GM Merchandising
E-commerce Site

The primary challenge was to design a scalable, user-friendly catalog system within GM’s strict brand guidelines. The new site needed to:  

• Support a large catalog of products with variations and bundles.  
• Enable users to quickly search and filter items.  
• Provide a seamless checkout experience, including private login and custom order capabilities.  
• Integrate brand-specific essentials for Chevrolet, Buick, GMC, and Cadillac.

To ensure a frictionless user journey, we mapped detailed user flows from login to checkout. These flows streamlined decision-making for both new and returning customers, reducing steps while maintaining compliance with GM’s operational processes.

We built the new experience around e-commerce best practices that users expect today:  

• A dynamic mega-menu for easy navigation.  
• Universal search across products, categories, and SKUs.  
• Filterable product pages that simplified browsing.  
• A redesigned shopping cart and streamlined checkout process.

A key feature was the creation of curated brand essentials packages for each GM division. These bundles included the necessary signage, furniture, and merchandising displays for dealerships.  The design allowed users to select a base essentials package and then customize their order with add-on components while clearly seeing pricing and required items before checkout.