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.
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.
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.
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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.
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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.