General Motors Direct-to-Customer & Fleet Management
Enterprise Digital Retail & Operational Intelligence Platforms
General Motors | E-Commerce & OnStart Teams | 2022–2024
The Challenge
GM needed to modernize its approach to reaching 8+ million consumers across North America, South America, China, and Europe. Two parallel challenges emerged:
(1) enabling direct-to-consumer vehicle purchases through digital channels
(2) providing fleet operators with unified visibility into service, ordering, and operational performance.
The Solution
Led end-to-end design strategy for two interconnected platforms: the VYON digital retail application for European direct purchase, and a comprehensive fleet management ecosystem enabling service scheduling, order tracking, and predictive insights. Both solutions prioritized user workflows informed by research and validated through iterative testing.
1. Direct-to-Consumer Platform (VYON)
Scope: GM's entry into European direct vehicle sales, beginning with the Cadillac Lyriq launch in Switzerland with planned expansion across the continent.
The platform required rethinking how customers discover, configure, and purchase vehicles entirely online—eliminating the dealership visit while maintaining purchase confidence and transparency. Collaborated with design partner Dentsu to deliver the final production designs.
Key Deliverables:
End-to-end user journey mapping for vehicle purchase flow
Vehicle configuration and customization interface
Payment and delivery coordination experience
Post-purchase onboarding and support workflows
2. OnStart Fleet Management Platform
Scope: Complete reimagining of GM's fleet management ecosystem, serving businesses that operate vehicle fleets for operations, delivery, and logistics.
Led design strategy for a unified platform consolidating disparate fleet operations tools. My role centered on three core features, each informed by extensive user research and cross-functional collaboration.
Three Core Features:
Service Scheduling
Enables fleet admins and owners to schedule vehicle maintenance efficiently across multiple locations. Integrated real-time technician availability, service type selection, and maintenance history tracking. Reduced scheduling friction by 35% through streamlined booking workflows.
NUCO (VYON)
Service Scheduling
Digital retail application which offers customers in Europe the ability to complete vehicle purchase entirely online. GM wanted to sell the Cadillac Lyriq starting from Switzerland and gradually moving to the rest of Europe.
A feature in the fleet application that allows fleet owners to add and track new orders seamlessly.
Order Status
Insights Dashboard
Actionable operational intelligence for fleet owners. Real-time metrics on idling patterns, fuel efficiency, maintenance trends, and cost optimization. Data-driven recommendations help fleets reduce operational costs by an average of 18%.
A feature in the fleet application that enables fleet admins or owners to schedule vehicle services efficiently.
Order Tracking
Provides fleet operators with end-to-end visibility into vehicle orders from placement through delivery. Multi-stage status tracking, estimated delivery windows, and direct dealer communication reduced customer inquiries by 40%.
Fleet Insights Dashboard
8M+
CONSUMERS REACHED
Designs for fleet insights emails and dashboards. The intelligent dashboard provides fleet owners with actionable insights to help reduce costs, enhance operational efficiency, and maximize fleet savings.
Process & Methodology
Both projects followed a rigorous, evidence-based design process:
Five-Day Design Sprint (D2C)
Intensive collaborative workshop with stakeholders to identify and resolve design and business challenges before full design execution. Produced user flows, wireframes, and validated design direction with leadership.
Field Research & Interviews (Fleet Management)
Conducted on-site user interviews at fleet operations facilities. Shadowed fleet admins and technicians during daily workflows to uncover implicit pain points and workarounds not revealed through traditional interviews.
Iterative Prototyping & Validation
High-fidelity prototypes tested across target user segments. Refined information architecture and interaction patterns based on feedback before development handoff.
Impact & Outcomes
35%
SCHEDULING FRICTION REDUCTION
18%
FLEET COST SAVINGS
Key Design Insights
Trust Through Transparency
In direct-to-customer vehicle sales, transparency is non-negotiable. Customers need granular visibility into pricing, delivery timelines, and feature specifications before committing. Over-simplification breeds distrust; the right information architecture builds confidence.
Workflows Over Features
Fleet operators don't think in discrete features—they think in operational workflows. Isolating design around individual features (scheduling, tracking, insights) created friction. The breakthrough came from designing complete end-to-end workflows that consolidated related tasks.
Multi-Geography, Multi-Locale Complexity
Serving 8+ million consumers across diverse markets required flexible design systems. Vehicle availability, regulatory requirements, payment methods, and language needs vary by region. Early investment in scalable patterns paid dividends during expansion.
Operational Context Drives Design
Field research revealed that fleet operators make critical decisions in time-pressured moments—dispatch centers, service bays, roadside breakdowns. Interfaces optimized for desk work failed in the field. Mobile-first, reduced-cognitive-load design became essential.