Porsche Events
Category
Product Strategy · System Design · UX Design
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Turning a basic data pipe into the platform 750+ Porsche dealers use to run events
About the Project
When I joined, the product was a thin integration layer: it pulled event data in from a third-party tool and pushed it back out, with no real capability for dealers beyond viewing what that tool gave them. Over five years, I turned it into a platform Porsche dealers actively build on — creating events, configuring flexible timeslots, and managing invitations and communications directly, across an admin console, a dealer-facing app, a web frontend, and an on-site check-in tool.
(A one-line note on what each surface actually does — e.g. "app: dealer staff manage on-site logistics" — would sharpen this further if you want to add it.)
My Role
I'm the sole designer on this product, working day to day with a product owner, a business analyst, and the engineering team, plus market leads and end customers for direct feedback. Part of the role is holding and pushing the product vision internally — which regularly means negotiating with other Porsche teams to reuse their APIs and components rather than duplicating work across the company.
The Problem
The product I inherited was built to consume data from a third-party tool, not to give dealers any real control. As Porsche's events program grew from 8 countries and roughly 200 dealers toward 23 countries and 750+ dealers, that thin layer couldn't support what dealers actually needed: their own event types, flexible scheduling, and direct communication with invitees.
Strategic Decisions
Replaced the third-party event-creation flow Porsche was paying a third-party tool to create events and manage invitations. During an innovation sprint, I convinced one frontend engineer to build a replacement with me — with formal sign-off, but outside the standard roadmap. It cut licensing cost, and more importantly, gave dealers the flexibility to build the event types they actually needed instead of whatever the third-party tool allowed.
Rebuilt timeslot generation for scale Generating timeslots was slow and manual — a bottleneck as dealer numbers grew. I designed a new flow that lets dealers generate hundreds of timeslots in seconds instead of hours, at a level of complexity and ease of use I haven't seen matched elsewhere.
Built partnerships instead of building in isolation Rather than building every capability from scratch, I regularly negotiate with other Porsche product teams to consume their APIs and reuse their components — extending what the platform can do without duplicating engineering effort across the company.
Outcome
Event bookings: 20,000 → 120,000
Reach: 8 countries → 23 countries
Adoption: ~200 → 750+ dealers, with over 90% dealer adoption in the US and EU
Most of this growth happened in the last three years, following the shift from a passive data pipe to a self-serve event platform.
A Foundation for Growth
What started as a one-way data pipe is now a platform dealers actively build on, well past its original scope of simply displaying third-party event data.
What's Next
I'm working to extend the platform beyond dealer-only event types — bringing in new stakeholders — and to connect events with other Porsche products, so customers can discover and join them directly rather than dealers being the only entry point.
