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Harley-Davidson.com Model Year 2010 Content Strategy

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Harley-Davidson.com Model Year 2010 Content Strategy

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Harley-Davidson.com Model Year 2010 Content Strategy

  1. 1. 1<br />Harley-Davidson.com<br />Model Year 10<br />Content Strategy<br />
  2. 2. Table of Contents<br />Project Overview…………………………………….3<br />Role of Content Strategist……………………….4<br />Project Challenges and Solutions…………….5<br />Explore..............……………………………………27<br />Harley-Davidson.com<br />Model Year 10<br />Content Strategy<br />Page 2Developed by: Andrew Lewelllen<br />
  3. 3. Project Overview<br /> The 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.<br />Page 3<br />Page 3Developed by: Andrew Lewelllen<br />
  4. 4. Role of Content Strategist<br /> The 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. <br />Specific Duties<br /><ul><li>Create Content Matrices
  5. 5. Create Taxonomies
  6. 6. Edit web site copy
  7. 7. Assist in creating MYSQL Database
  8. 8. Develop a Quality Assurance strategy
  9. 9. Address all content-related issues during QA process</li></ul>Page 4<br />Page 4Developed by: Andrew Lewelllen<br />
  10. 10. Project Challenges<br />Complex International Market Structure<br />High Variations in Content across Markets<br />Complex Language Hierarchy<br />Noting Product Availability in Matrices<br />Data and File-naming challenges<br />Harley-Davidson.com<br />Model Year 10<br />Content Strategy<br />Page 5Developed by: Andrew Lewelllen<br />
  11. 11. 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.<br />Language Taxonomy<br />Models Online Content Matrix<br />Page 6<br />Page 6Developed by: Andrew Lewelllen<br />
  12. 12. Challenge 1:<br />Complex International Market Structure<br />Harley-Davidson’s market structure provides divides markets into global market, regional markets, and specific countries. <br />Harley-Davidson.com<br />Model Year 10<br />Content Strategy<br />Page 7Developed by: Andrew Lewelllen<br />
  13. 13. 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. <br />Page 8<br />Page 8Developed by: Andrew Lewelllen<br />
  14. 14. Solution 2:Implementing the Taxonomy into Content Matrices All Content Matrices displayed content variability across markets utilizing this structure. <br />Model Assortment - Domestic<br />Page 9<br />Page 9Developed by: Andrew Lewelllen<br />
  15. 15. Solution 2:Implementing the Taxonomy into Content Matrices All Content Matrices displayed content variability across markets utilizing this structure. <br />Model Assortment - International<br />Page 10<br />Page 10Developed by: Andrew Lewelllen<br />
  16. 16. Solution 2:Implementing the Taxonomy into Content Matrices All Content Matrices displayed content variability across markets utilizing this structure. <br />Wheel Assortment - Global<br />Page 11<br />Page 11Developed by: Andrew Lewelllen<br />
  17. 17. Challenge 2:<br />High Variability in Content<br />Probably 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. <br />Harley-Davidson.com<br />Model Year 10<br />Content Strategy<br />Page 12Developed by: Andrew Lewelllen<br />
  18. 18. 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.<br />Language Taxonomy<br />Models Online Content Matrix<br />Page 13<br />Page 13Developed by: Andrew Lewelllen<br />
  19. 19. Challenge 3:<br />Complex Language Structure<br />The 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.” <br />Harley-Davidson.com<br />Model Year 10<br />Content Strategy<br />Page 14Developed by: Andrew Lewelllen<br />
  20. 20. 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. <br />Page 15<br />Page 15Developed by: Andrew Lewelllen<br />
  21. 21. 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. <br />Language Translations - English<br />Page 16<br />Page 16Developed by: Andrew Lewelllen<br />
  22. 22. 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. <br />Language Translations – German and Spanish<br />Page 17<br />Page 17Developed by: Andrew Lewelllen<br />
  23. 23. Challenge 4:<br />Noting Product Availability in Matrices<br />The 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.<br />Harley-Davidson.com<br />Model Year 10<br />Content Strategy<br />Page 18Developed by: Andrew Lewelllen<br />
  24. 24. 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.<br />Item Availability Legend<br />Page 19<br />Page 19Developed by: Andrew Lewelllen<br />
  25. 25. 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.<br />Motorcycle Availability<br />Page 20<br />Page 20Developed by: Andrew Lewelllen<br />
  26. 26. 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.<br />Wheel Availability<br />Page 21<br />Page 21Developed by: Andrew Lewelllen<br />
  27. 27. Challenge 5:<br />Data and File-Naming Challenges<br />The 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. <br />Harley-Davidson.com<br />Model Year 10<br />Content Strategy<br />Page 22Developed by: Andrew Lewelllen<br />
  28. 28. 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. <br />Wheel Asset Numbers<br />Page 23<br />Page 23Developed by: Andrew Lewelllen<br />
  29. 29. 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. <br />Wheel Asset Numbers<br />Paint Color Numbers<br />Page 24<br />Page 24Developed by: Andrew Lewelllen<br />
  30. 30. 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. <br />Feature Numbers<br />Page 25<br />Page 25Developed by: Andrew Lewelllen<br />
  31. 31. Explore<br />Harley-Davidson.com<br />Model Year 10<br />Content Strategy<br />Page 26Developed by: Andrew Lewelllen<br />
  32. 32. Homepage<br />Page 27<br />Page 27Developed by: Andrew Lewelllen<br />
  33. 33. New Models Experience<br />Page 28<br />Page 28Developed by: Andrew Lewelllen<br />
  34. 34. Model Landing Page<br />Page 29<br />Page 29Developed by: Andrew Lewelllen<br />
  35. 35. Photos<br />Page 30<br />Page 30Developed by: Andrew Lewelllen<br />
  36. 36. Paint & Wheels<br />Page 31<br />Page 31Developed by: Andrew Lewelllen<br />
  37. 37. Key Features<br />Page 32<br />Page 32Developed by: Andrew Lewelllen<br />
  38. 38. Key Feature Detail<br />Page 33<br />Page 33Developed by: Andrew Lewelllen<br />
  39. 39. Thank You!<br />Page 34<br />Page 34Developed by: Andrew Lewelllen<br />

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