Polaris Digital
Helping every rider find their perfect fit
Polaris is a leading powersports company that designs and manufactures off-road vehicles, snowmobiles, motorcycles, and utility vehicles. Known for innovation and performance, Polaris serves both recreational riders and professionals who rely on durable vehicles for work across a variety of terrains.
As a Senior Product Designer at Polaris, a leader in ATVs, snowmobiles, motorcycles, and utility vehicles, I helped redesign the digital platform to create a more intuitive, user-focused experience that guides riders of all levels to the right vehicle.
My Role
Senior Product Designer
Skills
Product Design
User research & testing
Stakeholder management
Collaborators
Shawn Kardell, Thom Olson, Gil Adalpe, Brittany Metzer
Timeline
Q1 2022 - Q2 2022
The Problem
With each launch, the platform evolved to meet growing user needs, making clarity and accessibility essential. While some navigated easily, others hesitated, highlighting the need for clear communication and robust resources — not just to inform, but to empower every customer, from beginners to experts, to choose the right vehicle with confidence.
We set out to solve a key challenge: guiding a diverse range of users through an immersive, engaging learning experience that empowers them to confidently choose the right vehicle.
Research
Understanding user needs
Before jumping into design, I needed a clear understanding of Polaris Digital’s audience. Research through interviews, surveys, and behavioral data revealed a wide range of users—from first-time riders to seasoned pros in fields like construction, agriculture, and outdoor recreation.
Some users came in curious but hesitant. Others knew exactly what they were looking for—but still wanted to compare options or learn something new.
Simplifying the Overload: Users struggled with feature-heavy pages that lacked clear guidance.
Getting Started Felt Overwhelming: Beginners often felt overwhelmed or unsure where to start.
Experts Still Craved Insight: Experts skipped ahead but still valued inspiration and new tips.
Finding the Right Fit, Faster: Everyone wanted a faster way to narrow down what was right for them.
What we observed:
Final Designs
The New Experience, Unpacked
For the final designs, we built on the original site’s foundation while introducing a fresh, dynamic experience tailored to users. Hero images and action shots sparked interest across all experience levels, while interactive modules and improved search tools offered faster, more personalized paths to discovery.
Clear, digestible content on vehicle types and use cases—paired with concise videos and articles—gave users the depth they needed without the clutter. By blending inspiration with information, we created a more intuitive, confidence-building way to explore Polaris vehicles.
Interactive vehicle showcase
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.
Users highlighted the need for brief articles and a simple yet effective filtering system to easily find the learning material that suits their needs.
Browse by browser
Users wanted more concise, helpful articles and an easy way to filter content. The article section meets this need with filters for topics like recreational activities and riding tips, creating a more personalized experience.
Date & Topic based filter
Vehicles filtering system
The filtering system helps users—from beginners to experts—quickly find the right ATV by narrowing options by performance, terrain, and features, making selection easy and tailored to their needs.
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.
+38%
+42%
Increase in vehicle selection confidence
Rise in learning tool engagement
The increase shows users trust the tools, opening opportunities to streamline guidance and boost engagement further.
Self-reflections & learnings
During my research, I uncovered what motivates customers to shop for vehicles and what stops them from making a purchase. Many were a mix of recreational and work-focused users, often unsure which vehicle best suited their needs.
Interestingly, even seasoned ATV enthusiasts with extensive knowledge sought more—creative ways to use their vehicles, safety tips, and ways to elevate their experience. These insights revealed a fascinating blend of curiosity, caution, and a drive for adventure among customers.
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.