Context

Digital marekting stragety for the 2024 GMC Sierra EV debut

Contributions

Lead Visual Design
UX Design
User Testing
Prototyping
Branding
Motion Design
Development Support
Customer Journey and Roadmaps

Team

Michael Gonzalez, Caitlin Plunkett, Kim Ngo, Kristina Hopkins, Nicole Davenport, Marisa Anderson, Alexis O’Connor

Our Vision and partership

GMC was passionate and inspired about the first electric truck in their lineup and we wanted to capture that same emotion for customers who are seeing the truck for the first time. Each detail of the Sierra EV is meticulously crafted while still keeping the same durable performance GMC is known for. Our strategy was to create a strong, memorable customer experience that amplifies the emotional and experiential aspects of buying the Sierra EV with trust, loyalty, and excitement. Here are some key aspects of our approach:

01. Creating a dynamic customer journey

Designing a customer journey that seamlessly showcases 3D elements—from the Sierra EV's reveal and reservations to its official launch.

02. Developing excitement at reveal

Using 3D on our reveal page to provide a immersive and interactive experience that encourage customers to place a reservation.

03. Creating a seamless, easy reservation process

Ensuring that customers can reserve the limited Sierra EV as fast as possible.

04. Building engagement through our 3D configuratior

Providing customers that reserved the Sierra EV a way to customize the truck before finalizing the order.

Developing excitement at reveal

Using 3D on our reveal page creates an immersive and interactive experience that builds excitement and trust, even at the early reveal stage. It allows customers to engage with the vehicle in a way that static images or descriptions cannot, fostering an emotional connection. By offering a glimpse of the truck before its physical release, 3D elements provide a sense of familiarity and confidence, bridging the gap between anticipation and uncertainty. This approach not only generates excitement but also maintains transparency, keeping customers informed about what’s available and when.

Creating a seamless, easy reservation process

As the first truck to offer reservations, we focused on creating a seamless and intuitive experience to ensure customers could easily secure one of the limited vehicles. Offering reservations not only emphasizes the truck’s exclusivity but also empowers customers to secure their place in line.

Building engagement through our 3D configuratior

As more details about the Sierra EV were revealed, we aligned with the customer journey, gradually unveiling features like color options, wheels, and interiors during the "Engaged" phase. This approach empowered customers to explore their preferred options and place a reservation, with the ability to finalize their order and payment once the vehicle officially launches.

“

Team - Outstanding job on the successful launch of our GMC Sierra reservations! This team stepped up and delivered --even when the project was pivoting and evolving real-time. The exciting new features brought to life in this experience will be used in future launches - continuing to improve our reservations! Thank you for your dedication, leadership and delivery!

Jennifer Benavides

Director, Business Strategy