DOMH Experience Platform
Designing a digital platform that transforms a corporate initiative into an engaging, accessible experience.
Client:
General Motors
Scope:
UI Design
Year:
2024
OVERVIEW
Overview
General Motors launched the Road to Equity initiative to support and invest in diverse-owned media and marketing organizations. The challenge was to create a centralized digital platform that clearly communicated the program's mission, showcased available resources, and encouraged meaningful participation.
As the lead UX/UI designer, I translated a complex ecosystem of information into a modern web experience that feels approachable, trustworthy, and easy to navigate.
My Role
Lead UX/UI Designer
I led the end-to-end design process, including:
UX Strategy
Information Architecture
Wireframing
Visual Design
Design Systems
Responsive UI
Interactive Prototyping
Developer Handoff
The Challenge
The platform needed to communicate a significant amount of information—from funding opportunities and event programming to educational resources and past initiatives—without overwhelming users.
The experience had to balance General Motors' corporate identity with an approachable, human-centered design that encouraged exploration while reinforcing trust and credibility.
Design Approach
The experience was built around three core principles:
Clarity
Organize complex information into intuitive content hierarchies that allow users to quickly find relevant resources.
Connection
Use visual storytelling, imagery, and thoughtful layouts to create a more engaging experience than a traditional corporate website.
Scalability
Develop a flexible component system capable of supporting future events, new content, and evolving program initiatives.
Outcome
The final platform provides a streamlined destination for the Road to Equity initiative, making it easier for visitors to discover opportunities, understand GM's investment in diverse-owned media, and engage with the program over time.
Through thoughtful UX strategy and a scalable design system, the experience transforms dense content into a clear, modern interface that supports both business goals and user needs.