Harley-Davidson
Design Strategy
We created a strategy to increase ridership among millennials, focusing on used motorcycle products.
At the end, our team created 5 different, but cohesive, solutions while fulfilling the needs of potential new riders.
Skills:
+ User Research
+ Brainstorming
+ Storytelling
Design Process
Brainstorm &
Polish Ideas
Research & Synthesis
Storytelling
Research & Synthesis
To understand users' perspectives on used products and motorcycles, our team interviewed 14 people. We recruited used-product buyers, millennials, motorcycle riders, and non-riders to gain a broad understanding of these areas.
Through phone interviews, we gathered valuable information. Then our team synthesized together and created multiple frameworks which helped us develop insights and HMWs.
Brainstorm and Polish Ideas
After understanding the problem and our users, we started to brainstorm ideas for different touchpoints to build a seamless flow to help the users enjoy the whole process of buying used products from Harley-Davidson.
After the brainstorm session, our team kept polishing the idea. We analyzed our ideas by evaluating their desirability, feasibility, and viability. Next, we categorized them into 3 groups: step, stretch, and leap, which represented the difficulties of implementation.
Storytelling: Communicate the Ideas
It's important and challenging to communicate ideas with people outside a design team. Therefore, our team decided to make a video to help Harley-Davidson and other stakeholders depict our vision.
I created the story script, embedding our ideas into it and making a short video. The whole team reviewed the storyboard and video to make sure it clearly conveyed our design. At the end, we presented our strategy at Harley-Davidson's headquarter.
Harley-Davidson