Opportunities
The existing data analytics team provided insights into the performance of the V1 redesign.
Users preferred to browse the full auction like an auction catalog - viewing each item in detail before bidding. But having to return to the listing page each time made this slow and clunky. During live auctions, where timing is crucial, this caused unnecessary delays and frustration.
Rapid adoption of online auctions and browsing on mobile. This current redesign was not designed to be mobile first.
Gaps in Data and User Understanding
With limited tracking on V1 of the site, we brought in stakeholders and involved the Data team in design discussions for the first time. I led a workshop to align priorities and set a schedule for regular, insight-led testing.
The New Design and Design System Updates
V2 included new features such as a mobile-first designed browsing tool that allowed clients to browse the entire auction without leaving their current page.
Larger images and information in 1 column sat close to active auction Call to Action buttons.
V1 of the design system served its purpose, but it was time to explore how far we could evolve it within Sitecore. We focused on enabling multi-designer contributions, improving documentation and workflows, deprecating legacy components, and streamlining collaboration with engineers.
Securing Stakeholder Support
We aimed to bring best-in-class luxury e-commerce elements such as immersive imagery and subtle animations into the auction experience without compromising usability.
This was a bold shift for a traditionally conservative organisation, so we involved stakeholders early, sharing work-in-progress with clear rationale, workshops, and data-backed decisions to build trust and alignment.