Gooding & Co.
THE BRIEF
Redesign the company’s website to modernize the brand, optimize for online sales, and introduce registration for multiple auctions.
THE CHALLENGE
Introducing online auctions and multiple auction registration to existing clientele across a variety of continents.
MY ROLE
Research, interview, strategize, wireframe, visual design, and prototype. Designs were responsive web.
Defining the Visual Design
Gooding & Co. is an established brand with a rich color palette and identifiable logo. While they were uninterested in changing their brand, they were interested in us exploring how to modernize their UI.
Taking a cue from app redesigns like Instagram, we decided to focus on an image heavy direction to allow the content to speak for itself. We modernized their UI with clean font choices, sharp edges, and overlaid text.
Registering for Multiple Auctions
The existing registration form would only allow a user to register for one auction at a time. This required users who wanted to attend more than one auction to fill out multiple forms, many of them with the same exact information. Instead of filling out a single form, we designed a multi step flow that allowed users to select their bidding method/auctions in a sequenced experience that made the registration experience less overwhelming.
Providing Registration Choices
Selecting Bidding Methods
We introduced an online bidding option, enabling users from around the world to take part in in-person auctions. This proved hugely important when Covid cancelled their in-person auctions in 2020.
Selecting Auctions
After selecting their bidding method, users can select multiple auctions they wish to attend. Some auctions will be unavailable to them dependent on their bidding method of choice.
Prioritizing Online Sales
Users of the existing platform felt like they couldn’t find the exact cars they were looking for on the site. We also received requests from the Gooding team to add more items for sale on their site, like car memorabilia.
We employed e-commerce best practices by creating succinct product listings and providing a suite of filtering and sorting options for users to employ. The result was a boost in car sales and memorabilia sales.
Searching and Filtering
Car Listing
Taking into account e-commerce best practices, we redesigned product listings to help users hone in on the right car. Each listing has multiple images from different angles, and notes the car’s auction and lot number to help users recall the item at a later date. We also include the make, model, and estimated sale price. An icon in the right corner indicates whether the user can bid for the car online.
