Snapshot
Role: Lead product designer
Focus: Enterprise transformation & design systems
Team: GM Insurance, GM Financial Design
Timeline: 2023–2026
Channels: Email, Mobile, Web
Key areas: Design systems, scalable UX, governance
The challenge
The organization underwent two independent enterprise brand transformation efforts between 2023 and 2026, requiring customer-facing experiences to evolve rapidly while maintaining consistency, usability, and customer trust across a growing digital ecosystem.
Each initiative introduced unique operational, technical, and organizational challenges, requiring scalable updates across acquisition flows, telematics experiences, rewards engagement, lifecycle communications, and enterprise interaction systems.
Discovery and research
Discovery focused on understanding how large-scale brand transitions impacted customer perception, trust, and continuity across the insurance ecosystem.
Research activities included:
• ecosystem mapping
• design system audits
• customer journey analysis
• cross-platform consistency reviews
• stakeholder alignment workshops
• scalability and workflow assessments
A key insight emerged around continuity and familiarity. Customers needed reassurance and consistency during periods of transition, making scalable interaction patterns and recognizable UX structures critical across all touchpoints.
Complexity and constraints
The project required balancing enterprise-wide transformation efforts with operational realities across multiple teams, systems, and evolving organizational standards.
Key considerations included:
• multi-phase rollout coordination
• alignment with evolving GM brand standards
• scalable design system governance
• legacy system dependencies
• customer trust during ecosystem transitions
• consistency across acquisition and engagement touchpoints
• cross-functional organizational alignment
My role
A major strategic priority involved creating scalable design foundations capable of supporting rapid enterprise evolution while maintaining consistency across customer experiences.
Rather than approaching the work as purely visual rebranding efforts, the focus centered on evolving reusable design systems and governance patterns that could scale across acquisition, telematics, rewards, and lifecycle engagement ecosystems.
The work emphasized operational consistency, organizational alignment, and customer trust throughout periods of rapid transformation.
Strategic thinking
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A major strategic priority involved creating scalable design foundations capable of supporting rapid enterprise evolution while maintaining consistency across customer experiences.
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Rather than approaching the work as purely visual rebranding efforts, the focus centered on evolving reusable design systems and governance patterns that could scale across acquisition, telematics, rewards, and lifecycle engagement ecosystems.
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The work emphasized operational consistency, organizational alignment, and customer trust throughout periods of rapid transformation.
Design
The work included scalable updates across customer acquisition flows, telematics communications, rewards engagement experiences, lifecycle touchpoints, and enterprise interaction systems.
Design improvements focused on:
• scalable design system evolution
• reusable component structures
• cross-platform consistency
• streamlined interaction patterns
• improved ecosystem alignment
• modernized visual hierarchy
• clearer customer communication
Key product decisions
Scalable design system expansion
Aligned customer experiences across acquisition, telematics, rewards, and lifecycle engagement touchpoints.
Ecosystem consistency
Maintained recognizable UX structures during periods of rapid enterprise transformation to support customer familiarity and continuity.
Cross-functional implementation governance
Led scalable implementation guidance for internal design teams adopting evolving GM brand standards across digital products.
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OnStar Insurance (2023)
General Motors Insurance (2024)
General Motors Insurance Rebrand (2026)
Results
• Supported two major enterprise rebranding initiatives across the GM Insurance ecosystem between 2023 and 2026
• Collaborated closely with the GM Financial design organization to evolve scalable design systems aligned with updated GM brand standards
• Led internal implementation efforts across acquisition, telematics, rewards, and lifecycle engagement experiences
• Expanded reusable design frameworks supporting cross-platform consistency and long-term ecosystem scalability
• Reduced fragmentation across customer-facing touchpoints through scalable design system governance and shared interaction standards
• Strengthened operational consistency and customer trust throughout multiple enterprise transformation efforts