| Human experience design – General Motors, 2023 – 2024

Challenge

GM API partners faced growing pain points from slow support, a complicated onboarding process, and outdated integration guides. The lack of a clear UI for managing and tracking data and APIs only added to their struggles.

My role

As the Lead UX Designer I was responsible for designing the first-ever end-to-end digital experience for GM API and Data services and revamping GM’s developer portal to seamlessly integrate powerful enablers that simplify data management into new envisioned application to serve partners like Samsara, Fleetio, Geotab and others with care.

I crafted an integrated solution that streamlined self-service, onboarding, and service management, helping partners and developers oversee data and APIs in one app. The proposal aimed to halve onboarding time, boost collections by 95%, and target $100M+ in revenue by 2027—earning approval from fleet LOB’s key teams.

Let’s dig in!

Exploring…

Competitive Analysis – I analyzed top developer platforms, including Tesla Developer, Amazon Developers, and Apple Developer, to identify opportunities and draw inspiration.
SME-Centered Research – I worked closely with Subject Matter Experts (SMEs) to gain deep insights into user needs and pain points, ensuring my design strategy was informed by expert perspectives.

I collaborated with other partners from business, engineers, and product teams to conduct sessions focused on understanding key desired goals.

Defining…

Following best practices, I 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.

Value-driven partner success framework

I discovered that case management would be advanced with Salesforce Lightning integrations, prompting me to delve deeper into the solution. I ensured that my designs not only leveraged their templates and components but were also visually appealing, technically feasible, and aligned with GM Envolve branding and OnStar’s Digital Transformation objectives.

The example below highlights a journey slice for client requests.

Experimenting…

Multiple rounds of ideation, label changes, asset tweaks, and content experiments shaped the design. Partner interviews guided improvements. For example, users loved the design’s appeal, simplicity in interactions, and ease of task completion, while agents valued the quick tracking and issue resolution.

Concept I – Dynamic help (95% demand)