The Dell Challenger, an account-based marketing product, was traditionally delivered as an interactive PDF averaging 30 pages. While comprehensive, the format was content-heavy and difficult to engage with as an introductory document.
The static PDF format limited engagement and made it difficult for complex information to land clearly with audiences. The challenge was to modernise the challenger experience–making it more engaging, digestible and scalable–without losing its strategic value.
Ceros was introduced to move the Challenger into a fully digital format. I worked on transforming the document from a dense, linear PDF into an interactive online experience that prioritised clarity, pacing and engagement.
As this was the first time the Challenger had been built this way, I had to quickly learn a new tool that was not initially designed for the personalisation required, however with some iterations we were able to provide a more personalised experience for each audience. To scale delivery, I mentored a junior designer–establishing patterns, guidance and guardrails so they could confidently work on multiple accounts in parallel.
Within the constraints of the tool, I reduced content density and increased the use of imagery, animation and interaction to guide attention and give the key information space to breathe.
Transformed a stagnant, content-heavy PDF into a dynamic digital experience.
Improved clarity and engagement through reduced content and interaction.
Enabled efficient delivery by supporting junior design ownership.
Successfully rolled out the digital Challenger to +100 accounts.
This project reinforced that successful transformation requires rethinking content, format and team enablement together. By pairing new tools with clear patterns and mentorship, I was able to deliver a scalable solution that balanced creativity, clarity and execution at pace.