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General Motors
PRODUCT STRATEGY & DESIGN
Strategized and designed a new multi-interface feature integrating emerging technology within the GM fleet.
Tasked with exploring how UWB technology could be implemented in GM vehicles, I led ideation, strategy, and collaboration with fellow consultants.
The process was highly iterative, shaped by the data: continuous user and stakeholder feedback, UWB and automotive technical constraints, and larger GM business goals.
I designed development-ready prototypes across interfaces, and pitched the product strategy to stakeholders.
KEY SKILLS
Product Strategy & Ideation, Iterative Design, Pitching Ideas, Multi-Interface Design
TIMELINE
Jan 2025 - May 2025
KEY IMPACT
Delivered a multi-interface solution pitched to executives, targeting 50,000+ potential users.
TEAM
2 product designers + 2 collaborators
CLIENT BRIEF
GM wanted a product idea integrating UWB technology into a vehicle fleet.
GM tasked our team with exploring how UWB could enhance both in-vehicle and out-of-vehicle experiences through new user-facing features and interactions, with the potential to inform product direction for future vehicles.
THE CHALLENGE
How do we use UWB technology to create user-centered experiences while aligning with technical feasibility and future product direction?
To scope the product and begin strategizing, I considered:
USER VALUE & MARKET POTENTIAL
Identify meaningful user problems that UWB can solve.
Ensure features deliver value and appeal to a sizable user base.
TECHNICAL FEASIBILITY & SCALABILITY
Understand the technical limitations and integration challenges of UWB.
Ensure scalable deployment despite designing for a specific vehicle.
BUSINESS ALIGNMENT
Align UWB implementation with GM’s strategic goals, brand identity, and market positioning.
Explore competitive advantages.
RISK & OPPORTUNITY BALANCE
Balancing the risks of new technology adoption, including regulatory hurdles and integration complexity, with the potential to differentiate GM in the market.
LET'S TALK TECH:
UWB is a technology not yet implemented in GM vehicles, but is an emerging technology in the automotive industry.
Ultra-Wideband (UWB) is a short-range radio technology that allows for:
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Accurate location tracking down to the centimeter
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Low power consumption compared to other location tech
THE PROBLEM:
Creatively and strategically ideate a method to integrate Ultra-Wideband (UWB) technology across multiple interfaces, strengthening the bond between users and their vehicles by leveraging connectivity across various interfaces.
THE PROCESS:
1
Research
2
Strategy
3
Design
4
Testing
5
Hi-Fi Prototype
RESEARCH OVERVIEW
Findings
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Hands free and context aware technology
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Sharing vehicles causes confusion and slow adaptation
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Lighting options are not adapted for outdoor activities
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Strain to remember trailer specifications, previous drivers, etc.
Methods
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Market Research
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Analyzed the landscape, UWB standards for those who have implemented, and user patterns to inform features.
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Contextual Interviews
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Conducted interviews with drivers to understand behaviors around vehicle usage, goals, and current pain points.
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Journey Mapping
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Mapped current vs. future state journeys for key scenarios (approaching vehicle, sharing access, walk-away functions) to visualize pain points.
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Solution
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UWB-Based Profiles
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Hands-Free Access & Control
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Adaptive Lighting
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Trailer Management
STRATEGY
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Use UWB technology to enable precise localization and secure authentication.
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Focus on real-world user needs by targeting outdoor professions requiring reliable solutions.
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Enhance accessibility by automating traditionally manual or inconvenient tasks.
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Design for scalability: make solutions that can be deployed across GM’s fleet
This strategy directly addresses pain points identified in interviews and journey mapping. It helps differentiate GM by combining cutting-edge tech with practical utility while aligning with the Silverado EV’s identity as a smart, tough, and user-centric vehicle.
DESIGN PROCESS
The process began with sketches and then wireframes of key features, blending familiar layouts with new features.
Navigation, status, and HVAC components are consistent and are included on all screens, following best practices.
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Followed accessibility best practices (contrast, tap target sizing)
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Focused on minimizing steps for frequent tasks
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Ensured modularity to support future feature scaling
Key Decisions:
Emphasis on UWB key features: profiles, proximity controls, and trailer memory
Layout Ideation Using Finalized Components
File Organization
Component Organization
FEEDBACK & TESTING
After completing the low-fidelity prototype, I received feedback from the GM design team. I then conducted additional usability testing focused on UWB-specific features, which provided valuable insights for the next design iterations.
Review Feedback
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Align with more traditional design patterns while keeping innovative functionality.
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Complex interactions required clearer breadcrumbs and more intuitive navigation cues.
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The hierarchy and layout were well received but the design needed more interest (color interest, overlays, etc.)
Usability Test
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Users took longer on tasks involving complex or unfamiliar features: unclear affordances.
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New features were often misunderstood due to limited contextual cues.
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Touchpoints far from the driver led to delayed interactions and higher effort.
KEY CHANGES
Aligned UI more closely with design system standards.
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Aligned UI with design system standards, retaining a clean default color scheme to reflect Silverado buyers’ preference for function over flash, while introducing visual accents to enhance clarity and focus.
Improved new feature understanding through visual feedback.
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Added visualization for new, non-standard functionalities to help users understand feature impact without relying on trial and error.
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This will improved time on task, and increased user confidence during setting adjustments.
Enhanced accessibility and interaction efficiency.
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Repositioned critical touchpoints closer to the driver
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Increased touch target sizes to support safer, more efficient interactions.
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On the profiles page, added contextual cues while maintaining clean, icon-based buttons to balance clarity with ease of use.
FINAL PROTOTYPE
Center Display
Mobile Application
REFLECTION
1
Balancing Stakeholder Goals with Constraints
2
Growth Mindset and Roadmap Awareness
3
Context Aware, Cross-Platform Design
Working with GM executives highlighted the need to balance user needs with business goals, timelines, and budgets. Strategic trade-offs and clear communication kept the design moving forward.
Design decisions were based on the Silverado audience’s needs (practical, functional UX) but with scalability in mind. I focused on clear, clean design that could be built upon, supporting long term flexibility.
Designing for vehicle displays and mobile apps required adapting to different user contexts. This emphasized the importance of designing within a space while maintaining an enjoyable experience across surfaces.
NEXT STEPS
Final feedback recommended building out the full selection flows for all new features. While I prototyped one interaction to demonstrate the intended experience, usability testing showed that users need visual guidance for all unfamiliar functionality.
Additional in-car testing is needed to ensure touchpoints are accessible, particularly for individuals with limited mobility. This work will require collaboration across design and engineering, with success measured through usability testing focused on task completion and accessibility.
THANK YOU!
This project demonstrates the importance of balancing innovation with user familiarity, especially when working with a well established company and brand. By integrating executive feedback and usability insights, the final design supports both the practical needs of the Silverado audience and GM’s long-term product vision. It highlights my ability to navigate stakeholder priorities, design for scalability, and deliver thoughtful, user-centered solutions under real-world constraints.
Interested in seeing more about this work? Let's chat!
I create strategic user-centered solutions grounded in data. Want to hear more?Reach out: aureliahudak@gmail.com
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