🧠 Alienware Command Center (AWCC) LP Revamp | AW30 Launch

Client: Dell / Alienware
Role: Copywriter – Web UX + Product Messaging
Project Type: Landing Page Overhaul
Deliverables:

  • Updated web copy for AlienFX, Performance, Overclocking, and UI sections

  • Revised product integration messaging (Citadel, Bastion, Sanctuary, Pro Series)

  • Legal disclaimers, FAQs, and feature module edits
    Milestone: High-visibility UX refresh for the launch of Alienware’s AW30 lineup and Pro Series peripherals

🔍 Project Overview

As part of the rollout for Alienware’s next-generation hardware (AW30) and the Pro Series keyboard/mouse/headset ecosystem, we were tasked with revamping the Alienware Command Center (AWCC) landing page—a high-traffic, multi-functional page that showcases Alienware’s custom performance software.

The goal was to bring the site visuals and language in line with the new product UI and design without changing the core structure. This meant stripping outdated modules, refreshing all featured product imagery, and rewriting content to reflect the latest control center experience used across AW30 desktops, laptops, and peripherals.

✍️ My Contributions

I was part of a cross-functional team responsible for rewriting key sections of the landing page, particularly those tied to hardware-specific features and control UI. My role included:

  • Updating AlienFX and Performance sections to reflect new features and benchmarks

  • Refining module copy to better align with the new product UI and software experience

  • Supporting Pro Series updates, introducing the keyboard, mouse, and headset into the broader AWCC narrative

  • Rewriting system compatibility descriptions and modular feature explanations

  • Refreshing product mentions throughout the page to feature the Area-51, m16 + m18 laptops and Aurora desktop variants

⚙️ Key Messaging Shifts

  • Replaced legacy Legend 3 language with AW30 positioning

  • Simplified AlienFX messaging to reflect actual lighting behaviors across systems

  • Removed deprecated features like AlienVision and old UI references

  • Updated in-game overlay and performance copy to match the Expedition 33 game partnership

  • Added subtle, scalable CTAs that aligned with upcoming product launches

🧠 Strategy & Impact

  • Unified visual and verbal tone across Alienware’s next-gen ecosystem

  • Made the AWCC landing page more future-proof by modularizing copy for faster updates

  • Supported the integration of Pro Series accessories into the software narrative

  • Ensured the page could accommodate upcoming Area-51 and Aurora hardware launches with minimal rework

The refreshed page rolled out alongside the Area-51 BR variants and Pro Series launch, forming the hub of Dell.com’s AWCC narrative for both performance-first users and customizer enthusiasts.