Background

Polaris Adventures membership program that allows outdoor adventurers the opportunity to ride a Polaris vehicle—from Slingshots to ATVs to snowmobiles—wherever they want, whenever they want. All this without having to deal with higher premiums at outfitter locations or having to pick up the vehicle from the outfitter (vehicles are delivered to a location of choice).

The Problem

Polaris Adventures was in the midst of transitioning their website from a marketing site to driving conversion in order to meet the needs of their growing business. At this point Polaris wanted to understand what was preventing users from completing rentals or membership subscriptions.

The Solution

In order to clear the confusion, we audited the site to create a solution that was an informative and approachable experience to help guide users while they explored the site. Based on the marketing site, we knew how people were looking for adventures and evolved the site experience to better guide them to the adventure best fit for them.

A remote design sprint to confirm stakeholder alignment for the new direction of the site.

October-November 2022 — UX, UI, Sprint, Strategy, UXR

• Organized and facilitated the remote interviews with the goal to gain insights about where stakeholders from different areas of Polaris Adventures envisioned for the new site

• Led the follow-up work and kept driving the initiative

UX Heuristic Audit to determine issues with usability of the current Polaris Adventures site.

November-January 2022-2023 — UX, UI, Sprint, Product design, Strategy, UXR

• Audited the whole of the Polaris Adventures website to uncover heuristic violations, usability issues and inconsistencies that could potentially be preventing Polaris Adventure bookings.

• Compiled the results into a presentation to first address the heuristic infractions before giving recommendations.

• Led the follow-up work and started to scout participants for user interviews

Remote user interviews to gauge how different types of users interact with Polaris Adventures

February 2023 — UX, UI, Sprint, Product design, Strategy, UXR

• Organized and conducted the remote interviews with 12 different Polaris Adventure users to uncover where and how they came upon Polaris Adventures, how they currently interact with it and general feelings about the membership program

• Synthesized the data to determine key takeaways and define pain points as well as opportunities

User persona and user stories to define the different user groups and identify their needs.

March 2023 — UX, UI, Sprint, Product design, Strategy, UXR

• Created User Personas for the different types of users that come to Polaris Adventures (families on vacation, experienced riders, organized travelers etc.)

• Mapped out the possible routes and journeys each type of user could take both to discover Polaris Adventures and how they would interact it in the next steps.

• Led the initiative to begin building wireframes based on this research combined with summary of user interviews

Wireframes and tree testing solutions to determine how to best serve a more diverse group of Polaris Adventure users with the goal of increasing bookings.

April 2023 — UX, UI, Sprint, Product design,Strategy, UXR

• Created a tree test within Optimal Workshop to test the current navigation along with two potential new navigation structures as well as uncover areas users would typically look to find specific information.

• Distributed the tree test to 50 participants; synthesized and presented the findings to help drive the new design.

Polaris Adventures design refresh to incorporate updated navigation and fresh visual design.

May -June 2023 — UX, UI, Sprint, Product design,Strategy, UXR

• Collaborated with the design team to brainstorm and sketch what the new information cards within the site could look like.

• We also came up with some refresh concepts that would help address some of the issues uncovered in the audit

• I built them out in low fidelity wireframes first to visualize the proposed change and understand where the information could live within the cards to ensure that they didn’t look too much alike. We also thought about what the most important and scannable information was to have displayed within the card to give users a quick breakdown of what they are shopping for.

• Proposed changes to the design system to help refresh the overall feel of the site. The idea was to present the updates to the existing components vs rebuilding a whole new site.

• Presented the multiple design concepts to the stakeholders.