Challenge: Reinvent and allow potential subscribers to experience the benefits of OnStar's technology in simple, human ways.

Our approach: Based on learnings from qualitative and quantitative research, we established three key tenets to drive the site content and user experience. The site needed to be intuitive, personalized and conversational. Essentially, it needed to be more human, less technical.

With these tenets in mind, we developed emotionally engaging content, used a simple and efficient design system, and kept the tone conversational and approachable.
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