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.
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 insights were 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. Utilizing Adobe Experience Cloud, Adobe Customer Solutions, and UserTesting, 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 panel of riders, enthusiasts, and prospective Can-Am buyers who they could talk with and observe remotely to gain rapid customer feedback throughout the design process. The videos from this research contained immediately actionable insights about what buyers really desire, need, and expect at key touchpoints—and more importantly, explained why.
This allowed Adobe to reduce the risk of failure by gaining 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.
BRP was amazed at the outcome. “Now 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."
Through its work with Adobe and UserTesting, BRP has already seen a 30 percent increase in digital conversion rates, as well as accelerated content creation for teams across the globe, and they’re just getting started. The results are so successful that the team is now replicating the approach across the entire portfolio of brands.
Perhaps the best testimonials come from BRP's customers directly:
“It would be pretty hard to come to this site and not end up contacting a dealer, even if you had questions about packages, it is laid out in such a way that it helps someone along.”
"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."
“Every decision we make is backed by customer-centric research. Human insights allow us to build more beautiful, engaging, and usable experiences.”
"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."