Polaris Digital
Helping every rider find their perfect fit
My Role
Senior Product Designer
Skills
Product design
User research & testing
Stakeholder management
Timeline
Q1 2022 - Q2 2022
Collaborators
Thom Olson - Project Manager
Brittany Metzer - Sr. Product Designer
Gil Adalpe - Sr. Product Designer
Polaris designs and manufactures off-road vehicles, snowmobiles, motorcycles, and utility vehicles, serving recreational riders and professionals with innovative, high-performance solutions across diverse terrains. As a Senior Product Designer, I helped enhance Polaris' digital platform to create a more intuitive, user-focused experience for riders across all terrains.
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 core challenge: guiding diverse users through an immersive learning experience that empowers confident vehicle choice.
Research
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.
Users struggled with cluttered pages and unclear guidance.
Getting started felt overwhelming for beginners.
Experts sought quick access to new insights and tips.
Users needed a quicker way to choose.
What we observed:
Iterations
To move fast without starting from scratch, we built on the existing site foundation—minimizing risk while layering in new features. Through ongoing testing and feedback, we refined key elements like the hero header, content layout, and filters, making the experience clearer, more intuitive, and better aligned with Polaris’ diverse range of users.
Early Feedback
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Solution
We built on the site’s foundation with a fresh, dynamic experience tailored to all users. Hero images and action shots drew in riders of all levels, while interactive modules and smarter search tools enabled quicker, more personalized discovery.
Clear content on vehicle types and use cases—paired with concise videos and articles—provided depth without clutter. The result: a more intuitive, confidence-building way to explore Polaris vehicles.
We transformed product exploration into a faster, smarter, and more immersive experience—meeting users where they are, and guiding them confidently to where they want to go.
Our core belief
Built for every rider
At Polaris, we believe every rider deserves a seamless experience—whether they’re just starting out or seasoned pros. Building for all levels means solving complex problems beneath the surface, but our goal stays simple: make every ride feel intuitive, capable, and built around you.
We designed every interaction with intention—crafting an experience that adapts seamlessly to beginners and experts alike, going beyond aesthetics to deliver clarity, confidence, and control at every step.
Interactive vehicle showcase
The interactive module lets users explore vehicles from every angle and view key specs at a glance — cutting through information overload. It offers beginners a clear start, gives experts quick insights, and helps all users confidently find the right fit.
Highlighting key user benefits
Key features were prioritized to reduce overwhelm for beginners, deliver quick insights for experts, and streamline decision-making — creating a faster, more immersive, and confidence-building experience for all users.
Browse by category
Date & topic based filter
Filtered Vehicle Search
We introduced a streamlined filtering system that helps users quickly narrow down ATVs by performance, terrain, and features, creating a more engaging and confident learning experience. It eased user overwhelm, gave beginners clear starting points, offered experts deeper insights, and delivered a faster, more personalized path to the right vehicle.
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 clarity enhanced the user experience and boosted engagement, empowering users to make more informed, personalized decisions with confidence.
+42%
Rise in learning tool engagement
Higher engagement shows users want faster, deeper ways to explore and learn about products.
+38%
Increase in vehicle selection confidence
+42%
Rise in learning tool engagement
Higher engagement shows users want faster, deeper ways to explore and learn about products.
Fewer users abandoned the journey mid-search, showing improved clarity and engagement during product exploration.
-27%
The increase reflects growing user trust, creating opportunities to simplify guidance and drive deeper engagement.
Reduced drop-off during product exploration
Lessons learned
Throughout the digital revamp, I quickly realized just how crucial clear communication and collaboration were—not just within the design team, but with stakeholders and developers alike. Staying aligned helped us move faster and avoid costly back-and-forth later on. At the same time, the process reminded me how powerful iteration can be.
I learned to test my thinking often, stay open to feedback, and continuously refine my approach with the user’s perspective leading the way. It wasn’t always seamless, but leaning into that rhythm of collaboration and iteration made the work stronger at every stage.
+42%
Rise in learning tool engagement
Higher engagement shows users want faster, deeper ways to explore and learn about products.
