White Horse and General Motors Fleet and Commercial Operations (GM FCO) unveiled GM FCO's enhanced Web site design (www.gmfleet.com).

White Horse (www.whitehorse.com), GM FCO's interactive agency of record, consolidated two GM sites into one. Content and tools from GM Global Fleet, GM Fleet and Commercial (main U.S. site), and GM Fleetworld (U.S. fleet tools) were reorganized into one main Web portal that provides fleet customers with one-stop-shopping.

Customers can now self-identify by ownership stage and navigate to the information they need. The new site improves communication with commercial customers and potential customers by providing them with easy access to information on and tools for finding and maintaining a vehicle, as well as information on GM FCO products and services.  Rotating content areas on the U.S. home page highlight key topics and change periodically to keep users informed on key topics of interest.

The consolidated site design is the first phase of an ongoing partnership between White Horse and GM FCO. White Horse and GM FCO conducted user research with commercial customers and dealers to determine their needs and site behavior.

White Horse then reorganized the site to mirror the two main stages of the ownership cycle of commercial vehicles. An offline page-rendering tool allows GM FCO to respond to user feedback rapidly with site updates and modifications.

To facilitate quick changes and prepare the site for GM-wide initiatives, White Horse built the site by storing all content in XML (Extensible Markup Language). This architecture will make it easier to move, maintain, and update information in multiple formats.