Redesigning an auction website to increase conversion
Auction Technology Group
Role
UX/UI Designer
Role
UX/UI Designer
Role
UX/UI Designer
Industry
E-commerce, Auction Platform
Industry
E-commerce, Auction Platform
Industry
E-commerce, Auction Platform
Time
2017
Time
2017
Time
2017
Operating online since 2002, Auction Technology Group now runs 4 online marketplaces covering 12 verticals within its Art and antiques and Industrial and commercial divisions.
They bring 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.
They wanted to improve product discovery and online bidding experience as a part of their commitment to their bidders.
Problem
Due to the nature of traditional auctions, every auction and every item has tonnes of information to be read, and the platform’s user onboarding process includes the Know Your Customer 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.
Solution
The platform was redesigned completely, including the homepage, search results, catalogue and category pages and, more importantly, lot detail pages.
All three platforms would decidedly use the same layout designs.
Conversion flows were redesigned in a way that users would seamlessly register for the auction and place their bids.
Lot page details improved, so all information is categorised and displayed in an easy-to-notice and follow manner.
Operating online since 2002, Auction Technology Group now runs 4 online marketplaces covering 12 verticals within its Art and antiques and Industrial and commercial divisions.
They bring 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.
They wanted to improve product discovery and online bidding experience as a part of their commitment to their bidders.
Problem
Due to the nature of traditional auctions, every auction and every item has tonnes of information to be read, and the platform’s user onboarding process includes the Know Your Customer 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.
Solution
The platform was redesigned completely, including the homepage, search results, catalogue and category pages and, more importantly, lot detail pages.
All three platforms would decidedly use the same layout designs.
Conversion flows were redesigned in a way that users would seamlessly register for the auction and place their bids.
Lot page details improved, so all information is categorised and displayed in an easy-to-notice and follow manner.
Operating online since 2002, Auction Technology Group now runs 4 online marketplaces covering 12 verticals within its Art and antiques and Industrial and commercial divisions.
They bring 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.
They wanted to improve product discovery and online bidding experience as a part of their commitment to their bidders.
Problem
Due to the nature of traditional auctions, every auction and every item has tonnes of information to be read, and the platform’s user onboarding process includes the Know Your Customer 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.
Solution
The platform was redesigned completely, including the homepage, search results, catalogue and category pages and, more importantly, lot detail pages.
All three platforms would decidedly use the same layout designs.
Conversion flows were redesigned in a way that users would seamlessly register for the auction and place their bids.
Lot page details improved, so all information is categorised and displayed in an easy-to-notice and follow manner.
User Journey
With the business goal in mind, we ensured that our users reached their goals without hiccups. So, we sketched a current-state user journey map to identify opportunities for improvement in different areas of the website, from the account section to auction registration and bidding.
We identified unnecessary steps and potential dropoff points in the flow. By eliminating these and improving the flow with the new design, we achieved a much faster registration and bidding experience that contributed to conversion rates.
Wireframes
Using Sketch App, I translated my first sketches into low-fidelity wireframes. Then, I improved them by adding a few relevant images and copies provided by the marketing team. At this stage, the wireframes were not defined enough for user testing. So, I have created sample UI designs and continued with user testing. Based on 4 tests, I’ve made a few alternations and moved on to creating high-fidelity prototypes.
UI Design
Once the issues with user journeys were resolved, I designed the final screens in Sketch App. I aimed to create a visual identity aligned with the brand’s values and message.
While designing the UI, I used a fresh and light style to make it simple and easy to understand. I also followed e-commerce guidelines and best practices to increase its impact.
I designed the platform to be accessible to all devices, including mobile phones, tablets, and desktops.
Final designs reflected our learnings from users:
An improved information architecture that helps users understand key information about the products:
Enhanced auction registration to reduce users' anxiety
An easy-to-follow and familiar bidding flow to encourage users to reach their goals.
Learnings
Using data and the skills of a CRO manager was different from working alongside a researcher. However, being in touch with users and auction houses together with internal stakeholders helped bring this project to a successful end.
You can view the project live on
User Journey
With the business goal in mind, we ensured that our users reached their goals without hiccups. So, we sketched a current-state user journey map to identify opportunities for improvement in different areas of the website, from the account section to auction registration and bidding.
We identified unnecessary steps and potential dropoff points in the flow. By eliminating these and improving the flow with the new design, we achieved a much faster registration and bidding experience that contributed to conversion rates.
Wireframes
Using Sketch App, I translated my first sketches into low-fidelity wireframes. Then, I improved them by adding a few relevant images and copies provided by the marketing team. At this stage, the wireframes were not defined enough for user testing. So, I have created sample UI designs and continued with user testing. Based on 4 tests, I’ve made a few alternations and moved on to creating high-fidelity prototypes.
UI Design
Once the issues with user journeys were resolved, I designed the final screens in Sketch App. I aimed to create a visual identity aligned with the brand’s values and message.
While designing the UI, I used a fresh and light style to make it simple and easy to understand. I also followed e-commerce guidelines and best practices to increase its impact.
I designed the platform to be accessible to all devices, including mobile phones, tablets, and desktops.
Final designs reflected our learnings from users:
An improved information architecture that helps users understand key information about the products:
Enhanced auction registration to reduce users' anxiety
An easy-to-follow and familiar bidding flow to encourage users to reach their goals.
Learnings
Using data and the skills of a CRO manager was different from working alongside a researcher. However, being in touch with users and auction houses together with internal stakeholders helped bring this project to a successful end.
You can view the project live on
User Journey
With the business goal in mind, we ensured that our users reached their goals without hiccups. So, we sketched a current-state user journey map to identify opportunities for improvement in different areas of the website, from the account section to auction registration and bidding.
We identified unnecessary steps and potential dropoff points in the flow. By eliminating these and improving the flow with the new design, we achieved a much faster registration and bidding experience that contributed to conversion rates.
Wireframes
Using Sketch App, I translated my first sketches into low-fidelity wireframes. Then, I improved them by adding a few relevant images and copies provided by the marketing team. At this stage, the wireframes were not defined enough for user testing. So, I have created sample UI designs and continued with user testing. Based on 4 tests, I’ve made a few alternations and moved on to creating high-fidelity prototypes.
UI Design
Once the issues with user journeys were resolved, I designed the final screens in Sketch App. I aimed to create a visual identity aligned with the brand’s values and message.
While designing the UI, I used a fresh and light style to make it simple and easy to understand. I also followed e-commerce guidelines and best practices to increase its impact.
I designed the platform to be accessible to all devices, including mobile phones, tablets, and desktops.
Final designs reflected our learnings from users:
An improved information architecture that helps users understand key information about the products:
Enhanced auction registration to reduce users' anxiety
An easy-to-follow and familiar bidding flow to encourage users to reach their goals.
Learnings
Using data and the skills of a CRO manager was different from working alongside a researcher. However, being in touch with users and auction houses together with internal stakeholders helped bring this project to a successful end.
You can view the project live on
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Let's get to know each other.
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Copyright 2024 by Yavuz Yilmaz
Copyright 2024 by Yavuz Yilmaz
Copyright 2024 by Yavuz Yilmaz
Auction Technology Group
Role
UX/UI Designer
Role
UX/UI Designer
Industry
E-commerce, Auction Platform
Industry
E-commerce, Auction Platform
Time
2017
Time
2017
Redesigning an auction website to increase conversion
Overview
Operating online since 2002, Auction Technology Group now runs 4 online marketplaces covering 12 verticals within its Art and antiques and Industrial and commercial divisions.
They bring 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.
They wanted to improve product discovery and online bidding experience as a part of their commitment to their bidders.
Problem
Due to the nature of traditional auctions, every auction and every item has tonnes of information to be read, and the platform’s user onboarding process includes the Know Your Customer 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.
Solution
The platform was redesigned completely, including the homepage, search results, catalogue and category pages and, more importantly, lot detail pages.
All three platforms would decidedly use the same layout designs.
Conversion flows were redesigned in a way that users would seamlessly register for the auction and place their bids.
Lot page details improved, so all information is categorised and displayed in an easy-to-notice and follow manner.
User Journey
With the business goal in mind, we ensured that our users reached their goals without hiccups. So, we sketched a current-state user journey map to identify opportunities for improvement in different areas of the website, from the account section to auction registration and bidding.
We identified unnecessary steps and potential dropoff points in the flow. By eliminating these and improving the flow with the new design, we achieved a much faster registration and bidding experience that contributed to conversion rates.
Wireframes
Using Sketch App, I translated my first sketches into low-fidelity wireframes. Then, I improved them by adding a few relevant images and copies provided by the marketing team. At this stage, the wireframes were not defined enough for user testing. So, I have created sample UI designs and continued with user testing. Based on 4 tests, I’ve made a few alternations and moved on to creating high-fidelity prototypes.
UI Design
Once the issues with user journeys were resolved, I designed the final screens in Sketch App. I aimed to create a visual identity aligned with the brand’s values and message.
While designing the UI, I used a fresh and light style to make it simple and easy to understand. I also followed e-commerce guidelines and best practices to increase its impact.
I designed the platform to be accessible to all devices, including mobile phones, tablets, and desktops.
Final designs reflected our learnings from users:
An improved information architecture that helps users understand key information about the products:
Enhanced auction registration to reduce users' anxiety
An easy-to-follow and familiar bidding flow to encourage users to reach their goals.
Learnings
Using data and the skills of a CRO manager was different from working alongside a researcher. However, being in touch with users and auction houses together with internal stakeholders helped bring this project to a successful end.
You can view the project live on
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