Barrett Jackson
A digital transformation for the world’s famous car collector auction provider.
My role
Product Design • User Research • User Interface • Interaction Design • Design System • Mobile and Web Responsive Design • Discovery Workshops
I helped the experience team overhaul Barrett Jackson’s manual process and bring technology and efficiencies into their business.
The transformation was to broken down into multiple project workflows. Each workflow started with multi-day discovery workshops to understand users, business goals, objectives, pain points and future vision. These workshops were facilitated by myself, and the experience director, and run for various stakeholders throughout the business.
We started by creating behavioral archetypes and outlining the current flow.
Next we ran an interactive workshop to gather pain points and frustrations then goals and future vision.
In addition to the workshop, we ran 2-4 user feedback sessions on various customer types, to gather additional pain points. We then synthesized findings into summaries and requirements then started the design process.
The result was a new consignor flow (below), bidder flow, website and internal CRM tool with more auction cashiering and payment processing workflows to come. The first phase of this project was launched mid - October 2024. Results of the digital transformation are being evaluated. The expectation is there will be an exceptional increase in efficiencies across the whole business.
