Transforming Winnebago Into a Digital-First Innovator
What We Did
Vervint partnered with Winnebago to launch their transformation into a digital-first enterprise. This engagement involved understanding buyer behavior, supporting internal changes, and building Winnebago’s first major consumer app. Ultimately, it culminated in creating the Winnebago Connect platform.
Human-Centered Design
UI/UX
iot
Changing customer base
A younger, more technologically-savvy audience meant Winnebago needed to change their approach.
Shift to digital experience
For a business focused on physical products, the shift to digital thinking was significant.
From research to purchase (and beyond)
The team has enhanced every step of the journey to bring industry-leading digital experiences to the RV space.
About Winnebago
Winnebago is one of the largest producers of outdoor recreation vehicles, including boats and travel trailers. Over 6,000 employees live and breathe the company’s 66-year mission to “Be Great, Outdoors.”
Customer Experience, Research, & Design
Get an insider look into our customer-focused insights, exploring the human side of technology and the future of experiences.
The Vervint Approach
-
Performing deep, first-person research
Vervint deployed experts in customer research, UX, and program support to deliver deeply insightful recommendations.
-
Developing strategies for organizational change
Roadmap in hand, Winnebago was prepared to seamlessly integrate innovative digital products into timeless physical products.
-
Changing the online buying experience
We developed beautiful, functional, meaningful digital tools for Winnebago’s customers and dealers.
As we entered this journey to do something groundbreaking and game-changing in the RV industry, while we leveraged our internal folks, we looked for a partner to push the boundaries for us.
Creating Better Digital Experiences for the Outdoor World
In a 60+ year history, a company builds a legacy. Winnebago became one of the largest RV manufacturers in the US by continually rethinking its products and customer experiences. Creating great RVs was always the top priority for Winnebago, but remaining an industry leader meant looking ahead to the next 60 years and addressing the needs of a shifting customer base.
Traditionally, RVs were built for Baby Boomers and Generation X, and 80–90% of Winnebago consumers were 55 and older. The pandemic, however, changed the customer base, as younger people began to purchase RVs in greater numbers. With that transition, expectations are much higher, explained Kunal Mehta, VP of Strategy, Business Development, Marketing (CMO) and General Manager of Specialty Vehicles at Winnebago.
“Consumers were looking for more technology when they entered their RV,” explained Mehta. “As they go out outdoors and disconnect from technology, the question becomes: How do they leverage technology to disconnect from technology?”
The market was full of RVs that featured some technology, albeit basic. Many offered in-coach displays, but these systems were poorly designed and frustrating for customers.
In an industry not known for tech, this moment presented a significant opportunity to rethink its digital approach and reshape the customer experience — from research to in-cabin driving — for a new generation of buyers.
The Journey to Connected Experiences
Vervint’s relationship with Winnebago began in 2020. Initially contracted to develop digital marketing assets, the relationship grew to include mobile app development. Quickly, Winnebago’s vision became clear: they wanted to create a new class of connected coach experiences but needed help getting there.
“Winnebago has some great people, but we don’t know everything,” Mehta said. “As we entered this journey to do something groundbreaking and game-changing in the RV industry, while we leveraged our internal folks, we looked for a partner to push the boundaries for us.”
Winnebago wanted to better understand how technology drives the customer experience and what organizational changes are necessary to be a digitally-driven company. While Winnebago knew how to build great RVs, they relied on Vervint’s expertise to help bring digital products to life.
Understanding this new vision started with research. More than 48 Vervinteers logged time into the project. This phase saw designers interviewing Winnebago’s customers and dealers, and even driving RVs along the coast of California to better understand the Winnebago lifestyle.
This new approach required more than just technological development — it also necessitated a new way of operating for Winnebago. For a company accustomed to building physical products, the shift to digital experiences is non-trivial. Vervint recommended changes to team structures and operational governance that would help ensure the project’s short-term success and long-term sustainability.
“Having a partner like Vervint to support us and work with us accelerated the effort and brought us thought leadership that we don’t have internally,” Mehta said.
A New Digital-First Experience — From Start to Finish
Working with Vervint, Winnebago revolutionized the entire customer experience. The partnership saw:
- The launch of the Winnebago Connect app and Find My RV tool. Customer feedback for the new, streamlined interface has been extremely positive. This offers strong evidence that these platforms look and feel better than before.
- The launch of Winnebago’s eRV program. Moving the eRV program forward involved gathering insights and information on a new segment of consumers who hadn’t yet been identified and are looking at electric RVing. Vervint helped Winnebago understand an entirely new audience — their behaviors, pain points, and challenges — and apply that data to a production-ready vehicle.
They also redesigned the Winnebago homepage and created the initial design of the RV Owner’s mobile app architecture.
“We’ve created new products that haven’t been in the marketplace,” Mehta said. “The long-term goal is over a 10-year period, we create experiences through this technology that they love, that they stick with. And as they cycle from their first or second coach to their third or fourth coach, they return to Winnebago because they’re now in our ecosystem.”
Inside the RV, drivers have an experience like never before: dynamic lighting and temperature controls, as well as monitoring mission-critical operations like battery life. Even before they get into the vehicle, Winnebago’s buyers’ digital experiences begin when they first start researching the right product to buy. The team has enhanced every step of the journey to bring industry-leading digital experiences to the RV space.
“Could we have figured it out ourselves? Yes. Would’ve it been as good? I don’t know,” Mehta said. “In the end, the group of humble, hungry, smart individuals that came to the table were more than just a partner. They were team members, and we sat side by side as we went through the challenges and tribulations of this project. We also celebrated together as these products are coming out.”
Winnebago’s new apps have received high praise and accolades from team members, industry experts, and customers — and this is only the beginning. With such a solid foundation, Winnebago can continue to develop and evolve this direction on their own. The road ahead is infinite, and Winnebago is ready for a smooth drive.
