Polestar
EV Automotive
Details
My Role
Skills
Digital Design
Development
Year
2024
Key Concern
Hypothesis
Engaging visuals and educational resources boost customer confidence and encourage users to explore further when choosing the right vehicle.
Initial Research
We began our initial research by testing the site header, recognizing it as the first element customers interact with. Our goal was to make the header more eye-catching and impactful.
Based on user feedback on the original design, we introduced a new hero header feature to deliver a more engaging and immersive vehicle view. Through User Zoom, users tested controlled and experimental prototypes to provide feedback on both the current header design and the potential hero header concept. This testing aimed to answer the following questions:
Research Questions
01
Visuals First: Research Findings
After testing both the original and hero headers, users noted that the original header lacked impact, with their attention divided between the image and vehicle information, resulting in a lack of focus. In contrast, they found the new header much more engaging, prompting them to continue scrolling to learn more about the vehicle.
Interactive modules showcase vehicle features
Videos and articles offer in-depth information
Hero images and vehicle shots showcasing ATVs for all experience levels.
Search features help users quickly find the right vehicle
The hero header features a dynamic action shot of the vehicle in motion, showcasing its sleek design and powerful performance. This striking visual immerses users in the experience, igniting excitement and curiosity while encouraging them to explore further.
Step by Step User Guides
Each vehicle type comes with a collection of engaging articles that delve into essential features, must-have accessories, and diverse applications—from thrilling recreational outings to practical, work-related tasks. These insights help users uncover everything they need to know to get the most out of each vehicle.
Browse by category section for articles
The article category section lets users filter content by topics like recreational activities and riding tips for a personalized experience.
Date & topic-based article filter
Filter articles by date and engaging topics like fishing, recreation, and hunting.
3D models and rollovers improve the "Build" tool.
Interactive models for vehicle showcases
The interactive modules let users view the vehicle from all angles and learn about the base model specs.
Showcasing user-beneficial key features
Key features highlight the essential aspects included with each vehicle and their importance.
Vehicles filtering system
The comprehensive filtering system helps users, from beginners to experts, quickly find their ideal ATV by narrowing options based on performance, terrain, and features. This intuitive tool enables confident ATV selection suited to individual needs and lifestyles.
Our most advanced Spatial Audio system ever.
Dual-driver audio pods positioned next to each ear deliver personalized sound while letting you hear what’s around you. Spatial Audio makes sounds feel like they’re coming from your surroundings. Audio ray tracing analyzes your room’s acoustic properties to adapt and match sound to your space. And if you want to use headphones with Apple Vision Pro, the new AirPods Pro (2nd generation) with USB‑C offer the perfect experience, featuring Lossless Audio with ultra-low latency enabled by the H2 chip in both devices.
Final Results & Impact
Better-informed customers
Following the launch of the new solutions, customers reported a significant increase in their ability to learn about products specifically tailored to meet their individual needs.
This enhanced understanding improved their experience and deepened brand engagement, empowering them to make informed choices aligned with their preferences.
Business Impact
20%
Increase in user retention
User retention surged after updates improved the site's seamless, engaging, and personalized experience.
25%
User satisfaction and product learning increased
User satisfaction increased, along with greater confidence in product knowledge.
Self-Reflection & Learnings
Collaboration & Communication
During the digital revamp, I discovered how vital clear communication and collaboration with both team members and stakeholders are to a project’s success. Consistent coordination with developers also proved essential for efficiently implementing new designs.
Value of Iterations
The process emphasized an iterative approach and constant testing. I learned to continually test my design rationale, clarify my approach, and keep user feedback at the forefront throughout the design cycle.
