GM
Case Study
GM (General Motors / General Mobility)
As GM moves from General Motors to General Mobility, it’s hiring practices and web site need to transition while the brand 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
- Wireframes
- Design prototype development
- Functionality annotations / development specs
Similar Projects & Clients
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- Yum! (Pizza Hut, Taco Bell, KFC)
UX Timeline & Work Samples
GM is a repeat client, so onboarding was simple and streamlined – read project brief, attend kick-off meeting, download and digest research. A separate development agency was engaged for Adobe Experience Manager integration and work on Taleo (applicant tracking system).
[/et_pb_vertical_timeline_item][et_pb_vertical_timeline_item title=”Site Map” use_read_more=”on” read_more_text=”View Site Map” read_more_url=”#sitemap” font_icon=”%%1267%%” icon_color=”#698943″ circle_color=”#ffffff” line_color=”#e09900″ animation=”fade_in” _builder_version=”4.0.5″ background_color=”rgba(0,0,0,0)” background_enable_color=”on” custom_button=”on” button_bg_color=”#698943″ button_border_width=”0px”]
Information architecture work included developing taxonomy to support personalization on the new site.
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Developed wireframes with call-outs for personalized content areas.
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Built clickable prototype appropriate for usabilty testing from design .PSD files. Coordinated usability test with GM’s internal usability testing lab, which conducted test sessions. Collaborated on findings with in-house usability staff.
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Annotated wireframes with functionality specifications for hand-off to developers. These were built off template files provided by the developers which listed pre-programmed modules, thereby streamlining the programming process.
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Site Map

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.