GENERAL MOTORS

Checkout Optimization

A checkout flow optimization that elevates brand trust and prepares for growth.

The Problem Space

General Motors (GM) offers a range of valuable OnStar digital products that customers can purchase online. However, the current checkout process is outdated, cumbersome, and lacks user-friendliness. This has led to a high abandonment rate, with limited insight into the specific reasons or points at which customers drop off.

The Goal

As the product catalog expands, we require a highly scalable, optimized, and modernized checkout experience that can flexibly integrate new payment options to meet evolving customer preferences. Critically, this future-proof solution must be fully optimized for the mobile devices that now account for the majority of sales (over 60% globally). By delivering a streamlined, efficient, and mobile-friendly checkout process, we will ensure a seamless customer experience as our business is projected to grow 5-7% in the next year. 

Deliverables

Achievements:

Led the end-to-end redesign process, from initial concept to final implementation.

Crafted user-friendly flows and wireframes, ensuring intuitive navigation and minimal frictions.

Simplified with content optimization to achieve easy to understand terms and values.

Conducted regular stakeholder reviews to align the design with business objectives, legal requirements and technical constraints.

Validated designs through multiple rounds of usability testings and in-depth customer interviews.

Collaborated closely with the analytics team to implement comprehensive event tagging throughout the new checkout flow.

Developed a tagging strategy to capture key user interactions, enabling detailed funnel analysis and future optimization efforts.

My Role

Redesign the checkout experience, creating a seamless, mobile-first interface that aligns with brand guidelines, boosts user satisfaction and conversion rates, while enabling comprehensive data collection for both current rapid product expansion and future analysis.

Metrics

Abandonment rate

Customer satisfaction

Sales growth

Timeline

4 design sprints

3 development sprints

1 QA and enhancement sprint

Make it stand out.

  • It all begins with an idea. Maybe you want to launch a business. Maybe you want to turn a hobby into something more.

    Quote Source

  • It all begins with an idea. Maybe you want to launch a business. Maybe you want to turn a hobby into something more.

    Quote Source

  • It all begins with an idea. Maybe you want to launch a business. Maybe you want to turn a hobby into something more.

    Quote Source

Emma, Principle Product Manager

“I want to thank Sook for jumping in and working quickly on this large project. I really appreciated her patience and collaborative spirit as we kept ironing out all the details together.”

Checkout Optimization

A checkout flow optimization that elevates brand trust and prepares for growth.

Build it.

It all begins with an idea. Maybe you want to launch a business. Maybe you want to turn a hobby into something more. Or maybe you have a creative project to share with the world. Whatever it is, the way you tell your story online can make all the difference.