Digital experience

August 2018

Redefining the automotive customer journey for Porsche

Project overview

Porsche and ZeroLight collaborated on a new concept for Plug and Play's Startup Autobahn: an Intelligent Car Configurator. The aim of this concept was to create a fully personalised purchase journey, catering to the unique preferences of each individual user at every touch point. The ICC concept represents a fully integrated customer journey, bridging the gap between online and dealers whilst ensuring every touch point is relevant.

With the ability to reach any connected device, customers can start their purchase journey from wherever they wish. Read more about the project here: The Intelligent Car Configurator concept

My role

Lead Designer & Project Lead


Website, VR & AR

My team

1 Designer

2 Engineers

1 Project Manager

Mobile & Desktop UI

My role

I was the project lead for the Porsche ICC project which consisted of planning and creating the entire project flow so that each member of the team had a full understanding of the project. I was responsible for all design and worked with cross functional teams to ensure a successful delivery.

The design consisted of not only a responsive car configurator but also an Augmented Reality app and a data visualisation dashboard. This project was used as the show-front of ZeroLight's technology in partnership with Porsche at Startup Autobahn. We also used this project for the remainder of the year which helped generate more business for the company.

Final UI

Virtual Reality

I also got the opportunity to design a futuristic menu for controlling the configurator in Virtual Reality which was an amazing opportunity to design for a new medium. Something that I really enjoyed doing and being able to iteratively test using the Vive Pro headset we had to make sure everything worked and the interactions made sense.

Virtual Reality configurator menu