General Motors Insurance
A collection of growth, acquisition, lifecycle engagement, experimentation, and enterprise transformation initiatives designed to improve customer acquisition, increase conversion, strengthen retention, and support scalable business growth.
Across these initiatives, I partnered with product managers, researchers, engineers, marketers, analysts, and executive stakeholders to identify opportunities, validate solutions, and deliver measurable customer and business impact.
01
Optimizing Rewards Redemption for Customer Engagement & Accessibility
Following strong redemption engagement from Phase 1, which focused exclusively on logged-in vehicle mobile app users with prefilled rewards data, Phase 2 expanded the experience to support broader customer accessibility across the GM Rewards ecosystem. The initiative focused on simplifying account connection and redemption workflows for all eligible users while leveraging familiar behavioral patterns inspired by leading consumer loyalty platforms.
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02
Scaling enterprise design systems through two major GM Insurance rebrands
Led product design efforts across two separate enterprise rebranding initiatives between 2023 and 2026, including the transition from OnStar Insurance to General Motors Insurance and a later ecosystem-wide alignment to updated GM brand standards. The work focused on scalable design systems, cross-functional collaboration, and maintaining cohesive customer experiences across a growing enterprise platform.
03
Translating Driving Behavior Into Clear Customer Value
Designed a connected telematics communication ecosystem focused on helping customers better understand how driving behavior impacted insurance savings, rewards eligibility, and safe driving benefits. The work spanned onboarding, lifecycle engagement, behavioral feedback, and personalized savings communication experiences across email and in-product touchpoints.
04
Boosting Conversion by Motivating Users at the Moment of Decision
We tested whether a simple but timely urgency message could encourage users to commit to their quote, rather than deferring action.
05
Turning Drop-Off Moments Into Conversion Opportunities
Designing a contextual info alert system that responds to a user’s selected exit reason in real time, aiming to re-engage users before they fully drop off.
06
Using In-Product Research to Understand Why Customers Remove Vehicles from Their Quote
We launched a rapid feedback survey to understand why users with multiple vehicles were removing them—and whether there was a digital opportunity to intervene.
0 to 1 product innovation
Connected Vehicle Concepts
I partnered with cross-functional stakeholders to explore what an in-vehicle insurance experience could look like within the connected GM ecosystem. My role focused on concept development, interaction design, and creating high-fidelity prototypes that helped communicate a future vision and evaluate opportunities for customer engagement within the vehicle.
