Where precision, status and emotion meet.
Work with Porsche on the parts of the digital experience where precision, status and emotion have to co-exist. The brand does not tolerate compromise in the product. The digital surface was asked to hold to the same standard.
Some brands carry a standard where every detail affects perceived value.
The challenge
Configurators, model pages and retailer tools had been built by different teams at different moments, each solving a local problem. The result was competent everywhere and remarkable nowhere, which is a strange place for a brand whose product is remarkable in every detail.
The organisation was ready to invest. What it needed was a point of view strong enough to make choices, and an outside voice able to protect that point of view when it became inconvenient.
What I did
Set the creative standard for the digital experience across configuration, model discovery and retailer handover.
Led the design leadership across internal teams and external partners so the same standard held from concept through delivery.
Reframed the configurator as an emotional experience with commercial consequences, not a technical form with visual polish.
The result
The configurator became a place customers wanted to stay in, not a form they wanted to finish. That change moved a commercial number, but the real result was internal: the team now had a standard they could defend.
- 2.1x
- 31%
- 9/10
Time spent in configuration
Increase in high-spec builds saved and shared
Internal design team confidence in the standard
Premium automotive brands operate at the intersection of precision, performance, status and emotion. The lesson is simple: when perception is premium, inconsistency is expensive.
About the company
Porsche
A brand whose reputation is built on engineering discipline and emotional resonance in equal measure. The organisation treats every touchpoint as part of the product, which is the only environment in which this kind of work is possible.
- Premium automotive
- Creative direction, digital product, design leadership
- Multi-year engagement
- Automotive and premium experience
“At this level, consistency is not a design preference. It is a pricing decision.”