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Technology

Adobe Experience Cloud + UserTesting

How to make the digital experience as good as the product experience.
UserTesting | Customer Page DownArrow
About Adobe Experience Cloud

Adobe is changing the world through digital experiences. The Adobe Experience Cloud offers AI-driven solutions for marketing, analytics, advertising, and commerce through the most comprehensive set of customer experience applications and services available.

 

Adobe Experience Cloud Achieved
Story_Icon_3_skyscanner_200x100
Increased user engagement
30%
Increase in digital conversion rates
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Reduced risk = more successful product launches

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 is second to none. The brand portfolio includes Ski-Doo snowmobiles, Sea-Doo watercraft, Can-Am ATVs and side-by-side off-road vehicles, as well as unique three-wheeled motorcycles, among others. 

But in the experience economy, you need more than great products to keep customers coming back happy. BRP’s websites were not on par with their product experiences, leading to customer dissatisfaction and sales leakage. They knew they needed to invest in their digital experiences to drive increased customer growth, engagement, and loyalty.

How exactly do you create the ultimate digital experience?

Solution

Human insights are at the heart of the solution. 

BRP partnered with Adobe to design and build an entirely new digital framework -- the engine that powers BRPs 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 BRP’s other brands.

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

Adobe relied heavily on UserTesting to uncover the human insights undergirding its digital strategy around content, website architecture, ecommerce, and user experience. 

UserTesting empowered Adobe to have continuous access to a panel of riders and prospective buyers who they could talk with and observe remotely for fast customer feedback throughout the development process. This led to a constant flow of videos with immediately actionable insights about what buyers really want, need, and expect at each touchpoint--and more importantly, why. 

By conducting moderated and unmoderated remote user tests with these riders, Adobe not only saved time and costs but greatly reduced the risk of failure by gaining confidence in the creative vision they were building for BRP and the ideas they were validating. 

Adobe soon developed an intuitive understanding of why different designs worked best for different customer segments, and then shared UserTesting video clips with BRP leaders so they could see and hear for themselves, creating immediate empathy, understanding and buy-in.

Results

BRP was amazed with the outcome. “We’re creating digital experiences that are seamless, consistent, and mind-blowing,” said Matyas Gabor, VP of digital customer experience at BRP. 

Through its work with Adobe, BRP as already seen a 30 percent increase in digital conversion rates, 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 the customers themselves:

“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.”

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

“Our brands are #1 because we play to win. To keep winning, one of the best things we can do for our product experiences is to deliver the best digital experiences.”