Challenge

Low awareness, poor discoverability, and fragmented financial workflows made it difficult for fleet customers to understand and adopt GM Financial’s services. As a result, high-value offerings such as commercial cards, digital card setup, and expense management were underused, limiting both customer engagement and business growth.

The broader opportunity was not only to improve usability, but to reshape how financial services were surfaced, understood, and used across the fleet ecosystem. The goal was to create a more connected experience that helped customers discover relevant services, complete critical tasks with confidence, and manage expenses more effectively.

My role

As Lead UX Designer at GM Envolve, I was responsible for leading the design of GM’s first commercial card experience, the GM Envolve Card, rethinking how fleet customers discover, apply for, set up, and manage financial tools across a fragmented ecosystem.

I approached the work as a systems challenge rather than a single integration, shaping an end-to-end experience across credit application, card assignment, digital card setup, and expense management. Given the complexity of user roles, operational rules, and business goals, I focused on simplifying the workflows most critical to adoption, reducing friction in key decision moments, and creating a structure that could scale with the broader ecosystem.

The work contributed to a 20% increase in applications and a 90% rise in adoption, helping establish a stronger foundation for GM’s commercial financial ecosystem.

UX PROCESS… 

Discovery

I gathered customer insights and identified gaps across fragmented experiences to better understand where visibility, workflow clarity, and usability were breaking down.

This work showed that the challenge extended beyond feature awareness. Customers were struggling to connect the value of financial tools to the moments where they actually needed them. I partnered with product to define a more journey-driven approach that surfaced premium offerings, digital cards, and expense management opportunities in ways that felt more relevant, timely, and actionable.

UX strategy

The strategic focus was to shift the experience from fragmented transactions to a connected financial model that could support both immediate user needs and long-term business growth.

To do that, I centered the work around three priorities:

• making financial services easier to discover in the context of real fleet tasks
• reducing friction across the most adoption-critical workflows
• building a scalable structure that could support multiple user roles, business rules, and future offerings

Rather than treating cards, setup, and expense management as separate functions, I shaped the experience as one connected system. This helped align customer needs, business goals, and operational realities into a clearer product direction.

 

Vision

The designs helped drive cross-functional alignment around a unified vision for a more scalable financial experience that supports customer growth through credit and expense management, while repositioning rewards and financial tools as integrated everyday enablers rather than standalone services.

 

Define

I translated insights into structured user flows aligned to real-world roles and behaviors. This included:

• role-based experiences for fleet managers and drivers
• simplified step-by-step workflows for critical tasks
• clear entry points for financial features across the ecosystem

The result was a more guided and personalized experience that reduced friction and improved task completion.

Ideation

We explored multiple concepts to turn customer and business needs into scalable product flows.

This phase focused on:

• mapping use cases into end-to-end workflows
• aligning user and business needs through a shared value model
• prioritizing features into phased delivery

Key insights from testing:

• 95% of users preferred assigning cards to drivers first, then setting expense limits based on usage
• 50% found PIN reassignment confusing, showing the need for a more intuitive interaction

Actions taken:

• redesigned the workflow to prioritize card assignment before expense limits
• introduced a refresh icon to simplify PIN reassignment

These changes made the experience more natural, more efficient, and better aligned with how customers actually manage fleet spending.

 

Ideation I & II- Financial Guard

 

Execution

The final experience brought together credit application, card setup with assignment, and expense management into one connected journey.

The work transformed a fragmented process into a clearer and more scalable experience that supported both customer needs and business goals. By improving discoverability, simplifying critical workflows, and aligning the experience to real fleet behaviors, the solution created a stronger path to adoption and ongoing engagement.