Connected Riding Experience
Client: Harley Davidson
Role: Creative Director
Year: 2015
Project Duration: 4 Months
THE ASK
Harley Davidson wanted a strategy for how to execute on a connected riding experience.
THE CHALLENGE
How could we bring digital into a world that was so gloriously analog and add value without diluting the experience?
WHAT WE DELIVERED
We focused on delivering a range of product ideas that encompassed everything from onboard connectivity to accessories that enhanced the riding experience without diluting the essence of what makes a Harley rider love a Harley Ride.
BUILDING EMPATHY
As a non-rider, I was entering a new territory. In addition to in-depth rider interviews, I took a rider certification course to understand the needs, attitudes and mindsets of a motorcycle rider and build empathy for what connectivity could mean in that environment.
We looked at what use cases made the most sense to focus on, and used these as guardrails to ensure that our concepts added real value.
NEW WAYS TO CELEBRATE THE HARLEY EXPERIENCE
The Harley brand was built not just on great motorcycles, but the bond created between owners. Group rides have always been a part of the culture and we wanted to create something that would celebrate that.
CAPTURING THE HIGH
Riding is a joyful and emotional experience. We wanted to go beyond just functional and create new moments of connection between the rider, the bike and the brand.
DESIGNING FOR RIDERS
We looked at how to build on top of what riders know and love to do today; not to change the paradigms of how they interact with their bikes, but to leverage the controls, signals, and gestures in ways that increase their safety and their connection to riding.
A comprehensive view of all screens we designed for the flows: digital gauge and smart phone apps.
For more information about this or any other case study on this site, please contact me at daniel.holtzman@gmail.com