Kiesha Allen
Senior Product Designer
Interview me
GMC
GMC's Post Purchase Owner Engagement
Goals
As part of a larger AI-driven redesign of the GMC website at McCann, our team explored new ways to deepen brand engagement. We created a community-focused feature aimed at strengthening long-term loyalty and adding an experiential layer to the site.
Within a three-week sprint, the goal was to extend the website beyond product specs and create a more immersive, lifestyle-driven experience for both current and future GMC owners.
Context
The redesign focused on integrating AI into the next generation of GMC’s digital experience. While the brand has strong customer loyalty, the website lacked a space for storytelling, inspiration, and post-purchase engagement.
We saw an opportunity to introduce a feature that could build emotional connection, reinforce loyalty, and support users at multiple points in their journey — from early consideration to repeat purchase. The challenge was developing a forward-thinking concept quickly within a high-stakes sprint.
Strategy
GMC owners are known for being brand-loyal, but the digital experience didn’t reflect the lifestyle and pride associated with ownership. There was no centralized space for real stories, social proof, or inspiration around how different vehicles are actually used.
We identified an opportunity to create a curated storytelling platform that could:
- Inspire prospective buyers
- Reinforce pride among current owners
- Encourage exploration of different vehicle types
- Support both pre- and post-purchase engagement
The concept also needed to align with the broader AI-forward direction of the redesign.
What We DEsigned and why
We designed an immersive “Adventure Hub” featuring curated stories based on real GMC owner experiences. Rather than functioning as a traditional community forum, the content was intentionally curated by the brand to maintain quality while still delivering authenticity and social proof.
The experience allowed users to explore different types of trips and adventures tied to specific vehicles and lifestyles. This helped prospective buyers imagine how a vehicle might fit into their own lives, while giving current owners a sense of belonging and inspiration.
To support the AI-driven direction of the redesign, we introduced an AI-powered trip generator. Users could generate personalized adventure ideas, complete with suggested routes, activities, and relevant vehicle features or accessories. This shifted the experience from passive browsing to active exploration.
Challenge:
Move beyond transactional vehicle browsing and create a concept that strengthened emotional connection and long-term engagement with the brand.
Solution:
We framed the experience around real owner stories and aspirational adventure content, positioning the hub as a curated destination that reinforces identity and lifestyle, not just product features.
Challenge:
An immersive storytelling hub risked feeling disconnected from the rest of the GMC website experience.
Solution:
We aligned the feature with the broader AI-forward redesign vision and structured it as a curated brand experience rather than an open community forum, ensuring it felt premium, controlled, and ecosystem-aligned.
Kiesha Allen
Senior Product Designer
Interview me
GMC
GMC's Post Purchase Owner Engagement
Goals
As part of a larger AI-driven redesign of the GMC website at McCann, our team explored new ways to deepen brand engagement. We created a community-focused feature aimed at strengthening long-term loyalty and adding an experiential layer to the site.
Within a three-week sprint, the goal was to extend the website beyond product specs and create a more immersive, lifestyle-driven experience for both current and future GMC owners.
Context
The redesign focused on integrating AI into the next generation of GMC’s digital experience. While the brand has strong customer loyalty, the website lacked a space for storytelling, inspiration, and post-purchase engagement.
We saw an opportunity to introduce a feature that could build emotional connection, reinforce loyalty, and support users at multiple points in their journey — from early consideration to repeat purchase. The challenge was developing a forward-thinking concept quickly within a high-stakes sprint.
Strategy
GMC owners are known for being brand-loyal, but the digital experience didn’t reflect the lifestyle and pride associated with ownership. There was no centralized space for real stories, social proof, or inspiration around how different vehicles are actually used.
We identified an opportunity to create a curated storytelling platform that could:
- Inspire prospective buyers
- Reinforce pride among current owners
- Encourage exploration of different vehicle types
- Support both pre- and post-purchase engagement
The concept also needed to align with the broader AI-forward direction of the redesign.
What We DEsigned and why
We designed an immersive “Adventure Hub” featuring curated stories based on real GMC owner experiences. Rather than functioning as a traditional community forum, the content was intentionally curated by the brand to maintain quality while still delivering authenticity and social proof.
The experience allowed users to explore different types of trips and adventures tied to specific vehicles and lifestyles. This helped prospective buyers imagine how a vehicle might fit into their own lives, while giving current owners a sense of belonging and inspiration.
To support the AI-driven direction of the redesign, we introduced an AI-powered trip generator. Users could generate personalized adventure ideas, complete with suggested routes, activities, and relevant vehicle features or accessories. This shifted the experience from passive browsing to active exploration.
Challenges
Solutions
Move beyond transactional vehicle browsing and create a concept that strengthened emotional connection and long-term engagement with the brand.
We framed the experience around real owner stories and aspirational adventure content, positioning the hub as a curated destination that reinforces identity and lifestyle, not just product features.
An immersive storytelling hub risked feeling disconnected from the rest of the GMC website experience.
We aligned the feature with the broader AI-forward redesign vision and structured it as a curated brand experience rather than an open community forum, ensuring it felt premium, controlled, and ecosystem-aligned.
Kiesha Allen
Senior Product Designer
Interview me
GMC
GMC's Post Purchase Owner Engagement
Goals
As part of a larger AI-driven redesign of the GMC website at McCann, our team explored new ways to deepen brand engagement. We created a community-focused feature aimed at strengthening long-term loyalty and adding an experiential layer to the site.
Within a three-week sprint, the goal was to extend the website beyond product specs and create a more immersive, lifestyle-driven experience for both current and future GMC owners.
Context
The redesign focused on integrating AI into the next generation of GMC’s digital experience. While the brand has strong customer loyalty, the website lacked a space for storytelling, inspiration, and post-purchase engagement.
We saw an opportunity to introduce a feature that could build emotional connection, reinforce loyalty, and support users at multiple points in their journey — from early consideration to repeat purchase. The challenge was developing a forward-thinking concept quickly within a high-stakes sprint.
Strategy
GMC owners are known for being brand-loyal, but the digital experience didn’t reflect the lifestyle and pride associated with ownership. There was no centralized space for real stories, social proof, or inspiration around how different vehicles are actually used.
We identified an opportunity to create a curated storytelling platform that could:
- Inspire prospective buyers
- Reinforce pride among current owners
- Encourage exploration of different vehicle types
- Support both pre- and post-purchase engagement
The concept also needed to align with the broader AI-forward direction of the redesign.
What We DEsigned and why
We designed an immersive “Adventure Hub” featuring curated stories based on real GMC owner experiences. Rather than functioning as a traditional community forum, the content was intentionally curated by the brand to maintain quality while still delivering authenticity and social proof.
The experience allowed users to explore different types of trips and adventures tied to specific vehicles and lifestyles. This helped prospective buyers imagine how a vehicle might fit into their own lives, while giving current owners a sense of belonging and inspiration.
To support the AI-driven direction of the redesign, we introduced an AI-powered trip generator. Users could generate personalized adventure ideas, complete with suggested routes, activities, and relevant vehicle features or accessories. This shifted the experience from passive browsing to active exploration.
The layout prioritized clarity. The selected vehicle and matched dealership were given visual prominence, with supporting information structured in a secondary card rather than scattered across the page. This shift reduced cognitive overload and made the next step obvious.
The result was a cleaner, more focused interface that emphasized the user’s chosen vehicle instead of burying it among competing information.
Stakeholders responded strongly to the clarity and prominence of the selected vehicle within the layout. The concept successfully won internal approval, and Buick was chosen as the first brand to move forward with fully fleshing out the AI-driven purchase vision beginning in 2026.
Challenges
Solutions
Move beyond transactional vehicle browsing and create a concept that strengthened emotional connection and long-term engagement with the brand.
We framed the experience around real owner stories and aspirational adventure content, positioning the hub as a curated destination that reinforces identity and lifestyle, not just product features.
An immersive storytelling hub risked feeling disconnected from the rest of the GMC website experience.
We aligned the feature with the broader AI-forward redesign vision and structured it as a curated brand experience rather than an open community forum, ensuring it felt premium, controlled, and ecosystem-aligned.