Chevrolet Brand Design + Trim Strategy

persona trims

distinct lifestyle personas created to inspire and drive design elements

PROJECT TITLE / Chevrolet Brand, Design + Trim Strategy

COMPANY / General Motors

STUDIO LOCATION / Michigan, US

DURATION/ January 2016-January 2018

ADVANCED CONCEPT DESIGN + INNOVATION

DESIGN + BRAND STRATEGY

CMF / INDUSTRIAL DESIGN

  • Lead Designer

    • Conducted qualitative and quantitative research, synthesizing insights to define design opportunities

    • Defined target personas and use cases, aligning product design with real human behaviors and lifestyle needs

    • Collaborated with design studios, CMF, product management, brand and marketing ensuring strategy is actionable

  • Adobe Creative Suite, qualitative and quantitative research

    • Scalable design framework of personas, roadmaps, and user journeys that guided cross-functional teams

    • Compelling storytelling assets of vision decks, mood boards, concept narratives for internal and agency use

    • Defined brand-specific design approach, differentiating Chevrolet in crowded markets

    • Increased average vehicle sales transaction value by 20% by developing and implementing distinct product offerings meeting customer needs and market trends

    • Grounded design decisions in user-needs, behaviors and values driving brand relevance to consumers

PROJECT OVERVIEW

This project focused on creating a persona-trim strategy across a 40+ vehicle portfolio.

The objective was to shift from a price-driven Y-strategy trim to a lifestyle aligned framework to allow more creative range and flexibility, adapting to customer lifestyles.