Redesiging Key Bidding and Buying User Journeys.

Redesiging Key Bidding and Buying User Journeys.

Christies.com V1 launched during the pandemic, built in 12 months with an external agency. Initial stakeholder feedback and qualitative testing shaped the roadmap for V2.

For V2, Christie’s moved design system and CMS work in-house,
building a team of product-focused designers.

I came onboard help evolve the design system and its foundational components alongside my main project to redesign the Lot Details Page and update components on the Listing Pages.

Christies.com V1 launched during the pandemic, built in 12 months with an external agency. Initial stakeholder feedback and qualitative testing shaped the roadmap for V2.

For V2, Christie’s moved design system and CMS work in-house,
building a team of product-focused designers.

I came onboard help evolve the design system and its foundational components alongside my main project to redesign the Lot Details Page and update components on the Listing Pages.

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.

Mobile Screens showing US Election Long Form Article
Mobile Screens showing US Election Long Form Article
Mobile Screens showing US Election Long Form Article
Mobile Screens showing US Election Long Form Article
Mobile Screens showing US Election Long Form Article
Mobile Screens showing US Election Long Form Article

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.

The organisation lacked familiarity with product thinking, making it challenging to shift editorial teams toward a more efficient, collaborative workflow. Instead of responding to a rigid ‘shopping list’ from stakeholders, I worked to design components that met existing needs while aligning with product workflows.

The idea of the new components was to be:
• Reusable (slot alongside other components in article layouts)
• Scalable (variants of components could be used for sub brands and different content themes)
• Trackable (Data analytics)
• Accessible (W3C Compliant)

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.

⇤

© 2024–2025
All Rights Reserved
Selected Works
BBC News
IKEA
→ Christie's International
Condé Nast
Farfetch
About
Linked In