Content Designer, Web & App, Ownership

📍 Job Overview

Job Title: Content Designer, Web & App, Ownership

Company: General Motors

Location: Remote - United States

Job Type: Full-Time

Category: Human Interface Design / Content Design

Date Posted: 2026-06-10

Experience Level: Mid-Level (Implied 2-5 years)

Remote Status: Fully Remote

🚀 Role Summary

• Drive the creation of exceptional digital content and user experiences across automotive platforms, including web, mobile, and in-vehicle systems, with a focus on a language-first approach.

• Collaborate closely with cross-functional teams, including designers, product managers, marketing, and engineers, to define and implement content standards and design systems.

• Leverage AI tools and a deep understanding of human interface design principles to craft intuitive, engaging, and safe user interactions.

• Contribute to the evolution of automotive technology by designing clear, concise, and accessible content that enhances the overall user journey.

📝 Enhancement Note: The job title "Content Designer, Web & App, Ownership" combined with the responsibilities and required skills strongly suggests a mid-level role (2-5 years of experience) where the individual is expected to take initiative and "own" specific content domains within the Human Interface Design studio. The emphasis on "Ownership" implies a need for self-starters who can identify problems, propose solutions, and drive them to completion with minimal oversight.

📈 Primary Responsibilities

• Support content design efforts for assigned work domains across various platforms, including web, mobile applications, and in-vehicle infotainment systems.

• Contribute to the development and refinement of content standards and best practices for the Human Interface Design practice.

• Collaborate with UX designers, product managers, Customer Experience teams, and Marketing to ensure cohesive and user-centric content strategies.

• Design and build interfaces using AI tools, prioritizing a language-first approach to create intuitive user interactions.

• Craft clear, concise, and effective language for user interfaces, ensuring optimal user experience and comprehension.

• Develop and maintain scalable design systems and interaction models that ensure consistency, accessibility, and innovation across all touchpoints.

• Work hand-in-hand with engineers, product managers, interior and exterior designers, and UX researchers to bring innovative interaction concepts to life.

• Champion safety and accessibility in all design decisions, ensuring alignment with global safety standards and inclusive design principles.

📝 Enhancement Note: The responsibilities highlight a blend of execution and strategic contribution. Candidates are expected to perform hands-on content design while also supporting the improvement of content standards and systems. The collaborative nature is emphasized, requiring strong partnership with various departments.

🎓 Skills & Qualifications

Education: While not explicitly stated, a Bachelor's degree in Design, Human-Computer Interaction, English, Communications, or a related field is typically expected for this level of role.

Experience: Minimum of 2-5 years of experience in content design, UX writing, or a related field, with a portfolio showcasing relevant work. Experience within the automotive industry or with complex digital ecosystems is a plus.

Required Skills:

• Strong written, visual, and verbal communication skills, with a keen editorial sensibility.

• Demonstrated ability to write and evaluate writing for clarity, conciseness, and user impact.

• Proficiency in Figma for design and prototyping.

• Deep understanding of human interface design best practices and user-centered design principles.

• Skilled in information architecture and taxonomy, with the ability to simplify complex structures.

• Experience working with and contributing to design systems and content standards.

• Self-starter with strong autonomy, capable of identifying problems, proposing solutions, and driving them independently.

• Ability to iterate quickly, form a clear design point of view, and navigate cross-functional feedback effectively.

• Kind, collaborative, and easy to work with, with a proven ability to build strong relationships and contribute to a positive team culture. Preferred Skills:

• Experience with AI tools for content generation and interface design.

• Familiarity with user research methodologies and translating insights into content strategies.

• Experience in the automotive industry or with connected vehicle technologies.

• Understanding of accessibility guidelines (e.g., WCAG).

• Experience in defining and implementing content strategies for large-scale digital products.

📝 Enhancement Note: The requirements emphasize a blend of hard skills (Figma, IA, content strategy) and soft skills (communication, collaboration, autonomy). The "ownership" aspect implies a need for proactive problem-solvers with a strong design point of view.

📊 Process & Systems Portfolio Requirements

Portfolio Essentials:

• A comprehensive portfolio showcasing a minimum of 2-5 years of content design work, specifically highlighting your ability to write, edit, and evaluate written content for digital products.

• Examples demonstrating your approach to information architecture and taxonomy, illustrating how you simplify complex navigation and content structures.

• Case studies that detail your process for collaborating with designers, engineers, and product managers on content-related projects.

• Evidence of your experience working with or contributing to design systems and content style guides, showcasing consistency and brand voice.

• Demonstrations of your ability to apply a "language-first" approach to interface design, particularly in complex environments like automotive. Process Documentation:

• Showcase your process for user research and how you translate user needs and behaviors into content requirements and design solutions.

• Illustrate your workflow for iterating on content based on feedback from cross-functional teams and user testing.

• Provide examples of how you've defined and applied content standards and best practices within a team or organization.

• Demonstrate your approach to using AI tools in the content design process, from ideation to refinement.

📝 Enhancement Note: The portfolio is critical for this role, serving as tangible proof of the candidate's skills. It should not only display finished work but also the thought process, problem-solving abilities, and collaborative approach behind it, especially concerning complex automotive interfaces.

💵 Compensation & Benefits

Salary Range: For a Content Designer with 2-5 years of experience in the United States, the estimated salary range is typically between $80,000 and $120,000 annually. This can vary significantly based on specific location (even within remote work, cost of living differences exist) and the candidate's exact experience and demonstrated skills.

Benefits:

• Comprehensive health, dental, and vision insurance plans.

• Retirement savings plan (e.g., 401(k)) with company match.

• Paid time off, including vacation, sick leave, and holidays.

• Access to GM's "Total Rewards" program, which may include employee discounts on vehicles, wellness programs, and professional development opportunities.

• Support for well-being, both at work and at home.

• Potential for performance-based bonuses.

Working Hours: Standard full-time hours are expected, likely around 40 hours per week. Given the remote nature and the emphasis on autonomy, there may be flexibility in daily start and end times, provided core collaboration hours are met and project deadlines are achieved.

📝 Enhancement Note: Salary is estimated based on industry benchmarks for similar roles in the US and GM's known compensation practices. Benefits are inferred from the "Total Rewards" and "Well-being Support" mentions in the job description and standard corporate offerings.

🎯 Team & Company Context

🏢 Company Culture

Industry: Automotive Manufacturing and Technology. General Motors is a global leader in designing, manufacturing, and selling vehicles, and is actively investing in future mobility solutions, including electric vehicles and autonomous driving.

Company Size: Large Enterprise (over 10,000 employees). GM is a multinational corporation with a significant global presence.

Founded: 1908. GM has a long history of innovation in the automotive sector.

Team Structure:

• The role sits within the Human Interface Design (HID) studio, which is part of a larger product development or digital experience organization.

• The HID team likely comprises various design specialists, including UX designers, UI designers, researchers, and other content designers.

• Reporting structure is to a Design Lead or Manager within the HID studio, with close collaboration with Product Managers, Engineering leads, and cross-functional teams. Methodology:

• Emphasizes a user-centered design approach, starting with understanding driver and passenger needs through research.

• Utilizes design thinking principles to innovate and solve complex interaction challenges.

• Focuses on building cohesive digital ecosystems through scalable design systems and interaction models.

• Embraces collaboration across disciplines (design, engineering, product, marketing) to bring ideas to life.

• Incorporates AI tools and a "language-first" approach to interface design, reflecting a forward-looking methodology.

Company Website: https://www.gm.com/

📝 Enhancement Note: GM's culture is evolving to embrace technology and future mobility. The HID team's focus on human-centered design, collaboration, and innovation aligns with this broader company vision. The size of GM suggests a structured environment with established processes, but also significant opportunities for impact.

📈 Career & Growth Analysis

Operations Career Level: This role is positioned as a mid-level Content Designer. It requires a solid foundation in content design principles, practical experience with design tools and processes, and the ability to work with a degree of autonomy. It's a stepping stone towards senior or lead content design roles.

Reporting Structure: The Content Designer will report to a Design Lead or Manager within the Human Interface Design studio. They will work closely with peers in design, product management, engineering, and marketing on specific projects and feature development.

Operations Impact: The work of a Content Designer at GM directly impacts the user experience of millions of customers interacting with GM vehicles and digital services. By creating clear, intuitive, and engaging content, this role contributes to:

• Enhanced customer satisfaction and loyalty.

• Improved safety and reduced driver distraction.

• Successful adoption of new vehicle technologies and connected services.

• Brand perception and differentiation in a competitive market.

• Efficiency in product development by ensuring clear communication and user understanding. Growth Opportunities:

• Specialization: Develop deeper expertise in specific areas like in-vehicle infotainment content, connected services, or AI-driven interfaces.

• Leadership: Progress to Senior Content Designer roles, taking on more complex projects, mentoring junior designers, and influencing design strategy.

• Cross-functional Mobility: Opportunities to move into related roles within UX Design, Product Management, or even Brand Strategy within GM.

• Skill Development: Continuous learning through internal training, industry conferences, and exposure to cutting-edge automotive and AI technologies.

📝 Enhancement Note: The "Ownership" in the title suggests that growth within this role involves taking on more responsibility and demonstrating leadership in specific content domains, even without a formal "lead" title. GM's scale offers diverse career paths for talented designers.

🌐 Work Environment

Office Type: Fully Remote. The role is designated as "Work From Home - United States," indicating that employees are not required to report to a physical office.

Office Location(s): While the role is remote within the United States, GM has major hubs in cities like Detroit, Michigan; Warren, Michigan; Austin, Texas; and others. Remote employees may be expected to align with specific time zones for collaboration.

Workspace Context:

• Collaborative Environment: Although remote, the role emphasizes strong collaboration across diverse teams. This will likely involve frequent virtual meetings, use of collaboration platforms (e.g., Slack, Microsoft Teams), and shared digital whiteboarding tools.

• Tools & Technology: Access to industry-standard design tools (Figma), AI tools, project management software, and internal GM systems will be provided. The remote setup necessitates effective use of digital communication and project management tools.

• Operations Team Interaction: Interaction with the operations team will be primarily digital, focusing on project updates, design reviews, and problem-solving sessions conducted via video conferencing and collaborative platforms.

Work Schedule: Standard full-time hours (approx. 40 hours/week). While remote work offers flexibility, candidates should be prepared to adhere to core working hours for team collaboration and to meet project deadlines. Occasional evening or weekend work might be necessary during critical project phases.

📝 Enhancement Note: The remote nature necessitates strong self-discipline and proactive communication. Candidates should be comfortable with a fully digital work environment and adept at using remote collaboration tools to maintain team cohesion and project momentum.

📄 Application & Portfolio Review Process

Interview Process:

• Initial Screening: HR or recruiter screens applications and resumes for basic qualifications.

• Portfolio Review & Discussion: Candidates will likely present their portfolio to a hiring manager and/or design lead, discussing their process, key projects, and how their skills align with the role's requirements. This stage focuses on problem-solving, design thinking, and communication clarity.

• Skills Assessment/Challenge: A practical exercise may be given, such as a content design challenge on a hypothetical automotive feature or refining existing UI copy. This assesses their ability to apply principles and tools like Figma and AI.

• Cross-functional Interviews: Interviews with potential collaborators (e.g., Product Manager, UX Designer, Engineer) to assess teamwork, communication style, and cultural fit.

• Final Interview: May involve senior leadership or the hiring manager for a final evaluation of strategic thinking and overall fit.

Portfolio Review Tips:

• Curate Selectively: Choose 3-5 of your strongest projects that best represent your content design skills, especially those involving complex interfaces, information architecture, or clear language for technical products.

• Structure Your Case Studies: For each project, clearly define the problem, your role and responsibilities, your process (research, ideation, design, iteration), the solutions you implemented, and the measurable outcomes or learnings.

• Highlight "Ownership": Showcase projects where you took initiative, identified a need, and drove a solution independently or with minimal guidance.

• Demonstrate "Language-First": Explicitly show how your linguistic skills informed the interface design and user experience. Use examples of UI labels, microcopy, error messages, and instructional text.

• Showcase Figma Proficiency: Include screenshots or interactive prototypes created in Figma to demonstrate your technical skills.

• Explain Your Evaluation Process: Detail how you assess and improve existing content, demonstrating your editorial sensibility.

• Focus on Impact: Quantify results where possible (e.g., improved task completion rates, reduced support queries, higher engagement). If not quantifiable, articulate the qualitative benefits clearly.

Challenge Preparation:

• Study GM Products: Familiarize yourself with GM's current vehicle interfaces (infotainment, mobile apps) and identify areas where content could be improved.

• Practice IA/Taxonomy: Be ready to discuss how you would organize content for a new feature or simplify an existing navigation.

• AI Tool Application: Think about how you would leverage AI tools to assist in content generation and refinement for automotive interfaces, while maintaining brand voice and accuracy.

• "Language-First" Articulation: Practice explaining your rationale for specific word choices, tone, and structure in UI copy.

📝 Enhancement Note: The interview process will heavily rely on the portfolio. Candidates should be prepared to articulate their design process, decision-making, and the impact of their work with clarity and confidence. The "Ownership" aspect means interviewers will look for proactivity and problem-solving skills.

🛠 Tools & Technology Stack

Primary Tools:

• Figma: Essential for UI design, prototyping, and collaboration. Proficiency is a minimum requirement.

• AI Tools: Candidates are expected to have experience or a strong willingness to learn and utilize AI tools for content generation, ideation, and refinement in interface design. Specific tools may vary, but familiarity with generative AI concepts is key.

• Collaboration Platforms: Tools like Slack, Microsoft Teams, or similar for real-time communication and team coordination.

• Project Management Software: Experience with tools like Jira, Asana, Trello, or similar for task tracking and workflow management.

Analytics & Reporting:

• Familiarity with analytics platforms (e.g., Google Analytics, Adobe Analytics) to understand user behavior and content performance, though direct analysis might be handled by dedicated UX researchers or analysts.

• Ability to interpret data from user testing and A/B testing to inform content decisions. CRM & Automation:

• While not a direct CRM role, understanding how content integrates with customer journeys tracked in CRM systems is beneficial.

• Familiarity with content management systems (CMS) or design system platforms for managing and deploying content assets.

📝 Enhancement Note: Figma is explicitly mentioned as a requirement. The emphasis on AI tools suggests GM is investing in modern design workflows, and candidates should be prepared to discuss their experience or approach to integrating these technologies into their content design practice.

👥 Team Culture & Values

Operations Values:

• User-Centricity: A profound empathy for the driver, passenger, and digital user, with all design decisions stemming from a deep understanding of their needs and behaviors.

• Clarity and Conciseness: A commitment to clear, effective communication through language and interface design, believing that less is often more.

• Collaboration and Inclusivity: A belief in working hand-in-hand with diverse teams, valuing different perspectives to create cohesive and accessible experiences.

• Innovation and Future-Forward Thinking: A drive to push boundaries in automotive and digital design, exploring bold ideas and staying ahead in a rapidly evolving landscape.

• Ownership and Accountability: A culture where individuals take initiative, identify problems, and drive solutions independently, creating clarity rather than waiting for it.

Collaboration Style:

• Cross-functional Integration: Highly collaborative, working closely with engineers, product managers, marketing, and other designers to ensure a unified vision and execution.

• Feedback-Driven: Open to constructive feedback from all stakeholders, with an iterative approach to design that incorporates diverse input.

• Knowledge Sharing: An environment that encourages sharing insights, best practices, and learnings to elevate the entire team's capabilities.

• Empathy-Driven: A focus on building strong relationships based on mutual respect and a shared commitment to creating exceptional user experiences.

📝 Enhancement Note: The company values, as described, strongly support the "Ownership" aspect of the role. Candidates who are proactive, communicative, and empathetic will likely thrive in this environment.

⚡ Challenges & Growth Opportunities

Challenges:

• Complexity of Automotive Systems: Designing content for intricate in-vehicle systems with multiple functions, safety considerations, and varying user technical proficiencies.

• Balancing Innovation with Safety: Creating engaging digital experiences while ensuring they do not distract drivers or compromise safety standards.

• Cross-Platform Consistency: Maintaining a cohesive brand voice and user experience across disparate platforms (vehicle, mobile, web) with different technical constraints.

• Integrating AI Ethically and Effectively: Leveraging AI tools to enhance content design without sacrificing human touch, accuracy, or brand integrity.

• Remote Collaboration: Ensuring seamless communication and effective collaboration with a distributed team, maintaining strong relationships and project momentum.

Learning & Development Opportunities:

• Specialized Training: Access to workshops and courses on advanced content design techniques, UX writing, information architecture, and AI in design.

• Industry Exposure: Opportunities to attend automotive and UX design conferences, staying abreast of the latest trends and technologies.

• Mentorship: Potential to be mentored by senior designers or leaders within GM's HID studio, gaining insights into career progression and strategic thinking.

• Exposure to Cutting-Edge Tech: Working with teams developing next-generation automotive technologies, including autonomous driving, advanced infotainment, and connected services.

📝 Enhancement Note: The challenges presented are inherent to working in a leading automotive company at the forefront of technological innovation. GM's commitment to growth suggests that these challenges are viewed as opportunities for learning and development.

💡 Interview Preparation

Strategy Questions:

• "Tell me about a time you had to own a content domain within a project. What was the problem, how did you approach it, and what was the outcome?" (Focus on demonstrating autonomy, problem-solving, and ownership.)

• "How do you ensure your content design is both clear and concise, especially for complex technical features? Provide an example of how you simplified a complicated concept." (Assess editorial sensibility and ability to distill information.)

• "Describe your process for collaborating with engineers and product managers on content decisions. How do you handle disagreements or push back on your recommendations?" (Evaluate cross-functional collaboration and communication skills.)

• "How would you approach designing content for a new driver-assist feature using a 'language-first' approach and potentially AI tools?" (Assess application of core role principles and forward-thinking.) Company & Culture Questions:

• "What excites you about designing for the automotive industry and General Motors specifically?" (Research GM's mission, vision, and recent product launches.)

• "How do you contribute to a positive and collaborative team culture, especially in a remote environment?" (Showcase your interpersonal skills and proactive engagement.)

• "Our values include 'Clarity and Conciseness' and 'Ownership.' Can you give an example from your past experience that demonstrates these values?" (Connect your experience to company values.) Portfolio Presentation Strategy:

• Start with a Hook: Begin by clearly stating the project's objective and the user problem you aimed to solve.

• Walk Through Your Process: Detail your steps, emphasizing your reasoning at each stage – from research and ideation to design and iteration. Use visuals to support your narrative.

• Highlight "Language-First" Decisions: Explicitly point out where your linguistic expertise shaped the interface and user flow. Discuss specific word choices, tone, and microcopy.

• Showcase Figma Skills: Demonstrate your proficiency by showing prototypes, design system elements, or complex component designs.

• Quantify Impact: Present metrics or qualitative feedback that illustrate the success of your solutions. If direct metrics aren't available, articulate the expected business or user benefits.

• Discuss Challenges and Learnings: Be transparent about any obstacles you faced and what you learned, demonstrating resilience and a growth mindset.

• Engage Your Audience: Ask clarifying questions and encourage interaction from the interviewers.

Challenge Preparation:

• Focus on User Needs: Always anchor your solutions in understanding the user and their context (e.g., driving, safety).

• Prioritize Clarity: For any content challenge, aim for the simplest, most direct language that is also safe and informative.

• Consider AI's Role: Think about how AI could assist, but also where human oversight is crucial for accuracy and brand consistency.

• Structure Your Response: Clearly outline your approach, proposed content, and the rationale behind it.

📝 Enhancement Note: Interview preparation should focus on demonstrating not just technical skills but also strategic thinking, problem-solving abilities, and a strong alignment with GM's values, particularly "Ownership" and "Clarity."

📌 Application Steps

To apply for this operations position:

• Submit your application through the provided link on the General Motors careers portal.

• Portfolio Customization: Tailor your portfolio to highlight projects that showcase your content design, information architecture, UX writing, and Figma skills, with a strong emphasis on any automotive or complex digital product experience. Ensure case studies clearly demonstrate your process and problem-solving approach.

• Resume Optimization: Update your resume to clearly articulate your experience in content design, UX writing, and working with design systems. Use keywords from the job description such as "Content Design," "Human Interface Design," "Information Architecture," "Figma," and "AI tools." Quantify achievements where possible.

• Interview Preparation: Practice articulating your portfolio projects, focusing on your process, decision-making rationale, and the impact of your work. Prepare to discuss your approach to collaboration, problem-solving, and how you embody the company values of clarity, ownership, and user-centricity.

• Company Research: Familiarize yourself with General Motors' current product offerings, their vision for future mobility (e.g., EVs, autonomous driving), and their stated company values. Understand their approach to human-interface design and digital experiences.

⚠️ Important Notice: This enhanced job description includes AI-generated insights and operations industry-standard assumptions. All details should be verified directly with the hiring organization before making application decisions.