CLIENT

General Motors

PROJECT OVERVIEW

GM Financial services millions of loans for GM, GMC, Buick and Cadillac, but nearly 50% of their customers were unable to service their loan through their mobile device because of poor user experience and design. In addition, the brand felt out of date and didn’t inspire confidence. The small team I lead at IMM were challenged with defining the digital expression of the GM Financial brand while also crafting an intuitive experience for their valued customers.

ROLE
  • Art Direction
  • Design Lead
DELIVERABLES
  • UI/UX
  • Web Design
  • iOS/Android
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TYPE AND COLOR

We updated the digital brand style guide to ensure that colors, type, iconography and branding would feel just as fresh and thoughtful as the UX behind it.

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SITE MAP

This sitemap re-organizes My Account around user-oriented tasks; for example, making a payment, viewing billing history, and updating an address. A revised Accounts Dashboard does much of the heavy-lifting: by consolidating all loan/lease information into compact overviews of each account (which can be expanded to show complete account details), it avoids the confusion of a multi-page process while still allowing foregrounding payments.

Likewise, the My Profile section helps distinguish “profile” actions (changing your password) from “account” actions (changing a loan’s contact info), bringing the user interface model into alignment with the actual data model running the site.

For key functionality, such as making a payment or viewing statements, we link across sections from the relevant location as an additional support to users still getting oriented.

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WIREFRAMES

The wireframes we designed had two objectives: (1) to map out locations and hierarchy for GM Financial content under the new sitemap and (2) to outline a set of responsive design patterns and modules that will work well across mobile, tablet, and desktop contexts. These patterns are versatile enough that they can be extended to future My Account features and content.

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MOBILE

A key component to an enjoyable mobile experience is a responsive design that’s consistent whether you’re on a smartphone or tablet. We explored numerous approaches through IA and UX, testing the experience that would over-deliver on customer expectations.

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RESULTS

Our efforts decreased customer service calls significantly, increased customer satisfaction and delivered a modern brand kit-of-parts reflective of the future of GM Financial.