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Challenge:
Customers struggled to confidently select the right Porsche driving experience.
My role: UX Design, Documentation.
Timeline: 1 month I Platform: Web/Mobile I Tools: Figma
Others Involved: Account Manager, UX Director, Visual Designer, Copywriter, Developer.
What we needed to solve:
1. Help customers choose the right car with less cognitive effort.
The existing experience presented too many filtering choices, making selection particularly difficult for customers unfamiliar with Porsche vehicles.
2. Introduce a new track without adding more complexity.
Customers needed to discover the new track and understand how its driving experience differed from the existing option.
Discovery
Working with the client, I reviewed existing customer feedback to identify pain points, business requirements, and opportunities within the vehicle-selection experience.
Customer Insights
The project began with existing customer feedback that identified friction in the vehicle-selection experience. Customers struggled not only with the number of options, but also with understanding which choices mattered and how those choices would affect their driving experience.
“I'm unsure about how the decisions I made will translate into my driving experience.”
Design Question
Design Question
How might we reduce decision effort while still giving experienced Porsche customers enough control?
Design Direction
To reduce decision overload, we prioritized the filters based on what customers needed to make an initial choice. Essential filters remained prominent, while secondary filters could be separated or progressively disclosed.
We separated filters into primary and secondary choices, then explored how much of that complexity should be visible upfront.
Concept A:
Shows additional filters upfront
All filters remain visible, giving experienced customers immediate access to more controls, but increasing the amount of information presented upfront.
Concept B:
Progressively disclose additional filters
Only essential filters are shown initially, reducing cognitive load while keeping additional options available when needed.
Desktop: Balancing UX and Feasibility
Both concepts improved the filtering hierarchy, but Concept A delivered the core UX improvements while working within the existing desktop architecture and project timeline. We therefore moved forward with Concept A for desktop.
Before:
Secondary filters had the same visual prominence as more important selection criteria, increasing the effort required to narrow down a vehicle. The newly introduced track also lacked sufficient visibility.
After:
Primary filters were prioritized and separated from secondary options, making it easier to focus on the choices that matter most. The new track was given greater visibility to support discovery.
Mobile: Wireframes and Design
On mobile, limited screen space made prioritization even more important. We used Concept B, showing essential filters first and progressively disclosing secondary options when needed.
Concept B: Default state.
Essential filters shown upfront
Concept B: Expanded state
Secondary filters revealed
on demand
Before:
All filters presented together
After:
Secondary filters progressively disclosed
Project Outcome
The redesigned experience:
established a clearer hierarchy between essential and secondary choices
increased the visibility of the new track
adapted the filtering experience for desktop and mobile.
Final wireframes and specifications were delivered to the design and development teams, and the redesigned landing page was launched.
If I Had More Time
Given more time, I would have usability-tested Concepts A and B with both new and returning customers before implementation. This would have helped validate whether progressive disclosure reduced decision effort and determine whether the approach used on mobile should also inform the desktop experience.
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