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Adobe + BRP + UserTesting

A partnership story of how human insights helped make digital experiences as good as the #1 product experience
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About Adobe Consulting Services + BRP

Adobe Consulting Services offers strategic guidance and industry best practices to help clients innovate, execute, and scale their digital experiences built on Adobe's Experience Cloud technology of AI-driven solutions for marketing, analytics, advertising, and commerce. 

BRP is a global leader in the world of powersports vehicles and propulsion systems, with a portfolio of industry-leading and distinctive products including Ski-Doo and Lynx snowmobiles, Sea-Doo watercraft, Can-Am on- and off-road vehicles, Alumacraft and Manitou boats, Evinrude and Rotax marine propulsion systems as well as Rotax engines for karts, motorcycles and recreational aircraft.

Illumi Awards
Adobe Consulting Services + BRP Achieved
adobe
Increased user engagement on 180 webpages
30%
Average increase in conversion across the entire portfolio
adobe
More successful product launches and reduced risk

Challenge

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?

Solution

Human insights were at the heart of BRP’s digital transformation. 

BRP teamed up with Adobe to design and build an entirely new digital frameworkthe 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 touchpointsand 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 itseamlessly and consistently across all digital experiences (website, email, and mobile app).

Results

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 insights, 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."

Jaime
Jaime Vasquez Principal Experience Architect & Digital Strategist, Adobe Consulting

"To help our customers launch the most compelling digital experiences, we partner with UserTesting to bring human insight into our design process, empowering us with a higher degree of confidence."

Jacob White
Jacob White Senior Experience Architect, Adobe Consulting

“Every decision we make is backed by customer-centric research. Human insights allow us to build more beautiful, engaging, and usable experiences.”

BRP-matyas-gabor
Matyas Gabor Vice President, Digital Consumer Experience at BRP

"Our brands are #1 because we always improve the experiences we provide to our customers with best-in-class products and amazing digital experiences. Connecting with the hearts and minds of our customers is what we do best and where our focus is."