We began by identifying different types of visitors, from those learning about the sport to veteran riders

Components were designed to engage and immerse users with interactive product cards and 360º views of each bike. We also conducted SEO and keyword audits to inform our content development and maintain our organic search authority. And sleek new navigation elements and search capabilities allow users to find exactly what they’re looking for. 

A refreshed navigation paradigm that supports discoverability

By elevating the ability to discover products from within the nav, we reduced reliance on brand-specific language to create an experience that is friendly to new riders and reduce dropoff.

The next best thing to a test drive

This hands-on product page celebrates the meticulous design and engineering that goes into every Harley motorcycle and product.

Overhauling the front & back end

In addition to designing a robust component library, we assembled pods of Droga5 and Accenture Interactive developers to build the entire site to Adobe Experience Manager (AEM). We also re-platformed its e-commerce on SAP Hybris, modernizing the buyer’s journey and shopping experience.

Three core principles drove each decision from exploration to production

01 — Perspective

02 — Balance

03 — Horizon