The Harley-Davidson Experience with Ken Schmidt

On this episode of Experience by Design, we welcome brand master and motorcycle rider Ken Schmidt. Ken was the director of communications at Harley-Davidson, where he helped to oversee the company's turnaround and rebranding. We talk about the legacy of Harley-Davidson, and how it embraced a new direction while retaining its traditional vision. We explore the importance of voice of the customer in how the bikes were designed, and how that turned into the company's path to success. We discuss the importance of being inclusive in design in order to attract a broader customer base. And we talk about what happens when you buy a bike that is not fitted to your needs and identity.