Porsche · 2019 · innovation.rocks · iF Design Award
One AR experience for an entire model range.
An AR configurator covering every Porsche in the market — place a car in your space or scan a real one to overlay it, then change configuration live. Used by enthusiasts and by dealers to explain options.
ClientPorsche
RoleLead designer, XR agency
DisciplineAR / spatial UX
ScopeConcept → shipped
Fig. 00 — Porsche AR Visualizer. (Real project image.)
01 — The problem
One AR experience for an entire model range.
Showrooms can't hold every model and spec. The Visualizer brings the whole range into the customer's space — placed or scanned, tied to the web configurator, no menu maze.
Porsche needed one AR tool that could present the whole model range — place or scan a car and configure it live, with the vehicle always the hero.
02 — Constraints
What made it hard.
- Every model & configuration option, not a hero car
- Two modes — place a virtual car and scan/overlay a real one
- Consistent with Porsche brand and the existing web configurator
- Runs on customer phones and as a dealer sales aid
03 — See it
The work, in motion.
Official project film. Source: Vimeo.
04 — The key decision
Reframed around a choice, not a logo.
How do you present a full configurator's worth of options in AR without hiding the car behind UI?
TensionDeep configurability vs. keeping the vehicle the hero and the interface glanceable.
ChoseA restrained side control system with progressive disclosure — options surface on demand around the car rather than as a screen laid over it.
WhyA configurator's depth can bury the product. Peripheral controls and detail on demand keep the car central and the interface glanceable — usable on a showroom floor.
The decision, resolved: x-ray as an overlay on the visible car — technique revealed without hiding the vehicle. Source: Porsche Newsroom, 2019.
05 — Outcome
What it achieved.
Results
iF Design
Award — 2020