Making Rider Support Intuitive and Accessible At Every Moment.
A comprehensive overhaul of Cruise's support experience
STAKEHOLDER CRUISE
THE CHALLENGE
Developing and implementing a scalable customer support strategy for Cruise, designed to enhance the user experience and support growth.
THE OUTCOME
This project provided Cruise with tangible evidence to demonstrate its commitment to improving safety, satisfying key regulatory expectations. Additionally, it fulfilled the criteria necessary to be ready for launch in our newest market since the 2023 shutdown—Houston, TX.
The success of our redesigned support center was short-lived as General Motors discontinued funding for Cruise's ridehail program
IMPACT
The work showcased the potential for scalable, user-centric support systems in autonomous mobility, setting a benchmark for future iterations despite funding challenges.
MY ROLE
Lead designer for customer support, collaborating with the broader consumer design team to create a cohesive support strategy that spans all user touch-points including: the mobile app, in-car-experience, and our website.
Lack of a cross-platform strategy
Why does the support experience feel disjoined?
Cross-functional design sprint
How might we design the ideal support experience for our customers?
Mapping out the user journey
Where do we expect users might need to interact with customer support?
Developing a vision
What is the ideal customer support solution for Cruise and its users?
Experiencing a major setback
How an accident forced Cruise pause any future efforts to improve its customer support
Revisiting support almost a year later
What from the previous designs could we throw together for a lightweight MVP?
Design for the MVP
Although far from ideal, we shipped an experience that was net positive for users and a step in the right direction 🥳
