Does Porsche’s Website Perform as Well as Its Cars?
We are all familiar with the phrase “German Engineering,” but how does it apply to UX design?
Before we get into each detail of the website and judge whether is good or not, we can all agree a well-designed website begins with the consumer’s journey. The journey is based on the brands’ objective — whether it’s to purchase, subscribe, donate, etc. However, luxury brands need to add another tier to their design: experience. Luxury brands are not selling a regular product or service, they are selling an experience, a lifestyle that is associated with the brand’s name.
As one can expect from a German car brand, Porsche’s website and mobile site are clean, sleek, and concise. It’s designed for a customer that knows what they want. Based on Forbes’ article “15 Experts Share Essentials Of ‘Good’ UX Design In An Evolving Market” and my expertise as a Digital Marketing Masters student, I will rate Porsche’s website and mobile site performance based on three characteristics: design, user-friendliness, and brand personality.
Design
The homepage is separated by sessions that promote different aspects of the brand. The header showcases their car models and provides a menu for additional information. Followed by a slider with colorful images that grab your attention while listing the most searched products. As you scroll down on the homepage you are presented with the latest models’ photos, find a dealer map, social media posts, and the discover section.
User-Friendliness
What I enjoyed the most about Porsche’s website is that it lists its products and services right on the homepage. It’s either on the page itself or on the menu at the top left side of the page. Again, it all depends on what you are looking for. The font is easy to read, and the images are a perfect size whether you are on a desktop or mobile device. It reflects exactly what the brand it’s known for, performance.
Brand Personality
The luxury experience of Porsche has been translated into each of the pages. It’s classic, easy to use, and trustworthy. The same can be said about the mobile experience, which is an exact copy of the website. Each component of the website was created to fit your mobile. The only difference is that the mobile site includes a chatbot and cart icon at the bottom left of the page, which the desktop doesn’t.
Overall, the website and mobile site have been very well developed. As a consumer, I appreciate being able to find the same information on both sites. However, I feel the mobile site is missing personality. Mobile users are younger, and the mobile site doesn’t cater to those users. I wish it had a little more color, maybe show more of their social media on their homepage? What are your thoughts? Would you prefer a site that matches the personality of the audience based on what device they are using?
