Transformed EV discovery into an accessible, immersive digital experience

overview

Designed an immersive AR experience that supports GM’s broader digital strategy—complementing MyWay live tours with self-guided discovery to help customers explore EVs on their terms

THE PROBLEM

EV shoppers lacked flexible, scalable ways to explore features and build confidence without a dealership visit

the Solution

Built a modular AR experience to guide users through EV features—before, between, or after live MyWay sessions

Impact & Key Takeaways

70% ↑

user confidence & purchase intent after immersive flows

90% ↓

churn driven by streamlined, guided onboarding

24/7

real-time access to virtual shopping experience

+3x

increase in pre-session MyWay engagement when AR was first introduced

Quick View: Immersive AR Interaction Flows

Key interface moments guiding onboarding, feature exploration, and discovery areas

Hot spot - default state

Text lockup + model animation

Text lockup + video modal 2

Text lockup + static image 4

Interior hot spot - text lockup 1

Colorizer + take photo button

“This isn’t just about selling more cars—it’s about creating confidence in a new product category through experience.”

— GM Leadership

ux POV

Foundational insights that shaped the AR experience

Key Research Themes That Drove Design Clarity

Identified friction points across onboarding and feature discovery
Grouped findings into five UX principles: instructive, personalized, accessible, purposeful, contextual
Aligned the team around a shared strategy to simplify interactions and reduce user effort
Ensured every decision supported user trust, comprehension, and real-world use