HI, I'M STEVE.

Overview

Research provided to the GM Certified account team found that most individuals in-market for a used vehicle were skeptical of their purchase. Our creative team provided a series of online videos which covered the benefits of a GM Certified vehicle. I was tasked with creating a content hub microsite that would host all of the campaigns content.

Competitive Analysis

The first step in my design process was to research similar content hub websites currently in the market. This allowed me to identify their strengths and opportunities for my own designs. I did an analysis of two sites: Think With Google and CMO by Adobe.

User Personas

After completing a competitive analysis, I recruited and interviewed 5 people from our dealership network who were interested in purchasing a pre-owned vehicle, in order to better understand their needs and goals. I then created user personas based on my user research that helped me paint a clear and realistic picture of users’ goals, needs, and behaviors.

Usability Testing

Using my prototypes, I recruited 5 participants from GM's Dealership Network to conduct remote moderated usability testing on my designs. During the test, I asked them to complete a series of tasks.

1. Which thumbnail would you click to find out information on Warranty, Roadside Assistance, etc?
2. As a video is playing, how would you get back to the previous screen?
3. What do you thing the arrows would do on the left and right of the video modal?
4. When clicking a video thumbnail do you expect the video to play?

Overview

GM was looking to break through the automotive clutter and give people something to make them feel confident about their used car experience. So we partnered with them to create a totally new experience: GM Certified Story Time. An entire library full of teasers and takes to tell people about the program.

Competitive Analysis

Since this website would be used for visitors to view longform video, we didnt want to reinvent the wheel and used already existing streaming services as our inspiration. We analyzed how Netflix, Disney+ and Hulu handled series homescreens, recommneded shows and navidated using carousels.

Empathizing with Users

Based on the project brief, I identified four tasks that potential users would accomplish when using the site. This was to ensure that I was emphasizing with users and basing my design decisions around them.

User Stories

“As someone who is in the market for a pre-owned vehicle and is skeptical of the quality, I want warranty information that is easily digestable so I can make my purchase with confidence.”

“As a first time car buyer, I dont want to spend 40k on a new vehicle but I want to feel good about my pre-owned purchase.”

“As a young professional looking to buy a daily driver, I want easily consumable videos that explain warranty information and my most frequent questions that may arise about it.”

Usability Testing

Using a bare-bones Bootstrap layout that was quickly fleshed out from my wireframes, I recruited 5 participants from GM's Dealership Network to conduct remote moderated usability testing on my designs. During the test, I asked them to complete a series of tasks.

1. Which posterframe is about Roadside Assistance?
2. From the homescreen, what would happen if you clicked on the "Find your vehicle" button?
3. When a video you selected is playing, what do you think the "Learn More" button that overlays the vehcile does?
4. When watching a video how would you navigate back to the home screen?