Aidan Gonzalez

Hi I'm Aidan, a marketing student from Denton, Texas. Through my role as Voice of the Customer (VoC) at GM Financial, I discovered my passion for translating customer insights into product strategy and driving cross-functional alignment to deliver measurable business impact.

View my resume, or reach out to chat.

Payment UX Optimization
Identified critical payment friction affecting near 12K users and built the business case that secured VP approval for a $61K quarterly impact solution.

EV Experience Research
Uncovered key product opportunities by analyzing 3K+ customer interactions, directly influencing roadmap prioritization for the emerging EV market.

SLIP Feedback
Defined problem space for the Sophomore Leadership Intern Program (SLIP) and based on interview insights, delivered scalable solutions.

Aidan Gonzalez
Payment UX Optimization
Product Discovery & Strategy

As Voice of the Customer intern, I led the end-to-end product discovery process for a critical payment issue. Working cross-functionally with CX Analytics, Product Design, and Product Management teams, I identified a high-impact problem affecting thousands of users and built the business case for solution development.

This project demonstrated core PM competencies: user research, stakeholder alignment, business case development, and executive communication to drive product roadmap decisions.

May 2025
Discovery
I began with comprehensive user research in Qualtrics XM Discover, analyzing customer feedback across multiple touchpoints.

Using Excel to synthesize raw data into actionable insights, I identified duplicate payment processes as a critical friction point affecting an esimated 12K users and costing $61K quarterly.
June 2025
Strategy
Led stakeholder alignment sessions involving all key teams from project inception.

I facilitated cross-functional workshops to ensure shared understanding of the problem space and co-presented findings to Product Design and Data Analytics teams to build consensus around solution approach.
July 2025
Solution Design
Orchestrated an in-person workshop to define our minimum viable product (MVP) approach.

Applied product thinking to balance user impact, technical feasibility, and business value, resulting in executive approval for Q4 roadmap inclusion.
August 2025
Business Case
Built comprehensive business case with quantified impact analysis and presented to VP of Product.

Secured approval for solution development by demonstrating clear ROI and user value proposition, advancing the initiative to implementation phase.
More Projects

EV Experience Research
Uncovered key product opportunities by analyzing 3K+ customer interactions, directly influencing roadmap prioritization for the emerging EV market.

SLIP Feedback
Defined problem space for the Sophomore Leadership Intern Program (SLIP) and based on interview insights, delivered scalable solutions.

Aidan Gonzalez
EV Experience Research
Product Research & Roadmap Influence

A strategic research initiative to identify product opportunities in the emerging EV market. By analyzing 3K+ customer interactions across multiple digital touchpoints, I uncovered key friction points that informed product roadmap prioritization for GM Financial's 3M user ecosystem.

The insights directly influenced cross-functional strategy discussions and positioned the product team to better serve the growing EV customer segment.

July 2025
Market Research
Goal: Understand unique EV customer needs and identify product opportunity areas within GM Financial's ecosystem.

Method: Conducted comprehensive voice-of-customer analysis, reviewing 3K+ support interactions and 50+ customer calls to identify patterns and pain points specific to EV ownership experience.
July 2025
Strategic Insights
Synthesized research findings into three critical product opportunity areas: EV tax credit confusion, end-of-lease process complexity, and charging infrastructure concerns.

Aligned these customer pain points with existing product KPIs and quarterly OKRs to demonstrate strategic relevance.
Future
Product Roadmap Impact
Research insights positioned to inform future product development decisions and cross-functional ideation sessions.

Recommendations included creating dedicated EV customer touchpoints and enhanced support processes to better serve this growing market segment.
More Projects

Payment UX Optimization
Identified critical payment friction affecting near 12K users and built the business case that secured VP approval for a $61K quarterly impact solution.

SLIP Feedback
Defined problem space for the Sophomore Leadership Intern Program (SLIP) and based on interview insights, delivered scalable solutions.

Aidan Gonzalez
SLIP Feedback
Stakeholder Research & Solution Design

During my GM Financial onboarding, I identified an opportunity to improve the Sophomore Leadership Intern Program (SLIP) experience. Using structured interviews and data analysis, I uncovered improvement opportunities and delivered actionable recommendations to drive better retention outcomes.

This project showcased core PM skills: identifying problems through user research, synthesizing feedback into themes, and designing scalable solutions based on data-driven insights.

June 2025
Problem Definition
Through structured stakeholder interviews with fellow interns, I identified three primary improvement areas:

1. Environment - Need for more collaborative, engaging workspace setup

2. Repetition - Excessive redundancy in program content and activities

3. Personalization - Lack of individualized learning paths and development

Defined the core objective as improving intern retention by enhancing program experience and value proposition.
June 2025
Solution Strategy
Developed three strategic recommendations based on interview insights:

1. Dedicated Program Leadership - Assign SLIP-focused manager to reduce repetition and provide consistent guidance

2. Personalized Learning Paths - Balance individual development with collaborative group experiences

3. Customer Journey Focus - Emphasize high-level strategic thinking with memorable, engaging learning moments
July 2025
Stakeholder Alignment
Presented findings and recommendations to CX leadership panel to support their SLIP program presentations.

Subsequently presented comprehensive solution framework to HR leadership responsible for program operations and future cohort planning.
Summer 2026
Success Metrics
Established feedback collection framework to measure solution effectiveness with 2026 SLIP cohort.

Success metrics include retention rates, program satisfaction scores, and intern engagement levels compared to baseline data.
More Projects

Payment UX Optimization
Identified critical payment friction affecting near 12K users and built the business case that secured VP approval for a $61K quarterly impact solution.

EV Experience Research
Uncovered key product opportunities by analyzing 3K+ customer interactions, directly influencing roadmap prioritization for the emerging EV market.