Ownership Experience
Client: Italika
Role: Creative Director
Year: 2017-2018
Project Duration: 8 weeks
The Ask
Italika is the leader in the Mexican motorcycle industry and has built nearly a 70% market share since they launched in 2005. However the brand suffers a perception of being cheap and low quality. As they continue to make investments in providing quality vehicles, how can Italika move from a value brand to the most desirable brand for the Mexican motorcyclist?
“We’ve always been a company that tries things first, then does the research later.””
Building empathy and understanding
We spent time with Italika owners, purchase intenders, sales staff and service technicians to understand where there were opportunities to improve the overall ownership experience, increase loyalty and raise brand perception.
What we delivered
After synthesizing our research, we gathered Italika executives together for a 2 day workshop to help us begin ideating concepts. These concepts were further developed into a service blueprint plotted along the ownership journey. Each concept was intended to increase engagement between the owner and the bike, bringing the brand to the top of mind and ensuring that the next purchase will be an Italika.
Reimagining the website
The website is the initial place that customers to do their research, and often the best source of information. At the store, employees are often undertrained or generalist salespeople that know little more than the customer.
We focused on creating a visual experience the shows the motorcycle in context and that focuses on functional benefits rather than just the specs.
Mobile Apps
A mobile app becomes a key touch point for salespeople, who can increase their product knowledge, earn points towards discounts on their own bike, build a client CRM, or look up information during a deal.
For owners the app becomes a way to keep track of maintenance, seek help from the manual or the community, find parts and accessories, or even use as a digital record of the bike’s condition if they want to sell it.
In Stores:
a wall mounted digital display
A wall mounted digital display serves as a way to educate, inform, and entice potential customers without losing sight of the best sales tool of all - the bikes themselves.
And Lastly, Create Street Cred
Though Italikas are ubiquitous in Mexico, it’s not always easy to spot them. A lack of distinctive elements, irregular logo placement and design make it difficult for a rider to recognize new models. When you see the next bike of your dreams go whizzing by, it helps if you can recognize the brand.
We presented Italika with a number of on-bike opportunities to become ownable, recognizable signature elements.
For more information about this or any other case study on this site, please contact me at daniel.holtzman@gmail.com