harley-davidson.com model year 2010 content strategy

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Harley-Davidson.com Model Year 2010 Content Strategy

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Page 1: Harley-Davidson.com Model Year 2010 Content Strategy

1

Harley-Davidson.comModel Year 10Content Strategy

Page 2: Harley-Davidson.com Model Year 2010 Content Strategy

Table of ContentsProject Overview…………………………………….3Role of Content Strategist……………………….4Project Challenges and Solutions…………….5Explore..............……………………………………27

Page 2 Developed by: Andrew Lewelllen

Harley-Davidson.comModel Year 10Content Strategy

Page 3: Harley-Davidson.com Model Year 2010 Content Strategy

Project OverviewThe 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 3Page 3 Developed by: Andrew Lewelllen

Page 4: Harley-Davidson.com Model Year 2010 Content Strategy

Role of Content StrategistThe role of the Content Strategist was to gather and review the content for the 43 2010 Harley-Davidson motorcycles and all their relevant features, and ensure that the organization in the back-end file structure would allow the creative vision to function correctly, thus displaying the content in all its variations and correctly on all the global Harley-Davidson websites.

Specific Duties• Create Content Matrices• Create Taxonomies• Edit web site copy• Assist in creating MYSQL Database• Develop a Quality Assurance strategy• Address all content-related issues during QA process

Page 4Page 4 Developed by: Andrew Lewelllen

Page 5: Harley-Davidson.com Model Year 2010 Content Strategy

Project Challenges1. Complex International Market

Structure2. High Variations in Content across

Markets3. Complex Language Hierarchy4. Noting Product Availability in Matrices5. Data and File-naming challenges

Page 5 Developed by: Andrew Lewelllen

Harley-Davidson.comModel Year 10Content Strategy

Page 6: Harley-Davidson.com Model Year 2010 Content Strategy

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.

Page 6Page 6 Developed by: Andrew Lewelllen

Language TaxonomyModels Online Content Matrix

Page 7: Harley-Davidson.com Model Year 2010 Content Strategy

Challenge 1:Complex International Market StructureHarley-Davidson’s market structure provides divides markets into global market, regional markets, and specific countries.

Page 7 Developed by: Andrew Lewelllen

Harley-Davidson.comModel Year 10Content Strategy

Page 8: Harley-Davidson.com Model Year 2010 Content Strategy

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 8Page 8 Developed by: Andrew Lewelllen

Page 9: Harley-Davidson.com Model Year 2010 Content Strategy

Solution 2:Implementing the Taxonomy into Content Matrices All Content Matrices displayed content variability across markets utilizing this structure.

Page 9Page 9 Developed by: Andrew Lewelllen

Model Assortment - Domestic

Page 10: Harley-Davidson.com Model Year 2010 Content Strategy

Solution 2:Implementing the Taxonomy into Content Matrices All Content Matrices displayed content variability across markets utilizing this structure.

Page 10Page 10 Developed by: Andrew Lewelllen

Model Assortment - International

Page 11: Harley-Davidson.com Model Year 2010 Content Strategy

Solution 2:Implementing the Taxonomy into Content Matrices All Content Matrices displayed content variability across markets utilizing this structure.

Page 11Page 11 Developed by: Andrew Lewelllen

Wheel Assortment - Global

Page 12: Harley-Davidson.com Model Year 2010 Content Strategy

Challenge 2:High Variability in ContentProbably 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.

Page 12 Developed by: Andrew Lewelllen

Harley-Davidson.comModel Year 10Content Strategy

Page 13: Harley-Davidson.com Model Year 2010 Content Strategy

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.

Page 13Page 13 Developed by: Andrew Lewelllen

Language TaxonomyModels Online Content Matrix

Page 14: Harley-Davidson.com Model Year 2010 Content Strategy

Challenge 3:Complex Language StructureThe 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.”

Page 14 Developed by: Andrew Lewelllen

Harley-Davidson.comModel Year 10Content Strategy

Page 15: Harley-Davidson.com Model Year 2010 Content Strategy

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 15Page 15 Developed by: Andrew Lewelllen

Page 16: Harley-Davidson.com Model Year 2010 Content Strategy

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.

Page 16Page 16 Developed by: Andrew Lewelllen

Language Translations - English

Page 17: Harley-Davidson.com Model Year 2010 Content Strategy

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.

Page 17Page 17 Developed by: Andrew Lewelllen

Language Translations – German and Spanish

Page 18: Harley-Davidson.com Model Year 2010 Content Strategy

Challenge 4:Noting Product Availability in MatricesThe 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.

Page 18 Developed by: Andrew Lewelllen

Harley-Davidson.comModel Year 10Content Strategy

Page 19: Harley-Davidson.com Model Year 2010 Content Strategy

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.

Page 19Page 19 Developed by: Andrew Lewelllen

Item Availability Legend

Page 20: Harley-Davidson.com Model Year 2010 Content Strategy

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.

Page 20Page 20 Developed by: Andrew Lewelllen

Motorcycle Availability

Page 21: Harley-Davidson.com Model Year 2010 Content Strategy

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.

Page 21Page 21 Developed by: Andrew Lewelllen

Wheel Availability

Page 22: Harley-Davidson.com Model Year 2010 Content Strategy

Challenge 5:Data and File-Naming ChallengesThe 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.

Page 22 Developed by: Andrew Lewelllen

Harley-Davidson.comModel Year 10Content Strategy

Page 23: Harley-Davidson.com Model Year 2010 Content Strategy

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.

Page 23Page 23 Developed by: Andrew Lewelllen

Wheel Asset Numbers

Page 24: Harley-Davidson.com Model Year 2010 Content Strategy

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.

Page 24Page 24 Developed by: Andrew Lewelllen

Wheel Asset Numbers

Paint Color Numbers

Page 25: Harley-Davidson.com Model Year 2010 Content Strategy

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.

Page 25Page 25 Developed by: Andrew Lewelllen

Feature Numbers

Page 26: Harley-Davidson.com Model Year 2010 Content Strategy

Explore

Page 26 Developed by: Andrew Lewelllen

Harley-Davidson.comModel Year 10Content Strategy

Page 27: Harley-Davidson.com Model Year 2010 Content Strategy

Page 27Page 27 Developed by: Andrew Lewelllen

Homepage

Page 28: Harley-Davidson.com Model Year 2010 Content Strategy

Page 28Page 28 Developed by: Andrew Lewelllen

New Models Experience

Page 29: Harley-Davidson.com Model Year 2010 Content Strategy

Page 29Page 29 Developed by: Andrew Lewelllen

Model Landing Page

Page 30: Harley-Davidson.com Model Year 2010 Content Strategy

Page 30Page 30 Developed by: Andrew Lewelllen

Photos

Page 31: Harley-Davidson.com Model Year 2010 Content Strategy

Page 31Page 31 Developed by: Andrew Lewelllen

Paint & Wheels

Page 32: Harley-Davidson.com Model Year 2010 Content Strategy

Page 32Page 32 Developed by: Andrew Lewelllen

Key Features

Page 33: Harley-Davidson.com Model Year 2010 Content Strategy

Page 33Page 33 Developed by: Andrew Lewelllen

Key Feature Detail

Page 34: Harley-Davidson.com Model Year 2010 Content Strategy

Page 34Page 34 Developed by: Andrew Lewelllen

Thank You!