Due to the nature of traditional auctions, every auction and every lot has tonnes of information to be read, and the platform’s user onboarding process includes the KYC process. We have found that users either (1) dropped during onboarding through the lot page or (2) never considered bidding because of the confusing information layout. 

Objective:

1. Reconstruct the IA, so users can understand what they read and act more confidently

2. Optimise onboarding user flow for increased efficiency and conversion

3. Introduce a new UI library for a modern and cohesive design.

   
   

Discovery Phase: During the discovery phase, the I have conducted stakeholder and user interviews, surveys, and analysed user data to identify pain points and opportunities for improvement. Key findings included:

• Users struggled with the lot details page, reporting that it was confusing

• Certain information were difficult to find.

• Creating an account and placing a bid was too long and complicated.

Strategy:

1. Redesign Information Architecture:

   • The lot details page was redesign to prioritise the most important information and actions.

2. Create a New UI Library:

   • A modern and consistent design system was developed to unify the website's look and feel inline with brand guidelines.

   • Components were designed with scalability and accessibility in mind.

3. Enhanced user onboarding:

   • User flows improved to shorten onboarding, increase confidence and conversion

Design and Prototyping:

• Wireframes:

  • Low-fidelity wireframes were created to iterate on user flows and information architecture.

  • Feedback was gathered through internal reviews and refined accordingly.

• UI Design:

  • High-fidelity mockups were developed based on the finalised wireframes.

  • The new UI library was applied consistently across all screens.

• Prototyping:

  • Interactive prototypes were built to simulate user flows and gather feedback.

  • Prototypes were tested with existing users and as well as stakeholders to assess the learnability of the new design.

User Testing:

• Usability Testing:

  • Users were given specific tasks to complete to evaluate the intuitiveness of the new design.

  • Observations and feedback were collected for further refinement.

• Feedback Integration:

  • Iterative changes were made based on user feedback, focusing on addressing pain points.

  • Usability testing was an ongoing process through multiple iterations.

Implementation:

• Development:

  • The development team implemented the new design and UI library using agile methodologies.

  • Continuous integration and regular testing ensured a smooth transition.

• Monitoring and Optimisation:

  • With the help of our own data analysts and conversion optimisation manager, we have implemented several user tests on the website.

  • User engagement and feedback were closely monitored

  • Ongoing updates and optimisations were implemented based on user behaviour and emerging needs.

Results:

• Improved User Satisfaction:

  • User satisfaction surveys indicated a significant improvement in overall satisfaction with the data displayed on lot details page

• Reports

  • 40% uplift in the auction registration

  • 30% uplift in bidder conversion

  • 2% uplift in sell-through

• Consistent Design Language:

  • The new UI library ensured a cohesive and modern design, contributing to a more professional and trustworthy image.

  
  

Starting from August 2016, the implementation of the project has begun with the implementation of the lot details page, and bidding flows and continues.

You can view the live project at http://thesaleroom.com, https://bidspotter.com and https://bidspotter.co.uk