E-Commerce Responsive Web Redesign
Harley-Davidson
Year
2019
Client
Harley-Davidson
Industry
Automotive
Type
Responsive Web
Role
Lead Visual Designer
Project Length
6 Months
Challenge
For a period of 6 months, I worked as part of Droga5’s creative team. We were tasked with redesigning the e-commerce site of one of the world’s most iconic brands. As the senior visual designer on the project, I was responsible for providing mentorship to the design team as well as help leadership maintain a unified workflow throughout the project’s sprint cycles.
Solution
A major aspect of the work involved extending the newly rebranded Harley-Davidson look and feel into the digital space. As a result, the design team developed a visual language that was in sync with the personality of the recognizable brand while at the same time optimized and elevated the experience for a customer.
Workflow & Collaborative Design
To meet the project’s tight timelines, I established a consistent process for capturing creative feedback from internal teams and stakeholders and built a simple, functional component library to organize and maintain our UI. This kept the growing set of components consistent while minimizing maintenance overhead.
With that foundation in place, I collaborated with design, project management, and development to design and prepare key flows and components for handoff—including the site’s main navigation, bike PDP, and checkout—across five breakpoints.
Component Library
Existing Platform Audit
