Porsche Digital Campus Challenge
-
Brand Experience
Emotionalizing Porsche buying experience for digital natives in a world of luxury and mobile.
- purpose a feasible idea that can be easily integrated into Porsche’s current user journeys.
- UI/UX Design
- Front-end Dev.
(creating 3D configurator)
9th of September
(Team size : 3)
Figma
Adobe Photoshop
React Native
Filament.js
Blender
(Currently Working)
October, 2024
- January, 2025
contents
| 01 | Thesis & Researching
| 02 | Brief Problem Approach & Considerations
| 03 | Specific Problem Approach & Solution Building
| 04 | Advanced Solution & Prototype
| 05 | Redesign
01. Thesis & Researching
Emotionalizing Porsche buying experience
for digital natives in a world of luxury and mobile.
Luxury customized sports car
-
Porsche.
Customers rated Porsche #2 among luxury brands in the J.D. Power 2024 Customer Service Index Study
Porsche and its dealers network has earned the number one ranking in the premium car segment in the J.D. Power 2024 Customer Service Index Study (CSI). In addition, Porsche earned the number two position among luxury brands, scoring 14 points higher than 2023.
The CSI study focused on customer satisfaction for 2021 – 2023 model year vehicles. Porsche observed meaningful results in the following study categories: scoring highest in Service Advisor, Service Facility, and Vehicle Pick-up.
Porsche has been ranked number one in the premium segment in the J.D. Power 2024 U.S. Automotive Performance, Execution and Layout (APEAL) Study
- scored 891/1,000 pointsThe 2024 U.S. Automotive Performance, Execution and Layout (APEAL) Study measures owners’ emotional attachment and level of excitement with their new vehicle across 37 attributes, ranging from exterior, driving feel and powertrain.
Porsche earned 891 points on a 1,000-point scale, compared to the premium brand average of 870. The 911 was the highest scoring model within the portfolio with a score of 903. The study is based on responses gathered from July 2023 through May of this year from purchasers and lessees of new 2024 model-year vehicles who were surveyed after 90 days of ownership.
Five trends shaping tomorrow’s luxury-car market - 2022
A McKinsey report highlights that SUVs dominate the luxury EV market, driven by high demand from premium buyers, including in the $80,000 to $500,000 price range.
Porsche, alongside other luxury brands, has actively positioned itself in this evolving market, reflecting a broader shift towards sustainable and high-tech luxury preferences globally.
“In the beginning, I looked around and could not find quite the car I dreamed of.
So I decided to build it myself.”
- Ferry Porsche
- Porsche Highest-Ranking Premium Brand;
02. Brief Problem Approach & Considerations:
Unlike other sports car manufacturers,
Porsche operates using a factory-based system.
This allows Porsche to track in real-time which specific factory produces each part for a particular car. It’s a significant distinction that sets Porsche apart from other sports car brands.
Porsche has developed its brand by offering a diverse range of models and emphasizing customization options. By providing a foundational "default" model that can be tailored through various configurations, Porsche allows customers to create vehicles that reflect their personal preferences while maintaining the brand's distinctive design language.
This approach enhances the customer experience by fostering a sense of ownership and exclusivity, enabling them to connect deeply with the brand.
Porsche Brand Image
Porsche is a brand that pays attention to the smallest details to satisfy their customers, and the customers know this.
So, they would think that buying a porsche is not only just buying a vehicle, but also buying their brand and their dreams.
The brand’s consistent innovation, timeless design, and commitment to excellence deeply resonate with its customers. Owning a Porsche feels like more than just owning a car—it connects people to a rich tradition and a legacy of performance and craftsmanship.
This unique blend of emotional connection and practical appeal naturally inspires a deep sense of loyalty among its enthusiasts, turning many into lifelong admirers of the brand.
03. Specific
Problem Approach
& Solution Building:
01. Porsche web has a nice 3D configurator,
but app does not.
Porsche app (MyPorsche) does not support the 3D configurator.
- Need to go to a web browser to look through the configuration. This action lacks customer’s concentration of the app.
- Configuration is mainly constructed in the web settings, so it is difficult to use in mobile.
- Configurator can choose options through the bar on the right(change colors / textures / add optional functions).
-> Porsche already has the 3D parts of the Porsche that can be transformed.
-> We can save resources by using those parts to make the configurator in the app side.
02. Creating a car takes a lot of time.
-> makes customer tired for waiting.
Most of the order in Porsche is personalized order.
Provide trace information & parts details.
The production time for a Porsche typically takes about 6 to 12 weeks, depending on the model and customization options. Standard models with fewer customizations are produced faster, while highly customized or special-order models can take longer.
However, if there’s a high demand and production slots are fully booked, the wait time can extend significantly. For popular models or during peak seasons, customers might have to wait an additional several months.
-> Customer will get easily tidious waiting for their own Porsche.
03. Entering 10 to 17 digit VIN for car-mobile
connection -> not seamless...
Utilize NFC capabilities of car’s smart key.
The current method of connecting a car to a mobile device requires entering 10 to 17 digit vehicle identification number.
-> more luxurious connection can be achieved by utilizing the NFC capabilities of mobile devices.
We propose that a mobile device reading the NFC tag on the car's smart key and providing an animation of the connection is a more satisfying experience for the user than entering a number.
04. Advanced Solution
& Prototype:
01
Implement native 3D configurator in the App
& Connect with tracking process(Track my Dream)
The period from when customers buy a Porsche to when they take delivery of their car is an important part of the Porsche buying experience.
Porsche offers many customizable options at the time of purchase to make buyers’ dreams come true, which is probably one of the biggest reasons why people buy Porsche. So if they could see the options they've chosen being manufactured and assembled piece by piece, they would feel more attached to their one-of-a-kind car while they wait for their order.
As we already know from the Porsche configurator, Porsche already has ready-made models of various parts, so we think it's a good idea to leverage existing resources.
02
Implement NFC tag in Porsche’s car keys
The current method of connecting a car to a mobile device requires entering 10 to 17 digit vehicle identification number, but we believe that a more luxurious connection can be achieved by utilizing the NFC capabilities of mobile devices. We propose that a mobile device reading the NFC tag on the car's smart key and providing an animation of the connection is a more satisfying experience for the user than entering a number.
idea sketch of redesigning porshe App
05. Redesign:
* with Figma *
Since our team wanted to add some new functions in the My Porsche App, we believed that redesigning the Porsche app would be necessary for enhancing the user experience.
Since our team wanted to add some new functions in the My Porsche App, we believed that redesigning the Porsche app would be necessary for enhancing the user experience.
Divided functions and created new components.
New structured diagram by blending them all together:
figma board: