Challenge
GM couldn't build EVs fast enough to meet demand. Shoppers needed a way to understand and choose without seeing vehicles in person.
Outcome
A mobile-first virtual showroom that lets shoppers explore every detail, customize their vehicle, and make confident decisions from anywhere.
IMPACT
70%
lift in confidence and purchase intent3×
increase in pre-session engagement1
unified system scaled across five EV modelsTHE QUESTION
How do you make EVs easy to understand before seeing them in person?
WHAT WE found
Mobile had to come first. Everyone has a phone. We looked at previous GM digital experiences to understand what worked and what didn't.
The challenge was making complex vehicle information feel accessible on small screens. We needed a flexible system that worked across any mobile size without losing critical details.
Primary interactions
what we did
We designed mobile interactions that make complexity simple. The interface lets you explore every inch of the vehicle in 360 degrees, inside and outside.
Features reveal themselves without overwhelming. You can customize colors and share your configuration.
The virtual environment gives you full access without stepping into a showroom.
why it mattered
This gave shoppers the ability to learn and understand on their own time. Allowing them to make confident decisions without needing to see the vehicle in person.
Let’s build what’s next — together
Client — GM
Role — Product Design Lead
Services — Experience Design · Interaction Design · Systems Thinking · UX Strategy