Harley-Davidson
Deliverable
Product Listing Pages + Landing Page + Branding
Contribution
UX/UI Design, Hi-Fidelity Prototyping, Usability Testing
Overview
Bringing curation to used bikes
Harley Davidson tasked us with updating their used bike's product experience. Our creative team was a total of 4 people and I was the 1 of 2 UX designers.
The team's strategy presentation on how we see the used bike experience working within the Harley ecosystem.
Problem
Pushing the boundaries
Harley's biggest challenge was allowing us to push the boundaries of their current component system and heavily rely on user testing to bring forth necessary insights.
Process
Working in an agile environment
UX had around 2 weeks to get 2 different approaches into lo-fidelity prototypes. Once those were approved by the client, I and another visual designer finalized mockups for our survey & usability tests.
The team strategized 2 different approaches, "Rides within Reach" and "Curated Collections". "Rides within Reach" would still feature a map tool as the prominent way people are searching for bikes, while "Curated Collections" brought a more e-commerce, tailored way to browse, e.g, "Bikes for Cross Country".
Work
Iterating variations
I worked through two different variations "curated collections" and "rides within reach". I presented to the larger team, gather feedback, and continue to refine the wires for the prototypes.
Testing
Identifying the right methodology
I worked with our internal third party testing vendor to strategize how the tests should be run and how the script should be structured. With the timeline and budget, we decided to use a mix of surveys and A/B testing to distinguish which approach "rides within reach" vs "curated collections" resonated most with users.
Part of the pages we tested in our surveys and prototype walk throughs.
Takeaways
Building diverse approaches
The really interesting aspect of this project was having to brainstorm and come up with two vastly different approaches. It helped me take a hi-level approach to the project, and strategize on the larder idea and how that translates into creative.
Branding
Treasuring the old with HD Collections
After executing HD Marketplace, we proposed an strategy around HD collections, creating a space for vintage Harley memorabilia, such as clothing, accessories. I created a branding system to represent this idea and strategy.
