Project - UX / UI
Indian Motorcycle Ecommerce re-imagined
Brand
Responsibilities
User Experience
User Interface
We had the opportunity to collaborate with Polaris to develop ideas to improve the user experience and UI design of their e-commerce site. Our goal was to design a webpage that elevated their current brand to feel more premium and luxurious and provide an experience that increases shopper's confidence in their buying decisions, ultimately driving sales across multiple e-commerce sites.
Initial Goal
We started this project with the goal of providing a strong direction for content development and UX design, branded and backed by research and testing to improve site performance and usability.
Understanding the User
To drive product sales, we first had to understand the audience and their buying behavior. We classified this behavior into three models:
Filter First = provide various options to help users find exactly what they want
Quick Scan = enable users to immerse themselves in the products, building a deeper and more organic connection with them
Confidence Builder = provides a way to compare various items to help users build confidence toward the product and their buying decision
Research and More Research
Then, we built various layouts that matched the three different buyer behaviors. Once we had all our components, we created a user flow for all layouts and performed usability and heat map testing.
Next Phase
One of the most significant learnings from our research was that there is much higher engagement and a lower bounce rate on products that feature lifestyle images. We also learned that users tend to support user-generated content within the e-commerce experience; based on those learnings, we combined and modified our models. We placed a greater emphasis on natural brand color, graphic elements that reflect Indian and Polaris heritage, lifestyle images, and user-generated images while redesigning the website.
Results
The redesigned website launched successfully in April 2020 with promising results. We are thrilled to have an e-commerce experience that provides both the premium brand feel and frictionless user experience.
Visit
View the live site at www.indianmotorcycle.com
