GM Energy
Transforming a complex energy ecosystem into a scalable digital experience
Challenge
GM Energy launched into a category that most consumers had never encountered before. Customers needed to understand complex relationships between multiple products, configurations, eligibility requirements, and ownership scenarios before making a purchase decision.
The experience needed to educate, inspire confidence, and support conversion across a highly technical purchase journey while accommodating a rapidly evolving product portfolio.
Strategy
Our approach centered on simplifying complexity through education, modular content, and immersive storytelling.
We combined deep product education, aspirational messaging around resilience and energy independence, and rich visual content to help customers understand the value of the ecosystem. The resulting storefront supported the full customer journey, including brand storytelling, product education, guided shopping, and purchase flows.
By presenting technical information through clear, digestible experiences, we helped customers move from awareness to purchase with greater confidence.
GM Energy is General Motors' line of home energy and EV charging products. The category presents a unique challenge: customers must understand how electric vehicles, home charging, energy storage, backup power, financing, installation, and incentives work together as a connected ecosystem.
Over three years, I led the design and ongoing optimization of GM Energy's digital experience, helping turn an emerging technology platform into a customer journey that feels intuitive, trustworthy, and actionable.
Impact
The results demonstrated the value of combining education, usability, and conversion-focused design.
GM Energy revenue doubled within six months of the full checkout experience launch.
Average order value increased 42% since 2023.
The platform continues to serve as the primary digital destination for GM Energy's growing ecosystem of home energy and charging solutions.
Role
Creative lead and hands-on designer responsible for experience strategy, visual design, stakeholder alignment, and cross-functional collaboration across the GM Energy storefront and purchase ecosystem.
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Building a Scalable System
Rather than designing a collection of individual pages, we developed a modular experience framework capable of supporting new products, educational content, promotions, and merchandising initiatives as the platform evolved.
Reusable content structures and experience modules allowed teams to scale the site without sacrificing consistency, helping create a foundation that could grow alongside GM Energy's expanding portfolio.
Product education module
Purchase flow screens
Extending the ecosystem
I directed the creation of sales enablement materials, including a suite of informational sell sheets used by dealership teams, translating technical product narratives into clear, actionable content. I also led the branding and visual design for Energy Genie, a guided shopping tool that helps customers find the product bundle that’s right for them.
Dealership brochure (cover and sample spread)
Energy Genie branding and guided selling UI