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Sotheby’s Auction House is undergoing a rebrand and redesign of all digital platforms. My team and I were tasked to Develop an entirely New design language system to implement across all of the Sotheby’s digital platforms, as well as redesign the experience of the website.
PROBLEM
After Some Brainstorming and Intense site auditing, my team and I established what the main problems were with the current site.
1. Lack of Hierarchy (IA)
Current the website lacks a seamless flow. Links don't lead to where you would think, Navigation is all over the place with solid direction
2. Broken Experience (UX)
A lot of links lead to dead ends, the site was not accomplishing Sothebys goals to drive users to an Auction.
3. Inconsistent Styles (UI)
After auditing the website current UI, Sotheby’s had at least 12 different button styles with no consistency, auction cards were not responsive or consistent across an established grid system, Header styles and Typography, in general, showed no hierarchy
Some Examples of our new DLS UI
To utilize our established design language system, we were tasked to make the lot page more immersive and engaging by allowing for the art to be front and centre for those who collect for investment, passion, or just plain competition. We also wanted to account for discoverability for those who wish to learn more about the artist or style of art.
Here we have an example of a lot page with a bidding flow prototype
Programs: Sketch \\ Zeplin \\ Flinto
This is an example of a 2-factor authentication process of a user who is not logged in and wants to place a bid on a lot.
Programs: Flinto \\ Sketch
Sotheby's often advertises specific Artists to feature their lots through video. I was tasked to create interactive components that can allow users to subscribe by email, and to view and register for featured lots.
Programs: Sketch \\ Flinto
Sotheby's Is a global company that has offices in several different regions.
The Ask
Understand local office KPIs, activities and pain points
Develop a framework for surfacing local events and content to the global level at scale
Support Editorial & Marketing in developing a clear, actionable implementation plan
Problem
Content opportunities exist, but there are only ad hoc processes for identifying and capitalizing on them
After the primary selling centres, local office pages don’t see high levels of traffic
Goals
Winning consignments through persistent communication is a top priority
Launch a global initiative to establish strong local presences with the support of a suite of tools and capabilities, with clear KPI’s, incentives and accountability
Sotheby's Locations are established in a three-tier system.
Tier 1: Auction Houses that offer all auctions, all events, gallery showings and consignment. (New York, London)
Tier 2: Auction House that offers limited auctions, all events, Gallery showings and consignment ( Paris, Hongkong)
Tier 3: Consignment location that offers limited events, limited gallery showings, and consignment.