User experience study of the Harley Davidson web and mobile sites. Executive summary, personas, user flows, customer journey map and solution proposal.

1. Julia Wilson
Ux design brief

2. Executive Summary
1. Guide new riders to training
opportunities
2. Increase female ownership
3. Access dealer information easily
Background
Scope
Timeline
Objectives
Initial user testing identified three
areas to optimize website usability
targeting both new and existing
Harley customers.
Certain dropdown menus do not
operate and some font choices
incorrectly appear to be links. This
doubles the number of steps needed
to access basic information such as
hours for dealerships.
User flow for locating new rider
classes and events is not clearly
identified. Search defaults exclude
open classes for user to consider.
Images of female riders are not
prominent on site. Women are not
welcomed to the Harley experience.
Phase 1: Increase ease of user access to dealerships by establishing optimal
information architecture using card sorting and user testing. Provide site
map, user flows and interactive prototypes.
Phase 2: Integrate new rider guidance via fluid menu structure. Elevate
visual hierarchy of female riders and provide high fidelity mock ups.
HD Marketing
Meeting
Phase 1
Prototype Delivery
Comments
Due
Comments
Due
Phase 2
Prototype Delivery
Final
Delivery
11/12 11/26 12/6 12/20 1/8 1/30

3. Pink Label campaign shows
product, not women, on
homepage slider. Not
apparent it is female focussed.
Women
shown on homepage
only if user manually
advances slider at
bottom of the page.
Problem 1
At least none that
aren’t in bikinis &
biker boots.”
“There aren’t any
pictures of women.
User flow to
register for
new rider
classes
shows only
men.
Women are not respresented visually when exploring
classes and products.
1 2
3

4. problem 2
clearly defined path for new riders

5. Age 20
College junior
Want to ride
SHOPPERTYPE
JOSEY
TESTPLATFORM
Laptop
MOTIVATIONS
Loyalty Price Respect
In-depth experience Freedom
Quality Empowerment
BIO
Loyalist
Josey is a career focussed physics major
interning for NASA. She is independent and
dedicated to her task once her mind is made.
She speaks Japanese and plans to visit Japan.
One of her favorite movie characters rides a
motorcycle and now she is intrigued.
TECH PREFERENCES
OBJECTIVE
You have no riding experience but want to
become a motorcycle rider. Use the website
to determine your first steps into getting a
license and owning a Harley.
ISSUES
Josey found it difficult to determine the entry
point for a new rider. The lessons were
expensive and little details was given to help
her decide whether to enroll. She found the
website offputting with no photos of
empowered women
riding Harleys.

6. BILLY
shoppertype:
Age 53
Professional mechanic
Motorcycle owner
Man on a Mission
testplatform
Mobile
motivations
Quality Price Efficiency
In-person customer service
Loyalty Honesty Belonging
bio
Billy is a family man always lending a hand to
fix friends’ cars. On weekends, he loves to
ride mountain roads on his motorcycle. He is
tenacious at problem solving and is a former
Harley owner who loves the brand.
techpreferences
objective
You need a part ASAP to repair your bike
for a group ride tomorrow. Find the
closest local dealership and their store
hours.
issues
Billy did not notice the Dealer Info button on
the home page. Dropdown menu for hours
did not work on his Android. He solved his
objective by calling the dealership directly.

7. Age 62
Retired project manager
No motorcycle experience
Researcher
shoppertype:
testplatform
Mobile
motivations
Quality Price Flexible returns
Ease of parking Knowledgable staff
Variety Value
bio
Barb enjoys swimming, reading non-fiction,
and singing in her church choir. She is
devoted to her nieces and nannies for them
weekly. Barb is highly computer literate and
loves to grow technically.
tech preferences
objective
Your grandson loves motorcycles and his
birthday is tomorrow. You purchased a
Harley tshirt online at Amazon but the
delivery has been delayed. Find the closest
local dealership and their store hours.
issues
Barb did not notice the Dealer Info button on
the home page. It was partially obscured.
Dropdown menu for hours did not work on
her Android. She was annoyed by having to
dig into the site for basic information.
BARB

8. USER FLOW ISSUE 1
Find local store hours
on mobile device

9. DEALERS
button
overlooked
User did not
scroll to see
additional
information
User went
straight to
MENU
User went
straight to
MENU

11. Complete information
about dealer not shown
w/o scrolling
User Flow Splits
at this point
Dealer
Locator
results
appear in
bottom half
of window
User scrolledUser did not
scroll

12. User
scrolled
Hours tab for
dealer appears when
user swipes down
HOURS
dropdown
menu does
not work
on Android

13. User
scrolled
DEALER
DETAILS
opens
external
website
1
How many more steps
to find store hours?

14. 4
3
2
User
scrolled

15. User
scrolled
5
FIVE EXTRA STEPS
FOR USER TO FIND
STORE HOURS.
“Really? I had to do this
to find their hours?”

16. “Why isn’t this
working?”
Clicked on dealer name
but it is not a link
Clicked on website link
after overlooking it
multiple times
User did not
scroll

17. Opens dealer website
User goes through
same 5 steps to find
hours of operation
User did not
scroll

18. “I never expect
websites to work.
I’ll just call the dealer
and their recording
will have their hours.”
One user bypassed extra steps
by clicking CALL button

19. “Now what?”
“Not a link?”
“Wow - lots of
stores near me”
“Takes too
long!”
User did not
scroll
User
scrolled
USER
SUCCESS
MENU
FIND A
DEALER
DEALER
LOCATOR
HOURS
BUTTON
DEALER
DETAILS
CALL
CONTACT
US
ABOUT
US
DEALER
NAME
WEBSITE
click here
Directs to
external
website
DEALER
MENU
DEALER
ICON
STORE HOURS
USER
JOURNEY
START

20. USER FLOW 2 - New Rider Introduction
Slider
rotates to
show bikes.
No slider
welcoming
new rider.
User
advanced
slider
looking for
where to
start.

21. Where do I start?
LEARN TO RIDE and TRY A BIKE
both seemed to apply to the new rider
User chose

22. User chose
Which option is best for me?
Small submenu opens
SCHEDULE A TEST RIDE
DEMO RIDE EVENTS
RENT A BIKE
Homepage photos darken
No new visual content
about trying a bike

23. Redirected back to
LEARN TO RIDE
listed on homepage
JUMPSTART not clicked
User assumed it was a
compressed version of
LEARN TO RIDE
NewRiderCourseorJumpstart?

24. LEARN TO RIDE page

25. NEW RIDER Video
“This doesn’t
tell me much
about the
class.”
“Just a slick
video of
people riding
motorcycles.”

26. How much
does it
cost?
Dealer will
determine
exact cost
“That wasn’t
useful.”
“Why did
they even
make this an
option?”
FAQs - Cost

27. “Here’s a way to
spend even more
money before I
start riding.”
“Really? They
won’t lend me a
helmet for
class?”
• Gloves
• Helmet
• Leather pants
Do I need any
special gear?
You’ll need to
bring the
following:
FAQs-Gear

28. SEARCH FOR CLASSES
User
searches
for local
training

29. NEW RIDER COURSE REGISTRATION

30. One class found in
the next 3 months
and it is full
“I want more
details before
I sign up.”
“Only one
class in
Denver?”
User did not notice
default 25 mile
search
NEW RIDER COURSE REGISTRATION

31. “I want
details about
what I do
during these
four days.”
“$325!
I want to use
that for buying
a bike.”
“I can do a
1 day class at
the community
college.”
First point where
cost is shown
No upcoming classes
listed on this link
NEW RIDER COURSE REGISTRATION

32. PURCHASE COMPLETION
confused - “where do I start as a
beginner?”
frustrated - “video not useful. didn’t
show what I’ll do in class.”
scanned website photos
began with TRY A BIKE - too soon
chose LEARN TO RIDE
watched video & searched for classes
sought details to explain why classes
were so expensive
started to waitlist but required too
many details
determined - “If they would just show
me why their classes are worth the
extra money, I might sign up.”
offended - “No normal women on
Harleys.”
decisive - “I’m going to different
brand of motorcycles.”
“what kind of motorcycle did the
woman in the movie ride?”
didn’t see herself in Harley branding
cost of class was not justified
“what’s the closest dealership to me?”
“why is there only one class in all of
the Denver area?”
empowered - “I’ll look good on any
motorcycle. And I’ll be smart and
wear a helmet.”
searched Google for motorcycle
brand used in movie
?
can i handle a harley on my
own?
how do I even start?
looks exhilerating
Scared of being injured
Never ridden a motorcycle
Doesn’t know anyone who
rides
all classes w/i 25 miles full
open classes w/i 50 miles not shown
“Is Harley trying to be a guy bike?”
QUESTIONSBARRIERS
Saw movie with woman
riding a motorcycle
RESEARCHawareness
EMOTIONSACTIONS
“There aren’t any pictures of women on this site. At least
none that aren’t in bikinis & biker boots.”

33. 3
4
2
User did not
swipe
User
swiped
USER
SUCCESS
MENU
FIND A
DEALER
DEALER
LOCATOR
HOURS
BUTTON
DEALER
DETAILS
CONTACT
US
ABOUT
US
DEALER
NAME
WEBSITE
click here
Directs to
external
website
DEALER
MENU
DEALER
ICON
SOLUTIONS
1) Move dealer icon beside menu so
user sees quick link
2) Move dealer search results to top
of page so all info is shown
immediately without swiping
3) Make dealer name active link
4) Fix Android issue
START
1

34. SOLUTIONS
1) Make entry point for new riders obvious and
inviting
2) Make images of new riders and women prominent
on home page
3) Expand details explaining value of Harley classes
4) Expand default search to more than 25 miles
&Queen&Queen