GM-Envolve-card_BW copy

GM Envolve financial services

| Human experience design – General Motors, 2023 – 2024

Challenge

Commercial customers start their journey by purchasing vehicles or subscribing to our commercial services, gaining access to GM Financial’s premium offerings, such as loans and leases, digital card assignments, and expense management, to name a few. However, these services are often overlooked due to low awareness and poor discoverability.

My role

As Lead UX Designer at GM Envolve, in partnership with GM Financial, I was responsible for crafting an end-to-end intuitive experience for GM’s first commercial card implementation—the GM Envolve card—and related financial services designed to streamline clients’ fleet expense management and auto loan financing needs.

I focused on designing an elegant, human-centered experience that prioritized delivering value and building trust in our financial services. By crafting an intelligent self-service module, simplifying credit applications, and optimizing digital card setup, we achieved a 20% increase in applications and a 90% rise in digital card adoption.

Let’s dig in! 

Discovery

I enhanced the customer experience by mapping journeys to address gaps in financial benefit recognition. I designed workflows that integrated business rules to showcase premium offerings, digital cards, and expense management, delivering a seamless and intuitive financial services experience.

Mission

Design an exceptional experience that drives customer growth through credit and expense management features, turning rewards into new opportunities.

Vision

 

Focus

Define

Next, I solidified user flows, streamlining workflows to prioritize customer convenience with capabilities tailored to their roles, needs, and journey stages, delivering a personalized experience.

Ideation

With that, I mapped use cases and role-based scenarios into design iterations to foster meaningful conversations with leadership. Using a sustainable fair benefit exchange strategy, I aligned stakeholders’ interests to build a shared vision for integration, helping prioritize product features (PRDs) into phases that maximize customer engagement.

 

 

Ideation I & II- Financial Guard

 

examples from our internal design review of digital card assignment…

 

 

 

Key insights from iterations:

  • 95% of users preferred to assign cards to drivers first, then set expense limits based on usage.
  • 50% found PIN reassignment confusing, indicating a need for a refresh icon to improve usability.

 

Actions:

  • Redesign Workflow: Prioritize assigning cards to drivers before setting expense limits.
  • Simplify PIN Reassignment: Introduce a refresh icon to make PIN reassignment more intuitive.

Converged designs

 

Execution

After multiple iterations and alignment with the cross-functional teams, I refined the designs to pixel-perfect precision for the beta release. Every detail, from icon spacing to button interactions, was carefully crafted. I ensured full AA accessibility compliance and collaborated closely with engineering to seamlessly translate the design vision into a joyful, intuitive, and cohesive user experience.

 

 

 

 

 

 

Published: August 1, 2024