Launching an innovative new consumer proposition

When Cadillac wanted to launch its subscription service, Cadillac Book, for market pilots in New York City — they asked us to create the digital product experience that would bring it to life. 

Working in a fast and iterative model, we created a service prototype and digital design system to support the initial market pilot. The pilot was hugely successful and shaped the future of Cadillac’s digital-first product offer.

Cadillac Book brand system

The challenge

Cadillac is responding to the changing world of automotive by shifting away from the traditional sales model and towards a monthly subscription model. One where subscribers have access to the entire range of Cadillac vehicles.

Known as Cadillac Book, the new service needed to be managed by a smart, scalable digital solution that sustained the premium positioning of the service offering.

Cadillac Book user interface

Our approach

Working in close collaboration with the global GM and Cadillac teams in New York and Detroit, and in 1-week iterative sprints, we used a ‘design studio’ model to understand consumer needs and design an end-to-end app solution.

During each design sprint, we defined the customer problem and developed design solutions before prototyping and testing each customer interaction. This process was then repeated for each set of features.

Cadillac Book user flow

Business impact

In six weeks we created a new app design language and delivered a fully working prototype of the experience. This was then implemented by GM’s IT team before being taken to in-market testing with a small customer group in New York.

Our rapid, iterative prototyping process helped the client meet their ambitious deadline and enabled them to gather invaluable data for the upcoming full launch of the Cadillac Book service.

More work

You may also like