HARLEY-DAVIDSON
Motorcycle Wheelstand Application
Duties:
Planned and built a product stand application with integrated triggered email communications.
Sourced and created all digital assets for the application and email communications.
Designed an intuitive user interface (UI) and user experience (UX) to reflect Harley-Davidson’s brand identity.
Created a simplified way for Harley-Davidson to easily manage and create new product stands within their internal teams.
Overview:
Harley-Davidson sought a digital solution to enhance in-store customer engagement and streamline the process of gathering customer insights within dealerships across North America. Previously, customers were directed to the corporate website to search for specific motorcycle model information, leading to inefficiencies and a lack of visibility into customer interest and intent. The company needed an intuitive, branded digital experience that would allow customers to explore motorcycle models while providing valuable lead information to dealerships.
Objective:
To develop an interactive product stand application that allows customers to easily access motorcycle model details while providing Harley-Davidson with measurable customer insights and lead data, improving the dealership experience and sales pipeline visibility.
Solution:
A customized product stand application was developed, featuring:
iPad-Based Interactive Display: Placed next to each motorcycle model, allowing customers to view specifications, features, and additional information without needing to visit an external website.
Engagement Features: Enabled customers to sign up for contests, register for test rides, request brochures, or connect with a dealer directly.
Brand-Centric UI/UX Design: Ensured a strong Harley-Davidson brand presence by incorporating bold visuals, large-scale images, and an intuitive layout to enhance engagement.
Triggered Email Communications: Sent relevant follow-up emails based on user interactions, providing personalized experiences and additional information to potential buyers.
Results:
Increased Lead Capture: The pilot program in Ontario captured 37% more consumer information compared to previous dealership activations.
Enhanced Customer Insights: Provided visibility into consumer demographics, purchase intent, and model preferences, allowing dealerships to tailor their outreach and marketing strategies.
Scalability & Cost Efficiency: Using the original application template, Harley-Davidson dealerships could easily swap out assets to customize model information per location, ensuring consistency across stores.
Improved Customer Experience: Customers could seamlessly access relevant model details in-store, reducing friction in the research process and enhancing overall satisfaction.
By implementing this interactive product stand application, Harley-Davidson modernized its dealership experience, leading to more informed customers and better-qualified leads while maintaining brand consistency across multiple locations.
http://www.harley-davidson.com
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