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SPOTLIGHT PROJECT

Designing the First In-Vehicle App for General Motor Insurance

Overview

I led the design of the company’s first-ever in-vehicle app, a visible innovation milestone. Our goal is to build on mobile app success, where quotes generate the highest traffic and digital sales.

Goals

  • Capture new leads through the quote experience.

  • Provide quick access to essential customer information in the car.

  • Reinforce brand awareness in a contextually relevant environment.

My Role

  • Lead Designer: Owned the vision and user experience.

  • Leadership Collaboration: Partnered with senior leadership to define desired business outcomes.

  • Vendor Partnership: Directed a third-party developer to ensure execution matched the design intent.

  • Scope of Work: Concepting → wireframes → high-fidelity UI → developer handoff.

Design Approach

  • Discovery: Researched in-vehicle UX standards, mapped user journeys, identified safety and interaction constraints.

  • Quote Flow: Designed a minimal, distraction-free path for users to start a quote in-vehicle and continue later on mobile.

  • Customer Features: Policy ID cards and access to file a claim for current customers.

  • Safety: Show an "out of park" experience when the user takes the vehicle out of park and starts to drive.

  • Brand Awareness: Consistent but unobtrusive brand integration.

  • Execution: Delivered streamlined flows and UI optimized for safety, speed, and clarity.

Anticipated Value

  • ​New Lead Channel: Extends successful quote flow into vehicles, creating a new entry point for sales.

  • Customer Utility: Supports on-the-go needs like ID cards and roadside assistance.

  • Future Ready: Design framework built for personalization and low-effort quoting in upcoming iterations.

Problem to Solve

How might we meet customers where they are, inside their vehicles, by extending the success of our mobile insurance app into the in-vehicle environment, giving drivers a safe, simple way to get a quote or access key information on the road?

Vehicle app.png

NEXT STEPS

  • Safety-First Design: Designing for an in-vehicle environment required ruthless simplicity, with every interaction optimized to minimize distraction.

  • Translating Business to UX: Partnering with senior leadership ensured the design stayed aligned with key business goals (lead generation and awareness) while still delivering value to customers.

  • Collaboration with Vendors: I learned how to maintain ownership of the design vision while guiding a third-party development team through execution.

  • Future-Ready Thinking: Building the initial app as a framework ensures the experience can scale into more personalized, data-light quote flows.

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Next Steps:

  • Test the app post-launch to evaluate usability, adoption, and lead generation.

  • Incorporate customer feedback to refine flows and add new features.

  • Explore deeper personalization opportunities, enabling users to get accurate quotes with minimal input.

  • Expand cross-platform continuity, so users can seamlessly transition between in-vehicle, mobile, and web experiences.

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