Transforming global learning and customer experiences with AI and UCD

PPX Campus is the single source of truth for Porsche dealership staff worldwide, yet the legacy ecosystem was fundamentally broken. It consisted of ten disconnected platforms—including separate tools for modules, wikis, videos, and communication—that were developed in silos by different agencies. Consequently, there was no consistent UI or UX across the ecosystem.

My challenge was to untangle this accumulated tech debt. The previous waterfall model had resulted in low engagement and satisfaction scores under 50%, with usage driven purely by compliance rather than curiosity. I was tasked with consolidating these fragmented tools into a singular, intuitive platform serving the entire global network of 34 markets.

My mandate extended beyond execution because I acted as a user centricity consultant. One of the root causes of multiple problems was the exclusion of users from the development process. I developed a user centricity concept to bridge the gap between multiple stakeholders at Porsche and development, which was executed through external agencies.

The new process consisted of a multi-layered UX research strategy to validate user needs. I conducted a user survey in all 34 markets worldwide using Qualtrics, and it revealed that platform structure, not content, was the main barrier. Subsequently, I set up the user analytics tool FullStory, through which I saw in heatmaps that critical features were invisible due to poor layout.

Porsche provided five user personas: The "Porsche Pro," the Sales Consultant, the Service Consultant, the Service Assistant, and the Training Manager. These helped to organize qualitative user research in the form of interviews. We decided to focus on four core markets (US, China, Germany, EU ex-Germany) and, together with the PM, I interviewed users from each group.

I consolidated the ten fragmented legacy tools into a single unified platform that centralizes the Learning Path, Academy, Wiki, Tube, and more. We shifted the architecture from platform-based silos to a category-driven model where content is organized by format rather than legacy tool names. For instance, mixed-media topics like Smart Mobility were dissolved so that all video content was bundled under Porsche Tube while text-based articles moved to the Wiki.

To improve relevance, I designed a personalized dashboard that features global progress tracking for immediate visual status updates. We also fostered organic engagement through an integrated community by surfacing active discussions directly on the main interface.

During the process, we identified the rise of conversational AI as a potential solution to streamline learning and customer support. In a first prototype, I designed the "Porsche Co-Driver" as an integrated conversational UI that unifies the underlying platforms into a single access point. This solution was successfully pitched to corporate management and further developed in a second project.

The Co-Driver functions as an intelligent search engine, allowing users to query the knowledge base for instant support or educational context. This successful integration served as the blueprint for Porsche's future AI products, including after-sales customer service and direct end-customer solutions.