ACDelco and GM parts merger
We started research and a prototype at the end of 2021. And launched the parts.gmparts.com eCommerce website in 2022. I am proud to have had the opportunity to work with this amazing team and witness some of the amazing changes that are happening there.
At the beginning of this project, I participated in several brainstorming sessions for the products page and created a new design system and components.
Later in the project, I was in charge of Navigation and GM offers & Rewards.
GM Parts and ACDelco website redesign, I was responsible for exploring and presenting multiple masthead concepts and a new navigation system to project stakeholders, including the GM product team.
The challenge was to create a modern, approachable experience that represented two trusted automotive brands within a unified digital ecosystem while maintaining GM's visual identity and accessibility standards.
Primary navigation
Parts Section
Offers & Programs
Technical Resources
Masthead design
To balance brand storytelling with usability, I introduced a split (half-and-half) masthead layout. One side focused on clear page titles and supporting messaging, while the other featured either a lifestyle image or a product video that users could launch in a modal with a single click. This approach kept the interface clean and modern while allowing rich media to enhance the experience without overwhelming users.
The masthead also highlighted key business priorities, including GM Rewards and promotional offers, ensuring both GM Parts and ACDelco value propositions were communicated effectively within a cohesive, user-centered design.
New Design Library
Throughout the design process, I prioritized usability, accessibility, and visual hierarchy. Using GM Blue as the primary brand color, I developed a clean and scalable design system, creating custom iconography where existing assets did not meet the product's needs.
I partnered closely with the Creative team to source and curate high-quality photography and video content that showcased GM Parts and ACDelco products compellingly while supporting promotional campaigns.
New Interactive Components
Following the approval of the visual direction, I collaborated closely with front-end developers to design and implement new interactive features that enhanced the parts shopping experience. By working through technical requirements early in the design process, we ensured that each interaction was intuitive, accessible, and feasible to build.
To create consistency across the platform, I expanded the design system by creating reusable, responsive components for the master Figma library. These components were designed to work seamlessly across desktop, tablet, and mobile devices, enabling faster development, improving design consistency, and simplifying future updates across the site.
Multimedia Teaser
Promotion Banner and Rebate design
In addition, I designed promotional banners and integrated GM Rewards and marketing offers throughout key user journeys. Working closely with the account and business teams.
This collaboration ensured that business goals such as increasing awareness of GM Rewards and seasonal offers were incorporated without disrupting the overall browsing experience, resulting in a cohesive and engaging interface for both GM Genuine Parts and ACDelco customers.
Hi Fidelity User Interface design
