Reimagining the path to motorcycling, the Honda Learn to Ride microsite transformed the traditional rider’s journey into an interactive, user-friendly experience. By blending immersive design with practical tools, the platform positioned Honda as the go-to resource for aspiring riders—making the leap from curiosity to the open road seamless and engaging.
The challenge was to create a standout digital experience that not only guided non-riders through the process of becoming motorcyclists but also connected them with the right Honda bike, gear, and resources.
The project aimed to disrupt the traditional market by providing a seamless user journey that engaged Gen Y and late Gen X audiences—digital natives who are budget-conscious, not mechanically inclined, and highly active on social media.
GOALS
Disruption: Develop a digital experience that distinguishes Honda in the motorcycle category.
Product Linkage: Connect new riders with the right Honda motorcycle at an appropriate price.
Evangelism: Chronicle the rider’s journey and encourage social sharing to foster engagement and brand advocacy.
Honda’s Learn to Ride program serves as the ultimate entry point for those curious about motorcycling. The program simplifies the process for non-riders, providing essential resources, guidance, and access to courses—transforming them into confident new riders.
Target Audience:
Demographic: Gen Y and late Gen X audiences.
Social Behavior: Average of 400+ Facebook friends, emphasizing digital connectivity and social engagement.
Key Traits: Seek the thrill and benefits of riding without complex maintenance; value affordability and convenience.
To create a streamlined user experience, we first identified the critical milestones a non-rider would need to complete throughout the process. This helped establish a clear and structured user journey that ensured consistency across all project phases.
Once aligned, a comprehensive site map was developed to synchronize expectations and objectives between Honda, the Dailey agency, and other key stakeholders.
Collaborative brainstorming sessions focused on essential content required for each phase of the rider’s journey. We adopted a storytelling approach, treating each milestone as a chapter, with movement and layout designed to reflect and enhance the narrative flow.
Key Features Integrated into the Microsite:
Find a Course Near You – Direct access to local riding courses.
Driver’s Test Guide & DMV Locator – Tools to schedule exams and secure licensing.
Bike & Gear Selection – Personalized preferences that generate sales leads for Honda dealerships.
Social Sharing – Users could share milestones on Facebook to receive encouragement from friends and family.
Collaborations with Motorcycle Safety Foundation (MSF) and DMV APIs allowed us to create a course locator that let users search by state through dropdown menus.
TRADE Off: Originally, we envisioned a more robust tool with city/zip code filtering and Google Maps integration. However, API constraints led to scope reduction—resulting in a streamlined yet functional version that prioritized simplicity and essential features.
The most complex component involved designing an intuitive bike and gear lead generator. This section required a dual-tab system:
• Horizontal Tabs: Allowed users to select motorcycle styles.
• Vertical Tabs: Represented steps in the financing and purchase process.
Upon completion, a dynamic form was automatically sent to the nearest Honda dealership, generating actionable sales leads.
Open Space & Bold Photography - is about freedom and endless borders. Using action photography with a bold coloration treatment on the subject and road textures to give a lifestyle realism. The guest can be immersed into a full frame experience that conveys the lifestyle awaiting upon completion. Navigation stays locked on top left corner, with accordion style functionality as guests complete each step.
Photography: Leveraged Honda’s existing archives and conducted additional shoots to align with the brand’s vision.
Typography: Bold, dynamic fonts (Aachen and Urban Jungle) were selected to reflect a “racer” aesthetic, reinforcing the brand’s energetic identity.
Textures: Asphalt and concrete textures enhanced the road warrior aesthetic, grounding the visual identity in realism.
A professional motorcycle actor served as Honda’s ambassador, guiding users through the Learn to Ride experience. The video content added a personal, engaging touch to the microsite, fostering trust and confidence in new riders.
The Honda Learn to Ride microsite successfully positioned Honda as an industry leader in new rider education. By blending engaging visuals, interactive tools, and user-friendly navigation, the project not only simplified the learning process but also fostered deeper brand loyalty and engagement.
This project exemplified the power of collaboration—balancing creative vision, technical execution, and user empathy to deliver an experience that empowers the next generation of riders.