Harley-Davidson, the iconic American motorcycle manufacturer, is looking to expand its customer base and strengthen the community aspect of motorcycle riding. To achieve this goal, the company plans to create a specialized social network, similar to platforms like Facebook and Meetup, where riders can connect with each other and plan group excursions. The network would allow riders to form and join groups, share pictures and videos of their rides, and coordinate upcoming trips, rallies and events. Harley-Davidson hopes that this platform will help to increase the number of riders on the road and deepen the social connections that make motorcycle riding such a special experience.
Process
Persona
User Flow
Features
Navigation
Sketch
Wireframe
JourneyMap
C&C
Personas
To understand about the experience of a Harley rider on the road, our team conducted multiple user interviews and contextual queries. We wanted to learn about people’s motives and behaviors so that we might synthesis this information into unique characteristics.
We determined that the main motives to go out for a ride, even if it is perilous, are unity, freedom, and exploration. We further learned that motorcyclists prefer to have a list of places to visit and books to read while traveling.
FRED MAD DOG
Mechanical engineer
Age: 58 | Education: Bachelor degree | Hobby: Baseball, Travel, Food
Frank is a 55-year-old biker who is a skilled mechanic and engineer with a passion for motorcycles. He has extensive experience working on and maintaining bikes and has a deep understanding of the mechanics of different models and brands. He is a hands-on, practical person who enjoys working with his hands and solving problems. He values functionality over aesthetics and has a no-nonsense attitude. Despite his age, he still has a strong passion for riding and enjoys the thrill of the open road. He is likely a respected member of the motorcycle community and may even share his knowledge and skills with others through teaching or mentoring.
Pains / Problems
• Not easy to find good friend to go for a ride.
• Not feeling safe riding alone.
• Always the same ride.
Gains / Goals
• Social activity.
• Easy find new path to ride.
• Safety improvement.
Affinity Map
C&C
Planning a motorcycle trip today is confusing and disorienting with many different features.
Users may not even know where to start. A C&C analysis of what a biker can find online for his trip, reveals how difficult is the search for a solution of their needs.
Problem
How can we strategize a feature set that would make this social network uniquely useful to motorcycle riders? What platforms (mobile, wearable, etc..) would need to be deployed for these features?
Using choices that are currently accessible online, I created a simulation of a trip to a motorcycle event, and the results are displayed on the Journey Map below.
User Journey Map
Features Prioritization
Solution
Once I’ve synthesized the data collected from user research, I concluded that an App with easy access and social activities like sharing location point was the right solution for this design. I categorized MVP features to focus on specific pain points and ideate innovative solutions to these problems. Harley is known for its strong, timeless visual branding and which we believe should be kept in all design elements of the App.
Also, We’ve envisioned a device that fits perfectly with the biker’s context; An innovative way to help riders be more close to each other, sink and publish new paths automatically through the “Track my Ride” option and improve safety with a feature able to detect if you are involved in an accident, and your motorcycle is in a tilted position. If you are unresponsive within 3 minutes, the device will send out an SOS sharing your current location to nearby riders, the 911, and favorite emergency contacts. I’ve also created a name and a logo.
Track My Ride
This option generates information about your ride creating statistics in visual mode.
Name and Logo
This is the loge I’ve designed.
Brothr Setting
From the setting of the App you can control and modify the behavior of the safety options.
Sketches
Sketching the App and then testing the Device was the challenge. How to create a digital product that can fit and interact with a physical device and combine functionality and usability? Research gave me a clear result: simplicity.
As mentioned previously, BROTHR is a two-pronged solution. The first thing we’re going to talk about is the physical device. The user’s phone can be placed into a cradle that attaches to a motorcycle, at which point it can be charged and controlled through the use of two buttons, one on either side. There is also a glass cover for the phone in case the weather is bad, and Bluetooth integration so it can communicate with users that have a Bluetooth-enabled helmet. Finally, BROTHR includes a small remote, used for controlling the device and also to ensure the user is not too far away in case of an accident BROTHR can send an SOS signal whenever the user encounters any trouble; the severity level of lesser alerts can be set by the user themselves if the incident is relatively minor, or 911 can be contacted automatically if, for example, the bike tips over and is not corrected because the user is physically separated and unable to move. This SOS will be noticed by other BROTHR users in the area, and the true camaraderie of motorcycle riders can be on full display as they help each other out.
• Finally, the device and app will allow for the creation of smaller networks consisting of other members of your group, so you can monitor the position of your friends throughout the trip while keeping your own group’s status private from others if you so choose.