Information Architecture
Product Design
Visual Design
Design Systems
QA
GM Rewards
Redesign of the GM Rewards authenticated account experience across Chevrolet, Buick, GMC, and Cadillac brand sites to simplify earning, redemption, and account management across a multi-brand ecosystem.
[ Overview ]
Redesigning GM's rewards experience to drive engagement, retention, and long-term program adoption across a 9-million member loyalty ecosystem.
I led the end-to-end redesign of General Motors' rewards experience across four brands, simplifying how members discover benefits, redeem rewarding experiences, and take action all while balancing the needs of two distinct member groups within a complex, multi-platform ecosystem.
[ Background ]
A program evolving beyond what the experience could support.
GM redesigned its membership program to support 9 million active members alongside the launch of a co-branded Mastercard with Barclays, expanding member benefits across vehicles, services, and financial products.
The redesign needed to drive engagement while serving two distinct member audiences: base members focused on earning rewards, and cardmembers managing payments and maximizing benefits.
[ The Challenge ]
Restructuring an experience that no longer matched the business strategy.
The existing rewards experience relied on a tabbed structure optimized for basic point tracking. It wasn’t designed to support the removal of tiered membership, the introduction of credit card management, or expanded redemption pathways.
To support the new model, the experience needed to be restructured to surface key actions upfront, clearly differentiate Member and Cardmember states, and prioritize high-frequency tasks over static information.
To support the new model, the experience needed to be restructured to surface key actions upfront, clearly differentiate Member and Cardmember states, and prioritize high-frequency tasks over static information.
[ Discovery ]
Understanding the existing platform and identifying where users were getting stuck.
I audited the full rewards experience across dashboard, earn, redeem, and credit card surfaces. Key actions were consistently buried or disconnected, making it difficult for users to understand how to progress toward rewards.
The credit card experience added another layer of fragmentation, with benefits, messaging, and actions spread across multiple entry points.
The credit card experience added another layer of fragmentation, with benefits, messaging, and actions spread across multiple entry points.
Account dashboard
Evaluated navigation, entry points, and visibility of rewards info.
Rewards dashboard
Assessed points visibility, primary actions, and information hierarchy.
Earn
Tracked how users discovered and understood earn opportunities.
Redeem
Assessed redemption flows and clarity of redeem options.
Credit Card
Reviewed content organization, messaging, and CTA placement.
[ Defining the System ]
Designing for two distinct user states
The challenge was creating a system that could support both Members and Cardmembers without overcomplicating the experience.
Members focused on earning and redeeming rewards, while Cardmembers required deeper control such as managing payments, tracking activity, and maximizing rewards across all spending.
Member
Needs
Track progress toward redemption and see clear paths to earn more points
Benefits
3x points on GM purchases
1x point per $5 on new vehicles
Experience
Dashboard, Earn, Redeem, Settings, Transfer Points with clear earning and redemption paths and credit card enrollment promotions
Cardmember
Needs
Pay card statements, view transactions, set up autopay, track bonus progress, and maximize points across all spending
Benefits
Up to 10x points on GM purchases
3x points on everything else
30k bonus points after $1,000 spend
Experience
Full rewards platform plus card management (payments, statements, account settings) and exclusive experiences
[ The Problem ]
A fragmented experience with competing priorities.
Core actions were buried
Key actions for earning and redeeming points were hidden within tabs or scattered across multiple pages, making primary user goals difficult to access.
One experience for two audiences
The experience needed to promote credit card adoption while remaining valuable for 9 million existing members who might not want a card.
Regulatory content integration
Legal disclosures and Barclays platform requirements needed clear presentation without overwhelming users.
Multi-brand scaling
Every design decision needed to work across Chevrolet, Buick, GMC, and Cadillac sites while maintaining consistency, but realted to the parent site.
[ Information Architecture ]
Restructuring the experience around core actions
I replaced the tabbed model with a dashboard-first structure, organizing the experience around earning, redemption, and account management.
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[ Design Decisions]
Simplifying complexity through structure and prioritization
I designed a flexible system that drives member engagement through clear benefit visibility and seamless action that supports multiple member states while scaling across four brands.
[ Visual design ]
Unifying the cross-brand account experience
After validating the experience in Buick, I scaled it into a shared system across Chevrolet, GMC, and Cadillac. This unified visual language and component system ensured consistency while allowing for brand site integration.
Color
Copied
Primary
#00478C
Copied
GM Blue
#0072CE
Copied
Dark
#11365F
Copied
Accent
#C3D7EE
Copied
Black
#000000
Copied
Gray
#75787A
Copied
Light
#F2F3F5
Copied
White
#FFFFFF
Cross-Brand Design System
Typography
Display
| Typescale | Size | Weight |
|---|---|---|
| Display 1 | 80px | Regular |
| Display 1 Bold | 80px | Bold |
| Display 2 | 68px | Regular |
| Display 2 Bold | 68px | Bold |
Headings
| Typescale | Size | Weight |
|---|---|---|
| Headline 1 | 40px | Regular |
| Headline 1 Bold | 40px | Bold |
| Headline 2 | 36px | Regular |
| Headline 2 Bold | 36px | Bold |
| Headline 3 | 32px | Regular |
| Headline 3 Bold | 32px | Bold |
| Headline 4 | 24px | Regular |
| Headline 4 Bold | 24px | Bold |
| Headline 5 | 20px | Regular |
| Headline 5 Bold | 20px | Bold |
| Headline 6 | 18px | Regular |
| Headline 6 Bold | 18px | Bold |
Body & UI
| Typescale | Size | Weight |
|---|---|---|
| Body 1/Regular | 16px | Regular |
| Body 1/Bold | 16px | Bold |
| Body 1/Link | 16px | Regular |
| Body 2/Regular | 14px | Regular |
| Body 2/Bold | 14px | Bold |
| Body 2/Link | 14px | Regular |
| Body 3/Regular | 12px | Regular |
| Body 3/Bold | 12px | Bold |
| Body 3/Link | 12px | Regular |
Components
Spacing
Radius
[ Final Experience ]
A unified rewards experience built around clarity and action, simplifying how users earn, redeem, and manage rewards in one place.
[ Final Design ]
3 core features: discover nearby, explore broadly, and collect what you've seen.
/ 01
Dashboard
Centralized hub for points balance, activity, and next actions. Clear visibility into earning and redemption opportunities. Dynamic modules based on Member vs Cardmember state.
/ 02
Earn
Simplified breakdown of earning opportunities. Clear connection between actions and rewards. Reduced cognitive load through structured content.
/ 03
Redeem
Streamlined redemption flows. Improved visibility into available rewards. Clear pathways to high-value redemption options.
/ 04
Credit Card Management
Integrated card experience within rewards ecosystem. Clear benefits, status, and account access. Regulatory content embedded without overwhelming UI.
[ prototype ]
Launched across four brands alongside the new rewards program and Barclays partnership.
[ Impact ]
0
Active program members
0
Monthly point transactions
0
Monthly site visits
Takeaways
Designing for dual audiences requires clear prioritization
Supporting both members and cardmembers meant defining what actions matter most for each and structuring the experience so neither feels secondary.
Simplifying IA makes core actions visible
Restructuring the experience around earning and redemption brought high-frequency actions to the forefront, reducing friction and improving clarity.
Constraints create alignment, not limitations
Working within regulatory, platform, and multi-brand requirements forced clearer decisions and stronger alignment across product, legal, and engineering.
Systems thinking enables scale
Designing across four brands required reusable patterns and flexible architecture that could adapt to different contexts without losing consistency.
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