As GM prepared to open its EVs to Tesla’s Supercharger network, they needed a cohesive charging experience across their existing myGM apps (Cadillac, Chevrolet, GMC, Buick).
Through a structured 10-batch sprint, we explored how GM could streamline charger discovery, reservations, charging management, and cross-sell the NACS adapter—all while building trust with EV customers.
Project Overview
As part of the GM Energy initiative, our team was tasked with improving the EV charging experience for both new and existing customers. The challenge was twofold: simplify onboarding and account management, while also enriching the experience around finding, using, and tracking chargers. I contributed across product design, research, and brand alignment, with a focus on creating a seamless journey that built user confidence and highlighted the value of GM’s charging membership.
We started by rethinking onboarding, ensuring that users understood their charging options from the very first interaction. The homepage concept dynamically adapts based on account type: for “Pay as You Go” users, it displays total kWh charged and money spent, while introducing the savings possible with a membership plan. This simple comparison created a natural conversion driver while making energy usage more transparent.
(Screens shown: onboarding concepts + homepage dashboard)
A major usability gap was in charger discovery. I designed enhanced search and map views with tags and charger-type indicators so users could quickly locate the right station for their vehicle. Availability status (in-use or free) was added for real-time decisions, while saved locations like “Home” and “Work” made everyday planning faster. Integration with route planning also let users see reachable chargers within their battery range.
(Screens shown: map with tags, search filters, route planning)
Through research, we identified downtime at chargers as a frustration point. My work explored how to connect users with nearby activities while they wait, connecting them with shopping, food, delivery, hotels, and more. By integrating local retailer data and potential offers, the charging app could act like a “mini Google Maps” inside the GM ecosystem, reducing app-switching and adding value to the charging experience.
(Screens shown: POI integration concepts)
Finally, I partnered with the GM brand team to create a landing page that explains GM Energy Charge at a high level. This page outlined charger types, how to find and use them, FAQs, and GM’s network partners (including NACS adapter support). The goal was to build awareness and clarity for new customers while reinforcing GM’s role as a leader in EV charging infrastructure.
(Screens shown: landing page overview)
