Client
The THOR family of companies represents the world’s largest manufacturer of recreational vehicles. They offer a comprehensive range of RVs and travel tools to inspire and empower everyone to Go Everywhere. Stay Anywhere. In 1980, they embarked on a journey to connect people with nature and each other. Today, they continue that journey by leading a global collection of brands that make it easier and more enjoyable for families of all types to create lasting outdoor memories.
Opportunity
Help Consumers Choose the Right RV Type
The ‘RV Types’ section on the THOR Industries site plays a critical role in the early stages of RV research and selection for consumers. We had an opportunity to reimagine the way these pages look and function, to better educate consumers about the differences between RV Types, allowing them to narrow in on the perfect RV for their lifestyle. This process began with a clear brief from the THOR team and alignment on the specific objectives for these pages.
- Increase time spent on site
- Reduce bounce rate
- Increase number of other pages visited
- Increase conversion with more clicks to the operating companies
Approach
Iterative Design and Development
Datmos led the end-to-end experience strategy, translating THOR Industries’ objectives into a structured, page-level roadmap designed to improve RV discovery and engagement. We defined a strategic brief that mapped clear user intents and business goals to each page, guiding both UX and content direction.
Our team owned the UX and design process, including information architecture, user flows, wireframing, and multiple iterative design cycles focused on simplifying complex RV categories. We then led front-end development, building dynamic pages, interactive comparison elements, and a library of reusable components, while implementing robust analytics tagging to measure performance at every step.
To validate and optimize the experience, Datmos conducted comprehensive user testing across mobile and desktop, alongside A/B testing to identify friction points and refine key interactions. Insights from these tests directly informed final design and development iterations prior to launch.
This iterative, data-driven approach, grounded in real user behavior, ensured a highly consumer-centric experience, enabling THOR Industries to continuously evolve its platform and better guide users toward the right RV for their lifestyle.
