General Motors Brazil

User Research

Supporting General Motors to measure the efficiency and satisfaction of the company’s website and find some hints to build a new interface of the tool “Configure your new GM car” in accordance with the brazilian consumers needs


Research focus

– What does a typical car enthusiast look like?
– What are their reasons for using “Configure your GM car”?
– What keeps them coming back to the website?


We ran user interviews with more than 20 General Motors clients and 2 Focus Groups asking costumers their impressions about them Brazilian General Motors website and getting insights on how to best re-design the website and the “Configure your new GM car” for the brazilian market.

The Brazilian subsidiary is one of the few in the world where a digital solution was created by taking not only a customer centric approach but also the local clients needs and emotions when buying a car.