HARLEY-DAVIDSON
2017 | Motorcycle Wheelstand Application
Role: Professional Services Manager
Duties:
- Planning and building wheelstand application with triggered email communications
- Sourcing and Creating all digital assets used in wheelstand application and triggered email communications
Challenge:
Harley-Davidson was looking for a digital solution to display vehicle model information within their dealerships across North America. Most of their in-store solutions directed customers to their corporate website where users had to search for the specific model information. They also found that it was impossible to gauge where the customer was within the pipeline without talking to the customer face-to-face. Most customers are hesitant to give any information online which is why they were looking for a way to allow customers to gain further information on their model choice while collecting and relevant lead information.
Solution:
As the Professional Services Manager at Limelight Platform, I created a "wheelstand" application. iPads would be placed next to a motorcycle model on display and customers could walk up to the wheelstand and view spec details and other information on each model. Other custom features included signing up for a contest, registering for a test-ride, requesting a model brochure, or having a dealer contact them.
My focus was ensuring Harley-Davidson's branding was strong throughout the app, taking the look and feel of their website and converting it into an interactive and intuitive app that allowed users to easily learn more about their model of interest. Elements such as buttons, page layout and large scale images helped reflect the bold, edgy and powerful branding of Harley-Davidson.
Limelight approached Harley-Davidson with the wheelstand app for a pilot program within Ontario. They managed to capture 37% more consumer information than activations done prior to Limelight. It allowed them to see their consumer demographics, purchase intent and model of interest while sending any relevant and branded emails to the consumer based on user interaction. Using the template of my original app, Harley-Davidson could now simply swap out assets to tailor the model information per dealership.
http://www.harley-davidson.com
*All content and creative are property of respective brands, with permission from Limelight Platform, 2018.