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Harley Davidson Employee Experience News Case Study

Usability reviews, gap analysis, directed design workshops, interviews, surveys, personas, journey mapping, design systems, brand experience workshops, and redesign efforts all contributed to a comprehensive experience strategy that played a key role in the project's success. For more details, please check out the case study.

This work occurred during the COVID-19 Global Pandemic. With a significant portion of the HD workforce connected to onsite manufacturing staff and others working in hybrid and remote environments, HD needed a centralized news hub to help connect its employees.

The Proposal:

HD had developed an employee news portal for their employees to globally stay up to date with the company both internally and externally. However over the course o 5-6 years the technology became out of date, and employees stopped using it.

Challenge:

The global pandemic forced 90% of the office staff to work hybrid or remotely, while the factory workforce were seen as “essential” remained stationed in the HD factories. In this case, the overall moral was low, and the company lacked a sophisticated vehicle for communication.

Key Objectives:

To pair refreshed HD brand experience values with recently purchased enterprise software, along with utilizing digital communication channels to ensure employees received information about their benefits, company culture, and important safety alerts, along with company news.

Solution:

Conduct full scale user research to better understand the workforce’s needs, pain points, behaviors, and desires. Moreover, to enhance the new HD brand experience platform with the findings from the user research, while also establishing a repeatable framework to measure success.

My Role:

Director of User Experience Research & Design

Process Used to Establish Deliverables:

Human-centered Design (HCD)

Understand:

  • Created Interview Scripts based workshops conducted with HD stakeholders.
  • Conducted in-person and virtual End-user interviews.
  • Thematically analyzed the Qualitative data from recorded transcriptions.
  • Conducted Employee Surveys.
  • Compiled the Quantitative results.
  • Produced Archetypes and Persona based on the Qualitative and Quantitative findings.
  • Presented the report to stakeholders.

Ideate:

  • Created UI Wireframes/Prototypes comms. channels (e.g., email, blogs, chatbots, COEs, microsites).
  • Conducted Open and Closed Card sorting content exercises against the UI wireframes.

Validate:

  • Facilitated MoSCoW analysis of the features and functionality findings.
  • Prioritized features and functionality into release cycles.

Build:

  • Created final Design Mockups based on prioritized features and functionality.
  • Presented final Research and Design documentation to HD C-Level and project management.

Outcomes:

HD corporate successfully reconnected with their global workforce during the COVID-19 pandemic by utilizing the insights and design solutions gained through user research, experience strategy, and design solutions. Ultimately driving user adoption, communication, and repeatable measurement frameworks.

Impact:

The Employee Communications Portal Project, serviced approximately 6,400 employees in the United States. The survey was sent to 80% of the workforce, with a response rate of 65%. There were 30 qualitative interviews conducted across the HD employee spectrum each interview lasted between 10-15 minutes.