Yes, you read that right. Porsche, a stalwart in the automotive world, has long symbolized innovation, performance, and driving joy. However, as we step into the 21st century, doubts about its continued brilliance have surfaced. This initiative addresses the concern of Porsche's fading allure, delving into the reasons behind this perception and presenting fresh, forward-looking approaches to rejuvenate the brand's eminence for the future.
Problem Statement
Problem Statement
Porsche is facing challenges to diversify its business across sectors and enhance its existing product range. This demand for expansion while maintaining core values necessitates a strategic balance between tradition and adapting to a dynamic market environment.
Goals & Objectives
Goals & Objectives
Mission Porsche is dedicated to crafting pioneering products and experiences, embracing technology, and venturing into new territories. The strive is to exceed customer expectations, driving innovation and setting industry standards.
Vision To help Porsche expand across sectors, uniting tradition with innovation to shape industries and uphold its iconic status by redefining automotive excellence
UX Design Process
UX Design Process
The double-diamond design process is utilised for this project and is a widely recognized framework in UX (User Experience) design that guides designers through a structured approach to problem-solving and innovation.
Duration: 04 months
Empathize Stage
Empathize Stage
At this stage, the objective is to understand the users' requirements personally by letting go of preconceived notions in order to observe and speak with users to gain insights into their environment and to comprehend the challenges, motives, and experiences of users.
At this stage, the objective is to understand the users' requirements personally by letting go of preconceived notions in order to observe and speak with users to gain insights into their environment and to comprehend the challenges, motives, and experiences of users.
Qualitative Research
Qualitative Research
User Research I conducted interviews with Porsche customers to observe the user's behaviors and values and understand what it means by premium customer experiences for users in order to help Porsche to boost customer loyalty and attract new audiences to the Porsche brand.
What matters to users?
User Research I conducted interviews with Porsche customers to observe the user's behaviors and values and understand what it means by premium customer experiences for users in order to help Porsche to boost customer loyalty and attract new audiences to the Porsche brand.
What matters to users?
Connection
As business owners or high-level executives, they value connections that will aid their business and are willing to invest time in it.
Social Status
Tangible/intangible things for social status ranging from designer brands products to exclusive events such as art auction by Sotheby's
Concierge Help
The users are very busy people, so a place that serves as an one-stop shop is an attractive product when it comes to customer services.
Stakeholder Research “The customer, products, sustainability, digitalization, organization and transformation.” are the six cross-cutting elements that makeup Porsche’s Strategy 2030. With this in mind, I spoke with important Porsche Digital stakeholders to better understand the brand's future plans.
Stakeholder Research “The customer, products, sustainability, digitalization, organization and transformation.” are the six cross-cutting elements that makeup Porsche’s Strategy 2030. With this in mind, I spoke with important Porsche Digital stakeholders to better understand the brand's future plans.
Findings from meeting with Porsche Digital
Recent Initiative
Web 3.0
New Target Audience
Younger Generation
A Greenfield
Customer Services
User Behaviour
User Behaviour
Based on a comprehensive social media analysis of over 15 individuals from the target audience, I've identified distinct patterns in user behavior. I found that these users are passionate about high-end auctions like Christie’s, or art museums, consistently sharing their experiences on platforms, particularly Instagram, at a frequency of at least four times per month.
Why were the users attending art events and posting photos?
I conducted a follow-up research with 5+ users who owned luxury vehicles like Porsche.
Key Questions
How does art fit into their lives?
What's the reason behind them being involved in art-related activities?
How does attending those events benefit them?
Key Insights
Appreciation for Art
genuine interest and appreciation for beauty, creativity, and cultural significance that art offers
Networking & Social Status
a way to network and socialize with like-minded individuals. Connect with like-minded people
Investment opportunities
diversify their investment portfolios and potentially generate returns over time
In light of evolving user demands and Porsche's distinctive approach, a notable market opportunity has surfaced, prompting me to engage in a thorough investigation and undertake the development of a tailored solution.
Define
During the second stage of the design process, my focus will be on examining the research data gathered during the discovery phase. I will use this data to develop personas, construct an empathy map, and create a customer journey map. These tools will help me delve deeper into potential solutions for the project.
Archetypes
Networking Jim
Ambitious 33 year-old small business owner in Dubai
Goal: To grow my business
Investor Alice
Successful 45 year-old lawyer with 2 kids living in New York
Goal: To establish myself more in social scenes
Art Lover George
Curious 65-year-old retired CEO/VC living in Barcelona
Goal: Enjoy life and invest in young entrepreneurs
Define
Define
During the second stage of the design process, my focus will be on examining the research data gathered during the discovery phase. I will use this data to develop personas, construct an empathy map, and create a customer journey map. These tools will help me delve deeper into potential solutions for the project.
Archetypes
Networking Jim
Ambitious 33 year-old small business owner in Dubai
Goal: To grow my business
Investor Alice
Successful 45 year-old lawyer with 2 kids living in New York
Goal: To establish myself more in social scenes
Art Lover George
Curious 65-year-old retired CEO/VC living in Barcelona
Goal: Enjoy life and invest in young entrepreneurs
Personas
Personas
Personas help to build trustworthy and accurate representations of the most important audience segments to use as a guide. These depictions ought to be supported by user research—both qualitative and quantitative—and web analytics. Meet Jim! Jim is a young entrepreneur who lives in Dubai, and owns a Porsche 911.
Customer Journey Map
Customer Journey Map
A customer journey map can be employed to visualize how customers experience emotions at various brand touchpoints, thereby allowing potential issues to be preemptively mitigated, boosting customer retention, and revealing vital insights to inform optimal business decisions.
Area of Solution
Area of Solution
After conducting extensive research, brainstorming sessions, and observations, we identified the art domain as the key focus area for our solution. This aligns with user needs (social status, networking, exclusive lifestyle) and Porsche's goals (new business opportunities, customer engagement, branding), building on Porsche Digital's past success with Vin Art
After conducting extensive research, brainstorming sessions, and observations, we identified the art domain as the key focus area for our solution. This aligns with user needs (social status, networking, exclusive lifestyle) and Porsche's goals (new business opportunities, customer engagement, branding), building on Porsche Digital's past success with Vin Art
User Needs
User Needs
User Needs
After an extensive ideation process, we began prioritizing based on user stories and perspectives to develop our initial Minimum Viable Product (MVP).
After an extensive ideation process, we began prioritizing based on user stories and perspectives to develop our initial Minimum Viable Product (MVP).
Key Findings and Impact:
Users seek a convenient platform that combines art appreciation and networking in a premium environment.
Understanding that users value exclusive experiences and opportunities for networking within the art community,
emphasize these aspects in the branding and user interface to enhance user engagement.
An improved, user-friendly navigation system tp enhance the user experience and increase user retention rates.
Streamlining these user journeys to increase user engagement and higher participation in events and auctions.
Key Findings and Impact:
Users seek a convenient platform that combines art appreciation and networking in a premium environment.
Understanding that users value exclusive experiences and opportunities for networking within the art community,
emphasize these aspects in the branding and user interface to enhance user engagement.
An improved, user-friendly navigation system tp enhance the user experience and increase user retention rates.
Streamlining these user journeys to increase user engagement and higher participation in events and auctions.
Key Findings and Impact:
Users seek a convenient platform that combines art appreciation and networking in a premium environment.
Understanding that users value exclusive experiences and opportunities for networking within the art community,
emphasize these aspects in the branding and user interface to enhance user engagement.
An improved, user-friendly navigation system tp enhance the user experience and increase user retention rates.
Streamlining these user journeys to increase user engagement and higher participation in events and auctions.
Competitor Analysis
Competitor Analysis
In the pursuit of providing users platform that combines art appreciation and networking in a premium environment, a comprehensive benchmarking analysis of direct and indirect competitors was undertaken and the objective was to gain insights into their methodologies, approaches, and offerings, with the intention of enhancing the value proposition.
In the pursuit of providing users platform that combines art appreciation and networking in a premium environment, a comprehensive benchmarking analysis of direct and indirect competitors was undertaken and the objective was to gain insights into their methodologies, approaches, and offerings, with the intention of enhancing the value proposition.
Features Definition & Prioritization
Features Definition & Prioritization
Landing Pages
As business owners or high-level executives, they value connections that will aid their business and are willing to invest time in it.
・Event Browsing
・RSVP
・Schedule
Offline Experience
Enhancing the experience at art events, ArtRoom provides users with an Access Pass for venue entry and a QR scanner within the app to gather detailed information about artworks on display
・Access Pass at Venue
・QR scanner for art piece info
Online Experience
Artroom enriches the digital user experience with features for auction browsing, online bidding, and an online shop, creating a dynamic and interactive platform for users
・Auction Browsing
・Online Bidding
・Online Shop
The strategy is to prioritize features to maximize user engagement, starting with Event Browsing and RSVP as initial touchpoints. Then, the focus is on improving the offline experience with features like Access Pass at Venue and QR scanner. Finally, incorporating online Bidding and other digital features to enhance the overall interactive platform.
MoSCoW technique
After having the list of all possible features, I used the MoSCoW technique in order to prioritise which ideas we needed to fulfil users’ needs. This is a necessary step before moving on to generating story mapping and defining the MVP.
The strategy is to prioritize features to maximize user engagement, starting with Event Browsing and RSVP as initial touchpoints. Then, the focus is on improving the offline experience with features like Access Pass at Venue and QR scanner. Finally, incorporating online Bidding and other digital features to enhance the overall interactive platform.
MoSCoW technique
After having the list of all possible features, I used the MoSCoW technique in order to prioritise which ideas we needed to fulfil users’ needs. This is a necessary step before moving on to generating story mapping and defining the MVP.
Develop
Develop
Value Proposition
Value Proposition
ArtRoom is a member-only social club for people to network, collect art, and enjoy exclusive access to premium customer experiences online and offline.
ArtRoom is a member-only social club for people to network, collect art, and enjoy exclusive access to premium customer experiences online and offline.
Community
Exclusive Lifestyle
Personal Branding
Porche ArtRoom is a mobile app-based premium, a members-only social platform that combines art and networking, aiming to enhance Porsche's new revenue streams and brand engagement.
Based on the research, the hypothesis that target users would find Porsche ArtRoom beneficial in terms of convenience for participating in art events and investing in art pieces. Additionally, by providing art and networking opportunities, the goal is to foster connections among members and to encourage the ArtRoom community.
Porche ArtRoom is a mobile app-based premium, a members-only social platform that combines art and networking, aiming to enhance Porsche's new revenue streams and brand engagement.
Based on the research, the hypothesis that target users would find Porsche ArtRoom beneficial in terms of convenience for participating in art events and investing in art pieces. Additionally, by providing art and networking opportunities, the goal is to foster connections among members and to encourage the ArtRoom community.
Information Architecture
Information Architecture
The ArtRoom community's information architecture is meticulously crafted to provide a top-quality, user-focused experience. This architecture allows for seamless access to distinctive content, promotes individual branding, and incorporates functionalities like art auctions, QR codes, and virtual reality experiences, ultimately elevating the entire user experience within the community.
Primary and secondary tasks and user journeys are organized by color according to their themes, ensuring improved categorization and separation of information where necessary.
The ArtRoom community's information architecture is meticulously crafted to provide a top-quality, user-focused experience. This architecture allows for seamless access to distinctive content, promotes individual branding, and incorporates functionalities like art auctions, QR codes, and virtual reality experiences, ultimately elevating the entire user experience within the community.
Primary and secondary tasks and user journeys are organized by color according to their themes, ensuring improved categorization and separation of information where necessary.
Site Map
Branding and Style Guide
Branding and Style Guide
A design system conserves effort during iterations and modifications by using pre-built UI parts and features. It ensures a cohesive appearance and consitency across the designs.
A design system conserves effort during iterations and modifications by using pre-built UI parts and features. It ensures a cohesive appearance and consitency across the designs.
The Logo
The ArtRoom word mark & Beam are an important expression of our brand identity. By applying the logo in a consistent manner, it strengthens the recognition & visibility of our brand.
The ArtRoom word mark & Beam are an important expression of our brand identity. By applying the logo in a consistent manner, it strengthens the recognition & visibility of our brand.
Color Palette
Color Palette
The ArtRoom uses a very simple yet elegant color pallet made up of primarily black, white and cooper/gold
The ArtRoom uses a very simple yet elegant color pallet made up of primarily black, white and cooper/gold
Typography
Iconography
Low fidelity wireframes(V1.0)
Low fidelity wireframes (V1.0)
Constructing low-fidelity wireframes prior to mid/high-fidelity ones is essential for numerous reasons: introducing low-fidelity design into this project's process lays a solid groundwork for the user experience, collects significant feedback from users during early design stages to refine and conserve time and revisions.
Constructing low-fidelity wireframes prior to mid/high-fidelity ones is essential for numerous reasons: introducing low-fidelity design into this project's process lays a solid groundwork for the user experience, collects significant feedback from users during early design stages to refine and conserve time and revisions.
User testing & feedback
The initial MVP included only Access Pass, RSVP, Event Browsing, and Online Auction functionalities. Feedback and additional user testing samples were needed to refine these features. The first prototype, including the initial user flow, revealed issues with landing page navigation; first-time users struggled to understand the app's purpose and usage. As a result, improving navigation and overall user flow clarity became a focus for the next iteration.
The initial MVP included only Access Pass, RSVP, Event Browsing, and Online Auction functionalities. Feedback and additional user testing samples were needed to refine these features. The first prototype, including the initial user flow, revealed issues with landing page navigation; first-time users struggled to understand the app's purpose and usage. As a result, improving navigation and overall user flow clarity became a focus for the next iteration.
Mid-fidelity wireframes (V2.2)
Mid-fidelity wireframes (V2.2)
The mid-fidelity wireframes offer a more intricate and polished depiction of the app's visual design, arrangement, and interactive components. This version achieves a greater equilibrium between visual aesthetics and functionality, facilitating stakeholders in obtaining a more lucid comprehension of the app's overarching visual and tactile characteristics.
The mid-fidelity wireframes offer a more intricate and polished depiction of the app's visual design, arrangement, and interactive components. This version achieves a greater equilibrium between visual aesthetics and functionality, facilitating stakeholders in obtaining a more lucid comprehension of the app's overarching visual and tactile characteristics.
User testing & feedback
In the final version of the prototype, the users needed to enrich the Online Bidding functionality, based on detailed user journey mapping and feedback from various user tests. However, challenges remain in improving navigation from the landing page and ensuring intuitive usability, which was the ongoing focus.
In the final version of the prototype, the users needed to enrich the Online Bidding functionality, based on detailed user journey mapping and feedback from various user tests. However, challenges remain in improving navigation from the landing page and ensuring intuitive usability, which was the ongoing focus.
High Fidelity Prototype
The high-fidelity wireframes serve as the culminating and most sophisticated prototypes for ArtRoom. In stark contrast to their predecessors, they feature an array of elements including color schemes, branding elements, meticulously curated hierarchical structures, painstaking attention to minutiae, a consistent presentation of user interface components, and the skillful conveyance of the central message that we seek to underscore through our project.
The high-fidelity wireframes serve as the culminating and most sophisticated prototypes for ArtRoom. In stark contrast to their predecessors, they feature an array of elements including color schemes, branding elements, meticulously curated hierarchical structures, painstaking attention to minutiae, a consistent presentation of user interface components, and the skillful conveyance of the central message that we seek to underscore through our project.
Key Features
Key Features
Location based Access Pass
Geolocation-driven entry permit initiating alerts upon visitor's arrival at the destination.
User's Landing & Events
Primary actions for users are centered around events in this section. Events displayed are tailored to their current location or interest history. In addition, users can view future events and obtain comprehensive information about them, either by invitation or through the dedicated event pages. They can also RSVP based on their personal interest.
Scan Artworks & Experience it in VR
Customers can scan the QR code beside any piece of art and acquire all the details about the artwork, with the option to add it to their cart and buy it. Utilizing VR, they can also share the artwork for a remote experience.
Shop Merchandise
Users can browse and buy merchandise & souvenirs from events by popular artists across the world.
Art Online Auctions
Install the Figma plugin and you’re ready to convert your designs to a responsive site.
Try it yourself!
Click on the buttons below to watch the product demo or use the prototype of the app.
The Business Model Canvas (BMC) can enhance UX design by aligning it with business goals, fostering a user-centric approach, clarifying value propositions, guiding revenue and pricing strategies, informing customer segmentation, influencing distribution channels and customer relationship design, optimizing resource allocation, encouraging iterative design, and facilitating cross-functional collaboration.
The Business Model Canvas (BMC) can enhance UX design by aligning it with business goals, fostering a user-centric approach, clarifying value propositions, guiding revenue and pricing strategies, informing customer segmentation, influencing distribution channels and customer relationship design, optimizing resource allocation, encouraging iterative design, and facilitating cross-functional collaboration.
Business Model Canvas
Marketing Goals
Marketing Goals
Branding
Relate Porsche as a brand with art and cultural initiatives
Engagement Create a high engagement rate with customers online and offline
Revenue Stream Generate revenue with ArtRoom while cross-selling with other art initiatives of Porsche
Branding
Relate Porsche as a brand with art and cultural initiatives
Engagement Create a high engagement rate with customers online and offline
Revenue Stream Generate revenue with ArtRoom while cross-selling with other art initiatives of Porsche
Digital Marketing Strategy & Funnels
Digital Marketing Strategy & Funnels
There will be four different channels: SEM, SEO, Social Media, and Brand Ambassadors to direct traffic to the two major platforms below:
ArtRoom Blog
Referral Program Landing Page
There will be four different channels: SEM, SEO, Social Media, and Brand Ambassadors to direct traffic to the two major platforms below:
ArtRoom Blog
Referral Program Landing Page
Marketing Validation
Marketing Validation
Art Market Expansion The art sector experienced a substantial 31.1% increase between 2022 and 2023, demonstrating remarkable progress and indicating a promising future
Art Market Expansion The art sector experienced a substantial 31.1% increase between 2022 and 2023, demonstrating remarkable progress and indicating a promising future
Market Potential
Market Potential
CHICAGO, April 10, 2023 /PRNewswire/ -- The Global Online Art Market size is valued at USD 14.38 Billion in 2022 and is projected to be USD 23.79 Billion by 2030, growing at a CAGR of 6.5% from 2023 to 2030, as per a recent report published by Cognitive Market Research.
CHICAGO, April 10, 2023 /PRNewswire/ -- The Global Online Art Market size is valued at USD 14.38 Billion in 2022 and is projected to be USD 23.79 Billion by 2030, growing at a CAGR of 6.5% from 2023 to 2030, as per a recent report published by Cognitive Market Research.
Trends
Trends
Luxury brands has started to make deep connection with art as strategic partnership. For example, Ferragamo, Hermes, Prada, and Louis Vuitton, have invested aggressively in art in recent years. Foundation Louis Vuitton is committed to making art and culture accessible to all where BMW has an entire division for art and culture initiatives.
Luxury brands has started to make deep connection with art as strategic partnership. For example, Ferragamo, Hermes, Prada, and Louis Vuitton, have invested aggressively in art in recent years. Foundation Louis Vuitton is committed to making art and culture accessible to all where BMW has an entire division for art and culture initiatives.
Product Roadmap
Product Roadmap
5 Year Vision
Key Learnings and Conclusion
Key Learnings and Conclusion
Provide leadership, direction, and motivation
Expansion to 10 countries with 20+ Porsche ArtRoom lounges
Provide leadership, direction, and motivation
Expansion to 10 countries with 20+ Porsche ArtRoom lounges
As we chart the course for the next decade, Porsche ArtRoom envisions to be present in 20 countries and over 40 cities with dedicated lounges, doubling our 5-year ambition. This project, a cornerstone of our growth, will be further galvanized to consistently deliver results, fortifying our user base and stakeholder satisfaction. The aspirational financial targets include annual growth of 15-20 percent, preserving a minimum 6 percent net profit, and doubling our working capital to $2 million. This 10-year vision sets our strategic trajectory, informing key decisions and shaping our product roadmap.
Follow the Instagram Profile of laartroom
As we chart the course for the next decade, Porsche ArtRoom envisions to be present in 20 countries and over 40 cities with dedicated lounges, doubling our 5-year ambition. This project, a cornerstone of our growth, will be further galvanized to consistently deliver results, fortifying our user base and stakeholder satisfaction. The aspirational financial targets include annual growth of 15-20 percent, preserving a minimum 6 percent net profit, and doubling our working capital to $2 million. This 10-year vision sets our strategic trajectory, informing key decisions and shaping our product roadmap.
Follow the Instagram Profile of laartroom
Thank You!
I hope you enjoyed viewing this project as much as I did creating it :)
I hope you enjoyed viewing this project as much as I did creating it :)
