top of page
tr570bg.jpg

Tracker Off Road Redesign

TRACKER OFF ROAD™ has a full line of high-quality ATVs and side-by-sides to fit virtually any need, from hunting to farming to trail riding to just cruising the neighborhood.

Contribution: UX Design, User Research

tr570bg.jpg

Overview

Objective

Revamp and transition the TRACKER OFF ROAD™ website to our all-encompassing content management system.

Startegy

Discovery

Understand Stakeholders

Define

Design-focus Areas

Ideate

Wireframes, Mockups

Prototype

Test & Development 

Outcome

The overhauled TRACKER OFF ROAD™ website focuses on enhancing sales and service revenue while reinforcing brand messaging and increasing awareness. This initiative yielded a notable 1.9% year-over-year rise in lead submissions, estimated at approximately $81.3 million in value, all while ensuring a user-friendly experience.

2 Floating iPhone.png

Discovery

In this phase, I empathize with users, aiming to understand their needs, goals, motivations, pain points, and behaviors.

[Partnered w/ UX Researcher, UX Manager]

User Survey

Our user surveys revealed some insight about who our users are and what they are most interested in.

  • Primarily seeking pricing and availability

  • Looking for personal use

  • Mostly an experienced owner (70%) that may be more receptive to advanced info

  • Want to see the item in the store/test drive

  • Also considering Polaris and Honda; need reasons to believe in TOR

  • Have reserved impressions of TOR brand

 

-UX Researcher 

Analytics Review

Review of the site’s analytics set a benchmark for site performance and health and revealed a few actionable items.
 

  • Users are most apt to visit home, listing pages , model detail pages, Accessories RTB, Find a Dealer, SxSs

  • Consider secondary content hierarchies for less frequently-needed (articles, owners)

  • Display these content pieces more contextually and on model pages

  • Consider more intentional acquistion of ATV users

 

-UX Researcher 

Competitive Analysis

Through the peer audit, I identified “baseline” or expected industry patterns and functionality, along with opportunities to differentiate in the field.

screencapture-powersports-honda-2023-11-19-17_13_54.png
Competitive cap.JPG
polaris.png
Competitive Brand.JPG
Competitive top.JPG
Our main competitive gaps encompass both stated priorities and additional long-term considerations.
  • Build your own configurator with accessories

  • Interactive accessories, parts, and gear 

  • Purchase on site (models, gear, parts, accessories)

  • Sport use cases

  • Model Comparison

  • Site Search

  • Robust resource libraries, articles, content

A few opportunities exist for TOR to be ahead of the field.
  • Corporate Sales/B2B messaging

  • Camping use cases

  • Social proof

  • Reviews and testimonials

  • Social feed

  • Textural video headers for homepage and models
    Chat

  • Owners forum/community

  • Interactive help me choose

Competitive Analysis Take Away
  • Focus on feature selection and priorities that close our competitive gap

  • Leverage opportunities to engage a wider audience (sport use cases, corporate sales/B2b)

  • Focus on content inclusions that elevate the brand perception and highlight reasons to believe

Define

In this phase, I define the problem based on insights from the empathize phase, synthesizing research findings to understand users' needs and expectations. [Partnered w/ UX Researcher, UX Manager, IT Team]

Drives Sales and Service Revenue
  • Drive new contact leads for dealers

  • Encourage in-person visits to dealers

  • Connect customers with retail inventory

  • Encourage service and maintenance

  • Drive in-house financing

  • Capture contacts for future marketing purposes

  • Encourage upgrades/upsells

  • Encourage cross-site visits & cross-selling

Supports Brand Messaging and Drive Awareness
  • Exhibit the brand’s unique story, identity, and associated lifestyle experience

  • Exhibit and leverage the brand and company’s expertise and credibility

  • Support content needs for timely marketing campaigns

  • Highlight key partnerships and brand relationships

  • Drive new and repeat visitors

Design Direction 

Broaden audience engagement via supported use cases and B2B channels. Prioritize content to enhance brand perception, spotlighting product credibility with resonant messaging for the target audience.

I began by outlining the content and page architecture for each page.

site map documentation.JPG
Screen Shot 2022-04-05 at 11.04 (1).png
User Journey - Discovery

Discovery: This phase marks the start of the purchase journey, during which users explore and discover products on our website.

Connect customers with retail inventory

Supports brand messaging and drives awareness

Exhibit the brand’s unique story, identity, and associated lifestyle experience

Support content needs for timely marketing campaigns
 

Exhibit the brand’s unique story, identity, and associated lifestyle experience
 

​Exhibit and leverage the brand and company’s expertise and credibility

Encourage in-person visits to dealers

Supports Brand Messaging and Drive Awareness

Informs and Educates Key Audiences​

Connect customers with retail inventory

Capture contacts for future marketing purposes

User Journey - Inquiry

The stage in the purchasing journey where users seek information about our products on the website.

Promotions Overview.png
Value Your Trade In.png
Ready to Buy Page.png
User Journey - Consideration

This phase marks the point in the purchasing journey where users begin contemplating buying products from our website.

ATV Product Listing Page (PLP).png
Gear Category PLP.png
User Journey - Ownership

This stage occurs after users have purchased on our website. During this phase, they may return for inquiries, maintenance, accessories, and other related products and services.

Resource Library Listing (All Articles).png
Owners Manuals Category Page.png
Resource Detail Page (Page).png

Ideate

Understanding the users' wants, needs, and expectations, I proceed to generate potential solutions for the defined problem. I explore diverse ideas and concepts without judgment to foster creativity and innovation. [Partnered w/ UX Manager]

Model Product Detail Page (PDP).jpg
User Journey - Inquiry
Model Product Detail Page (PDP).jpg
Floating Ipad.png

Testing & Prototyping 

In this phase, I create interactive models, gather feedback, and iterate on the design to refine the user experience before development.

Drives Sales Revenue

The site design emphasizes promotions and offers through prominent spots and pages, encouraging user engagement.

Support Brand Messaging and Drive Awareness

Enhances the brand's lifestyle experience through visuals, content, and user experience; fostering a deeper connection with users.

Enhances user engagement, fosters in-person interactions, and emphasizes ongoing vehicle care.

image.png

Enhances the brand's lifestyle experience through visuals, content, and user experience; fostering a deeper connection with users.

Embracing modularity enhances flexibility and efficiency in our design process, enabling rapid adaptation to evolving project requirements.

Compelling storytelling elements communicate the brand's unique identity, creating a memorable and distinctive user experience.

Increased YOY lead submissions by 1.9% (est. $81.3 Million value)

The redesigned TRACKER OFF ROAD™ website increased YOY lead submissions by 1.9% (est. $81.3 Million value), ensuring a user-friendly and transparent shopping experience. This design fosters trust and informed decision-making through clear product variables, real-time pricing, and accessible technical specs. These enhancements increase customer engagement, drive conversions, and contribute to positive brand perception. Potential word-of-mouth referrals further boost traffic and lead generation on the retail site.

Quantumb Metrix Click-through Funnels

BPBC Funnel Question 1.png
Floating Ipad.png

other works

bottom of page