GM Goodwrench

Project Objectives

With retail locations throughout the country, GM Goodwrench needed to effectively communicate the value of their brand to an online audience. The site itself also needed to work within the confines of several GM platform specifications and drive people to affiliated sites (e.g. Cadillac, Pontiac & GMAC)

The usability challenges were:

• Determining if users could easily explore the site from the two tier global navigation bar
   
• Learning if search & find tasks could be accomplished easily
   
• Eliciting feedback on the site’s visual appeal
   
• Understanding if users not familiar with the GM Goodwrench brand were able to comprehend the site’s value proposition

Methodology

• Recruited cross section of participants based on age, type of car owned and how they regularly serviced their car
   
• Organized test plan that addressed user needs & expectations, task based objectives and look & feel issues
   
• Moderated 12 one-on-one testing sessions
   
• Developed findings & recommendations report

Success Measurement

• Participants understood the site’s value proposition and branding qualities
   
• Several nomenclature issues were discovered, updated and re-tested. The revisions considerably enhanced the user experience
   
• The toolbox feature was found to be helpful to participants after the initial testing uncovered some functionality issues
   
• Site traffic increased significantly post launch