Adobe + BRP + UserTesting

Building on a tradition of ingenuity and intense customer focus that go all the way back to 1937, BRP’s reputation for high-performance recreational vehicles and boats is second to none. The brand portfolio includes Ski-Doo and Lynx snowmobiles, Sea-Doo watercraft, Can-Am ATVs and side-by-side off-road vehicles, as well as unique three-wheeled vehicles, among others. 

But in today’s experience economy, you need more than great products to keep customers coming back happy, and as such, brands need to constantly improve the experiences they provide. BRP recognized that it needed to create more lifestyle-driven digital experiences on par with their amazing product offerings to continue to fuel its impressive growth and momentum in the market. They believed that more streamlined digital experiences could drive increased customer growth, engagement, and loyalty.

How exactly do you create the ultimate digital experience?

Human insight was at the heart of BRP’s digital transformation. 

BRP teamed up with Adobe to design and build an entirely new digital framework—the engine that powers BRP’s brands online.  The team kickstarted the first phase of the project by redesigning the Can-Am off-road brand experience as a template that could be rolled out to the rest of BRP’s brand ecosystem.

The end-to-end vision had to balance customer needs with company objectives while being scaleable and durable enough to drive sustainable growth well into the future. 

The Adobe team conducted multiple qualitative studies on the UserTesting insight platform to validate hypotheses and uncover customer pain points and needs that undergirded the new digital strategy around content, site information architecture, eCommerce journeys, and revamped visual aesthetic. 

This empowered Adobe to have continuous access to a network of riders, enthusiasts, and prospective Can-Am buyers who they could talk with and observe remotely to gain rapid customer feedback from target audiences who contributed their diverse perspectives throughout the design process. This iterative research provided immediately actionable insights about what buyers really desire, need, and expect at key touchpoints—and more importantly, explained why. 

This reduced the risk of failure and increased stakeholder confidence in the creative vision they were building with BRP and the ideas they were iterating upon from a structural, navigational, and visual perspective. The team soon developed an intuitive understanding of why different designs worked best for different customer segments. Being able to see and hear customers think out loud as they experienced the prototype designs created deeper empathy and understanding so that riders get the content they want, when and where they want it —seamlessly and consistently across all digital experiences (website, email, and mobile app).

BRP believes that testing every interaction a customer has with the brand is an opportunity to better serve their riders by inspiring their next ride or providing resources to improve their ownership experience. And it’s this commitment to personalized experiences that is fueling BRP’s success. As a result of this commitment to testing, combined with BRP's robust business strategy, amazing new products, and world-class approach to digital experience management, BRP has already seen a remarkable 30 percent increase in conversion rates. Additionally, the company has an accelerated content creation process so that teams can replicate the approach across the entire portfolio of BRP brands.

“We’re creating digital experiences that are as seamless, consistent, and as mind-blowing as our product experiences,” said Matyas Gabor, VP of digital customer experience at BRP.  "Driven by human insight, we're designing a path that supports every step of our customers' journey in ways that are not only highly engaging but extremely useful. This is our north star that guides every decision."