Harley-Davidson NYC Flagship
2019.12 - 2020.11
about
Our client, Harley-Davidson of New York City, is a dealer for Harley-Davidson. Through H-D Net, our client can stock merchandise and sell it online to H-D lovers in NYC. Aiming to attract more consumers and increase sales, the client wants to build an online shopping experience with respect to the official brand style and simultaneously bring out New Yorkers’ unique chic.
The client is looking for a laptop website for the final delivery.
My Role: Solely responsive for UX and UI design, journey mapping, and design system creation.
Challenges & Approaches
1. Promotion alert
To bring up consumption and increase conversion, our client generates marketing promotion codes based on time(holiday season), and user category (newcomers). To emphasize the promotion and encourage customers to make purchases, I used branding orange to increase contrast and prioritize the content.
2. NYC Luxury
As a marketing requirement, our client designed a special series for all New Yorkers. With a wide range of categories and collections, it’s important to prioritize this special series upfront on the landing page. Using a well-organized navigation bar and an interactive product/collection showcase section, I successfully prompt the new series and balanced cognitive overload.
NYC Luxury Navigation
New arrivals and collection section on landing page
3. Post check-out
To increase user attachment and encourage them to come back and make more purchases, I designed a joyful moment to congregate the customers completing a purchase. I also added an estimated delivery time for customers to re-confirm the date. On the completion page, I also added a section to surface more products based on what the customer just bought and best sellers.
Post check-out experience
4. Design style
Following the parent brand style, we were able to leverage the global design language and create out own uniqueness on top of it.
