Aligned product and engineering around a system that made the experience easier to use and easier to build
Challenge
Customers couldn’t get a true sense of GM’s EVs without seeing them in person
Opportunity
Create a virtual showroom that lets anyone explore a full-scale vehicle from any angle
Approach
Built a clear, immersive experience with a strong hero view, simple hotspots, and motion-led guidance that feels natural and easy to navigate
IMPACT
70% ↑
user confidence and purchase intent90% ↓
churn with streamlined, guided onboarding24/7
real-time access to virtual shopping experience3x
increase in pre-session MyWay engagement“This isn’t just about selling more cars—it’s about creating confidence in a new product category through experience.”
Research Insights
The signals that shaped a clearer, more intuitive virtual reality experience
What We Learned
Users needed consistent UI behaviors across all features
Modal types required flexible, modular patterns
Predictable hotspot behavior improved clarity
A unified structure reduced cognitive load
SYSTEM DESIGN
A clearer, more predictable interaction model built from the insights
WHAT WE BUILT
Simplified the flow to reduce early cognitive load
Used motion cues and overlays to guide interaction — without relying on text or browser UI
Anchored the interface to remain fixed so users stay oriented in any space
Built a flexible model that adapts across any vehicle model and future experiences
REFLECTIONS
What made the work effective and scalable
What Made It Work
Built as a vehicle-agnostic system that scales across any GM model
Designed to help shoppers understand EV tech through experience, not explanation
Clears the path from curiosity → confidence → purchase
Sets the tone for the EV lifestyle: simple, intuitive, and unmistakably modern
Let’s Build What’s Next — Together
Client — GM
Agency — Dentsu Creative
Role — Sr. UX Designer
Services — UX Strategy, Experience Design, Systems Thinking