Between 2023 and 2026, I led product-design work across two major GM Insurance rebrands. The first transitioned OnStar Insurance to General Motors Insurance to align the insurance offering with the GM brand. The second brought the insurance experience in line with GM’s broader brand rebrand.
Across both transformations, my work focused on updating customer-facing experiences, identifying inconsistencies across existing designs, and aligning the website, quote flow, service, and claims experiences with the evolving brand.
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 two rebrands had distinct goals, but both required changes across the GM Insurance experience.
The first was moving away from OnStar Insurance to General Motors Insurance. The second aligned the experience with GM’s broader brand rebrand.
These changes extended beyond visual identity. Existing customer-facing products needed to be reviewed and updated, while the website, quote flow, service, and claims experiences needed to align with the evolving brand.
The challenge was to manage these changes across multiple touchpoints while identifying inconsistencies and opportunities to consolidate existing design patterns.
Discovery and design audit
I conducted a comprehensive audit of existing designs to identify inconsistencies across customer-facing experiences.
The review helped surface opportunities to consolidate patterns and informed decisions about how the website and quote flow should evolve. It also helped guide alignment across service and claims, keeping the broader customer experience in view rather than treating each product as an isolated effort.
My role
As Lead Product Designer, I led product-design work across both GM Insurance rebrands, translating evolving brand standards into customer-facing experiences.
My work spanned the website and quote flow, while considering alignment across service and claims. I also conducted a comprehensive audit of existing designs to identify inconsistencies and opportunities to consolidate patterns.
For the second rebrand, I partnered with Marketing to write new content across the pages, ensuring the messaging aligned with the updated brand. I then conducted user testing to evaluate whether customers understood General Motors Insurance’s value proposition.
Throughout both transformations, I led alignment between design and development to help carry design decisions through implementation. Alongside the brand updates, I made UX enhancements to the experiences being updated.
Key design decisions
01. Translating brand changes into customer experiences
The first rebrand transitioned OnStar Insurance to General Motors Insurance to align the insurance offering with the GM brand. The second aligned the insurance experience with GM’s broader brand rebrand.
I led product-design work to translate these changes into the website and quote flow, while considering how service and claims experiences should align across the ecosystem.
02. Auditing and consolidating existing designs
I conducted a comprehensive audit of existing designs to identify inconsistencies and opportunities to consolidate patterns. This helped inform updates across customer-facing experiences and supported a more consistent direction across products.
03. Aligning design and development
I led alignment between design and development throughout the rebrands, helping connect the intended experience with implementation as the brand and designs evolved.
04. Validating the value proposition through content and testing
For the second rebrand, I partnered with Marketing to write new page content aligned with the updated brand. I then conducted user testing to assess whether users understood General Motors Insurance’s value proposition, bringing customer understanding into the rebrand process.
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Comprehensive Design Audit
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OnStar Insurance (2023)
General Motors Insurance (2024)
General Motors Insurance (2026)
Results
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Updated customer-facing experiences across two major brand transformations.
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Identified inconsistencies and opportunities to consolidate patterns through a comprehensive design audit.
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Made UX enhancements alongside the brand updates.
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Partnered with Marketing and Content to develop new page content for the second rebrand.
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Conducted user testing to evaluate customer understanding of General Motors Insurance'a value proposition.
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Received positive feedback from internal General Motors Insurance, GM Financial, and GM stakeholders.
The work brought together brand evolution, product design, content, and user validation to support a more cohesive experience.