Yavuz Yilmaz
Senior UX/UI Designer
Made with

Improving User Conversion Rates

The Saleroom, Bidspotter.com, Bidspotter.co.uk, i-bidder.com
@ Auction Technology Group - 2017

Operating online since 2002, Auction Technology Group now runs 4 online marketplaces covering 12 verticals within their Art & Antiques and Industrial & Commercial divisions.

They are bringing their bidders 13,000 auctions a year within an infrastructure that allows secure transactions, easy bidding and comprehensive searching to ensure no opportunity is ever missed.

As a part of their commitment to their bidders, we, product team, have updated the design of the Lot Details page together with user flows. 

Improving User Conversion Rates

The lot details page is the where all users expect to find the most relevant information about the item or "lot" that they are interested in, and register for the auction if they would like to. 

So, It is where conversion (mostly) happens.

My Role

During the project, I have worked as a UX/UI designer embedded within the product team. Using NPS Surveys and user groups together with heat maps, we have determined main issues with the lot details page and user flow, which directly affects user conversion.

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 included the KYC process. We have found that users either (1)dropped during onboarding through lot page or (2) never considered bidding because of the confusing information layout. 

The Challenge

Improving inline onboarding process together with reconstructing the IA, so users can understand what they read and act more confidently.

Mobile Wireframes

Mobile Wireframes

Wireframes

At the beginning of my design process, I created wireframes for testing purposes.

I use Sketch to create these low-fi wire-frames to use within lo-fi prototypes so that I could socialise flows within the project team more efficiently. 


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

While waiting for the first set of results, I have used Adobe Illustrator and Sketch to create high fidelity prototypes after finalising the flows we wanted to improve. Invision helped me to bring those prototypes to life.

The Saleroom Lot Page: Before and after

 

 

During the workshops, we have discovered that presenting the auction in a 2 column structure which holds prioritised/grouped information would be the ideal solution for ease of the following activity on lot and auction catalogue in general while enjoying live auction streaming of the biggest auction houses around the world.

Early Results (3 months)

40%
​uplift in the auction registration
30%
uplift in bidder conversion
2%
uplift in sell-through​ commissions

Project Deliverables

The project is the part of a more significant project which is, in fact, the overhauling the platforms. The final deliverables include complete user flows, wireframes, interactive hi-fi prototypes (Adobe XD) and final designs of the whole website in Sketch and *.ai format. 

Implementation

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 on http://thesaleroom.com, https://bidspotter.com and https://bidspotter.co.uk

Testimonial

Yavuz is a highly skilled and experienced UX/UI designer. He was a key member in our page redesign and user journey projects, along with the implementation of help centres on our digital marketplaces. He was not only proficient in delivering detailed requirements but added value to the vision with insightful feedback and ideas. Yavuz puts himself into the hearts and minds of the customer, overcoming barriers and delivering the most engaging yet simplistic experiences. He is a pleasure to work with due to his collaborative work ethic and optimistic outlook.

I look forward​ to working with him again.

Marika Clemow / Global Director of Product & Operations at ATG (Auction Technology Group)