Harley-Davidson.com Model Year 2010 Content Strategy

1. 1 Harley-Davidson.com Model Year 10 Content Strategy

2. Table of Contents Project Overview…………………………………….3 Role of Content Strategist……………………….4 Project Challenges and Solutions…………….5 Explore..............……………………………………27 Harley-Davidson.com Model Year 10 Content Strategy Page 2Developed by: Andrew Lewelllen

3. Project Overview The Harley-Davidson Model Year 10 project aimed to use an edgy look-and feel design, which communicated the brand’s aesthetic and image, with a fluid flash application to create a dynamic interactive experience that would engage a global audience, both brand loyalists and new consumers, with the 2010 Harley-Davidson motorcycles. Page 3 Page 3Developed by: Andrew Lewelllen

5. Create Taxonomies

6. Edit web site copy

7. Assist in creating MYSQL Database

8. Develop a Quality Assurance strategy

9. Address all content-related issues during QA processPage 4 Page 4Developed by: Andrew Lewelllen

10. Project Challenges Complex International Market Structure High Variations in Content across Markets Complex Language Hierarchy Noting Product Availability in Matrices Data and File-naming challenges Harley-Davidson.com Model Year 10 Content Strategy Page 5Developed by: Andrew Lewelllen

11. Solution:Exhaustive DocumentationTo accommodate and document these variations, I developed an extensive Content Strategy that included Two Taxonomies and Eight Content Matrices. Each of these documents had to be flexible enough to account for new changes in content, as well as be user-friendly so that the Internal and Client Teams could use them during the Quality Assurance Testing. Language Taxonomy Models Online Content Matrix Page 6 Page 6Developed by: Andrew Lewelllen

12. Challenge 1: Complex International Market Structure Harley-Davidson’s market structure provides divides markets into global market, regional markets, and specific countries. Harley-Davidson.com Model Year 10 Content Strategy Page 7Developed by: Andrew Lewelllen

13. Solution 1:Market TaxonomyA detailed Taxonomy that outlines the market structure from the Global Market to specific countries. The taxonomy defines parent-child relations in the market structure. This Taxonomy was also used to create the Market Hierarchy in the MY10 Database. Page 8 Page 8Developed by: Andrew Lewelllen

14. Solution 2:Implementing the Taxonomy into Content Matrices All Content Matrices displayed content variability across markets utilizing this structure. Model Assortment - Domestic Page 9 Page 9Developed by: Andrew Lewelllen

15. Solution 2:Implementing the Taxonomy into Content Matrices All Content Matrices displayed content variability across markets utilizing this structure. Model Assortment - International Page 10 Page 10Developed by: Andrew Lewelllen

16. Solution 2:Implementing the Taxonomy into Content Matrices All Content Matrices displayed content variability across markets utilizing this structure. Wheel Assortment - Global Page 11 Page 11Developed by: Andrew Lewelllen

17. Challenge 2: High Variability in Content Probably the greatest challenge with the MY10 project was that any content--Motorcycle Availability, Features, Paint Options, Pricing, and so forth—could be unique to any market, sub-market, or country. All Matrices had to allow for changes to a bike’s availability, features, or any other of the aforementioned content. Harley-Davidson.com Model Year 10 Content Strategy Page 12Developed by: Andrew Lewelllen

18. Solution:Exhaustive DocumentationTo accommodate and document these variations, I developed an extensive Content Strategy that included Two Taxonomies and Eight Content Matrices. Each of these documents had to be flexible enough to account for new changes in content, as well as be user-friendly so that the Internal and Client Teams could use them during the Quality Assurance Testing. Language Taxonomy Models Online Content Matrix Page 13 Page 13Developed by: Andrew Lewelllen

19. Challenge 3: Complex Language Structure The detailed Harley-Davidson market structure also creates challenges with providing variations copy translations. As per the markets, text on the website had to be translated into seventeen language variations: Spanish, Mexican Spanish, French, Quebecois, Belgian French, Swiss French, German, Swiss German, Italian, Swiss Italian, Dutch, and up to five variations of English: American English, British English, Canadian English, Australian English, and “Other English.” Harley-Davidson.com Model Year 10 Content Strategy Page 14Developed by: Andrew Lewelllen

20. Solution 1:Language TaxonomyA Taxonomy that details the Language hierarchy, including parent-child relationships. This Taxonomy was also used to create the Language Hierarchy in the MY10 Database. Page 15 Page 15Developed by: Andrew Lewelllen

21. Solution 2:Implementing the Taxonomy into Content Matrices All Content Matrices containing copy for translations displayed translations on one tab to allow for easy viewing of translations. Language Translations - English Page 16 Page 16Developed by: Andrew Lewelllen

22. Solution 2:Implementing the Taxonomy into Content Matrices All Content Matrices containing text for translations displayed translations on one tab to allow for easy viewing of translations. Language Translations – German and Spanish Page 17 Page 17Developed by: Andrew Lewelllen

23. Challenge 4: Noting Product Availability in Matrices The Content Matrices included information about a variety of data in a number of markets. A user-friendly strategy had to be implemented to ensure the documents and data variations would be easy to understand during Quality Assurance testing. Harley-Davidson.com Model Year 10 Content Strategy Page 18Developed by: Andrew Lewelllen

24. Solution:Availability StrategyA simple color-coding scheme used across all documents ensured that, once users became familiar with the Matrices, they could see Product Availability in any Matrix quickly and easily. Item Availability Legend Page 19 Page 19Developed by: Andrew Lewelllen

25. Solution:Availability StrategyA simple color-coding scheme used across all documents ensured that, once users became familiar with the Matrices, they could see Product Availability in any Matrix quickly and easily. Motorcycle Availability Page 20 Page 20Developed by: Andrew Lewelllen

26. Solution:Availability StrategyA simple color-coding scheme used across all documents ensured that, once users became familiar with the Matrices, they could see Product Availability in any Matrix quickly and easily. Wheel Availability Page 21 Page 21Developed by: Andrew Lewelllen

27. Challenge 5: Data and File-Naming Challenges The MY10 database relied on concatenations of data to map data to assets. Due to the variability of the content, a strategy had to be developed to ensure that certain content items were organized in an appropriate way to prevent duplicating data and assets. This applied to the Wheels, Paint Options, and Features. Harley-Davidson.com Model Year 10 Content Strategy Page 22Developed by: Andrew Lewelllen

28. WheelsSolution: Numbering Strategy Harley-Davidson provided WhittmanHart with information matching wheel options to bikes. However, this list was redundant and inefficient. Rather than needing to list every wheel option for every bike, there was a finite number of wheel options. So I organized these options, numbered them, and built them into a matrix that displayed numbers, using a color code to separate Standard Wheel Options from Optional Wheel Options, to organize Wheel Assets for Motorcycles. Wheel Asset Numbers Page 23 Page 23Developed by: Andrew Lewelllen

29. Paint OptionsSolution: Numbering Strategy For Paint Options, I developed a numbering strategy for the paints, 1-24, including a strategy to create parent-child relationships for Paint Colors that had special options, such as Pin Stripes, Decals, or Flames. Wheel Asset Numbers Paint Color Numbers Page 24 Page 24Developed by: Andrew Lewelllen

30. FeaturesSolution: Number per Bike – Alphabetically Order For the Features, rather than numbering them 1-340, I thought it would be better to think of each bike as having a finite number of features. I organized them alphabetically so that, for the most part, features would appear in the same order for all bikes: Engine, Exhaust, Handlebars, Seat, etc. Feature Numbers Page 25 Page 25Developed by: Andrew Lewelllen

31. Explore Harley-Davidson.com Model Year 10 Content Strategy Page 26Developed by: Andrew Lewelllen

32. Homepage Page 27 Page 27Developed by: Andrew Lewelllen

33. New Models Experience Page 28 Page 28Developed by: Andrew Lewelllen

34. Model Landing Page Page 29 Page 29Developed by: Andrew Lewelllen

35. Photos Page 30 Page 30Developed by: Andrew Lewelllen

36. Paint & Wheels Page 31 Page 31Developed by: Andrew Lewelllen

37. Key Features Page 32 Page 32Developed by: Andrew Lewelllen

38. Key Feature Detail Page 33 Page 33Developed by: Andrew Lewelllen

39. Thank You! Page 34 Page 34Developed by: Andrew Lewelllen