Polaris
Adventure, Innovated with Precision
Polaris stands as a leader in the world of powersports vehicles, offering a diverse range of products that include snowmobiles, ATVs, motorcycles, and utility vehicles. Renowned for their relentless pursuit of innovation, Polaris continually pushes the boundaries of performance, cutting-edge technology, and exceptional design.
As a Senior Product Designer, I played a key role in the Polaris digital revamp, enhancing user experience and redesigning the brand's digital presence. Collaborating with project managers, designers, and stakeholders, I translated insights into features aligned with customer needs and ensured seamless implementation across teams.
My Role
As a Senior Product Designer, I played a key role in the Polaris digital revamp, enhancing user experience and redesigning the brand's digital presence. Collaborating with project managers, designers, and stakeholders, I translated insights into features aligned with customer needs and ensured seamless implementation across teams.
As a Senior Product Designer, I played a key role in the Polaris digital revamp, enhancing user experience and redesigning the brand's digital presence. Collaborating with project managers, designers, and stakeholders, I translated insights into features aligned with customer needs and ensured seamless implementation across teams.
Skills
Product design
User research & testing
Stakeholder management
Year
Q1 2022 - Q2 2022
Team
4 designers, 3 product managers and 15+ engineers.
Sr. UX Designer: Gil Adalpe
Sr. UX Designer: Brittany Metzer
My Role
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
Since 1984, Polaris has been a leading power sports manufacturer specializing in ATVs, motorcycles, and more. With a continually growing customer base that spans various experience levels, professions, and demographics, the digital experience underwent a moderate overhaul to better serve its diverse audience.
Our challenge was to adapt to our customers' evolving needs, ensure we catered to our diverse user base, and maintain our competitive edge in the motor sports industry.
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
Early on, I recognized that our customers spanned from beginners to seasoned experts across diverse professional backgrounds. Many users still seemed a bit unsure of which path to take when it came to purchasing a vehicle for their specific needs.
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
Before delving into the design process, we prioritized testing the current header experience. As the first element visible across the Polaris Digital brand, the header plays a critical role in capturing and maintaining customer attention. Our goal was to "wow" users by showcasing a full view of a vehicle in an action pose, creating a dynamic and engaging first impression.
Before the redesign, we aimed to transition to a hero header design that would provide users with a more immersive experience, sparking curiosity and encouraging them to explore specific vehicles in greater detail.
I collaborated with a fellow designer and utilized User Zoom to gather insights on user perceptions of the current header and their reactions to a hero header test design.
01
Hypothesis
Engaging visuals and educational resources boost customer confidence and encourage users to explore further, helping them understand each product to make informed purchase decisions.
Hero Header Test Prototype
The hero header was redesigned for immersion, featuring a vehicle action shot with key details: name, tagline, price, and call-to-action buttons.
02
Full screen layout
The mobile hero header gives customers a clear, concise view of the vehicle without overwhelming them with information.
Header header information
The vehicle name, tagline, price, and CTA options were positioned below the hero header to enhance focus and intrigue, encouraging further exploration.
Call-to-action buttons
The call-to-action buttons were placed below the action vehicle to prioritize a focused view before presenting purchase options.
03
Test Mobile Header
This prototype showcases the mobile hero header, spotlighting the RZR vehicle, a bold "Build" call-to-action button, and essential vehicle details—all designed for an impactful user experience.
Research Findings: Visuals First
Testing progressed quickly as I determined that users preferred a more immersive header view that avoided overwhelming them with too much information upfront. We also observed favorable feedback from competitors who had implemented similar hero header features across their platforms.
Additionally, users found the new header far more engaging, encouraging them to scroll further to learn more about the vehicle. In contrast, the old header was described as lacking impact, with users’ attention split between the image and vehicle information, leading to a loss of focus.
Research showed users preferred a striking hero header that piqued their curiosity over detailed introductions.
Deeper Insights
How do users feel about different learning methods?
After testing the hero header, we shifted our focus to the core goal: creating an engaging learning platform that empowered users to confidently select the right vehicle for their needs.
I spearheaded a research plan to gain deeper insight into the best ways we could inform customers about vehicles and vehicle offerings. We tested eight participants with diverse experience levels, occupations, and industries to understand their challenges in finding the right vehicle.
Below are some of the research techniques I utilized for the redesign.
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.
Solution
For the final designs, we maintained the original website's structure, starting with high-definition action shots to showcase the vehicle's capabilities. New features include a product-focused hero header with minimal text, interactive tools for exploring vehicle details, brief informational videos and articles, and an enhanced search function to help users find their ideal 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
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.
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.
I collaborated with two project managers and two other senior designer to gather insights and transform ideas into actionable features that align with customer needs and motivations.
A range of experience levels
A range of experience levels