Harley-Davidson
Harley-Davidson
A redesigned global e-commerce experience for the iconic motorcycle brand.
E-Commerce
E-Commerce
Automotive
Automotive
Project Goal
Motorcycle ridership was down amongst the younger audience. We needed to reintroduce Harley-Davidson to this demographic in a way that met them where they were. We were also tasked with bringing together two disparate e-commerce experiences: Bikes and Parts and Merchandise.
Project Goal
Motorcycle ridership was down amongst the younger audience. We needed to reintroduce Harley-Davidson to this demographic in a way that met them where they were. We were also tasked with bringing together two disparate e-commerce experiences: Bikes and Parts and Merchandise.
My Role
I was responsible for optimizing the user experience for high-value actions on the site, including the Compare tool. Since bikes cannot be purchased online, our objective was to steer users to Schedule a Test Ride at a dealership.
My Role
I was responsible for optimizing the user experience for high-value actions on the site, including the Compare tool. Since bikes cannot be purchased online, our objective was to steer users to Schedule a Test Ride at a dealership.
The new version of the Compare tool needed to be all-encompassing, and include Motorcycles, Parts and Merchandise. A mobile version did not currently exist for comparing Parts and Merchandise.
The new version of the Compare tool needed to be all-encompassing, and include Motorcycles, Parts and Merchandise. A mobile version did not currently exist for comparing Parts and Merchandise.
I prototyped and tested out several different options. In collaboration with client, we chose the most successful direction and polished up the visual design.
I prototyped and tested out several different options. In collaboration with client, we chose the most successful direction and polished up the visual design.
The final design accommodated for Comparing Bikes and Parts and Merchandise using the same layout, with a mobile version that functions just as well as desktop.
The final design accommodated for Comparing Bikes and Parts and Merchandise using the same layout, with a mobile version that functions just as well as desktop.
The Results
As a result of our efforts, the new Harley-Davidson site performed significantly better than the previous one. Gains in time spent on site, revenue per visitor, and conversion highlighted these improvements.
The Results
As a result of our efforts, the new Harley-Davidson site performed significantly better than the previous one. Gains in time spent on site, revenue per visitor, and conversion highlighted these improvements.
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