How can consumers shop for vehicles in a new virtual world?
Overview
GM sought to engage customers with an innovative virtual and augmented reality experience that showcased their latest vehicles in a fully immersive way.
The Problem
GM needed a way to give potential customers an interactive experience with their vehicles, allowing users to explore features and design elements without visiting a dealership.
The Approach
We created a virtual and AR experience that allowed users to explore GM vehicles in detail. Using augmented reality, customers could interact with key features, view vehicles in 3D, and see how the cars would fit in their own environments, all from their smartphones or desktops.
The Solution
The following details were prioritized as areas for improvement:
Instructions: Simplify guidance with plain english, avoid overwhelming users, focus on key actions.
Personalized: Get users into the camera view quickly for a smoother experience.
Accessible: Ensure text is readable with translucent UI accommodating smaller screens.
Purposeful: Keep interfaces predictable and content minimal.
Contextual: Remove unnecessary UI elements, use large, clear images.
The Impact
The project helped GM drive deeper customer engagement by offering a cutting-edge, interactive experience that brought the vehicles to life in a virtual setting.
quick view: user interface design
ux POV
Key Findings and Priorities for Enhancing the experience
Prioritized What Was Most Impactful
These findings fostered better collaboration, increase efficiency, and ensure projects stay on scope and schedule. This approach enhances not only the virtual experience itself but also the workflow behind it, leading to a more seamless and effective product for both the customer and the team.
wireframe development
Key interface interactions provide clarity for design and development.
Generative research method
Challenged previous user interface models driving first principles thinking.
Human-Centered Design
Seeing The Bigger Picture
By understanding business needs and limitations, prioritizing user needs such as an intuitive navigation system and clear onboarding instructions, connecting all the individual pieces made a much more cohesive framework.
the chevrolet myway platform
A new way to shop in a virtual world.
Reflections and Lessons Learned: Driving Innovation & Engagement
Bridging Technology and User Experience
The project reinforced the importance of aligning advanced technology with intuitive design. By prioritizing user needs, we ensured that the AR experience remained approachable while showcasing GM's innovation.
Collaboration is Key
Seamless communication between cross-disciplinary teams was crucial to delivering a cohesive experience. This collaboration highlighted the value of early alignment and ongoing feedback to stay on track and achieve project goals.
Adapting to Future Needs
Creating a scalable system allowed the platform to evolve with GM's vision, demonstrating the importance of building for both immediate impact and long-term growth.
Simplifying Complexity
Transforming complex vehicle features into an immersive user interface underscored the value of reducing cognitive load to enhance engagement and retention.
General Motors Virtual & AR Experience
CREDITS
Client: GM
Agency: Dentsu Creative
My Role: Sr. UX Designer