My Role: Digital marketing manager @ Porsche France
Responsibilities: Overseeing the UX optimization and content updates for the French version of the Porsche.com website and local Porsche dealer websites.
The Product: Porsche.com/fr is a high-traffic website that is a showcase of products and a destination for users willing to get more information about Porsche. The site also offers functionalities to locate Porsche car dealers and buy cars or accessories online.
The Goal: Work with the team in France and with the Porsche HQ to ensure the website is at the edge of UX trends and offers an optimal experience to users. Ensure traffic from marketing campaigns is landing on relevant pages and driving conversion (leads).
Case study: Product design to grow brand affinity among a female audience
A new target
While the automotive industry has been traditionally male-dominated, Porsche recognizes the importance of appealing to a diverse customer base, including women.
Accordingly, most of my team's efforts went toward growing brand awareness & affinity among women. We aimed to create digital products and experiences that cater to women, acknowledging their preferences and interests.
The online car configurator on Porsche.com allows women (and all users) to personalize vehicles according to their tastes. This may include interior and exterior color choices, finishes, materials, and accessory packages.
Female-centric content makes women feel seen, understood, and valued as customers. Such content includes: women's experiences with Porsche, the achievements of women in the automotive industry, lifestyle/travel etc...
Testimonials and reviews from female customers instill trust and confidence in potential female buyers, emphasizing aspects of the ownership experience that are particularly important to women, such as handling, safety features, and convenience.
Collaboration with influential women in areas like business, fashion, or lifestyle help to reach a female audience. We worked with these influencers to create content about their experiences and perspectives on Porsche cars.
Inclusive product design and content strategies that speak to women
Porsche.com (France)
Porsche dealer website (Porsche Center)
Thank You!
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