An Unlikley Intersection
We were tasked with creating new engagement for Harley Davidson at the intersection of non-rider millennials and used markets. We designed a suite of solutions to enable Harley to foster relationships between non-riders and the experts who help each potential customer navigate questions of trust and value in their purchases. By empowering these experts, the values and needs of both millennials and Harley Davidson could be supported.
Zooming in and out
In order to uncover opportunities to attract and retain a non-rider, non-Harley audience, we had to create broad user-categories, and ask questions that put under the microscope both Harley's brand, and the diverse identities of the millennial generation. We targeted possibilities five years out, as a sweet-spot for both opportunity and actionability.
Ideating forward
After several rounds of stakeholder interviews and synthesis, we gathered peer feedback on a range sacrificial and nascent ideas that we could use to further refine our insights. On a project of this scale, collaborating often, and failing early, were both essential to parse the information we were constantly gathering.
Taking shape
After several more weeks of user feedback and refinement, a solution space, and several paths within it, began to solidify. Our achievement here was to resolve the uncertainty and desire for value and identity felt by millennials with an authentic reframing of the Harley brand.
Mia's Journey -- Narrative through a Persona
