UI/UX Design Project

Porsche

SCADpro

  • Main Role

    Senior Front-End Designer

  • Date

    May 2025

  • Duration

    10 weeks

  • Team Size

    30

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Got just 30 seconds?

Quickly know what we did!

This 10-week project with 30+ designers asked: What should the future of Porsche’s EV interiors feel like? Instead of chasing trends, we built on Porsche’s core values: emotional connection, intuitive performance, and timeless design. With three audiences in mind: first-time buyers, longtime owners, and EV enthusiasts, we created a vision that blends system thinking, storytelling, and design, honoring tradition while imagining what’s next.

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My Role

As the Senior Front-End Designer, I led and mentored the front-end design team, creating infotainment and cluster screens across different driving modes to reimagine the future of Porsche’s EV interior experience.

Here’s a quick summary, if you are in a hurry!

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The Problem

How can Porsche evolve into the electric era without losing the emotional intensity, precision, and heritage that define its identity? The challenge is balancing decades of analog excellence with the demands of digital innovation, ensuring an EV still feels unmistakably Porsche.

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The Solution

We reimagined Porsche’s EV interiors by blending tradition with innovation. Creating intuitive, emotionally resonant interfaces that honor the brand’s legacy while embracing a connected, digital future.

Read this client book for a quick walk through of our product!

In this client book, we documented our research, design principles, process, and final outcomes that served as a comprehensive guide to our vision for Porsche’s EV interiors.

Explore Client Book
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Still want to read more? Here you go!

Context

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Over 80 years of heritage has made Porsche more than just a car. It’s an icon of emotion, precision, and performance.

But as the world shifts to electric, a question emerges: can an EV truly feel like a Porsche? Can it carry the same intensity, the same soul, without the roar of the engine?

We set out to create an interior experience that answers a call few can articulate but every Porsche driver feels: the need for connection, intuition, and timeless design in a digital age.

A vision not just for driving, but for belonging to a legacy.

To begin, we needed to deeply understand the tension between heritage and innovation and how to merge the two without compromise.

Design Teams

Responsible for wireframing and designing the final cluster and infotainment screens.

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Front-end UX

Led the redesign of the car interior, including CAD models and renderings.

Physical Design

Handled secondary research, feature prioritization, and app wireframes.

Back-end UX

Shaped the overall visual style, storytelling, and final presentation delivery.

Visual Design

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Design Framework

  • Research

  • Ideation

  • Design

  • Test

  • Iterate

  • Deliver

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Research Approach

How we grounded our work in real voices

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Heritage vs. Innovation. Merging legacy with digital interactions.

  • 92%

    of EV owners plan to buy another electric vehicle

  • 71%

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

  • 62%

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

Why doesn’t EV’s feel like Porsche?

The app, in-car system, and digital tools feel disjointed, eroding brand trust.

3/5

stopped using Porsche’s app entirely after a few weeks

54%

said Porsche’s digital touchpoints feel disconnected

How Might We...

Blend cutting-edge technology with Porsche’s analog soul?

Make tech feel invisible during thrilling drives?

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Trust Through Touchpoint. Every interaction should feel consistent, intuitive, and unmistakably Porsche.

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68%

preferred a mix of physical and digital controls. With critical functions kept physical to ensure precision.

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42%

Said full touch-based UIs made them feel distracted or unsure.

How Might We...

Unify the Porsche digital ecosystem into one cohesive experience?

Make mobile-to-in-car transitions seamless?

Competitor Interface Patterns

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

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Clean and fast, but lack depth or feedback

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Rich feature sets, But risk overwhelming users

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Balanced hierarchy But Lacks Feedback

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Over-animated, hard to process at a glance

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Porsche Experience Center

We had the opportunity to visit the Porsche Experience Center in Atlanta, where our observations reinforced our core themes of Trust Through Touch and Heritage vs. Innovation.

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Design Principals

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  • Performance Through Precision

    At Porsche, excellence is engineered. Every detail reflects precision performance and comfort, grit and grace, fused without compromise. Power with control. Luxury with purpose.

  • Confidence Without Comparison

    True performance doesn’t seek attention it commands it. A Porsche doesn’t provoke or perform for approval; it stays focused, purpose driven, and unapologetically itself.

  • Commitment Over Convenience

    A Porsche isn’t just built to perform it’s built to last. This is a decades-long bond, not a passing trend. Owners stay loyal because Porsche delivers something rare; enduring quality, trust, and timeless design. More than a car it’s a lifelong companion.

  • Experience Over Medium

    At Porsche, it starts with the drive. Every design choice digital or physical serves the driver first. Technology follows the experience, not the other way around.

  • Cultivating Tension

    At Porsche, tension is intentional a balance of heritage and innovation, analog and digital, sport and refinement. Inside, tactile switches meet touchscreens in harmony, creating an experience that’s both precise and deeply emotional.

  • Belonging Over Status

    Belonging over status prioritizes connection over hierarchy. It’s about inclusivity, equality, and user-centered design that fosters emotional connection and community.

  • Focus

    In Porsche interiors, ‘Focus’ means putting the driver first. Controls and info are intuitively placed to minimize distraction like the Taycan’s curved display, aligned to the driver’s view for easy access without losing sight of the road.

  • Tmeless Over Trend

    Timeless over trend favors lasting, classic design over fleeting styles prioritizing relevance that endures over hype that fades.

Target Audience

First Time Buyers

Younger professionals entering the Porsche world for the first time. They seek a seamless blend of innovation, luxury, and performance, expecting digital ease without losing the tactile thrill of driving.

Legacy Owners

Loyal Porsche drivers with a deep appreciation for heritage and craftsmanship. They’re open to electric innovation as long as it honors the mechanical soul and dynamic feel they know and trust.

EV owners outside of Porsche

Tech-forward EV drivers seeking more emotion, refinement, and performance. They’re ready to move beyond functional design and embrace a driving experience that feels truly elevated.

Concept Storyboard

Keeping our target audience and design principles at the core, we developed a concept storyboard to visualize the ideal experience of a Porsche EV owner. This allowed us to map out key interactions across touchpoints, ensuring that every moment (from entering the car to completing a journey) felt intuitive, engaging, and unmistakably Porsche.

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Infotainment Guidelines

We outlined the core visual principles and system foundations that guided our interface and experience design. It is rooted in Porsche’s commitment to clarity, precision, and driver focus.

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    Split-Screen Multimodal View

    Allows two essential modules (e.g., navigation + battery info) to be visible simultaneously without overlapping.

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    Context-Aware Homepage

    Automatically displays the most relevant tiles (e.g., charging, navigation) based on real-time driving context.

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    Quick Access Icons

    A simplified home layout with icons for immediate entry to top-level functions. Users expect these fundamentals.

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    Split-Screen Multimodal View

    Allows two essential modules (e.g., navigation + battery info) to be visible simultaneously without overlapping.

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    Context-Aware Homepage

    Automatically displays the most relevant tiles (e.g., charging, navigation) based on real-time driving context.

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    Quick Access Icons

    A simplified home layout with icons for immediate entry to top-level functions. Users expect these fundamentals.

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Final Deliverable

Infotainment screens + Cluster Screens

Design sprint

We conducted four distinct design sprints, each focused on a different theme, to spark creativity and explore the possibilities of Porsche’s future EV ecosystem.

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Deciding upon final screens

From our explorations, the team converged on one design direction to carry forward as the final concept. It’s an experience that speaks to Porsche’s legacy while resonating with the needs of future EV drivers.

Tech-Lux Minimalism

  • Visual Tone

    High contrast, deep navy and black themes, thin-line icons, Porsche Next type. Think Lucid Motors UI elegance meets heritage mechanics.

  • Interaction Cues

    Subtle motion, tactile feedback. Sliders glide, toggles click, and layered transitions add depth. Feels intuitive, not excessive.

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User Testing

  • 32

    Testing
    Participants

  • 5

    Testing
    Rounds

  • 2

    Unique
    Flows

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Early Friction

Insights from initial user testing revealed points of friction that guided and shaped our future design iterations.

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    User Hesitation

    Unclear visual hierarchy and cluttered layouts.

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    Misinterpretation

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

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    Mispresses

    High error rate during route planning

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    Bewildered

    Lack of feedback cues

Iterations After User Testing

We analysed key insights given by users from all five rounds of
testing, refining our interfaces into their final designs.

Before

  • The page had limited interactivity, offering few opportunities for users to engage.

  • No option existed for users to change or personalize the playlist.

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After

  • Make the page more clickable so users can interact with the page

  • Add a section where users can change the playlist

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Before

  • Information was overwhelming and users didn't understand the different modes

  • Users wanted to know more about the changes in the car upon selection

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After

  • Simplified information hierarchy made modes easy to understand at a glance

  • Clear visuals highlighted how each mode changed the car’s behavior

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Before

  • The energy widget was cluttered and difficult for drivers to interpret quickly

  • Background imagery distracted from the data and added little functional value

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After

  • Simplify energy widget to make it more comprehensible for the drivers.

  • Removed image in the energy widget, as it doesn’t serve much purpose.

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Before

  • Removed image in the energy widget, as it doesn’t serve much purpose.

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After

  • Refined car graphic that clearly showed which section of the vehicle was impacting its range, while maintaining a sleek and visually appealing aesthetic.

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Before

  • App widget backgrounds felt disconnected from the overall screen design.

  • Visuals lacked alignment with Porsche’s brand identity and premium aesthetic.

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After

  • Change image backgrounds for the app widgets to make it match the overall theme of the screens and match the “Porsche” identity.

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Impact of Iterations

Our refinements led to a more usable, confident, and emotionally compelling EV interface. To validate these improvements, users completed a tree test again, allowing us to compare results and capture quantitative data on our screens.

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Final UIs for Driving Modes

Tailoring the interface for different diving experiences.

Comfort Mode

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Sports Mode

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Off-road Mode

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Track Mode

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Unmistakably Porsche. Refined for electric. Focused. Immersive. Intentional.

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Process Book

For a deeper dive into the technical details and the project journey, check out the process book!

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