Product Design, UX, UI, Visual Identity
Navigate Group
Creative Director - Cassie Scowcroft
Account Director - Peter Palarchio
Our client came to us looking to build a sleek real-time digital car auction — from brand to name to product. Although there were a number of other players already in the online car auction market, no one was specializing in classic or vintage cars, a huge market for collectors.
During customer journey mapping we identified two primary user groups — sellers and buyers. After we conducted interviews with both groups, we discovered a few common motivations and pain points that could help inform our design decisions. Users on both sides were looking for a more personalized user experience, a robust and evolving vehicle inventory, and an online community to stay engaged with other collectors.
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Create a personalized user experience
Make adding inventory as easy as possible
Build a trusted community hub
To increase empathy, and to discover possible issues with the user journey, we set up remote testing with key demographics. Through this we discovered insights around CTA placement and accessibility - most notably that the original CTA colour and placement was difficult for our users to locate (who were primarily in a 45-70 age demographic). We revised the design to increase the size and contrast of the primary CTA.
