GM Financial Digital Experience

GM Financial services millions of loans for GM, GMC, Buick and Cadillac, but nearly 50% of their customers were unable to service their loan through their mobile device because of poor user experience and design. In addition, the brand felt out of date and didn’t inspire confidence.  We were challenged with defining the digital expression of the GM Financial brand while also crafting an intuitive experience for their valued customers.

Building a brand

Along with the economy cars offered by Chevrolet, GM customers also include drivers spending over $75K on Cadillacs and Corvettes. This customer deserved, and demanded, a best-in-class brand and mobile experience consistent with BMW, Mercedes and Lexus. So, we created the MyAccount experience, delivering everything from information architecture through development, fixing the user experience from the day they drove their new cars off of the lot.

Did you know

Over 65% of smartphone owners have paid a bill with their phone.

Site Map

This sitemap re-organizes My Account around user-oriented tasks; for example, making a payment, viewing billing history, and updating an address. A revised Accounts Dashboard does much of the heavy-lifting: by consolidating all loan/lease information into compact overviews of each account (which can be expanded to show complete account details), it avoids the confusion of a multi-page process while still allowing foregrounding payments. 

Likewise, the My Profile section helps distinguish “profile” actions (changing your password) from “account” actions (changing a loan’s contact info), bringing the user interface model into alignment with the actual data model running the site.
For key functionality, such as making a payment or viewing statements, we link across sections from the relevant location as an additional support to users still getting oriented.

Finally, we make content editable in place via AJAX wherever possible to reduce complexity and avoid disrupting the user’s sense of place in the site’s structure. 

Creating Consistency

A key component to an enjoyable mobile experience is a responsive design that’s consistent whether you’re on a smartphone or tablet. We explored numerous approaches through IA and UX, testing the experience that would over-deliver on customer expectations. In parallel, our team designed a digital brand style guide to ensure that colors, type, iconography and branding would feel just as fresh and thoughtful as the UX behind it.


Our efforts drastically decreased customer service calls the day the experience launched, increasing customer satisfaction for millions of users.  In addition, we delivered a modern brand kit-of-parts reflective of the future of GM Financial.

What’s important in this case study

We put users first, whether they’re browsing the web or interacting with a physical brand presence. In this case, building stronger customer relationships through their preferred touch-points has lead to real business impact for GM Financial. 

Explore More Work

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