Enter Password

Navigating Luxury with Clarity

Because luxury isn’t about more features, it’s about effortless confidence.

Led the UX redesign for My Porsche Web, defining a unified structure and design language across Porsche’s digital ecosystem. The goal: make ownership feel simpler, more personal, and unmistakably Porsche.

Project

My Porsche

Project

My Porsche

Project

My Porsche

Project

My Porsche

Timeline

2023 Q3 - 2024 Q1

Timeline

2023 Q3 - 2024 Q1

Timeline

2023 Q3 - 2024 Q1

Key Contributions

UX vision, structure, navigation redesign, and design system scalability.

Key Contributions

UX vision, structure, navigation redesign, and design system scalability.

Key Contributions

UX vision, structure, navigation redesign, and design system scalability.

Key Contributions

UX vision, structure, navigation redesign, and design system scalability.

Team

1 Product Owner 8 Developers 1 Business Analyst 1 Scrum Master 1 Product Designer (Me) & other relevant stakeholders.

Team

1 Product Owner 8 Developers 1 Business Analyst 1 Scrum Master 1 Product Designer (Me) & other relevant stakeholders.

Team

1 Product Owner 8 Developers 1 Business Analyst 1 Scrum Master 1 Product Designer (Me) & other relevant stakeholders.

Team

1 Product Owner 8 Developers 1 Business Analyst 1 Scrum Master 1 Product Designer (Me) & other relevant stakeholders.

Background

When Premium Feels Generic

Over time, My Porsche grew into a complex ecosystem with more features, more layers, and more friction. It worked, but it didn’t inspire trust. A brand built on precision now felt uncertain online. Users said it felt like every other car brand. Just functional, not emotional.

Porsche owners don’t want options. They want contorl.

How could a luxury brand’s digital experience feel anything less than intentional?

Experience Gaps

Where function worked. But emotion was missing.

The platform worked technically, but not emotionally. It provided information, not confidence. User research and heuristic reviews revealed key issues: • Too many steps for simple actions • Confusing hierarchy and unclear navigation • Visual inconsistency across pages and states

Old My Porsche Overview page

Design Direction

Remove the unnecessary. Refine what remains.

The design vision followed Porsche’s philosophy of modern luxury: simplicity with intent. Every element, from layout to motion, was reduced to its essence to create an experience that feels confident, effortless, and distinctly Porsche.

Clarity

Restructured the overview based on how Porsche owners interact with their vehicles. Removed redundancy. Merged owned vehicle and tracking flows into one cohesive view.

Clarity

Restructured the overview based on how Porsche owners interact with their vehicles. Removed redundancy. Merged owned vehicle and tracking flows into one cohesive view.

Personalization

Adapted the UI to each vehicle. From background color to configuration state. Large, expressive imagery created a more meaningful connection.

Personalization

Adapted the UI to each vehicle. From background color to configuration state. Large, expressive imagery created a more meaningful connection.

Personalization

Adapted the UI to each vehicle. From background color to configuration state. Large, expressive imagery created a more meaningful connection.

Personalization

Adapted the UI to each vehicle. From background color to configuration state. Large, expressive imagery created a more meaningful connection.

Luxury in digital form

Subtle transitions, calm spacing, and editorial typography created an experience that felt premium, not flashy.

Luxury in digital form

Subtle transitions, calm spacing, and editorial typography created an experience that felt premium, not flashy.

Luxury in digital form

Subtle transitions, calm spacing, and editorial typography created an experience that felt premium, not flashy.

Luxury in digital form

Subtle transitions, calm spacing, and editorial typography created an experience that felt premium, not flashy.

Solution

Making Luxury Feel Seamless

Focused Navigation

Owners often struggled to locate key actions among too many options. I restructured the navigation to surface essential tools first, helping users move faster and stay focused while keeping the interface calm and minimal.

Personalized for One Car Owners

Porsche owners wanted a more personal experience. Adaptive layouts highlight their vehicle with color-matched backgrounds and larger imagery for a tailored, emotional touch.

Easy Switching for Multi-Car Owners

Multi-car owners often switched between vehicles but found the process tedious. I introduced a swipe-based interaction that allows quick transitions while keeping the interface clean and focused on essential details.

Seamless Ownership Journey

Owners felt disconnected from their car’s production process. I combined vehicle tracking and ownership into one journey. As production progresses, the car’s image and name gradually appear, creating anticipation and a stronger emotional bond.

Designed to Adapt, No Matter the Car

Different models required unique data and visuals. I designed a flexible system that adapts automatically while maintaining consistency. Color-matched gradients and branded placeholders kept every edge case aligned with Porsche’s visual tone.

Outcome & Impact

Design decisions that shaped a unified Porsche experience.

Color as Identity

The color-matching backgrounds became a key success, reinforcing Porsche’s brand identity through subtle personalization. The approach extended across My Porsche Web, My Porsche App, and Porsche.com for a cohesive ecosystem.

Color as Identity

A More Personal Connection

Personalized dashboards and adaptive visuals deepened engagement and created a stronger sense of ownership.

A More Personal Connection

Personalized dashboards and adaptive visuals deepened engagement and created a stronger sense of ownership.

A More Personal Connection

Personalized dashboards and adaptive visuals deepened engagement and created a stronger sense of ownership.

A More Personal Connection

Personalized dashboards and adaptive visuals deepened engagement and created a stronger sense of ownership.

Efficiency Gains (~30%)

Simplified navigation improved access to key actions like Service Appointment, helping users complete tasks 30% faster.

Efficiency Gains (~30%)

Simplified navigation improved access to key actions like Service Appointment, helping users complete tasks 30% faster.

Efficiency Gains (~30%)

Simplified navigation improved access to key actions like Service Appointment, helping users complete tasks 30% faster.

Efficiency Gains (~30%)

Simplified navigation improved access to key actions like Service Appointment, helping users complete tasks 30% faster.

System-Wide Influence

The new design system was adopted across Porsche’s digital ecosystem, driving consistency and reducing design and development overhead.

System-Wide Influence

The new design system was adopted across Porsche’s digital ecosystem, driving consistency and reducing design and development overhead.

System-Wide Influence

The new design system was adopted across Porsche’s digital ecosystem, driving consistency and reducing design and development overhead.

System-Wide Influence

The new design system was adopted across Porsche’s digital ecosystem, driving consistency and reducing design and development overhead.