Harley-Davidson
Droga5 partnered with Harley-Davidson to reimagine their .com experience for a new generation of shoppers and motorcycle enthusiasts. This global e-commerce site needed to attract buyers and generate leads, all while reflecting the brand’s new visual identity. My role on the project was to optimize the user experience for high-value actions on the site.
Improving the Compare Tool
Since users can’t buy motorcycles directly from the website, our clients stressed the importance of “high-value actions” that draw customers into the dealership. One of the most important of these actions is the Compare Tool. This comparison functionality needed to encompass all products because bikes, parts, and merchandise now live within one unified e-commerce experience.
The Current Experience
Prior to the redesign, Motorcycles and Parts/Merchandise lived on separate websites. Since they are now housed in the same location, we needed to design a Compare tool that would be versatile enough to accommodate everything. This also meant we needed to build out a fully functional mobile version of the Compare Tool, which did not exist previously.
Finding a Better Solution
To find the right solution, we explored frameworks that could support for all products on the site. These low-fidelity explorations helped us find the most efficient way for users to compare products contextually, and keep their cognitive load to a minimum.
The Final Product
After testing several different options, we chose the most successful direction and polished up the visual design. As the feature rolls out on the site, we will continue to monitor its performance and make tweaks where necessary.
