GM New Owner Onboarding

General Motors: Owner Center

The Problem

 

Owners were struggling to learn about new features and set them up in their new vehicle.

 

Our Proposal

The proposal was to create a brief onboarding experience that would help the customer to understand and best utilize the features that come equipped with their new vehicle. The goal was to create an informative experience that would enhance the excitement of purchasing a new vehicle.

My Role

As the Sr Digital Art Director, I worked closely with cross functional teams to lead the UI Design for this experience. Our team included Business Stakeholders, Product Owners, Project Managers, Content Strategists, User Experience Designers, User Interface Designers, Developers and Data Analysts.

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The Solution

 

We were able to break down 5 complex features into an easy to digest wizard. This wizard experience was presented to all new owners by their dealer after point of purchase. It was encouraged to take while waiting for their new vehicle paperwork to be completed, but not required. The customer was given the option to skip and return to when most convenient.

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The Result

 

  • Increased owner adoption and engagement.

  • Increased customer satisfaction and awareness.

 

Our Challenges

We experienced some scope creep, which at times made the wizard less desirable from a usability perspective. We also, found it extremely important to deeply empathize with each type of owner in order to provide the best results.

My Lessons

Wizards are excellent for breaking down large form experiences, but should still be kept to a minimal number of steps. Utilize experience voids (such as dealership waiting) as an opportunity to create a meaningful learning experience.

 
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GM Owner Center