GM Developer
Modernization & digitalization
| Lead UX Designer – General Motors | 2023 – 2024
As the Lead UX Designer I was responsible for revolutionizing OnStar API and Data service application process through NextGen GM’s developer portal, I led the effort to reimagine and modernize the software platform to meet the evolving needs of API partners (Samsara, Fleetio, Geotab and others), developers, and data enthusiasts. I aimed to simplify complex processes, enabling seamless interaction and fostering naturally engaging design to evoke feeling of joy and care.
Challenge
Our API partners were increasingly frustrated and burned out due to constant customer support delays, clunky user onboarding processes, outdated guides for integrating and testing RESTful and transactional APIs, and confusing pricing, billing, and invoicing information. The lack of a clear UI for tracking API usage, managing integrations, and verifying vehicle data eligibility only added to their pain.
To resolve this, my role was pivotal in this project, as I was responsible for designing a customer experience that prioritized addressing immediate needs and fostering growth. First, I focused on simplifying complex processes and creating engaging, intuitive designs that empower self-help to set configurations, integrate and track APIs, and understand utilization parameters to cover fees for transactional and press feed services.
Let’s dig in!
Discovering…
- Competitive Analysis – I benchmarked and analyzed leading developer platforms, such as Tesla Developer, Amazon Developers, and Apple Developer, to identify gaps, opportunities, creative approaches, and inspirational moments. This ensured that my design would not only meet but exceed industry standards in functionality, aesthetics, and user engagement.
- SME-Centered Research – I engaged with Subject Matter Experts (SMEs) to gather deep insights into the needs and pain points of developers. This focused approach ensured that my design strategy was grounded in expert knowledge and directly addressed the most critical aspects of the implementation process.
Defining…
We collaborated closely with the business team, engineers, and product managers to conduct comprehensive sessions focused on customer experience first. Then, we crafted a simple yet powerful framework that highlights the key stages of partner engagement. The flow was designed to meet the needs of various user types by focusing on their specific roles and engagement stages, such as orchestrating fleet data, handling case escalations, and integrating API services.
We ensured our designs were visually appealing, technically feasible, and aligned with OnStar Digital Transformation objectives. They captured Salesforce Lightning integrations, followed best practices, and supported the vision of delivering innovative, stress-free experience touchpoints for customers. The example below outlines the journey slice for client requests and the emotional stages considered.
Validating & executing…
The early designs were well-received by SMEs and early users. Interviews with partners provided insights for improvement. Users appreciated the automatic creation of case tickets from phone calls and the efficient data collection within case feeds. Agents valued the ability to quickly track, assign, and resolve issues. Although customizing views was challenging due to Salesforce UI interdependencies, we successfully applied our branding to unify the look and feel, ensuring customers didn’t feel disconnected.
Executing…
To finalize the project, I polished the designs and optimized the user flows to ensure they met both product requirements and were visually perfect. I also carefully documented and annotated every flow, design, and UI component, making sure they adhered to the latest accessibility standards and accurately reflected the design vision. This thorough documentation approach helped bridge the gap between design and development, offering clear, structured guidance that minimized misunderstandings and streamlined the implementation process
COMING SOON!
Stay tuned for more updates. In the meantime, explore the current GM Developer Portal here.
