Porsche · 2020 · innovation.rocks · Red Dot + iF
Onboarding 60,000 employees, on any device.
A WebAR experience communicating the brand's past, present and future to new employees worldwide — a diegetic 3D world paired with a simple 2D interface, reachable without an app install.
ClientPorsche
RoleHead of Design
DisciplineAR / spatial UX
ScopeConcept → shipped
Fig. 00 — Digital Porsche Brand Academy. (Real project image.)
01 — The problem
Onboarding 60,000 employees, on any device.
60,000 employees · every country · any device. Native would fragment and gatekeep — it had to be immersive yet effortless, in the browser.
A digital brand academy for roughly 60,000 Porsche employees worldwide — a 3D training world that had to run on any device with no install.
02 — Constraints
What made it hard.
- Reach 60,000 employees on whatever device they have
- No app install — WebAR in the browser
- Immersive 3D storytelling and simple handling
- Localised, brand-precise
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 keep a 3D experience immersive while making the interface trivially easy?
TensionDiegetic, in-world 3D feels magical but can confuse; a flat 2D UI is easy but breaks immersion.
ChoseA mix of diegetic interface elements inside the 3D scene, with a thin 2D layer for wayfinding and handling.
WhyDiegetic controls preserve immersion; a thin 2D layer keeps handling learnable for a huge, non-expert audience. Immersion and ease usually trade off — layering them delivers both.
The decision, resolved: a diegetic 3D world with a light 2D layer on top. Source: Red Dot 2020 entry (credited: Deniz Örs — Head of Design).
05 — Outcome
What it achieved.
Results
60,000
Target employees reached
Red Dot + iF
2020 / 2021