General Motors
Product Design, Interaction Design
General Motors is preparing to launch a new premium import business in China. Through this high-touch, personalized, luxury ecosystem, we will sell their most iconic vehicles—across the Chevrolet, Cadillac, and GMC brands.
Background
GM needs a localized, strategically designed, and developed one-stop community app to support the introduction of the Chevrolet Suburban, along with other iconic GM products, to the China market by being:
1. The content source that educates users, guides traffic
2. The engagement center to support different online & offline journeys
3. Car ownership experience
Member Home Screen
Huge high quality images to evoke a sense of premium design
Conveying true high-end quality & lifestyle through storytelling and luxury design aesthetic
Focus on modern san-serif typography
Clean, minimal design to further put focus on the imagery
Full bleed images in editorial form
Crucial to highlight these moments through imagery. By pulling the fashion-inspired photography style throughout the brand, we started telling a cohesive story that would appeal to our core audience.
Explore Cars
A huge value prop for GM is that there is such a wide variety and selection of EV models as well as brands for all audiences.
These cars are an investment, a statement piece, a quality product that you feel proud to drive. The perception of “quality” begins with mise en scene, showcasing them elegantly in an editorial layout.
Essential to put GM’s EVs on full display with a lot of close up shots that capture the vehicle’s purpose and personality.
Community Page
Build engagement
Bottom Tab: FYP/Trending, Following, Recommending, Geolocation posts
By clicking Experiences. There is wide selection of community activities
Book activity page
User Profile
Name & nickname are the user’s brands. Give users a
chance to promote themselves. Gain customer loyalty and boost traffic. (Esp if a famous person has an account).
Ownership of the product & exclusiveness
Customized automotive consultant for you the user to have service at your fingertips
Saved, Following, Followers to keep track of other user’s UGC posts as well
Alternative Design
Information-driven - took popular automotive apps in the Chinese market as references
UGC on the front page, with top tab navigation for moments, recommended, brands, geolocation, customer service, etc
