PORSCHE BRAZIL
UX design
UI design
Approaching Users through improving the after sales model for Porsche Brazil.
about the project
I worked on this project as a leader and main product designer inside the challenge
The improvement of usability basis on qualitative and quantitative research data
Building components for one of the most restrict style guides I have ever worked with
In 2019, Porsche changed its sales strategy approach globally. Consequently, Porsche Brazil was instructed to enhance its after-sales model to improve profitability in South America without relying solely on vehicle sales. Currently, it is estimated that there are just over 12,000 Porsches in Brazil. However, a significant number of Porsche model owners are unknown due to the used-vehicles market, which is beyond the dealership's control. This makes it challenging to sell additional products to them.
We needed to identify the maximum number of Porsche model owners in Brazil and offer them one of the equipment packs, after-sales services, and accessories to increase revenue. In summary, it was crucial to enhance the relationship with customers after the car sale. To achieve this, we developed a platform to locate and distribute leads among the sales teams within each Porsche Center in Brazil. Simultaneously, the platform was designed to build a comprehensive database of Porsche owners across the country.
We created a digital platform to identify Porsche model owners, along with a marketing performance campaign on social media and Google Ads. My responsibility was to enhance the platform's performance and attractiveness to capture users and lead them to conversion.
To achieve this, I implemented user experience techniques and employed mental triggers for persuasion. We opted to incorporate testimonies from Porsche model owners who had already used PBR services, along with statistics demonstrating service efficiency and its cost-effectiveness for other Porsche model owners in Brazil. Additionally, we developed a central lead management system for all Porsche Centers in Brazil. This made the process of managing leads simple and agile, serving as a contact point between clients and salesmen. Any salesman could access the platform and select a lead within their region.
As the project leader for this initiative, I was responsible for defining the project flow and design parameters. Due to a tight deadline, the flow comprised three major steps. Firstly, we outlined the sitemap and browsing architecture, covering the entire lead's journey from media exposure to contact by the responsible area. Secondly, we defined the Information Architecture page by page. Once the Information Architecture was finalized, we could then establish the architecture for the site's back office, involving the Content Management System (CMS). Finally, after completing the preceding steps, we gathered data on the number of HTML components required to initiate platform development using an HTML, CSS, and Figma library system. These components adhered to the worldwide Porsche style guide.
There are 10 Porsche Centers in Brazil. To streamline lead distribution among these units and enhance service efficiency, we developed a platform to centralize all leads and make them accessible to each Porsche Center through an exclusive access.
This platform includes an administrator account for PBR to manage all users and a unique credential for each sales unit in Brazil. Consequently, each Porsche Center in Brazil can locate their leads within the platform and, in turn, implement the approach that was projected.
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