Chevrolet

How to see the invisible

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 couldn't explain technology though glossy brochures or slick websites. 

We had to let customers really see it.

Inventing a new experience

We explored augmented reality 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 be easily assembled and used by dealerships in every market.

We created virtual models of the cars, mapped precisely to the real ones, allowing it to be recreated and re-scaled in any environment, from a living room to a cafe table.

Then, we coded feature demos anchored to different points of the car, building stoytelling into the model..

So, tapping on the headlights, for example, would illustrate how adaptive lighting worked in different environments, adjusting angles and brightness for optimal visibility.

Designing for the experience

The challenge

The UX had to work across languages, cultures and technical abilities.

It needed to allow both dealership staff and customers to engage intuitively without feeling intimidated.

And it had to be simplify the complex tech to create moments of surprise and delight.

The approach

I created a multi-level information architecture with progressive disclosure of features.

It allowed us to have a simple starting point, driving visual impact without overwhelming users.

And streamlined journeys that invited users to interact and reveal the tech hidden in plain sight.

For the UI, we took inspiration from the car’s dashboard itself, using knobs and buttons familiar to drivers.

And combined it with gaming-inspired interaction patterns, adding hints and guidance throughout the flow.

The impact

Launched in South Korea in 2018, it was adapted across 5 markets in APAC and EMEA within a year. 

In the first six months of rollout, it helped increase leads by over 400%, injecting a new excitement into the dealership experience and enabling sales reps to bring the cars to customers for 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 and 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: Stan Lim

Innovation Director: Chye Yong Hock

Associate Creative Director: Abhishek Prasad

Sr Art Director: JP Palileo

Copywriters: Samantha Tan, Dionne Lee

UX design: Anoushka Yadav

Motion design: James Ong

Technology Director: Fauzi R.