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.

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This is experience by design, a podcast that brings new perspectives to the experiences we have everyday. Does standing in line always have to suck? Why are airports so uncomfortable? What does it mean to be loyal to a brand? Why do you love being connected but dislike feeling tethered to your smart phone? Can we train people to care about the climate? Join Sociologist Gary David and Anthropologist Adam Gamwell on an expedition to the frontiers of culture and business through the lens of human experience. We're here to make sense of the madness with leading psychologists, cognitive and social scientists, entrepreneurs, and business leaders.