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HARMAN Connected Car Relaunch

Case: HARMAN Connected Car

Rethinking the B2B Website

HARMAN’s Connected Automotive Marketing group and the OSK teams in Cologne and Berlin are working together to pursue a new direction in B2B communication. The relaunch of car.harman.com presents an impressive mix of top-quality content and a modern user experience. It establishes HARMAN as a thought leader in automotive development for and with the auto industry in respect of global megatrends ranging from Smart Mobility to the Sharing Economy to Personalization.

From its kick-off in late summer 2018, the project was a close collaboration of team members from the USA, India, Karlsbad, Munich, Cologne and Berlin that applied the very latest technology to create a website with groundbreaking design, user experience and layout. The agile and collaborative work ethic in workshops, meetings and phone conferences ensured a common understanding for each iteration of the development. This high degree of transparency and alignment was the basis for the short development time and go-live in December of the same year.

The consumer in the center of automotive development

The site’s content structure differs fundamentally from that of regular B2B sites because the focus is not on the products and services. Instead, it has the look-and-feel of an online technology magazine: lifestyle imagery, big headlines and animated elements draw the reader in to explore. A central structural element is five megatrends which give rise to specific questions on the future of mobility addressed in individual articles.

HARMAN thus demonstrates that it registers and anticipates the needs, concerns and hopes of tomorrow’s consumers, and is developing solutions for these, which it offers to its (B2B) customers. At the end of this content funnel are concisely presented HARMAN Automotive products that will shape the next era of mobility.

Straightforward, explorative user experience

Design and user navigation were both completely redesigned for the relaunch and visually reflect the content structure. The homepage offers a broad and appealing spectrum of topics, while the interactive platform provides quick insights into the articles presented – supported by intuitive animations, powerful imagery and teaser texts. Equally appealing is the way the megatrends are introduced as cards in a banner. Content from other platforms is also directly accessible via a social wall or a YouTube player.

The user’s attention is guided more specifically as he/she dives deeper into the structure from article to product pages. While the megatrends and articles offer teaser modules for a number of topics and products, the product pages themselves focus on respective highlights and benefits. The use of white space also guides user attention as a setting for products and services.

Responsiveness, modularity and a modern CMS form the basis for continual development

The technical basis for the new website is version 8 of the Drupal CMS. It offers maximum editorial freedom as the new pages are assembled from a toolkit of existing modules enabling the website to grow continually. Consequently, a specific area was created for CES 2019, dedicated to HARMAN’s presence at this crucial trade show. Particularly noteworthy is the 360° tour enabling virtual walk-throughs of the CES booth in 3D or VR. Here, too, HARMAN is using the website to pursue new directions in corporate communication.

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We have developed a model for the strategic and creative process, which consists of an interplay between strategic planning, concept and design.

About OSK Berlin

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Your direct contact

Together we can become even better and shape the change.

Sébastien Henrotay Head of Business Consulting
+49 30 403 698 510 s.henrotay@oskberlin.com
Gregor Schermuly General Manager / Head of Product
g.schermuly@oskberlin.com
Rafael Bolte General Manager
r.bolte@oskberlin.com