Auction marketplace for collector cars.
Barrett Jackson is the world's largest collector car auction — multi-day live events that pair consignors selling rare vehicles with bidders chasing them. The business ran on manual processes that lacked technology and efficiency.
Every business workflow needed to be modernized — consignor, bidder, on-site auction, and internal touchpoints — to increase revenue and meet the expectations of a digital-first audience.
We needed to understand their users, problems, goals, and needs.
To start, we mapped their current workflow so we had a clear picture of the current state. Then we ran an internal discovery workshop to define the archetypes, problems, goals, and what the future could look like. From there, we ran external customer feedback sessions across customer types so we had a well-rounded understanding of their needs. Finally, we synthesized everything into clear summaries and a prioritized list of requirements that shaped the design work.
An omnichannel transformation across every workflow.
The solution touched every part of the business. We designed entirely new workflows for consignor submission, buyer submission, consumer account management, a public marketing website, and an internal CRM — each one built for web, tablet, and mobile. Recommendations from the discovery shaped the designs across every surface.
Consignor submission workflow
- Ran a series of multi-day discovery workshops onsite in Scottsdale, AZ — covering the consignor, buyer, and onsite auction experiences — to surface pain points, frustrations, goals, and future vision
- Conducted 2–4 user feedback sessions across customer types
- Created behavioral archetypes
- Synthesized findings and created prioritized features and roadmap
- Partnered with another Lead Product Designer on the consignor flow — web, tablet, and mobile designs
- Led the internal CRM design