Interactive Tool for RV Shoppers

Reimagining the On-Lot Experience

An immersive, tablet-based tool designed to make RV shopping intuitive and engaging for older buyers.

Opportunity

Newmar, a high-end RV manufacturer serving a predominantly 65+ customer base, aimed to modernize the in-person dealership experience. Although customers utilized digital tools during early research, engagement on the sales lot remained largely analog and unstructured. This limited product exploration, created friction in collaborative discussions, and restricted Newmar’s ability to gather actionable customer insights.

The objective was to introduce an accessible, digitally supported sales experience that simplified complex configurations and enhanced decision-making at the point of purchase.

Outcome

The final interface simplifies configuration comparisons, visualizes customization options, and captures buyer preferences at the point of sale, improving clarity for customers and insight generation for sales teams.

This solution responds to key questions about accessibility, organization, and engagement, shaping the redesigned on-lot experience that makes exploration more intuitive and personal:

Click on final design images to enlarge for better visibility

How can an interface simplify model comparisons and guide users toward the "right" choice?

  • A dedicated model page that provides clear specifications for each model type.
  • Visual and textual cues that simplify complex details (base price, features, manufacturing) for quick understanding.
  • Designed to support customer confidence during the purchasing decision by presenting information in an approachable format.

How can users easily customize their RV interior and see how different options look together?

  • Merges decor and wood selections into one intuitive interface for cohesive visualization.
  • Provides instant visual feedback on finish combinations within the RV interior image.
  • Simplifies customization by removing extra steps and combining related decisions.

How can users save their progress and seamlessly share their information during the customization process?

  • Includes two clear call-to-actions that let users save their work or submit details to Newmar.
  • Encourages lead generation by linking saved progress with customer contact information.
  • Designed for clarity and trust, ensuring users understand what happens when they take each action.
  • Streamlines the experience so saving and sharing feel like natural steps, not interruptions.

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How can users browse all RV models or focus on a specific Newmar line without feeling overwhelmed?

  • Offers flexible viewing options — users can explore the full lineup or narrow down to one model line.
  • Improves navigation by introducing a clear entry point for each Newmar series.
  • Reduces cognitive load with organized filtering and visual hierarchy.
  • Enhances exploration by supporting both broad discovery and focused comparison.

Project Overview

Project Goal

The goal of this project was to modernize and simplify the RV purchasing process for Newmar customers. This solution aimed to create a more engaging and intuitive experience that encourages exploration, builds brand connection, and helps Newmar gather meaningful customer insights throughout the buying journey.

User Group

This solution was designed for in-person RV shoppers, primarily customers aged 65 and older visiting Newmar’s dealership lots. The experience focuses on accessibility and ease of navigation to support both first-time and returning buyers. Additional considerations were made for dealers and sales staff to ensure the tool supported efficient, collaborative interactions during the sales process.

Final Deliverable

The final deliverable included a set of high-fidelity, interactive prototypes and strategic recommendations to enhance the customer experience on Newmar’s lot. The designs translated research insights into tangible improvements for both customers and sales teams.

Research Methods
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