Challenge
EVs are complex and difficult to evaluate without physical access
Outcome
A virtual experience that builds understanding and confidence before seeing the vehicle in person
IMPACT
70%
lift in confidence and purchase intent2×
increase in time spent evaluating features3×
increase in pre-session engagement with GM’s MyWay experienceHow do you help customers understand and learn about EVs before seeing them in person?
WHAT WE NEEDED TO SOLVE
EVs are complex, unfamiliar products
Customers lacked confidence without physical access
Feature information existed, but didn’t reflect how people inspect a vehicle
VR primary interactions
DESIGNING A SYSTEM
A structured interaction model that mirrored in-store exploration
Users could move through features the way they would around a vehicle
Orientation remained constant as details were revealed
WHAT THIS REQUIRED
Clarity over novelty
A fixed orientation model
Strong hierarchy and restraint
Consistency across interactions
Careful handling of detail
Let’s build what’s next — together
Client — GM
Role — UX Design Lead
Services — UX Strategy · Experience Design · Systems Thinking