NAPA Prolink
Auto Replenishment Solutions
My Role
Skills
Product design
Stakeholder management
Interactive prototyping
Timeline
2025
Team
Interactive vehicle showcases
The interactive modules let users view the vehicle from all angles and learn about the base model specs.
Highlighting key user benefits
Key features highlight the essential aspects included with each vehicle and their importance.
The Challenge
Design an engaging product discovery experience
Our high-level goals were to:
1. Provide an engaging learning experience for our varied audience.
2. Create an environment that helps customers confidently choose their ideal vehicle.
Understanding the needs of diverse
users
Polaris Digital supports a diverse audience, from first-time powersports enthusiasts to seasoned experts. With users spanning various careers and lifestyles.
Who is our audience?
"My first ride was thrilling and left me eager for more. Now, I’m ready to find the ideal beginner vehicle to purchase."
Kayla, The Recreational User
Software Engineer
"I need a reliable, durable ATV that can handle the demands of daily farm life, while also providing leisure experience."
Joe, The Agricultural User
Farmer
"In challenging terrains, ATVs are essential for a well-equipped police force, aiding in rescue missions and more."
The ASPD Police Force
Rural Police Dept.
Rider Proficiency
Low
High
The Discovery
Early Insights from the Field
Key insights that shaped the product's design phase:
A range of experience levels
Diverse career backgrounds
The primary customers included individuals with varying levels of expertise, from novices to experts.
The primary customers included individuals with varying levels of expertise, from novices to experts.
Customers were eager to learn about vehicles and features useful for their rides.
Willingness to learn
Initial Research
Developing a header enhancement
01
02
Full screen layout
Header header information
Call-to-action buttons
03
Research Findings: Visuals First
Deeper Insights
Survey findings
Before exploring the best learning methods for users, we conducted a demographic survey and background questions to uncover their profiles, motivations, and what drew them to the vehicles.
Respondents preferred visual and interactive features for learning about new or existing products.
Users strongly opposed lengthy, cumbersome learning methods, such as extensive user manuals—unless they had already purchased the product—or videos exceeding 30 minutes in length, especially when researching a vehicle. Instead, they favored concise, engaging formats that fit seamlessly into their decision-making process.
What is NAPA's ProLink Platform?
A B2B platform for complete parts and shop solutions.
A B2B auto shop platform delivering complete solutions for professionals, including inventory management, shop training, service facility support, technician tools, reordering, and more.
Before starting the design phase, we documented the current IA and compared it to key competitors. This process raised questions such as:
With extensive user research already conducted, we identified that Prolink users predominantly fall into two main categories, each with distinct needs and behaviors that shaped the platform's design and functionality priorities.
Existing Users
The redesign prioritized ease of use and familiarity to ensure a seamless transition for the platform's older, experienced user base.
New & Incoming Users
New users appreciated the features but expected a more polished experience, including better responsiveness and an upgraded UI.
Process
SLIDESHOW 2.0
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
A range of experience levels
A range of experience levels