Polaris
As Polaris introduced new products and services, the digital platform had to adapt to a growing user base. Clear communication and robust resources for newcomers were essential to improve user comprehension and experience.
My Role
Senior Product Designer
Senior Product Designer
As a lead Product Designer on the Digital Experience team, I played a key role in the Polaris digital revamp, aimed at enhancing the user experience and redesigning the brand's digital presence.
As a lead Product Designer on the Digital Experience team, I played a key role in the Polaris digital revamp, aimed at enhancing the user experience and redesigning the brand's digital presence.
As a lead Product Designer on the Digital Experience team, I played a key role in the Polaris digital revamp, aimed at enhancing the user experience and redesigning the brand's digital presence.
skills
Product design
Product design
User research & testing
User research & testing
Stakeholder management
Stakeholder management
Interactive prototyping
Interactive prototyping
The Team
Solo designer, with guidance from the UX Director, 4 product designers, 7+ engineers.
Solo designer, with guidance from the UX Director, 4 product designers, 7+ engineers.
Timeline
Apr 2022 - Sep 2022
Problem
Problem
As new products and services were introduced, the digital platform needed to adapt to a growing user base. It was vital to ensure users clearly understood each offering, and to provide ample resources for newcomers. These updates were essential for enhancing user comprehension and overall experience. We wanted to also ensure that the search feature for vehicles accommodated all users, from beginner to expert, with products that closely aligned with their needs.
As new products and services were introduced, the digital platform needed to adapt to a growing user base. It was vital to ensure users clearly understood each offering, and to provide ample resources for newcomers. These updates were essential for enhancing user comprehension and overall experience. We wanted to also ensure that the search feature for vehicles accommodated all users, from beginner to expert, with products that closely aligned with their needs.
As the platform grew, it struggled to communicate new products, making it hard for users, especially newcomers, to find and understand resources. We focused on ensuring all users could easily find suitable products with a comprehensive search feature.
As the platform grew, it struggled to communicate new products, making it hard for users, especially newcomers, to find and understand resources. We focused on ensuring all users could easily find suitable products with a comprehensive search feature.
Understanding different user needs
Understanding different user needs
Polaris caters to a broad spectrum of users, from novices to seasoned experts, spanning a variety of career paths and lifestyles. Our goal was to empower every user, regardless of their experience level, to make well-informed decisions about the vehicles they need.
By providing detailed insights into our product offerings, we aimed to ensure that each user felt confident in choosing the right vehicle for their specific needs.
Polaris caters to a broad spectrum of users, from novices to seasoned experts, spanning a variety of career paths and lifestyles. Our goal was to empower every user, regardless of their experience level, to make well-informed decisions about the vehicles they need.
By providing detailed insights into our product offerings, we aimed to ensure that each user felt confident in choosing the right vehicle for their specific needs.
Kayla's Story
Software Engineer
"My first ATV ride was thrilling and left me wanting more. Now, I just need help choosing the right beginner vehicle."
Kayla's Story
Software Engineer
"My first ATV ride was thrilling and left me wanting more. Now, I just need help choosing the right beginner vehicle."
Kayla's Story
Software Engineer
"My first ATV ride was thrilling and left me wanting more. Now, I just need help choosing the right beginner vehicle."
Joe's Story
Farmer
"I need a reliable, durable ATV that can handle the demands of daily farm, while also providing a comfortable ride for leisure."
Joe's Story
Farmer
"I need a reliable, durable ATV that can handle the demands of daily farm, while also providing a comfortable ride for leisure."
Joe's Story
Farmer
"I need a reliable, durable ATV that can handle the demands of daily farm, while also providing a comfortable ride for leisure."
ASPD's Story
Police Force
"Living in diverse terrain, ATVs are essential for a fully equipped police force, aiding in rescue missions, and more."
ASPD's Story
Police Force
"Living in diverse terrain, ATVs are essential for a fully equipped police force, aiding in rescue missions, and more."
ASPD's Story
Police Force
"Living in diverse terrain, ATVs are essential for a fully equipped police force, aiding in rescue missions, and more."
As new products and services were introduced, the digital platform needed to adapt to a growing user base. It was vital to ensure users clearly understood each offering, and to provide ample resources for newcomers. These updates were essential for enhancing user comprehension and overall experience. We wanted to also ensure that the search feature for vehicles accommodated all users, from beginner to expert, with products that closely aligned with their needs.
As the platform grew, it struggled to communicate new products, making it hard for users, especially newcomers, to find and understand resources. We focused on ensuring all users could easily find suitable products with a comprehensive search feature.
Research
Research
Recognizing our users ranged from beginners to experts, our goal was to ensure everyone could understand each vehicle's features and find the best fit. We focused on keeping users informed by aligning with their preferred learning styles.
At the start of the project, we interviewed 10 participants to understand their use cases and challenges.
Recognizing our users ranged from beginners to experts, our goal was to ensure everyone could understand each vehicle's features and find the best fit. We focused on keeping users informed by aligning with their preferred learning styles.
At the start of the project, we interviewed 10 participants to understand their use cases and challenges.
Common pain points:
Unsure which vehicle model matches their experience level
Testing a range of users from beginners to experienced, many were uncertain about which vehicle to purchase.
Testing a range of users from beginners to experienced, many were uncertain about which vehicle to purchase.
Reading about a vehicle alone wasn't sufficient
While users read information about specific vehicles, many participants noted that interactive features, along with articles and videos, would enhance their understanding of the product.
While users read information about specific vehicles, many participants noted that interactive features, along with articles and videos, would enhance their understanding of the product.
Competition for attention between the vehicle image and the information
Users experienced information overload from the vehicle image and key details - like name, price, and CTA button when viewing the site on different devices.
Users experienced information overload from the vehicle image and key details - like name, price, and CTA button when viewing the site on different devices.
A Closer Look at the Research and Ideation Phase
A Closer Look at the Research and Ideation Phase
The findings were unsurprising—most users wanted some interactivity and a bit of product education before starting their purchase journey. While many were familiar with Polaris from TV shows, movies, and other media, they were eager to understand how the vehicles could fit into their everyday lives.
The findings were unsurprising—most users wanted some interactivity and a bit of product education before starting their purchase journey. While many were familiar with Polaris from TV shows, movies, and other media, they were eager to understand how the vehicles could fit into their everyday lives.
The findings were unsurprising—most users wanted some interactivity and a bit of product education before starting their purchase journey. While many were familiar with Polaris from TV shows, movies, and other media, they were eager to understand how the vehicles could fit into their everyday lives.
The findings were unsurprising—most users wanted some interactivity and a bit of product education before starting their purchase journey. While many were familiar with Polaris from TV shows, movies, and other media, they were eager to understand how the vehicles could fit into their everyday lives.
We asked what defines a good learning experience while maintaining user focus. Research from controlled test prototypes showed that users were drawn to large action shots of vehicles, combined with a balance of information.
We asked what defines a good learning experience while maintaining user focus. Research from controlled test prototypes showed that users were drawn to large action shots of vehicles, combined with a balance of information.
Usability Testing Session
A prototype via Figma was created to test users with the current site, and
learning the best ways most users learn about new products.
Helping happy people to launch faster and grow bigger
My mission it to ethically help people to reach their goals and speed up the publishing workflow. From idea to execution, I provide them assets that erase the struggle between idea and launch.
Usability Testing Session
A prototype via Figma was created to test users with the current site, and
learning the best ways most users learn about new products.
Helping happy people to launch faster and grow bigger
My mission it to ethically help people to reach their goals and speed up the publishing workflow. From idea to execution, I provide them assets that erase the struggle between idea and launch.
Usability Testing Session
A prototype via Figma was created to test users with the current site, and
learning the best ways most users learn about new products.
Helping happy people to launch faster and grow bigger
My mission it to ethically help people to reach their goals and speed up the publishing workflow. From idea to execution, I provide them assets that erase the struggle between idea and launch.
Usability Testing Session
A prototype via Figma was created to test users with the current site, and
learning the best ways most users learn about new products.
Helping happy people to launch faster and grow bigger
My mission it to ethically help people to reach their goals and speed up the publishing workflow. From idea to execution, I provide them assets that erase the struggle between idea and launch.
Kayla's Story
Recreational user
"My first ATV ride with friends was exhilarating! I can't wait to do it again, but I'm unsure which vehicle is best for a beginner like me.
Key characteristics
Location: Denver, Co
Age: 28
Occupation: Software Engineer
Kayla's Goals
After her first ATV experience four months ago, Kayla, an avid adventurer, is eager to buy one. A thrilling ride on a Polaris ATV in Montana fueled her interest, and despite initial concerns, she found it easy to handle. Now back in Colorado, Kayla is exploring beginner-friendly ATVs and plans to buy two within 6-8 months. She's also seeking expert advice on safety gear like helmets.
Reason for riding
Leisure Moderate Business
Rider Confidence
Low High
Rider Experience
0 1 2 3 4 5 6 7 8 9 10
A cost effective, easy to use vehicle with no extra bells and whistles.
Motivations
Kayla's Goals
Only rode an ATV a few times.
New to ATVs and wants to build confidence in riding.
She only wants to ride leisurely on her land.
Wants to use the vehicle solely for recreational use with family/friends.
A cost effective, easy to use vehicle with no extra bells and whistles.
Wants a vehicle that's straight-forward and easy to use.
Kayla's Story
Recreational user
"My first ATV ride with friends was exhilarating! I can't wait to do it again, but I'm unsure which vehicle is best for a beginner like me.
Key characteristics
Location: Denver, Co
Age: 28
Occupation: Software Engineer
Kayla's Goals
After her first ATV experience four months ago, Kayla, an avid adventurer, is eager to buy one. A thrilling ride on a Polaris ATV in Montana fueled her interest, and despite initial concerns, she found it easy to handle. Now back in Colorado, Kayla is exploring beginner-friendly ATVs and plans to buy two within 6-8 months. She's also seeking expert advice on safety gear like helmets.
Reason for riding
Leisure Moderate Business
Rider Confidence
Low High
Rider Experience
0 1 2 3 4 5 6 7 8 9 10
A cost effective, easy to use vehicle with no extra bells and whistles.
Motivations
Kayla's Goals
Only rode an ATV a few times.
New to ATVs and wants to build confidence in riding.
She only wants to ride leisurely on her land.
Wants to use the vehicle solely for recreational use with family/friends.
A cost effective, easy to use vehicle with no extra bells and whistles.
Wants a vehicle that's straight-forward and easy to use.
Kayla's Story
Recreational user
"My first ATV ride with friends was exhilarating! I can't wait to do it again, but I'm unsure which vehicle is best for a beginner like me.
Key characteristics
Location: Denver, Co
Age: 28
Occupation: Software Engineer
Kayla's Goals
After her first ATV experience four months ago, Kayla, an avid adventurer, is eager to buy one. A thrilling ride on a Polaris ATV in Montana fueled her interest, and despite initial concerns, she found it easy to handle. Now back in Colorado, Kayla is exploring beginner-friendly ATVs and plans to buy two within 6-8 months. She's also seeking expert advice on safety gear like helmets.
Reason for riding
Leisure Moderate Business
Rider Confidence
Low High
Rider Experience
0 1 2 3 4 5 6 7 8 9 10
A cost effective, easy to use vehicle with no extra bells and whistles.
Motivations
Kayla's Goals
Only rode an ATV a few times.
New to ATVs and wants to build confidence in riding.
She only wants to ride leisurely on her land.
Wants to use the vehicle solely for recreational use with family/friends.
A cost effective, easy to use vehicle with no extra bells and whistles.
Wants a vehicle that's straight-forward and easy to use.
Kayla's Story
Recreational user
"My first ATV ride with friends was exhilarating! I can't wait to do it again, but I'm unsure which vehicle is best for a beginner like me.
Key characteristics
Location: Denver, Co
Age: 28
Occupation: Software Engineer
Kayla's Goals
After her first ATV experience four months ago, Kayla, an avid adventurer, is eager to buy one. A thrilling ride on a Polaris ATV in Montana fueled her interest, and despite initial concerns, she found it easy to handle. Now back in Colorado, Kayla is exploring beginner-friendly ATVs and plans to buy two within 6-8 months. She's also seeking expert advice on safety gear like helmets.
Reason for riding
Leisure Moderate Business
Rider Confidence
Low High
Rider Experience
0 1 2 3 4 5 6 7 8 9 10
A cost effective, easy to use vehicle with no extra bells and whistles.
Motivations
Kayla's Goals
Only rode an ATV a few times.
New to ATVs and wants to build confidence in riding.
She only wants to ride leisurely on her land.
Wants to use the vehicle solely for recreational use with family/friends.
A cost effective, easy to use vehicle with no extra bells and whistles.
Wants a vehicle that's straight-forward and easy to use.
Recognizing our users ranged from beginners to experts, our goal was to ensure everyone could understand each vehicle's features and find the best fit. We focused on keeping users informed by aligning with their preferred learning styles.
At the start of the project, we interviewed 10 participants to understand their use cases and challenges.
Common pain points:
Unsure which vehicle model matches their experience level
Reading about a vehicle alone wasn't sufficient
Competition for attention between the vehicle image and the information
Our solution was to equip users with the tools needed to fully understand each vehicle brand, helping them make informed purchasing decisions. To enhance interactivity, we added 3D models for a complete view and expanded the "Build" feature, allowing users to customize vehicles in real time.
✓ Vehicle features shown via interactive modules.
✓ Videos and articles provide more in-depth information.
✓ Large hero images and vehicle shots showcasing ATVs with varying levels of experience.
Solution
Solution
Our solution was to equip users with the tools needed to fully understand each vehicle brand, helping them make informed purchasing decisions. To enhance interactivity, we added 3D models for a complete view and expanded the "Build" feature, allowing users to customize vehicles in real time.
Our solution was to equip users with the tools needed to fully understand each vehicle brand, helping them make informed purchasing decisions. To enhance interactivity, we added 3D models for a complete view and expanded the "Build" feature, allowing users to customize vehicles in real time.
Vehicle features shown via interactive modules.
Videos and articles provide more in-depth information.
Hero images and vehicle shots showcasing ATVs for all experience levels.
Search features help users quickly find the right vehicle.
Hero header introduction with interactive learning features
Hero header introduction with interactive learning features
Our solution was to equip users with the tools needed to fully understand each vehicle brand, helping them make informed purchasing decisions. To enhance interactivity, we added 3D models for a complete view and expanded the "Build" feature, allowing users to customize vehicles in real time.
Our solution was to equip users with the tools needed to fully understand each vehicle brand, helping them make informed purchasing decisions. To enhance interactivity, we added 3D models for a complete view and expanded the "Build" feature, allowing users to customize vehicles in real time.
We focused on creating a seamless, engaging experience that helped users confidently explore each vehicle's unique features and find the perfect fit for their needs.
We focused on creating a seamless, engaging experience that helped users confidently explore each vehicle's unique features and find the perfect fit for their needs.
Interactive modules to showcase vehicles
The interactive modules allow users to view every side of the vehicle, along with learning about the base model specs installed on all vehicles.
Highlighting key features useful to the user
Key features allow users to view the top features that are included and why they are important to each vehicle.
Filters and search features that help users find the right vehicle
Filters and search features that help users find the right vehicle
Our solution was to equip users with the tools needed to fully understand each vehicle brand, helping them make informed purchasing decisions. To enhance interactivity, we added 3D models for a complete view and expanded the "Build" feature, allowing users to customize vehicles in real time.
Our solution was to equip users with the tools needed to fully understand each vehicle brand, helping them make informed purchasing decisions. To enhance interactivity, we added 3D models for a complete view and expanded the "Build" feature, allowing users to customize vehicles in real time.
Interactive modules to showcase vehicles
The interactive modules allow users to view every side of the vehicle, along with learning about the base model specs installed on all vehicles.
Highlighting key features useful to the user
The filtering system lets users target vehicles by brand, seating capacity, usage, color, and more to quickly find the perfect match.
Investor-Ready Pitch Decks
Navigate your financial landscape effortlessly with our meticulously designed templates, offering a clear and organized view of your business's financial health.
Goal-Oriented Task Management
Streamline your tasks and projects with goal-oriented task management. Break down larger objectives into manageable tasks, track progress, and ensure that every team member is aligned with the overarching goals.
VitaNova is a leading healthcare technology company specializing in advanced solutions and personalized wellness follow-up care. Their innovative approach seamlessly connects patients, health tech wearables, and comprehensive clinical support, establishing VitaNova as a pioneer in this transformative industry.
In-House Design was tasked with crafting the company's brand identity. The result is a cutting-edge visual brand identity system, strategically positioning VitaNova as a trusted expert in this dynamic and evolving market.
VitaNova is a leading healthcare technology company specializing in advanced solutions and personalized wellness follow-up care. Their innovative approach seamlessly connects patients, health tech wearables, and comprehensive clinical support, establishing VitaNova as a pioneer in this transformative industry.
In-House Design was tasked with crafting the company's brand identity. The result is a cutting-edge visual brand identity system, strategically positioning VitaNova as a trusted expert in this dynamic and evolving market.
VitaNova is a leading healthcare technology company specializing in advanced solutions and personalized wellness follow-up care. Their innovative approach seamlessly connects patients, health tech wearables, and comprehensive clinical support, establishing VitaNova as a pioneer in this transformative industry.
In-House Design was tasked with crafting the company's brand identity. The result is a cutting-edge visual brand identity system, strategically positioning VitaNova as a trusted expert in this dynamic and evolving market.
VitaNova is a leading healthcare technology company specializing in advanced solutions and personalized wellness follow-up care. Their innovative approach seamlessly connects patients, health tech wearables, and comprehensive clinical support, establishing VitaNova as a pioneer in this transformative industry.
In-House Design was tasked with crafting the company's brand identity. The result is a cutting-edge visual brand identity system, strategically positioning VitaNova as a trusted expert in this dynamic and evolving market.
Problem
As new products and services were introduced, the digital platform needed to adapt to a growing user base. It was vital to ensure users clearly understood each offering, and to provide ample resources for newcomers. These updates were essential for enhancing user comprehension and overall experience. We wanted to also ensure that the search feature for vehicles accommodated all users, from beginner to expert, with products that closely aligned with their needs.
As new products and services were introduced, the digital platform needed to adapt to a growing user base. It was vital to ensure users clearly understood each offering, and to provide ample resources for newcomers. These updates were essential for enhancing user comprehension and overall experience. We wanted to also ensure that the search feature for vehicles accommodated all users, from beginner to expert, with products that closely aligned with their needs.
As new products and services were introduced, the digital platform needed to adapt to a growing user base. It was vital to ensure users clearly understood each offering, and to provide ample resources for newcomers. These updates were essential for enhancing user comprehension and overall experience. We wanted to also ensure that the search feature for vehicles accommodated all users, from beginner to expert, with products that closely aligned with their needs.
As the platform grew, it struggled to communicate new products, making it hard for users, especially newcomers, to find and understand resources. We focused on ensuring all users could easily find suitable products with a comprehensive search feature.
As the platform grew, it struggled to communicate new products, making it hard for users, especially newcomers, to find and understand resources. We focused on ensuring all users could easily find suitable products with a comprehensive search feature.
As the platform grew, it struggled to communicate new products, making it hard for users, especially newcomers, to find and understand resources. We focused on ensuring all users could easily find suitable products with a comprehensive search feature.
Understanding different user needs
Polaris serves a diverse range of users, from
beginners to experts, across various career paths.
Problem
As new products and services were introduced, the digital platform needed to adapt to a growing user base. It was vital to ensure users clearly understood each offering, and to provide ample resources for newcomers. These updates were essential for enhancing user comprehension and overall experience. We wanted to also ensure that the search feature for vehicles accommodated all users, from beginner to expert, with products that closely aligned with their needs.
As new products and services were introduced, the digital platform needed to adapt to a growing user base. It was vital to ensure users clearly understood each offering, and to provide ample resources for newcomers. These updates were essential for enhancing user comprehension and overall experience. We wanted to also ensure that the search feature for vehicles accommodated all users, from beginner to expert, with products that closely aligned with their needs.
As new products and services were introduced, the digital platform needed to adapt to a growing user base. It was vital to ensure users clearly understood each offering, and to provide ample resources for newcomers. These updates were essential for enhancing user comprehension and overall experience. We wanted to also ensure that the search feature for vehicles accommodated all users, from beginner to expert, with products that closely aligned with their needs.
As the platform grew, it struggled to communicate new products, making it hard for users, especially newcomers, to find and understand resources. We focused on ensuring all users could easily find suitable products with a comprehensive search feature.
As the platform grew, it struggled to communicate new products, making it hard for users, especially newcomers, to find and understand resources. We focused on ensuring all users could easily find suitable products with a comprehensive search feature.
As the platform grew, it struggled to communicate new products, making it hard for users, especially newcomers, to find and understand resources. We focused on ensuring all users could easily find suitable products with a comprehensive search feature.
Credits
Creative Direction
Dave Johannson
Maya Lunda
Creative Direction
Dave Johannson
Maya Lunda
Creative Direction
Dave Johannson
Maya Lunda
Motion Design
James Weider
Motion Design
James Weider
Motion Design
James Weider
Design
Mike Smith
Design
Mike Smith
Design
Mike Smith