Harley Davidson

Designing a new instore product to improve the sales experience


Harley Davidson, the iconic motorcycle manufacturer, embarked on a transformative project to enhance the in-store experience for its customers.

Recognising the need for an integrated and seamless customer journey, Harley Davidson focused on redesigning its Point of Sale (POS), Customer Relationship Management (CRM), and Booking systems to become a singular interface that could support their retail centers in delivering a great customer experience.


Harley Davidson




10 Weeks


  • User Research
  • Service Mapping
  • Service Design
  • UX Design
  • UI Design
  • User Testing
  • Internal handover & support
Research Directions - Figma Prototype

Understanding The Challenge

Prior to the redesign, Harley Davidson faced several challenges that hindered the in-store experience. These included disjointed sales processes, inefficient customer data management, and limited booking system capabilities.

Paint points that derived from the use of disparate systems not only impeded retail staff from efficiently performing their jobs but also affected customer satisfaction and constrained the company’s ability to provide personalised services and cultivate long-term customer relationships.

Assessing ‘In-Store’ Pain-Points

Our first task was to get a full understanding of the challenges and processes of the sales teams within the retail centers.

We researched their key day-to-day tasks and objectives to better understand how we could design a product that would help create task efficiencies and improve the sales experience.

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Designing For The Day-To-Day

Based on the insight and research, we proceeded to map out new service journeys that better reflected the actual real-world day-to-day tasks and activities of the retail staff.

From these maps, we created rapid iterative prototypes that allowed us to realise new interactive journeys and demonstrate how the disparate systems could work together

This allowed us to quickly test and iterate and new vision for how sales representatives can quickly achieve their day-to-day tasks quickly and intuitively, such as accessing sales data, creating and managing test-rides, and producing MI reports.

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A Product That Feels At Home

During the UI phase of the project, our team focused on creating a new UI design system that perfectly complemented Harley-Davidson’s brand guidelines (which initially did not consider digital product styling). As such we worked closely with the global brand leadership to ensure that the new design system aligned with the brand’s vision and values.

As part of this process, we also developed a structured UI library that included all the necessary UI elements, making it easy for the development team to seamlessly transition from design to development.

By applying the UI design to the wireframes, we created a finished product design that not only delivered a valuable user experience but also looked and felt like an integral part of the esteemed Harley-Davidson portfolio.

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“LION+MASON has delivered a quality product with a high level of service and professionalism. They fulfilled our advanced requirements easily while still meeting very tight deadlines.”

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