General Motors

Direct-to-Customer (GM E-Commerce Team)

End-to-end design strategy for vehicle shopping web and mobile applications, catering to approximately 8 million consumers across North America, South America, China, and Europe. One of the key projects during this time was the development of a digital retail application for GM Europe, which enabled customers in Europe to complete vehicle purchases entirely online. This initiative supported GM's goal of launching the Cadillac Lyriq in Switzerland, with plans to gradually expand across the rest of Europe.

We kicked off the project by conducting a five-day design sprint (click to view design sprint presentation) to identify and resolve key design and business challenges. GM partnered with the design firm Dentsu, which collaborated with us to deliver the final designs for the platform.

OnStart Business Solutions – Fleet Management

I transitioned to the OnStart Business Solutions team, where I led the development of a comprehensive fleet management application. Our focus was on reimagining and creating a unified solution that better served the needs of our fleet customers. From the ground up, we re-envisioned a holistic fleet management platform, integrating features that addressed the key demands of our customer base. I was responsible for leading the design and development of several core features, including:

• Service Scheduling

• Order Tracking

• Insights Dashboard

For each feature, I collaborated closely with a dedicated UX researcher, conducting workshops and user interviews to ensure the final product was both user-centric and aligned with customer needs.