Client
Harley Davidson NYC
Project
Redesign
Industry
Automotive
B2C
Services
Commerce Enablement
Content and Creative
Background
Harley Davidson NYC is part of the globally renowned motorcycle franchise. Their dealers wanted to significantly increase their brand visibility to both tourists and locals alike.Brief
Harley Davidson NYC needed to significantly increase brand visibility to both tourists and locals. They commissioned BORN to create their flagship digital experience to drive in-store traffic and sell merchandise directly to consumers.Goals
Design and develop a fully responsive site within three months. Balance a mix of content and commerce. Transition between digital merchandise and in-store products.Challenge
BORN needed to deliver the site on an accelerated timeline–we designed and developed a fully responsive site within three months. We were challenged to take a mobile-first approach to capture the high volume of tourists and impulse buyers.
Ease of use
BORN created and leveraged a suite of templates that enabled the client to manage the site with limited prior technical knowledge. The ease of use of these templates ensured the Harley Davidson NYC team could readily update its site with new content and commerce opportunities.Awards・2016
W3 Gold Award in General Website Category
Balancing Act
We created a clean mix of content and commerce, transitioning between digital merchandise and in-store only products.
Maintaining the Heritage
BORN provided art direction to help modernize and digitally capture the brand while remaining authentic to its roots.
The Results
We integrated critical functionality such as appointment creation, event registration, winter storage reservations, and product rental.
Solutions
Capturing a flagship digital experience.Outcome
The site launched to great success within a three-month timeline. Our final build with Harley Davidson gave the NYC site unique services that its customers could interact with while visiting the flagship store.Long-Term Value
Harley Davidson NYC proved to be one of the brand’s first digital experiences to offer commerce capabilities for its small parts. The new website boasted powerful mobile and desktop functionalities, winning a W3 Gold Award for best in the General Website category.Next Case Study – Ford
Client
Harley Davidson NYC
Project
Redesign
Industry
B2B
Consumer Packaged Goods
Services
Commerce Enablement
Content and Creative
Strategy and Consulting
Background
Harley Davidson NYC is part of the globally renowned motorcycle franchise. Their dealers wanted to significantly increase their brand visibility to both tourists and locals alike.Brief
Harley Davidson NYC needed to significantly increase brand visibility to both tourists and locals. They commissioned BORN to create their flagship digital experience to drive in-store traffic and sell merchandise directly to consumers.Goals
Design and develop a fully responsive site within three months. Balance a mix of content and commerce. Transition between digital merchandise and in-store products.Challenge
The majority of client data was stored on backend systems, requiring multiple middle-ware APIs to provide relevant data to the commerce platform. Each country had a unique set of stakeholders: integrations teams, business units, backend teams, marketing teams, and PMOs.
Global Transformation
BORN created a core codebase that could address 80% of all global features, reducing the development effort and bringing time to market for each new country down to 6-8 weeks. The commerce platform included localization for country-specific translations and currency.
Laying the framework
Thoughtfully crafted site architecture supported scalability for multiple countries on a single instance of commerce platform, reducing overhead.
Results
ABinBev received accolades for “Best B2B Experience Site” at Magento’s Imagine Awards.Next Case Study – Tabasco
Client
Tabasco®
Project
McIlhenny Co. Tabasco®
Industry
B2C
Consumer Packaged Goods
Services
Commerce Enablement
Content and Creative
Customer Experience (Cx)
Background
TABASCO® brand products are made by McIlhenny Company, founded by Edmund McIlhenny in 1868 on Avery Island, Louisiana. The recipe for TABASCO® Original Red Pepper Sauce has since been passed down for generations and has become an iconic food staple.Brief
Tabasco was seeking a build with Magento 2 software to streamline order information and communicate more effectively with its Oracle software. The brand also sought to expand brand awareness and reach new customers.Goals
Drive users to a fresh storefront where they can explore the entire product catalog, all while learning new ways to use their favorite hot sauce. Create a flexible and modern eCommerce solution that is easy to maintain.Challenge
While Tabasco has become a shelf staple in pantries, most consumers grab a bottle from their local grocer without realizing they can explore the creative sauces, unique gifts, and branded Tabasco gear on its online store.
Building Foundations
Sleek and simple modules allow for easy mixing and matching to create custom templates.
Spicing Things Up
Filtering and sorting products can make wayfinding easier for users. Breaking down a nuanced product offering by Scoville units, bottle sizes, and sauces allows users to explore and refine to meet their needs.
Creating the Experience
BORN relied on best practices, user research, and visual design to create a solid eCommerce experience that will — much like Tabasco — stand the test of time.
The Results
Our focus was two-fold. We re-platformed Tabasco and set up a modular design system based on minimal templates. We then created an experience that allowed users to purchase Tabasco goods directly from the source, cutting out the middle man and maximizing ROI.Next Case Study – Mondelez
Client
Harley Davidson NYC
Project
Redesign
Industry
Healthcare
Services
Content and Creative
Experience Management
Background
Harley Davidson NYC is part of the globally renowned motorcycle franchise. Their dealers wanted to significantly increase their brand visibility to both tourists and locals alike.Brief
Harley Davidson NYC needed to significantly increase brand visibility to both tourists and locals. They commissioned BORN to create their flagship digital experience to drive in-store traffic and sell merchandise directly to consumers.Goals
Design and develop a fully responsive site within three months. Balance a mix of content and commerce. Transition between digital merchandise and in-store products.Challenge
During discovery, we learned that inconsistent style guides and a decentralized design process led to a site that lacked cohesive design. The designs had previously been created based on the internal organization’s preferences, rather than the user’s needs.
Optimizing SEO
We collaborated with Cigna’s internal SEO team to define keywords and optimize content for organic traffic.
