Digital Designer, Web Designer


2018 – 2021


Adobe Photoshop, WordPress, Google Workspace


Digital Design, Web Design, Project Management


Porsche Design Manila is a high-end brand offering fashion apparel and sportswear for men, luggage, timepieces & accessories.


I was the web and digital designer tasked to design their website, digital assets and social media content according to their brand guidelines. The team composed of myself and a social media manager.


The project objective was to establish and build the brand’s online presence. From there, the goal was to utilize their platforms to communicate with their target market efficiently.

Problem statement

“How might we realign our digital design and web presence in accordance with the established branding guidelines, so that we can integrate consistency across all digital touchpoints, and present a cohesive brand image that resonates with our clientele?”

Target Audience

The main target audience for this project are retail consumers, or individuals that purchases good from the retailer for personal or business consumption. These customers can be found in various types of retail environments, including brick-and-mortar stores, online marketplaces, and e-commerce platforms.


The processes were done in the duration of this project:

  1. Audience Research – In-depth research to understand the demographics, preferences, behavior, and psychographics of the target audience. Identify their specific needs, desires, and pain points.
  2. Planning and ideating – Requirements gathering helped align the team during the entire process.
  3. Information Architecture and Flow Diagram – Used information architecture to organize content and help users find relevant information and reach their goals quickly and efficiently. Created flow diagrams to visualize use cases and to ensure that no scenarios are missed. The diagrams were able to layout the order process flow.
  4. Wireframes, mockups and prototyping – Created wireframes, mockups and prototypes as solutions to solve user needs and goals.
  5. Prototypes and Usability Testing – Usability testing was conducted to identify usability problems, collect data and determine the participant’s satisfaction with the product.


I created two personas for the retail consumer:

Gift buyers are individuals looking to purchase high-end gifts for special occasions, events, or to demonstrate appreciation to their loved ones. They are motivated by the desire to look for unique and special gifts that stand out and leave a lasting impression on the recipient, focusing on items that carry a sense of exclusivity.

“As a gift buyer, I want to purchase a new Porsche Design timepiece for my dad so that I can show him my love and appreciation for father’s day.”

Business executives are busy individuals who spend their time in the office or traveling for work. They travel frequently and have exposure to international luxury brands, seeking products that offer a sense of global style and sophistication.

“As a business executive, I want to discover upcoming fashion collection so that I can wear a new set of work attire for my next business trip.”

Planning and ideating

Some of the planning processes done for this project were: (a) creating a media plan (b) creating a proposed timeline for project management purposes. Requirements gathering was done mostly in face-to-face meetings, which contributed to team alignment and gather requirements from stakeholders.

Organizing information

Some of the factors I considered in creating information architecture were (a) cataloguing and categorizing SKUs (b) organizing the structure of product categories across the site. This process provided the foundation as I proceeded to creating my prototype.

Low fidelity wireframes and prototype

Paper sketches, low fidelity wireframes and an initial prototype helped stakeholders visualize the concept and idea. It also let the team resolve basic questions about the content, layout and product requirements before committing to a higher fidelity prototype.

Tailoring the website experience to reflect the brand identity

To cater a luxury retail company’s website to its target audience effectively, specific strategies need to be implemented to align with the preferences and expectations of the audience. Here are some key steps:

Reflect brand identity: Ensured the design and content reflect the brand’s identity, conveying the brand’s values and messaging.

Product categories: An intuitive and easy-to-navigate structure ensured that essential information is easily accessible, and the buying process is seamless and efficient.

Recommendations and highlights: Features that offer dynamic experiences to visitors, such as product recommendations and highlights of the month.

Product views: Providing different angle views of products, enabling customers to explore the details and quality of items, and enhancing their confidence in purchases.

Visual storytelling: Narrating the brand history to create an emotional connection and immersing visitors in the brand’s narrative.

Store locator: Directing users to find the branch they seek to contact.

Ensuring designs are consistent across digital platforms

Ensured the website design and content reflect the brand’s identity, conveying the brand’s values and messaging. Used high-quality visuals provided by the principals to maintain consistency across digital touch points. Digital assets designed for the website:

Creating compelling content and product presentation

Consistency across digital platforms was important in creating content and in the digital design process. Here are some of the imagery designed for content in digital platforms such as social media, digital campaigns and the website.

Maintaining technological standards and accessibility

In today’s digital landscape, ensuring the website’s compatibility with various devices positively impacted user engagement and accessibility. Some of the website mockups in desktop, laptop, tablet and mobile view: