The Ask
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.
Extending the Visual Language
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.
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Creating a consistent means of gathering creative feedback internally and from stakeholders was crucial in order to meet the tight timelines the project demanded. In preparation for this, I developed a simple yet functional way to organize and maintain a component library using InVision. By using this tool, the design team was able to maintain consistency across the vast amount of components being designed, while at the same time limiting the amount of bandwidth required to maintain the library.
Working alongside the design and project management teams, I designed and prepared key pages and components for development handoff. Some of these included the site's main navigation, bike PDP and checkout flows across five breakpoints.
In addition, I worked with developers to ensure proper execution of the design experience.