Jacob Alan White
A New Rider First Customer Experience for ATV Enthusiasts
BRP, the parent company of Can-Am, sought to transform its digital ecosystem to better engage customers and align with their evolving expectations. The goal was to create a seamless, personalized, and scalable digital experience that would resonate with riders across multiple touchpoints.
I created a flexible and scalable design system, ensuring consistency across BRP’s multiple brands. I also led usability testing that validated design decisions and informed refinements, driving a 30% increase in dealer contact conversions.
Business & UX Impact
180
User engagement increased across 180 webpages.
30%
Average increase in dealer contact conversions.
Global
Implemented a flexible, scalable, component-based atomic framework.
INDUSTRY RECOGNITION
The Challenge
As a leader in powersports, BRP needed to modernize its digital platforms to reflect its innovative brand identity. Their existing web experience lacked personalization, was difficult to navigate, and didn’t effectively support customers through their buying journey.
KEY CUSTOMER CHALLENGES
Inconsistent brand experience across different regions and product lines.
Lack of personalization, leading to generic content that didn’t resonate with individual riders.
Cumbersome content management for internal teams, making updates inefficient.
Limited usability research, making it difficult to validate assumptions about customer behavior.
BRP had already conducted research confirming the need to modernize its digital presence to maintain market leadership. They came to us to turn this into an exceptional, rider-first customer experience. A key part of this effort was redesigning and restructuring one of their most iconic brands, Can-Am, before extending the transformation across their entire digital ecosystem.
My Role & Responsibilities
Defined the web product design strategy and create a personalized, customer-first experience.
Led the research phase, working with UserTesting to conduct usability studies.
Designed the site architecture and developing reusable, scalable components.
Created high-fidelity wireframes that detailed interactions and content structures.
Created highly visual design mockups and prototypes.
Collaborated with engineers and content teams to ensure seamless implementation.
Research & Discovery
To ground the design in real customer needs, I supported an in-depth discovery phase.
STAKEHOLDER WORKSHOPS
Conducted a two-week discovery phase with BRP leadership, marketing, and development teams.
Defined key business goals and identified existing pain points in the digital experience.
Researched industry trends in powersports and e-commerce personalization.
Mapped out customer personas and journey touchpoints to identify pain points and opportunities.
We ran a two-week discovery phase to interview stakeholders and business owners and to workshop initial ideas as a group. My output included an Insights Presentation that aligned on the strategic direction of our redesign.
KEY RESEARCH FINDINGS
Customers wanted personalized experiences that reflected their riding preferences.
The existing site’s navigation and content structure were confusing, leading to drop-offs.
A more modular and flexible design system was needed to accommodate future growth.
Design Process
SITE ARCHITECTURE & CONTENT STRATEGY
Developed a modular site structure that could be adapted for different BRP brands.
Introduced templated content blocks to streamline content creation and updates.
A new site architecture was created to provide consistency across the BRP brands with the intent to make it easier to manage. I focused on repeatable components that could be building blocks to quickly deploy content to the new site. Sitemap architecture served as the blueprint for the wireframes, which defined the overall customer journey across different stages in the funnel.
WIREFRAMES & UX FLOW
Created low-fidelity wireframes to explore various layout configurations and interactions.
Used annotations to document animation behaviors, responsive design considerations, and content guidelines for developers.
Designed a progressive content approach, prioritizing key information based on user needs.
DESIGN SYSTEM & COMPONENT LIBRARY
Built a scalable atomic design framework that allowed BRP to create a consistent look and feel across brands.
Established a flexible grid system to accommodate various screen sizes and devices.
Low-fidelity wireframes enabled rapid ideation and testing, allowing me to experiment with multiple concepts. While many iterations didn’t make it into the final design, the process was essential. Quick iteration and testing pushed the boundaries of the design framework, ultimately contributing to a 30% increase in conversions.
"This work elevated our digital strategy in a way that helped us articulate our unique goals within the organization. This ultimately led to successfully delivering a visually stunning and engaging Design system with a highly scalable framework that will allow our global teams to replicate across the entire digital brand ecosystem"
Matyas Gabor
VP of Digital Consumer Experience
Usability Testing & Validation
To validate design decisions, I collaborated with UserTesting.com to conduct usability studies with real customers.
TESTING APPROACH
One-on-one usability studies were conducted at local ORV dealerships.
Participants were asked to navigate the prototype and complete key tasks (e.g., finding product information, comparing models).
KEY INSIGHTS & DESIGN ADJUSTMENTS
Simplified the navigation structure based on observed user behaviors.
Improved product comparison pages to better align with customer decision-making.
Adjusted CTA placements to improve engagement and reduce friction in contacting a dealer.
I conducted one-on-one usability studies with customers at local ORV dealerships.
I also provided BRP with a testing framework and script that could be used to conduct future usability testing.
Final Design & Implementation
DESIGN SYSTEM & PERSONALIZATION STRATEGY
Created a responsive component-based design system that adapted to user preferences.
Developed dynamic content modules that served relevant content based on riding interests and previous interactions.
SCALE & BRAND CONSISTENCY
Ensured a consistent brand experience across Can-Am and other BRP brands.
Allowed regional teams to customize content while maintaining global design standards.
Final Thoughts
This project was an exciting opportunity to blend research-driven design with high-performance brand storytelling. With BRP’s global audience of adventure-seekers, the challenge was to create a digital experience that not only showcased the excitement of their vehicles but also streamlined the path to purchase. By leading UX research, optimizing the product discovery journey, and crafting a highly visual experience with immersive imagery and dynamic content, I helped bring the thrill of BRP’s products to life online.
This work reinforced my passion for designing digital experiences that balance brand impact with user needs, ultimately driving engagement and business growth.