General Motors.
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The customers are the business owners looking to purchase vehicles for their businesses.
The following presents an optimized and concise overview of the user journey.
User has an idea for a business. He starts to set up all the necessary components in order for the business to start.
Users realizes he needs vehicles for his business. So he looks online for vehicles that best suits his business needs.
User selects the vehicles he needs to purchase, visits the dealership and puts in the purchase orders.
After receiving the vehicles, user assembles a group of workers to operate the vehicles. He hires a driver for each vehicle and hires fleet managers to oversee and manage all the vehicles.
We need to create a hub where the user can not only keep track of their purchase vehicles, but also manage the vehicles as well which includes, repair, tracking vehicle locations, and managing drivers assigned to vehicles, etc.. We’ll need to create a dashboard to create such experience which is a different project altogether. But for now we’ll focus on the website redesign which more so relates to User Journey #2 where we need to create a seamless and intuitive experience for the user to purchase their vehicles as well as get a good understanding of all the services GM has to offer in order to acquire more customers.
The goal would of course be acquiring more customers through the solutions and services that GM Envolve offers.
Need to make the messaging clear in terms of the products and services GM Envolve offers, so that when users think of “Envolve” as a brand, they immediately know the services and products the brand offers.
GM currently offers vehicle services for their customers. These services include allowing customers to purchase vehicles for their businesses, maintenance and repair service for purchased vehicles.
Currently the website (GMEnvolve.com) allows business owners to purchase vehicles only from a selection of vehicles. Website also gives insights about other products users can purchase as add-ons for their vehicles (cameras, parts, etc.). Lastly it gives users an overview of the current technology GM produces and gives an outlook of the future through showcasing their plan to innovate towards renewable and sustainable energy.
Through my research I found out how GM is defined as a brand and how people identify with it. Through historical analysis, I was able to see how GM evolved as a brand.
Redesigning the website in order to drive more conversions through the site (www.GMEnvolve.com). As this is our primary way of acquiring customers.
Build a platform where the customers can have all the fleet solutions (I.E tracking order, vehicle maintenance, repair etc.) all under one simple and easy to use dashboard.
Current website displays a selection of vehicles business owners can purchase. It also displays the current technology that GM utilizes in all of their vehicles. In other pages the site talks about their mission as a company and the solutions they offer to their customers.
Visually unappealing and Uninspiring.
Homepage talks more about the mission rather than products and services GM offers to their customers.
No connection to the specific users. No acknowledgement of the primary customers GM is selling services to.
By introducing an experience where we connect with our audiences. And show them our products and services that specifically caters to their needs.
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From the research I’ve gathered, I’ve decided to structure the content of the landing page to 3 categories; Vehicle purchase, Services such as (repair, maintenance, financing and vehicle management) and technology and innovation which follows the path of the customer journey with the GM brand.
In order to establish an identity I had to first capture the essence of the GM brand and establish a direction that best fits its identity.
Through my research I have established a visual direction I wanted to establish which includes a style that fits the brand but brings the style format into a modern light. The style also fits the theme of Clean energy, efficiency, technology which is on the forefront of GM’s brand messaging and mission.
The visual style consist of clean, glossy reflective style; which signifies technology and drive towards a cleaner and more efficient future.
First Redesign of the landing page. However this redesign didn’t quite hit the mark as there were some missing elements that needed to be improved upon from the discussion we had from the review meetings.
Missing a human connection.
Missing a connection between products and how it relates to the customer’s business.
After the feedback I received from the review meetings, through several iterations later, I have made the final version of the design.
Now has a human connection through depiction of the customers and their businesses throughout the website.
Products and services are now displayed to serve a customer’s specific business needs.
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