Dealermatch
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
skills
Art Direction
Art Direction
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
Understanding different user needs
Understanding different user 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."
Research
Research
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
A Closer Look at the Research and Ideation Phase
A Closer Look at the Research and Ideation Phase
Controlled Test Prototype (Desktop)
A Figma prototype was created to test how users interact with
the current site and to discover the most effective ways they learn
about new products
01
Controlled Test Prototype (Mobile)
A Figma prototype was created to test how users interact with
the current site and to discover the most effective ways they learn
about new products
02
Understanding the most effective ways
users learn about a product.
A few key insights into user preferences.
Strike a balance between high-definition images
and product information.
3D interactive models that provide 360-degree
views of the vehicles.
03
Users are open to watching videos and reading
articles to gain deeper insights into a product.
Controlled Test Prototype (Desktop)
A Figma prototype was created to test how users interact with
the current site and to discover the most effective ways they learn
about new products
01
Controlled Test Prototype (Mobile)
A Figma prototype was created to test how users interact with
the current site and to discover the most effective ways they learn
about new products
02
Understanding the most effective ways
users learn about a product.
A few key insights into user preferences.
Strike a balance between high-definition images
and product information.
3D interactive models that provide 360-degree
views of the vehicles.
03
Users are open to watching videos and reading
articles to gain deeper insights into a product.
Controlled Test Prototype (Desktop)
A Figma prototype was created to test how users interact with
the current site and to discover the most effective ways they learn
about new products
01
Controlled Test Prototype (Mobile)
A Figma prototype was created to test how users interact with
the current site and to discover the most effective ways they learn
about new products
02
Understanding the most effective ways
users learn about a product.
A few key insights into user preferences.
Strike a balance between high-definition images
and product information.
3D interactive models that provide 360-degree
views of the vehicles.
03
Users are open to watching videos and reading
articles to gain deeper insights into a product.
Controlled Test Prototype (Desktop)
A Figma prototype was created to test how users interact with
the current site and to discover the most effective ways they learn
about new products
01
Controlled Test Prototype (Mobile)
A Figma prototype was created to test how users interact with
the current site and to discover the most effective ways they learn
about new products
02
Understanding the most effective ways
users learn about a product.
A few key insights into user preferences.
Strike a balance between high-definition images
and product information.
3D interactive models that provide 360-degree
views of the vehicles.
03
Users are open to watching videos and reading
articles to gain deeper insights into a product.
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.
Common pain points:
Solution
Solution
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
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
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.
Filters and search features that help users find the right vehicle
Filters and search features that help users find the right vehicle
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
Understanding different user needs
Polaris serves a diverse range of users, from
beginners to experts, across various career paths.
Problem
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