Streamlining the path to conversion
Streamlining the path to conversion
The problem: Registration and bidding had a 74% drop-off rate. Users hit fragmented navigation, heavy text, and redundant data entry before they ever placed a bid.
My role: Led end-to-end UX across three phased sprints from research and content strategy through to production-ready designs. Collaborated with product owners, stakeholders, and engineers.
The outcome: Cut the steps to place a bid from 12 to 8. Bidding participation increased from 73% to 86%.
Research revealed several issues contributed to the high drop-off rates, including fragmented navigation, text-heavy screens, manual data entry, and inconsistencies between live and online sales.
To address these, we did a three-phase strategic redesign, working in iterative sprints with product owners, stakeholders, and engineers prioritizing MVP to accelerate development and deliver impact faster.
➤ Phase 1
Copy & Content Optimization
Collaborated with a copywriter to refine language for greater clarity and readability.
Streamlined and structured content by eliminating redundant information, reducing cognitive load, and minimizing visual clutter.
➤ Phase 2
Streamlining the User Journey
Implemented progressive disclosure to reveal only essential information at the right time. Created a consistent and seamless experience across all three entry points.
➤ Phase 3
Expanding Bidding Capabilities
Introduced new, flexible bidding options to enhance user confidence and accessibility. Improved security and convenience, aligning with users’ expectations for a premium auction experience
Micro-animations to reinforce positive feedback, assuring users that registration or bidding journey has been successfully completed.
Simplified the user journey, cutting the steps required to place a bid from 12 to 8, making steps to transaction faster and more efficient.
Improved the online bidding experience by increasing participation to 85% (up from 73%)
