Chevrolet Virtual Showroom
Designing a new way to look at cars.
Revealing their technological wizardry through a simple, scalable, delightful experience.
Overview
Our challenge
Design an experience that helps customers understand the tech hidden inside Chevrolet cars.
What I did
Led content design and UX writing
Supported workshops to map user needs against current experience
Researched technologies to balance needs and constraints
Designed interactions, user flows, IA and microcopy
Scripted animated demos, simplifying complex tech
Supported prototype testing and iterations
Developed training modules for dealership staff
Oversaw localisation for APAC and EMEA markets
Who I worked with
Brand and marketing leadership
Customer Experience team
Regional dealerships
Sales and support teams
Innovation Design team
Product and UX designers
Engineering (hardware and iOS)
Motion designers
User research
Our solution
Used Augmented Reality to reveal the hidden features in cars
Worked through a modified iPad to ensure scalability
Designed to work intuitively across spaces, languages, and cars
Showcased complex features with simple storytelling
Increased leads by 400%+ and adapted for 5 markets
The challenge
Modern Chevrolet cars were packed with technology, but it was all invisible, under the hood.
Customers didn't know what it could do. And sales agents didn't know how to tell them.
We had to find a way to let customers experience it.
Inventing a new lens
We used Augmented Reality tech to bring alive the physical car through a digital experience.
Adding a depth and structural sensor with a wide-angle lens to an iPad, we created a device that could scan any space and bring a virtual car into it.
Designing for scalability, we made sure that it could be easily assembled and used by dealerships in every market.
Creating a new experience
We created virtual models of the cars, mapped precisely to the real ones, allowing them to be recreated and re-scaled in any environment, from a living room to a cafe table.
The new (UX) challenge
Making sure the experience worked across languages, cultures and technical abilities.
Inviting intuitive interactions with an unfamiliar tech.
Simplifying complex features into compelling stories.
Making the unfamiliar familiar
For the UI, we took inspiration from the car’s dashboard, using knobs and buttons familiar to drivers.
Combined with gaming-inspired interaction patterns, adding hints and guidance throughout the flow.
Progressive disclosure through engagement
Free exploration invited users to discover hidden features without causing cognitive overload.
Engaging with features revealed the tech under the hood, making the invisible almost tangible.
Microcopy led with the benefits of each feature, backed by tech specs and data.
More showing, less telling
Animated demos brought alive autonomous driving features.
I oversaw the scripting and storyboarding, working with motion designers to minimise the need for explanation, verbal or textual.
The impact
Launched in South Korea in 2018, it was adapted across 5 markets in APAC and EMEA within a year.
In the first 6 months, it boosted leads by over 400%, injecting a new excitement into the dealerships and enabling customers to try virtual test drives.
Built to scale for new cars, features and languages, it evolved into Dealership of the Future, a global innovation program for GM.
Awards & credits
Mumbrella Asia Awards 2017
Winner - Innovation
Mumbrella Asia Awards 2017
Winner - Most engaging 360/AR/VR
MMA APAC Awards 2017
Bronze - Innovation
Global Innovation Awards 2018
Silver - Harnessing the power of technology
Executive Creative Director – CX: Stan Lim
Innovation Director: Chye Yong Hock
Associate Creative Director – CX: Abhishek Prasad
Sr Art Director: JP Palileo
UX writers: Samantha Tan, Dionne Lee
UX design: Anoushka Yadav
Motion design: James Ong
Technology Director: Fauzi R.
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