Pioneer Auctions Website and Mobile App
Pioneer Auctions is an online auction portal for cars, houses, and various miscellaneous items. The original design and user experience were overly simplistic, which failed to attract many customers and left them confused about how to place bids.
I collaborated with the product team, including project managers and developers, to create an optimal design for the auction website. Additionally, recognizing that most users in Dubai prefer mobile devices over desktops, I designed a mobile app as well to enhance convenience and accessibility.
Problem Statement
How might we redesign the Pioneer Auctions platform to create a more appealing and intuitive user experience, ensuring that customers can easily understand and place bids, while also developing a mobile app to cater to the preferences of Dubai's predominantly mobile user base?
User Research
After a How Might We activity conducted with the internal product team, to build a problem statement, I also built personas to better understand the user segment and conducted secondary research by conducting a competitive analysis of the most-used auction websites around to world to better understand the standards and UX flows that users are accustomed with.
Existing Design
To provide context, this is what the existing design looked like:
Primary Research - Interviews leading to Personas
After conducting interviews with users in Dubai who participate in and conduct online auctions, I gained valuable insights into their needs and behaviors. This research helped me identify two key personas that we needed to consider throughout the design process to ensure a tailored and effective user experience. These personas provided a clear understanding of our target audience, guiding our design decisions to better meet their specific requirements and preferences.
How Might We Findings
I realized after entering the project that the internal team needed to come together on what the goal of this website and app experience would be, what are our fears and what is it that we are trying to uncover in the redesign.
Secondary Research: Competitive Analysis Chart
To ensure the success of the redesigned Pioneer Auctions platform, I conducted a thorough competitive analysis. This involved researching and analyzing leading auction websites and mobile apps to understand how they engage users and facilitate the bidding process. I examined various aspects, including user interface design, navigation, bidding mechanisms, and overall user experience. By identifying best practices and pinpointing areas where competitors excelled or fell short, I was able to gather crucial insights. These insights informed our design strategy, enabling us to create a more user-friendly and competitive platform that addressed the specific needs of our target audience in Dubai.
