Overview:
General Motors sought to break through the typical automotive marketing noise and connect with consumers on a deeper, more emotional level. The goal was to make the process of buying a Certified Pre-Owned vehicle not just stress-free but genuinely enjoyable. To achieve this, I developed the GM Certified Storytime website—a central hub designed to guide users through a series of “happily ever after” car shopping experiences.
Project Highlights:
- Innovative Concept: GM Certified Storytime was envisioned as a digital library, mimicking the user experience of popular streaming platforms like Hulu and Netflix. The site serves as a repository for all campaign commercials, allowing users to browse and engage with the content in an intuitive, entertaining way.
- Challenging Build: The development of this site presented several technical challenges, requiring a blend of creativity and precision. I utilized the Bootstrap framework to ensure the design was fully responsive, delivering a seamless experience across all devices.
- Dynamic User Interface: To create a fluid and engaging user interface, I implemented Ken Wheeler’s Slick Slider, enabling smooth, interactive navigation through the various “stories” of GM’s Certified Pre-Owned program. The UI design was crafted to make it easy for users to explore the content while maintaining the feel of a premium, cinematic experience.
- Strategic Delivery: The site was not just a static repository but part of a broader digital strategy that included pre-roll ads, interactive banner videos, and social media posts. Each of these elements was intelligently positioned and retargeted to ensure that active shoppers received the right message at the right time, ultimately driving them to GM Certified Storytime.
Tools & Technologies:
- Framework: Bootstrap
- UX/UI Development: Ken Wheeler’s Slick Slider, Figma
- Languages: HTML, CSS, JavaScript
Outcome:
GM Certified Storytime successfully stood out in the crowded automotive market by creating a unique, emotionally resonant experience for car buyers. The site’s innovative design and functionality not only met GM’s objectives but also set a new standard for how Certified Pre-Owned vehicles could be marketed online. Through a combination of strategic messaging and cutting-edge web development, GM Certified Storytime became a memorable touchpoint in the customer journey, allowing users to craft their own happy endings in the world of car shopping.