PROJECTS
Dell Healthcare IT
Client:
Dell Healthcare IT
Date:
Aug 1, 2009
Location:
Global Healthcare Team
Service:
Experience Design
Project Overview
Dell Healthcare IT needed to bring clarity and cohesion to its suite of enterprise healthcare solutions.
Hospitals, insurers, and care providers relied on fragmented IT systems, making it difficult to explain how Dell’s technologies worked together across the continuum of care. The result was a disjointed experience that slowed adoption and made the story harder to tell.
Objective
Create a unified way to visualize Dell’s Healthcare IT solutions across the ecosystem and position Dell as a trusted solutions partner. Reimagine Dell’s healthcare platform experience to unify its technology story, simplify complex workflows, and reinforce trust with both enterprise clients and clinical users. The goal was to establish a design system that balanced compliance, usability, and brand consistency.
Scope of Work
Creative Direction, UX Strategy, and 3D Experience Design across an 18-month collaboration involving Dell Healthcare and partners like Rubbermaid and Barco.
Our collaboration with the Dell Healthcare IT team was extensive. I was hired to brainstorm design ideas for a new website. Through discovery, we researched the competition and developed a point of view and aesthetic based on Dell’s tight design systems. Looking at industry peers, I developed a plan to bring together a third-party biller to handle fiduciary responsibilities and insurance workflows. I worked with Dell’s Healthcare writers to build a content guide, brought together partner stakeholders, and collaborated with my client-side creative equivalent, who managed in-house financial flows, insights, client meetings, and detailed logistics for every major touchpoint:
Online Showcase Website
Led UX and creative direction for enterprise healthcare applications and digital platforms.Product Styling and Art Direction
Developed a modular design framework aligning clinician, IT, and executive user journeys.Typography and Layout Systems
Created a cohesive visual language and interface standard across multiple tools.Interactive Features
Delivered interactive prototypes to validate usability and accelerate development cycles.
Dell’s goal was to help its Healthcare sales teams quickly show clients how to envision a massive product catalog alongside partner products.
First, using visuals in parallel with a directly accessible text filter
Products divided by hospitals, clinics, detailed patient rooms, radiology, and more
To bring that catalog to life beyond static product pages, we produced a library of immersive visuals showing equipment in real clinical context—patient rooms, radiology suites, and more. Each shot followed the same production process: starting on a green screen set, building a rough, low-fidelity render to block out spatial relationships, then compositing the full scene with doctor, patient, and product placement working together. The patient room shown here is one example from that body of work—a finished shot that let healthcare sales reps show clients exactly how Dell’s products would look and fit in the space they were trying to outfit.
The platform’s early traction did not go unnoticed. As sales teams reported faster, more confident conversations with clients, more Dell partners wanted their products represented in the experience, and each site iteration grew to accommodate them, expanding the catalog further with every release. Customers responded by engaging with the products rather than skimming static pages, and that visible interaction became its own proof point internally. What started as a tool to help sales teams tell a better story became something stakeholders pointed to as a model for what the catalog could become.
“Patrick transformed complex clinical workflows into intuitive, reliable tools that boosted efficiency and gave our healthcare teams clarity when they needed it most.”
Outcome
Rather than rely on standard photography, I envisioned a unified 3D ecosystem that captured every major player in healthcare—hospitals, data centers, and insurers—within one visual metaphor. This concept became the foundation for Dell’s Healthcare IT platform experience, designed to simplify a complex industry landscape and build trust across product lines. The result was a cohesive narrative that resonated with enterprise buyers, clinicians, and IT leaders—ultimately saving Dell Healthcare over $500,000 instead of a $1M agency proposal.
“Sales teams at Dell and partner brands used the 3D ecosystem to guide prospects—via direct product search or a tour-style journey—to show where each solution fits in the continuum of care. That clarity improved conversations, sped qualification, and made cross-sell paths obvious.”
The redesign gave Dell’s sales teams—and those of its partner brands—a powerful new way to engage prospects. Instead of relying on static materials, they could now guide customers through an interactive 3D environment, using either a direct product search or a tour-style journey to demonstrate solutions in context. This immersive tool clarified complex relationships between hardware, software, and care delivery, helping teams explain product placement, identify target markets, and accelerate buying decisions with remarkable efficiency.
32%
Reduction in Clinical Task Time
Optimized workflows for nurses, clinicians, and IT operations.
21%
Error Reduction in Critical Path Actions
Through clearer UI states, warnings, and validation.
+18%
Adoption of New Platform Features
Improved onboarding flows and role-based navigation.
5 Verticals
Unified Design System Across Product Lines
Ensured scalability, accessibility, and compliance.
PROJECT
