The entire user experience was built around a detailed user flow that supported multiple entry points: direct access, scheduled sessions, and email invitations, each generating its own set of paths and edge cases. The flow grew even more complex at the end of the experience, where the approach shifts: users are guided into a shopping funnel and moved toward closer, more targeted communication with the brand.

The GM Live Experience pages existed as separate websites and iframes embedded within each brand's .ca websites, and the design systems for these two products were entirely disconnected. One of my most important contributions during this period was creating and managing the UI Kits used by our internal team. Before this work, design components were broadly inconsistent, and collaboration with developers and the .ca teams involved significant friction.

I began by implementing UI Kits that reflected the visual foundations and components already established on each brand's .ca website, then layered in the exclusive GM Live Experience components built specifically for our product. I also monitored updates to the .ca Design Systems on an ongoing basis to keep our kits in sync.

Since the brands shared many foundational styles, I created a shared variables file covering colors, font sizes, spacing, and corner radii. Each brand's UI Kit was then linked to this foundation file, ensuring all components were built consistently from the same shared base.

The complexity of the user flow required producing a large volume of mockups, each adapted to the specific business goals and user characteristics of individual brands. I also supported the UX research team by building prototypes used in usability testing sessions.