved global collaboration and work-life balance by aligning teams by expertise, geography, and time zones, increasing team engagement and positive feedback for leadership.