A redesigned global e-commerce experience for the iconic motorcycle brand.
E-Commerce
Automotive
Project Goal
Motorcycle ridership was down amongst the younger audience, and Harley-Davidson needed to reimagine their brand experience for this new generation of shoppers and enthusiasts. They partnered with Droga5 to accomplish this task, and redesigning their global e-commerce site was a major part of that process.
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, the ultimate objective was to steer users to Schedule a Test Ride at a dealership.
The previous version of the Compare tool was disjointed and did not include all products on the site. We needed to create a new, standardized template that would work for all products: Motorcycles, Parts, and Merchandise.
I started with a rough wireframe prototype to work out the interactions, then got approvals from the internal and client teams. From there, in collaboration with visual design, we elevated the design fidelity until it matched the styling on the rest of the site.
