My design and research influenced the current vehicle experience, viewable anytime you look at vehicle inventory and hit “view and buy”!
also, met a lot of cool people and found a new appreciation for cars!
UI/UX UX Research User testing
Process
I developed my final deliverable of a full-scale redesign of the e-commerce platform. This can be broken down into four larger categories of the design process, broken down into the specific actions I performed during each step. The learning experience was extensive, giving me the opportunity to create through the design process, perform real user tests, and present not only to GM executives, but the key platform stakeholders for implementation in 2024. For a full write-up on the design and researching process, visit General Motors Design Study.Brand Home Page Confirmation Page Mobile View
The first thing I commenced on when tasks with reimagining the Shop Click Drive experience was to do my research on not only the product, but the competitive landscape and journey the user would go through. I collaborated with not only the stakeholders of the experience, but also the designers, writers, and developers in order to get a full idea of the product from all perspectives. Later, I would interview users who have purchased through this experience before as well as those who have done so for other brands and products.
Ideation & Design
After all the research, I began ideating and designing what a new experience may look like. I collaborated with product designers and cross-functional teams to design wireframes and create a prototype that reimagined and modernized the ownership and shopping experience across brand websites. I ended up with two mid-fidelity prototypes, one with a focus on a “no steps” experience, and one with 3 steps in manageable chunks. To address some of the blurred concept concerns, I created a confirmation page the outlined the next steps as well as something that people could review to feel like their work in the journey was completed.
Iteration & Validation
I designed two concepts to help address all of the main identified roadblocks, but now wanted to see what actually works. While both have solutions to the problems, do either come out on top? I put on the hat of a UX researcher in order to find out and collect insights with a group of 10 participants.
- Performed A/B user testing and empathy interviews from a selected pool of GM customers.
- Analyzed data to gather key insights on the prototypes.
- Presented a user testing presentation and report to key stakeholders.
Refinement & Handoff
Key Solutions:
- Long, gruelling process to a one-stop shop. Simplifying the process into a “no steps” page, but with new indication you’ve moved to a new part of the process, as well as detailed CTA’s. All of it allowing the user to freely jump around step-to-step without hitting roadblocks, and making the decisions important to them first. The financial process is something that they can play around with with clear cut focus, and the rest is the cherry on top of customizing your new car.
- Blurred concept to quick understanding. A key call out at the top of the page explaining the purpose of the page-to send a request to the local dealer with all the annoying details done ahead of time. A new confirmation page that empowers the consumer to take charge, and feel like thy have made progress in their buying journey.
- Overwhelming financials, into a focused, clear journey. The new financial calculator is opened willingly, without the intial jumpscare in the original version. The new calculator has a clear hierarchy and positive indicators for incentives/money saved.
Scrollable View
Shopping Page Confirmation Page Mobile View Brand Home Page Variation Accessories Pop Up View Financial Calculator Pop Up View Vehicle Trade In and Test Drive Pop Ups Brand Home Page Variation Financial Calculator Pop Up Accessories Pop Up
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