Chevrolet
Protection Ecommerce Tool
PROJECT GOAL
The goal was to launch the first ecommerce experience for the GM brand websites, using Chevrolet as the kick-off brand. The project is an ecommerce tool that sells Protection Plans (or extended warranty plans) online to current vehicle owners.
THE CHALLENGE
Design and market a seamless ecommerce experience in a space that traditionally doesnt have ecommerce.
MY ROLE
I was the User Experience architect leading the project by developing the requirements, user flow, wireframes, UX copy writing, and working with our creative team to finish the high fidelity prototypes. At the end of the design process, I collaborated with the GM developers to walk through and groom the requirements for a smooth go live.
USERFLOW
I worked with the client to define the main user flow. How does the customer enter the experience? What are the main steps they need to complete? What needs to be included in the check out process? etc.
SKETCHES
I began the process of wireframing with sketches of several of the main screens for Protection Plans. During this process, I thought about how the layout and content could be structured to satisfy user and business goals in a technically feasible way. The sketch I chose served as a guide for my digital wireframes.
WIREFRAMES
I created a UI requirements document to outline all of the features and elements I wanted to incorporate into the design. Once this was complete, I started creating digital wireframes for the main screens in Axure.
I created the full page layouts in 4 breakpoints, mobile, tablet, desktop SM, desktop LG). Then I broke down each section into separate components, the vehicle information form, the plan selection, and then the checkout flow.
USER TESTING
I made a separate user testing file with the wireframes and clickable hot spots. Collaborating with our research analysts, I conducted user testing with a small sample size of 10 people. I set up the scenario that they are a current Chevrolet vehicle owner and got the alert that their warranty was about to run out. I guided them to the Protection plan experience as they interacted with the whole flow and verbalized their thoughts.
Based on their feedback, I made further updates to the wireframes.
HI-FIDELITY COMPS
I work with our creative designer to create the comps with chevrolet styling. You can see the live version at Chevrolet.com.
LAUNCH!
My team and I successfully launched the Protection Plan shopping experience. Which was a HUGE win for GM and all 4 of their main brands. The experience generated over $150k in revenue in it's first week and expected to grow significantly.
