Product UI Design for Buick Vehicle Detail Pages

Client: General Motors

Project Overview

I led the end-to-end UX and product design process for the 2026 Vehicle Details Page for Buick.com. From user research to high-fidelity mobile-first UI, I delivered a clear and scalable experience that helps users understand, compare, and choose the right vehicle.

Tools

Figma
Adobe AEM
UserTesting.com

My Role

Lead Product UI Designer
UX Research

Visit the Live Site
Request Case Study

  • Challenges

    Trim confusion
    Incomplete trim visibility made it difficult for shoppers to understand available options and key differences.

    Disconnected journey
    No clear path from vehicle exploration to building or purchasing.

    Misaligned imagery
    Repetitive or non-contextual visuals weakened storytelling and trim clarity.

  • Goals

    True overview vs. shopping
    Clearly separate Model Overview storytelling from trim-focused decision-making.

    Drive engagement
    Encourage high-value actions such as dealer lookup, inventory search, and build & buy.

    Design for scale
    Establish reusable patterns adaptable across GM brand experiences.

  • Solutions

    Consumer-first UX
    Aligned trim layouts and interactions with familiar shopping behaviors.

    Inventory-aware pathways
    Enabled location-based vehicle discovery tied to shopper intent.

    Immersive storytelling
    Created a scroll-driven Model Overview experience that reinforces brand and product value.

The Work in Action

The following work illustrates how these challenges and goals translated into a scalable, consumer-first experience.

Learnings & Opportunity

The design launched with the 2026 Encore GX in June 2025, introducing a scroll-driven experience, clearly separated Overview and Trim pathways, and clarity-focused UI that supports confident decision-making while elevating Buick’s digital brand.

This work demonstrated the impact of intentional design; structuring the experience around user goals, simplifying interactions, and shaping a first impression of a modern Buick that feels refined, engaging, and ready for what’s next.

Three months post-launch, performance reporting provided early insight into its impact:

When asked, 89% of users stated the placement of our ‘Choose your Encore GX’ trim section as Just Right

89% Response

1 in 7

One in every seven users expressed the inability to locate a ‘Model Year Toggle’, an area of opportunity for future iterations

LLM Optimization

Higher Brand Interest

When learning how our pages are crawled by AI, we uncovered areas of opportunity to optimize Large Language Model for GEO.

Overall brand interest after reviewing the newest Model Overview design increased from 44% to 52%