Site Refresh for My GM Rewards

GM has been recognized for having the highest overall manufacturing loyalty. Its rewards program, My GM Rewards, serves over 11 million members. The website provides members and cardmembers with tools to explore and manage their My GM Rewards accounts.

Client –

General Motors

Team –

UI/UX Design: Joe Anstett

Copy Writing: Erin Townsend

ACDs: Chelsey Shir-Shekar & Candice Pollock

Creative Director: Elizabeth Gersabeck

The Problem

Through user testing and surveys, we identified two key challenges faced by members. First, users found the site challenging to navigate and difficult to locate necessary information. Second, they struggled to grasp the overall structure and benefits of the program. This presented a chance to enhance program enrollments and boost
card applications for General Motors.

Our Solution

First, our approach involved redesigning the site to make it easier to find key info like program details, benefits, credit card details, and most importantly, program enrollment. Additionally, we simplified dense, complex sections into bite-sized, digestible pieces to help users understand the program at-a-glance. Lastly, we incentivized program enrollment by highlighting immediate perks and benefits for members.

Icon

We began by creating a library of icons to enhance the site's visual appeal and functionality. These icons help break up text-heavy sections, making navigation easier and reducing cognitive load. As a result, users can find what they need more quickly, without unnecessary scrolling or searching. Additionally, using icons improves accessibility and supports users with limited literacy.

Imagery

For this site refresh, we chose to prominently feature lifestyle imagery. This approach helps users emotionally connect with the GM Rewards program by illustrating its benefits in relatable, real-world scenarios. It also makes the website more engaging, encouraging users to explore and participate in the rewards program.