Harley-Davidson.com Model Year 2010 Content Strategy

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Harley-Davidson.com Model Year 2010 Content Strategy

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  • 1. 1
    Harley-Davidson.com
    Model Year 10
    Content Strategy
  • 2. Table of Contents
    Project Overview.3
    Role of Content Strategist.4
    Project Challenges and Solutions.5
    Explore..............27
    Harley-Davidson.com
    Model Year 10
    Content Strategy
    Page 2Developed by: Andrew Lewelllen
  • 3. Project Overview
    The Harley-Davidson Model Year 10 project aimed to use an edgy look-and feel design, which communicated the brands 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 3
    Page 3Developed by: Andrew Lewelllen
  • 4. Role of Content Strategist
    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.
    Specific Duties
    • Create Content Matrices
    • 5. Create Taxonomies
    • 6. Edit web site copy
    • 7. Assist in creating MYSQL Database
    • 8. Develop a Quality Assurance strategy
    • 9. Address all content-related issues during QA process
    Page 4
    Page 4Developed by: Andrew Lewelllen
  • 10. Project Challenges
    Complex International Market Structure
    High Variations in Content across Markets
    Complex Language Hierarchy
    Noting Product Availability in Matrices
    Data and File-naming challenges
    Harley-Davidson.com
    Model Year 10
    Content Strategy
    Page 5Developed by: Andrew Lewelllen
  • 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.
    Language Taxonomy
    Models Online Content Matrix
    Page 6
    Page 6Developed by: Andrew Lewelllen
  • 12. Challenge 1:
    Complex International Market Structure
    Harley-Davidsons market structure provides divides markets into global market, regional markets, and specific countries.
    Harley-Davidson.com
    Model Year 10
    Content Strategy
    Page 7Developed by: Andrew Lewelllen
  • 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.
    Page 8
    Page 8Developed by: Andrew Lewelllen
  • 14. Solution 2:Implementing the Taxonomy into Content Matrices All Content Matrices displayed content variability across markets utilizing this structure.
    Model Assortment - Domestic
    Page 9
    Page 9Developed by: Andrew Lewelllen
  • 15. Solution 2:Implementing the Taxonomy into Content Matrices All Content Matrices displayed content variability across markets utilizing this structure.
    Model Assortment - International
    Page 10
    Page 10Developed by: Andrew Lewelllen
  • 16. Solution 2:Implementing the Taxonomy into Content Matrices All Content Matrices displayed content variability across markets utilizing this structure.
    Wheel Assortment - Global
    Page 11
    Page 11Developed by: Andrew Lewelllen
  • 17. Challenge 2:
    High Variability in Content
    Probably the greatest challenge with the MY10 project was that any content--Motorcycle Availability, Features, Paint Options, Pricing, and so forthcould be unique to any market, sub-market, or country. All Matrices had to allow for changes to a bikes availability, features, or any other of the aforementioned content.
    Harley-Davidson.com
    Model Year 10
    Content Strategy
    Page 12Developed by: Andrew Lewelllen
  • 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.
    Language Taxonomy
    Models Online Content Matrix
    Page 13
    Page 13Developed by: Andrew Lewelllen
  • 19. Challenge 3:
    Complex Language Structure
    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.
    Harley-Davidson.com
    Model Year 10
    Content Strategy
    Page 14Developed by: Andrew Lewelllen
  • 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.
    Page 15
    Page 15Developed by: Andrew Lewelllen
  • 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.
    Language Translations - English
    Page 16
    Page 16Developed by: Andrew Lewelllen
  • 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.
    Language Translations German and Spanish
    Page 17
    Page 17Developed by: Andrew Lewelllen
  • 23. Challenge 4:
    Noting Product Availability in Matrices
    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.
    Harley-Davidson.com
    Model Year 10
    Content Strategy
    Page 18Developed by: Andrew Lewelllen
  • 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.
    Item Availability Legend
    Page 19
    Page 19Developed by: Andrew Lewelllen
  • 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.
    Motorcycle Availability
    Page 20
    Page 20Developed by: Andrew Lewelllen
  • 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.
    Wheel Availability
    Page 21
    Page 21Developed by: Andrew Lewelllen
  • 27. Challenge 5:
    Data and File-Naming Challenges
    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.
    Harley-Davidson.com
    Model Year 10
    Content Strategy