AUCTION.COM

Product Rebrand

Auction.com is the nations leading online real estate marketplace focused exclusively on the sale of residential bank-owned properties and foreclosure properties.

It was reaching the ten year anniversary of auction.com what better than to celebrate with a company rebrand, it was about six years since any significant brand design changes were implemented.

The Problem

01

Auction.com needed to target a broader audience to increase its user base.

02

The new brand was developed by an outside design agency with marketing before the product team was pulled into the redesign project.

03

Our existing style guide was limited, difficult to use and was not consistently implemented into the products.

Vision & Strategy

As the lead designer on this project, I facilitated the breakdown of all the product components that needed to be redesigned, built, and strategized. By working closely with the marketing team, engineers, designers, PM’s and business stakeholders, we defined strategy roadmap.

The Homepage

To kick this initiative off the product team held a design workshop with the marketing team. From there the agenda was:

  • Competitive Analysis
  • Feature Brainstorming
  • Feature Poll
  • User Testing

Who were we building the hompage for?

Project Hypothesis

First time visitors may not immediately understand what Auction.com is, and this confusion may prevent them from engaging with our site.

Introducing meaningful content may give them reasons to trust ADC and encourage them to explore further.

The Homepage from before.

The Winner: Search Optimized

80% of the user testing felt more positive towards the searched optimized homepage.

The What, How, and Who we are.

Homepage Wins

Native Mobile Apps

The Problem:

  • Inconsitent Verbiage
  • Inconsitent User Experience
  • Inconsitent Visual Design

What We Did:

I updated the iOS & Android style sheets to have consistent colors, components and type treatment.

Started creating a timeline for updating the nomenclature tone & voice.

Developers started updating the code base.

The End Product:

Mobile Wins

The Style Guide

The heart of all our products was the style guide. Our style guide needed a complete revamp of the visual product components and functionality.

Who would benefit from this?

  • Current and future designers
  • Our developers
  • Day to day users

Divide and Conquer

Breaking all the components among the designers for weekly sync-ups to quickly update the style guide and developer toolkit.

Style Guide Wins