BYOB: BUILD YOUR OWN BIKE 

Forever, if you wanted a Harley, you'd go to a dealership and roll one off the floor. That worked fine, but it didn't reflect the level of customization people associated with the Harley brand. So H-D set out to make buying their bikes easier and more personal, especially for a new generation of digitally-savvy riders. We built the H-D1 Bike Builder, where users could pick a bike, customize it and buy it right from their computer or phone.

Role: ACD/Writer