CarBravo by General Motors
General Motors entered the competitive pre-owned vehicle space with a new brand, CarBravo. I led content strategy for the project.
Younger consumers distrusted car dealers and were repelled by the lack of price transparency, the paperwork and time spent waiting at dealerships as well as the lack of post-purchase support when buying pre-owned vehicles.
To counter these negative impressions, we developed three key brand pillars intrinsic to CarBravo:
· Convenience
· Care
· Confidence
With those qualities as North Star, I developed the content strategy. I created priority grids that lay the foundation for wireframe design and later, to direct copywriters and visual designers in creating text and image assets.
I also envisioned future iterations, setting a foundation for a robust Help and Support section that would answer critical customer questions with the same ease and transparency they found elsewhere throughout the site.
The content priority documents I created served as the foundation for the wireframes and screens that would follow.
Priority grids allowed me to sketch out the skeleton for the content, making sure brand pillars and content hierarchy were emphasized, and then UX and creative were able to come in and use design to fill it all out.
For the “How It Works” page, a very crowded priority grid, packing in a lot of detail, led to a much calmer design that was able to incorporate the information and give users what they needed without overwhelming them.
The client was so pleased with the work that they asked another interactive agency they’d engaged for the ecommerce piece of the site, to reflect the voice and tone we’d created, along with the general feel. As the product launched, an ever-expanding nationwide network of dealers agreed to participate and provide inventory, thanks to the “seamless customer experience” we’d created.
