General Motors
I had the opportunity to work with General Motors during a capstone course at Michigan State University. Collaborating with a team of 10 students, and guided by Epsilon representatives, we were tasked with gamifying the General Motors loyalty program for the purpose of increasing car sales.
Along with brand and market research, my contributions as the team art director included redesigning the MyBrand App layout, and creating a deck for our research and solutions. Our visuals focused on GMC but our research findings and gamification ideas can be applied to all GM brands.
Research - Key Takeaways
• Successful reward programs are app-accessible
• GM's current reward program and app do not overlap
• The current app does not display user-centered design
• Consumers prioritize safety when purchasing a vehicle
Concept Statement
First-time GM car owners want innovation and safety. Our team proposes a personalized rewards program to incentivize safe driving while building brand loyalty.
Redesigned App Layout
• Eliminate registration to access
• Familiar 3x3 selection grid
• Large icons
• Progress meter
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User-friendly Gamification
• Point breakdown
• Customizable user icon
• Collection points for small rewards
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Opportunities
• Collection points are used to better understand consumers and promote various GM offers
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• Use messaging and interactive design to create a sense of accomplishment for users
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• Optional access to other users scores for friendly competition, creating a sense of community within the app
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Keeping Score
• Users safety score is determined primarily by how often they use their phone while driving
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• Points are given at the end of each drive in the form of a notification that encourages app use
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• Compare scores with friends and family
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