Overview
Research
Strategy
Ideation
Testing
Prototypes
Reflection

PORSCHE

Redefining the EV Experience for the Next Generation of Porsche Drivers

Redefining the EV Experience for the Next Generation of Porsche Drivers

PORSCHE

Redefining the EV Experience for the Next Generation of Porsche Drivers

PORSCHE

Redefining the EV Experience for the Next Generation of Porsche Drivers

OVERVIEW

OVERVIEW

In collaboration with SCAD, Porsche, renowned for its performance and precision heritage, tasked us with redefining what the electric driving experience could be and how it might appeal to a new generation of drivers.

In collaboration with SCAD, Porsche, renowned for its performance and precision heritage, tasked us with redefining what the electric driving experience could be and how it might appeal to a new generation of drivers.

PROBLEM

As digital systems become more integrated into electric vehicles, there is concern that the tactile, hands-on driving experience cherished by Porsche owners could diminish.

As digital systems become more integrated into electric vehicles, there is concern that the tactile, hands-on driving experience cherished by Porsche owners could diminish.

OBJECTIVES

We aim to explore how Porsche’s digital and physical systems, including physical vehicle design, in-car screens, and companion mobile app, can collaborate to deliver an electric driving experience that is intuitive, tactile, and emotionally engaging while staying true to Porsche’s design language.

We aim to explore how Porsche’s digital and physical systems, including physical vehicle design, in-car screens, and companion mobile app, can collaborate to deliver an electric driving experience that is intuitive, tactile, and emotionally engaging while staying true to Porsche’s design language.

DURATION

10 Weeks

10 Weeks

TOOLS

Figma, ProtoPie, Rhino & Maze

Figma, ProtoPie, Rhino & Maze

ROLE

Research, Prototyping & Testing for In-Car Screens

Research, Prototyping & Testing for In-Car Screens

TEAM

Myself & 6 UX Designers

RESEARCH

INTERVIEWS & SURVEYS

We conducted surveys and interviews to understand Porsche and EV users' needs and pain points, along with examining expert reviews, user forums, walkthroughs, and competitor benchmarks. Together, these insights shaped our design sprint by highlighting key tensions, expectations, and gaps across Porsche’s ecosystem.

We found that…

71%

of loyal owners fear tech will “interfere with the purity of driving”

of loyal owners fear tech will “interfere with the purity of driving”

54%

said Porsche’s digital touchpoints felt “disconnected

said Porsche’s digital touchpoints felt “disconnected

62%

of users under 35 want their EV to feel “smart and connected”

of users under 35 want their EV to feel “smart and connected”

68%

preferred a mix of physical and digital controls

preferred a mix of physical and digital controls

How might we...

  • Integrate cutting-edge technology while maintaining Porsche’s analog soul?

  • Unify Porsche’s digital ecosystem into one cohesive experience across mobile and in-car touchpoints?

  • Design physical and digital controls that enhance driver confidence while minimizing distraction?

How might we...

  • Integrate cutting-edge technology while maintaining Porsche’s analog soul?

  • Unify Porsche’s digital ecosystem into one cohesive experience across mobile and in-car touchpoints?

  • Design physical and digital controls that enhance driver confidence while minimizing distraction?

COMPETITORS

We analyzed leading EV HMIs to understand where Porsche stands, and where it can lead.

TESLA (Model S Plaid)

Tesla is strong in EV range, charging, and OTA updates, earning trust and confidence for long trips. Still, its dependence on a central touchscreen and minimalist HMI can add to cognitive load and raise issues with usability and sensory quality in a premium vehicle.

TESLA (Model S Plaid)

Tesla is strong in EV range, charging, and OTA updates, earning trust and confidence for long trips. Still, its dependence on a central touchscreen and minimalist HMI can add to cognitive load and raise issues with usability and sensory quality in a premium vehicle.

MERCEDES-BENZ (EQS)

Mercedes offers advanced range insight, immersive screens, and a wellness-centered interior. Yet, the system's complexity and the density of the Hyperscreen may overwhelm users and elevate mental effort while driving.

MERCEDES-BENZ (EQS)

Mercedes offers advanced range insight, immersive screens, and a wellness-centered interior. Yet, the system's complexity and the density of the Hyperscreen may overwhelm users and elevate mental effort while driving.

LUCID AIR

Lucid offers a top-tier range and a striking, spacious interior finished with premium materials and high sensory comfort. However, some usability and trust concerns persist, mainly due to display reach, software refinement, and less transparent real-time range information.

AUDI (GT & Q6 e-tron)

Audi integrates digital innovation with traditional controls, providing extensive customization, transparent driver details, and premium interiors. However, its menus can be more complex, and there is less clarity regarding real-time range influences without subscriptions.

AUDI (GT & Q6 e-tron)

Audi integrates digital innovation with traditional controls, providing extensive customization, transparent driver details, and premium interiors. However, its menus can be more complex, and there is less clarity regarding real-time range influences without subscriptions.

TARGET AUDIENCE

Our main challenge was bridging the gap between digital natives and long-time Porsche enthusiasts.

STRATEGY

DESIGN PRINCIPLES

Before designing, we established a shared set of principles to ground decisions and define the structure of the experience.

  1. Timelessness Over Trend



    Enduring forms rooted in Porsche identity, blending tradition and innovation for lasting appeal.


  2. Experience Over Medium



    Every design choice, analog or digital, serves the driver’s feel behind the wheel.


  3. Performance Through Precision



    Engineered precision fuses performance and comfort into an intentional, refined experience.


  4. Belonging Over Status



    Celebrating a passionate community where freedom of the road outweighs status.

  1. Focus

    A driver-centric layout with essential controls and info placed intuitively.


  2. Confidence Without Compromise



    Every detail starts with the driving feel; technology always serves the driver’s experience.


  3. Cultivating Tension

    Harmonizing heritage and innovation so digital and analog ignite both precision and emotion.


  4. Commitment Over Convenience

    Prioritizing dedication to excellence above shortcuts or easy solutions.

Glance time principles →

2s max glances, 12s per task (NHTSA)

Driving state logic →

Different roles for parked vs. in-motion

Cognitive load reduction →

Display only what’s essential per moment

INFORMATION ARCHITECTURE

Based on card sorting (how features are grouped) and tree testing (where features are expected to live)

IDEATION

INTERFACE EXPLORATIONS

We explored six interface concepts and, through team voting, selected Tech-Luxe Minimalism I as the primary design direction.

  • TECH-LUXE MINIMALISM I

    Elevate and refine Porsche's existing aesthetic with ultra-clean design, tactile interactions, and understated innovation.

  • TECH-LUXE MINIMALISM II

    Elevate and refine Porsche's existing aesthetic with ultra-clean design, tactile interactions, and understated innovation.

  • NEO-ANALOG ELEGANCE

    Bridge Porsche’s analog heritage with modern UI. Prioritize tactility, mechanical metaphors, and understated sophistication.

  • PERIPHERAL PERFORMANCE

    Build for utility and performance; maximum clarity, minimum distractions. Inspired by motorsport tech and telemetry systems.

  • HERITAGE LUXE CLASSIC

    Channel the warmth and class of vintage Porsche interiors, refined for today. Prioritize elegance, comfort, and analog nods.

  • TACTICAL HERITAGE

    Rugged UI built for unpredictable terrain. Reflects endurance, modularity, and quick-access functionality.

TESTING & ITERATION

USABILITY TESTING (5 rounds)

Due to time constraints, we skipped mid-fi testing and focused on validating our high-fidelity designs. We built a physical, life-sized car base of our redesigned Porsche to test screen legibility and interaction in a realistic seating setup, and used Maze for remote IA validation.

We tested…

  1. Cluster Screen (Normal/Eco Mode)

  2. Infotainment Center

  3. Porsche App

CLUSTER & INFOTAINMENT SCREENS

Pain Points & Refinements:

Unclear visual hierarchy and cluttered layouts

Navigation improved through refined widgets, clear labels, and better route breakdown

Terminology confusion (e.g. “eco score,” “internal range”)

Terminology rework + tooltips reduced confusion

Lack of feedback cues

Microinteractions enhanced (selected states, state cues) felt more responsive and premium

Our Success Metrics (KPIs)

PORSCHE APP

Pain Points (for current app) & Refinements:

Core Functions Felt Unreliable

Our audit showed no confirmations followed remote actions, and many users noted lock/unlock felt delayed or unresponsive.

Charging Downtime Felt Wasted

While major apps show charge status, they omit nearby points of interest, missing key downtime opportunities during 30-min fast charges.

Brand Confidence Eroded

In the 2024 J.D. Power EV App Study, My Porsche scored 800, 34 points below BMW and 47 below Tesla.

Driver-First Clarity

Glance once, know the status, every command confirms instantly, no extra taps.

Performance-with-Personalization

The app adapts quietly: remembered preferences and smart suggestions.

Ecosystem Consistency

Phone + PCM screens. One visual language making every touchpoint feel unmistakably Porsche.

Our Success Metrics (KPIs)

Both targets meet or beat established usability benchmarks

HIGH FIDELITY PROTOTYPE

INFOTAINMENT CENTER

Designed to reduce distraction, we prioritized essential information through glanceable widgets, clearer route breakdowns, and simplified terminology, using ambient personalization and subtle microinteractions to enhance responsiveness and perceived quality.

Designed to reduce distraction, we prioritized essential information through glanceable widgets, clearer route breakdowns, and simplified terminology, using ambient personalization and subtle microinteractions to enhance responsiveness and perceived quality.

HOME

Quickly access essential widgets, or swipe to view your full app library.

Quickly access essential widgets, or swipe to view your full app library.

ENERGY SUMMARY

Check your eco score and what impacts it.

Check your eco score and what impacts it.

NAVIGATION

Plan your drive, find chargers, and get there faster with dynamic routing.

CHARGING

View current battery status and charging station information.

View current battery status and charging station information.

INTERIOR SETTINGS

Customize your seat position, air quality, and interior lighting to fit your preference.

Customize your seat position, air quality, and interior lighting to fit your preference.

DRIVE MODES

We transformed four drive modes to tailor the interface for different driving experiences, a feature not currently available in Porsche vehicles.

  • NORMAL/ECO

  • SPORT

  • TRACK

  • OFF-ROAD

MY PORSCHE APP

J.D. Power highlights pre-departure route planning as critical yet poorly executed, so we made it a key focus of the UI and UX overhaul.

PORSCHE ENOVA

Driver focused. Interaction clarity. Emotional connection.

Inspired by the 911 and Porsche’s latest EVs like the Taycan, we used form and surface language to express performance and EV identity, while preserving the iconic silhouette and aligning interior flow with exterior proportions.

Inspired by the 911 and Porsche’s latest EVs like the Taycan, we used form and surface language to express performance and EV identity, while preserving the iconic silhouette and aligning interior flow with exterior proportions.

Unmistakably Porsche.



Refined for electric.



Focused. Immersive. Intentional.

REFLECTION

Although I consider myself an organized designer, this project made me more aware of my handoffs. My designs were chosen as the basis for the Normal/Eco Mode across the cluster screen and infotainment center through voting, but I wasn’t fully prepared for those components to be passed on and refined by others. Because of that, I received a lot of questions about where elements came from or how certain interactions were built. I learned the value of organizing files, components, and documentation as if someone else might take ownership of the work at any moment.

Although I consider myself an organized designer, this project made me more aware of my handoffs. My designs were chosen as the basis for the Normal/Eco Mode across the cluster screen and infotainment center through voting, but I wasn’t fully prepared for those components to be passed on and refined by others. Because of that, I received a lot of questions about where elements came from or how certain interactions were built. I learned the value of organizing files, components, and documentation as if someone else might take ownership of the work at any moment.

Also, during this quarter, we had the opportunity to visit and tour the Porsche Experience Center in Atlanta to learn more about Porsche's legacy and the future of automotive innovation through storytelling, brand identity, and cutting-edge design. This project pushed me way beyond my comfort zone into the EV space, deepening my understanding of automotive design and systems thinking. Even though I started with limited familiarity, the process became an engaging challenge, and I’m proud of the final outcome.

Also, during this quarter, we had the opportunity to visit and tour the Porsche Experience Center in Atlanta to learn more about Porsche's legacy and the future of automotive innovation through storytelling, brand identity, and cutting-edge design. This project pushed me way beyond my comfort zone into the EV space, deepening my understanding of automotive design and systems thinking. Even though I started with limited familiarity, the process became an engaging challenge, and I’m proud of the final outcome.