Polaris

Adventure, Innovated with Precision

Details

Polaris leads the powersports industry with innovative snowmobiles, ATVs, motorcycles, and utility vehicles. Committed to performance, technology, and design, Polaris delivers cutting-edge experiences for riders of all levels.

My Role

As a Senior Product Designer, I played a key role in Polaris' digital revamp, enhancing user experience and redesigning its digital presence. I collaborated with project managers, designers, and stakeholders to translate insights into user-focused features and ensure seamless cross-team implementation.

Skills

Product Design

User research & testing

Stakeholder management

Timeline

Q1 2022 - Q2 2022

Services

UI/UX design

Category

Mobile app

Client

Stonks inc.

Visit website

Visit website

App screenshot
App screenshot

Interactive vehicle showcases

The interactive modules let users view the vehicle from all angles and learn about the base model specs.

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.

App screenshot
App screenshot

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.

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.

A range of experience levels

The primary customers included individuals with varying levels of expertise, from novices to experts.

Diverse career backgrounds

Customers span various careers, using vehicles for both work and leisure.

Willingness to learn

Customers were eager to learn about vehicles and features useful for their rides.

INITIAL RESEARCH

Developing a header enhancement

Before starting the design process, we prioritized testing the current header experience—the first thing customers see when engaging with the Polaris Digital brand. The header wasn’t just functional; it was an opportunity to grab attention and make a lasting impression. We envisioned a bold design that would instantly "wow" users with a dynamic, action-packed vehicle showcase, setting the tone for an unforgettable experience.

Our goal for the redesign was to create a hero header that did more than look appealing. We wanted it to immerse users, spark curiosity, and encourage deeper exploration of specific vehicles, capturing the excitement and adventure at the heart of Polaris.



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.

Advanced Cameras

Selfie-takers.

Movie-makers.

Boundary-breakers.

Apple-Designed Chips

The kind of fast

you can feel.

Battery

The power of great

battery life.

Innovation

Beautiful and durable,

by design.

Personalize Your iPhone

Make it you.
Through and through.

Peace of Mind

Helpful safety features.
Just in case.

Privacy

Your data. Just where you want it.

Environment

Recycle. Reuse. Repeat.

Advanced Cameras

Selfie-takers.

Movie-makers.

Boundary-breakers.

Apple-Designed Chips

The kind of fast

you can feel.

Battery

The power of great

battery life.

Innovation

Beautiful and durable,

by design.

Personalize Your iPhone

Make it you.
Through and through.

Peace of Mind

Helpful safety features.
Just in case.

Privacy

Your data. Just where you want it.

Environment

Recycle. Reuse. Repeat.

  • 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 twenty 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.

  • Demographic Questions

    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.

  • Demographic question #2: Customer motivations

  • Demographic question #3: Customer hesitations

  • Demographic question #4: Increasing customer confidence

  • Josh W.

    How do users feel?

    We engaged with users to identify the methods that resonated most. As expected, the majority wanted a site that was engaging, attention-grabbing, and provided clear, concise information.


    How do users feel?

    We engaged with users to identify the methods that resonated most. As expected, the majority wanted a site that was engaging, attention-grabbing, and provided clear, concise information.


  • What questions were asked:

    We divided user questions into three categories, providing a well-rounded understanding of what users want to see to simplify their decision-making on the site.

  • Top learning methods

    Users favored learning methods that offered engaging interactivity, concise product information, customer stories, and access to professional assistance when needed.

Which learning method do users prefer?

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.

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 retained the original website’s essence while adding a fresh, dynamic touch. High-definition action shots showcased each vehicle’s thrill and capability, complemented by new features: a sleek hero header with minimal text, interactive tools for exploring vehicle details, concise videos and articles, and an enhanced search function to help users find their perfect ride. Every element was crafted to deliver an engaging, user-focused experience.

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

Reputability

You can answer calls or messages from your iPhone directly on your Mac. Copy images, video, or text from your iPhone.

Learn More

Consistency

NameDrop. Want to swap contact info with someone? Just bring your iPhone close to theirs.

Learn More

Trading Analytics

Pick a favorite pic or Memoji, pair it with a favorite font, and there you have it — your very own calling card.

Learn More

Immersive first impression

Comprehensive vehicle guides

Brief video tutorials

The hero header features a dynamic action shot of the vehicle in motion, showcasing its sleek design and powerful performance. This striking visual immerses users in the experience, igniting excitement and curiosity while encouraging them to explore further.

Reputability

You can answer calls or messages from your iPhone directly on your Mac. Copy images, video, or text from your iPhone.

Learn More

Consistency

NameDrop. Want to swap contact info with someone? Just bring your iPhone close to theirs.

Learn More

Trading Analytics

Pick a favorite pic or Memoji, pair it with a favorite font, and there you have it — your very own calling card.

Learn More

Immersive first impression

Comprehensive vehicle guides

Brief video tutorials

The hero header features a dynamic action shot of the vehicle in motion, showcasing its sleek design and powerful performance. This striking visual immerses users in the experience, igniting excitement and curiosity while encouraging them to explore further.

Reputability

You can answer calls or messages from your iPhone directly on your Mac. Copy images, video, or text from your iPhone.

Learn More

Consistency

NameDrop. Want to swap contact info with someone? Just bring your iPhone close to theirs.

Learn More

Trading Analytics

Pick a favorite pic or Memoji, pair it with a favorite font, and there you have it — your very own calling card.

Learn More

Immersive first impression

Comprehensive vehicle guides

Brief video tutorials

The hero header features a dynamic action shot of the vehicle in motion, showcasing its sleek design and powerful performance. This striking visual immerses users in the experience, igniting excitement and curiosity while encouraging them to explore further.

Mobile hero header

Browse by category

Date & topic based article filter

The mobile hero header showcases a dynamic ATV action shot, highlighting its sleek design and power while sparking excitement and encouraging exploration.

Following positive user testing, the new hero header was implemented to spotlight the vehicle and spark user interest in learning more.

On mobile sites, a hero header provides a streamlined way to feature products prominently without overwhelming the screen, improving the browsing experience.

CTAs in the hero header let customers easily access the "Build" or "Get Local Price" features to customize their ideal vehicle in 3D or compare prices from local dealers.

Mobile hero header

Browse by category

Date & topic based article filter

The mobile hero header showcases a dynamic ATV action shot, highlighting its sleek design and power while sparking excitement and encouraging exploration.

Following positive user testing, the new hero header was implemented to spotlight the vehicle and spark user interest in learning more.

On mobile sites, a hero header provides a streamlined way to feature products prominently without overwhelming the screen, improving the browsing experience.

CTAs in the hero header let customers easily access the "Build" or "Get Local Price" features to customize their ideal vehicle in 3D or compare prices from local dealers.

Mobile hero header

Browse by category

Date & topic based article filter

The mobile hero header showcases a dynamic ATV action shot, highlighting its sleek design and power while sparking excitement and encouraging exploration.

Following positive user testing, the new hero header was implemented to spotlight the vehicle and spark user interest in learning more.

On mobile sites, a hero header provides a streamlined way to feature products prominently without overwhelming the screen, improving the browsing experience.

CTAs in the hero header let customers easily access the "Build" or "Get Local Price" features to customize their ideal vehicle in 3D or compare prices from local dealers.

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.

App screenshot
App screenshot
App screenshot

Better-informed customers

Final results & impact

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.

User retention rose by 21% following updates that enhanced the site's seamless, engaging, and personalized experience, while user satisfaction and product knowledge confidence grew by 24%.

Increase in user retention

User retention surged after updates improved the site's seamless, engaging, and personalized experience.


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.