General Motors - MyBrand App

GM embarked on a strategy to remake their business to align with evolving consumer expectations on mobility. Part of that strategy was to put more intentional focus on customer experience. A newly formed CX design studio responsible for the strategy, UX and UI design of digital customer touch-points engaged us at Rightpoint to help them rethink the mobile experience and use it to set the direction for all of their digital products.

My role was to establish the strategy and approach for the app and lead the Rightpoint and GM design teams through user research, UX design, design system creation and content governance.

The Situation

The GM owner app experiences was not meeting user needs. Owners used the app primarily for car start during their free initial subscription period following purchase. The interface was dated and only loosely followed brand standards. Owners found little value without a subscription and felt it did not add excitement or utility to their ownership experience.

Business Objectives

  • Become a flagship product/experience for GM brands 

  • Set the standard for connected customer experiences

  • Solve existing customer pain points and better serve future needs 

  • Shift from brands trying to reach the consumer to the consumer choosing the brand

  • Create a flexible architecture that will grow with future content

Customer Experience Objectives

  • Make it easier to manage my relationship and interactions with my vehicle

  • Exceed my expectations of connected products 

  • Delight me when I use GM products

The Solution

A user-centered mobile experience that’s personalized, intuitive to navigate, has a visually stunning interface and user’s find value and delight in using.

A white-label app built on a flexible and scalable design system.

Balances Intention - Organized content to meet both customer needs now and as we scale

Reshapes for Context - Leveraged familiar UI patterns and dynamic presentation to optimize ease of use

Evokes Emotion - Brought life to the app through motion, a human tone of voice and celebration of the beauty of GM products

Brand Inclusive - Comprised of a core set of features with flexibility for brands within the GM family to customize as needed

Our Approach

  • Improve how users experience the features

  • Take advantage of mobile functionality

  • Make accessible

  • Show clear value

  • Drive to subscription

  • Build loyalty

  • Delight

Success Metrics

  • Improve satisfaction rates

  • Increase positive feedback

  • Increase loyalty

  • Increase engagement

Impact

Downloads - from 58% -> 70%

Customer Effort Score - 70% -> 80%

Customer Satisfaction - 80% -> 85%

11 months after launch in 2022