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Porsche's Sales Funnel Was Broken. Design Thinking Fixed It

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The Story

You’re ready to book a once-in-a-lifetime Porsche Driving Experience. But instead of excitement, you’re met with friction: a multi-step booking flow packed with waivers, guest info forms, and unclear next steps — all before payment. On mobile, it’s even worse. The UI lags, the layout collapses, and you second-guess whether to continue.

That’s the moment Porsche was losing customers — and revenue.

I was brought in as Lead UX Designer to turn that around.

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Research

Through analytics review, stakeholder interviews, and focused user testing, I mapped the complete journey—from first click to final confirmation.

I identified:

• Key drop-off points in the funnel
• Unnecessary pre-payment friction
• High mobile abandonment rates
  

I built personas, journey maps, and a future-state flow aligned to user intent and emotional momentum. I deferred non-critical tasks (like waivers) post-purchase and elevated the visual language to reflect Porsche’s premium identity.

The updated booking flow wasn’t just more usable — it felt more Porsche.

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Challenge

The booking flow for Porsche’s Driving Experience was confusing, front-loaded with legal and logistical steps, and poorly optimized for mobile — leading to lost bookings, user frustration, and brand misalignment.

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Approach

• Mapped the current funnel and user decision points
• Deferred low-priority tasks to post-payment
• Rewrote UI microcopy to create emotional momentum
• Created mid- and high-fidelity prototypes in Figma
• Conducted mobile-first usability testing and iterated rapidly
  

The redesigned flow was reviewed by key stakeholders and became a benchmark for future experience enhancements across platforms.

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Impact

• +30% increase in completed bookings (25% → 32.5%)
• −28% decrease in cart abandonment
• Simplified UX praised by users for its premium, intuitive feel
• Strengthened digital alignment with Porsche’s high-performance brand

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Tools & Skills Used

Figma · UX Research · Service Design · Mobile Optimization · Journey Mapping · Interaction Design · A/B Testing · Stakeholder Alignment

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Result

A booking experience that didn’t just work — it accelerated.

The new UX reduced friction, increased trust, and captured user commitment when it mattered most.

Because when you’re booking a Porsche, the experience should feel like driving one.

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