Bike Builder
TL;DR
As a Lead UX Designer for Harley-Davidson, I developed the brand's first interactive, mobile-first web tool for customizing bikes and initiating purchases. Collaborating with product teams, technology, and 3D vendors, we created a 0-1 product that enhances the bike-buying experience by allowing users to select features and accessories online. Released in Q4 2023, the tool is projected to double the primary KPI of increased leads to dealerships year over year.
This project showcases my ability to work cross functionally with business, product, and technology teams to launch a responsive web product.
Context
What it is And Who it's For
A mobile-first web tool for selecting features and accessories for new model bikes and starting the bike buying experience. Designed for Harley-Davidson riders and enthusiasts.
My Role
Lead designer, collaborating closely with product teams, technology, and third-party vendors.
Goals
- Increase AOV for bike customizations.
- Generate more leads to dealers.
Challenges
- Integrating new functionality into the existing tech stack.
- Phased implementation of a new design system.
Background
As part of Harley’s digital transformation strategy to boost online engagement and increase dealer leads, we were tasked with creating a tool for customers to build and customize their bikes online before sending them to a dealer. Collaborating closely with the interactive 3D vendor, we developed an immersive 0-1 product that met business goals and enhanced the brand experience for customers.
Full Experience
Customers can start by building a bike from scratch or selecting one from new inventory. They customize their bike with options for color, trim, and wheels.For additional personalization, curated accessory packages are available to achieve the desired ride and appearance. After reviewing their selections, customers can submit their build to their local dealer to initiate the purchase process.
Accessory and Selection Conflicts
As customers make accessory package selections they may encounter equipment conflicts that require resolution before moving forward.
Starting Financing at Inquiry
By starting the financing journey at the time of inquiry, customers can make selections that enable dealerships to tailor options to their needs and goals, getting them into the purchasing process sooner.
Results
With a release in Q4 2023, our primary KPI of increased leads to dealerships is projected to double YOY.
