GM (General Motors)
As GM moves into electric vehicles, it’s hiring practices and web site need to transition while the company evolves. I was brought in to develop a new careers site for GM with the following objectives:
- Integrate with updated messaging and branding
- Create a journey from point-of-entry all the way to application which is a seamless and easily navigated experience
- Personalize content and encourage candidate self-selection
Young STEM talent was identified as a critical audience group. Supporting content needed to vary (through personalization) by career path and region of the world. As an overarching message, visitors to the site had to be shown how they will advance through their careers, emphasizing the ability to chart their own path and future career, with the support from management that helps them get there.
An added dynamic was navigating a multi-agency relationship in which UX and design had to be seamlessly handed-off to a separate digital agency responsible for development.
The resulting site has won multiple industry accolades including: Gold W3 Award; Communicator Award; and, WebAwards for Outstanding Web Site
Tasks & Deliverables
- Site map
- Design prototype development
- Functionality annotations / development specs
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Site map with taxonomy call-out for personalization. This key feature adjusts site content based on the user’s career level, field, and geographic interest.
Wireframes – Sample PAges
Desktop and mobile versions of the home page wireframe are shown here.
A green puzzle piece icon is used to indicate personalized content blocks on the desktop home page. These sections are designed to dynamically change depending on the user’s careers stage, professional field, and geographic interests.
Note: Unless the project parameters dictate otherwise, I intentionally keep wireframes rough and low-fidelity. I have found over the years that higher-fidelity wireframes tend to prematurely lock-in visuals and create unnecessary design contraints. Competent visual/UI designers are best left with broader creative freedom and high-fidelity wireframes tend to lead to unintended design decisions.