Sotheby's Concierge Auctions
Concierge Auctions (now Sotheby's). Director of UX and Product Design. Jun 2015 to Oct 2017
Luxury property auctions, on site and online, for high-net-worth sellers.
What I did
- Co-built the auction technology platform with a partner, leading 4 product designers across a new online marketplace, CRM, and auctioneer dashboard.
- Moved the firm off WordPress onto a proprietary platform, with a custom CMS for property pages and live auctions.
- Built an engagement score from user behavior so sales could focus on qualified leads.
- Ran 296 user tests and 4 customer interviews, and spent 40+ hours in the field, shadowing auctioneers and sitting in on auctions.
- Served as a key stakeholder through the 11-month acquisition by Berkshire Hathaway HomeServices of America, working with 16 C-levels.
Outcome
- 95% of auctions moved online within a year of launch, saving $240K.
- 2 high-value leads once considered dead converted after being retargeted on their engagement score.
- Berkshire Hathaway HomeServices of America acquired the platform and team.
More screens
The marketplace
For buyers and sellers.
Bidding live
A bid could come from a phone, or from beside the property page.
Tools for the team
A dashboard for the auctioneer, and a CMS for marketing and sales.
