Classic Vehicles Auction Platform
Porsche Digital
Palo Alto, 2021
Note: As a result of non-disclosure agreements (NDA) and extensive strategic planning related to the Marqued brand, I am limited in what I can share publicly. Therefore, I will only be showcasing the elements and information that have already been released to the public. It is important to note that any discussions or displays of other aspects or future plans for the Marqued brand and its potential product offerings will not be included or disclosed here. Rest assured, these confidential and exciting developments remain an integral part of our strategic vision for Marqued.
About Marqued
Marqued, a venture of Porsche Digital, Inc., focuses on classic and modern-classic vehicles. Providing an exciting and transparent auction platform, plus unique content from owners and experts. This is a community for enthusiasts of all types to buy and sell, gain knowledge, and share their passion.
The team
I was part of a small and dynamic team that consisted of myself as the designer, a project manager, a product owner, a user researcher (part-time), and a small team of developers based in our European offices. Additionally, we had a team of content creators responsible for interviewing and crafting interesting stories related to classic vehicle owners and collectors. Together, our mission was to develop an exciting new brand catering to car enthusiasts and potentially offer a range of products.
From the initial stages of ideation to the actual launch of Marqued.com, we successfully transformed this concept into reality within a short span of less than one year.
My Role & Responsibilites
As the UX/UI designer on this project, I took several key responsibilities that contributed to its success. These included crafting a logo and a comprehensive brand style guide, including a comprehensive design system which served as a foundation for creating a cohesive and visually appealing user interface.
To ensure a seamless user experience, I explored and identified the specific needs of our target audience. Through research and analysis, I gained valuable insights into the users' expectations and requirements. And by mapping out the user flow, I aimed to simplify the process of selling a classic vehicle or placing bids to purchase one. The ultimate objective was to create a user-friendly interface that would facilitate successful transactions while providing an enjoyable experience for all users.
Marqued.com launch strategy
Marqued.com goes beyond being a mere marketplace for selling and buying classic vehicles; it is a vibrant hub that celebrates the culture surrounding classic cars and fosters a thriving community of passionate car enthusiasts.
During the initial phase of the platform, we focused on launching the Stories section. This section featured engaging and informative articles published on a weekly basis, diving into various aspects of classic car culture. We showcased interviews with classic car owners and collectors, shared valuable perspectives and tips on selling, buying, and maintaining classic vehicles, and provided a space for enthusiasts to connect and share their experiences.
Building upon the success of phase one, we subsequently introduced phase two: Auctions. By strategically timing this launch after establishing a solid user base and generating high traffic through phase one, we ensured a heightened level of engagement and participation from our audience. The phased approach allowed us to cultivate a strong community of users who were already deeply invested in the platform, resulting in a successful auction experience.
Auctions
Placing a bid
Here is an example that illustrates my in-depth exploration of the user flow and experience within our platform. The following flowchart demonstrates the step-by-step process involved in placing a bid:
This flowchart provides a visual representation of the journey users will undergo when participating in our bidding process. It outlines the various stages, states, and decision points, ensuring a clear and intuitive pathway for users to follow.
To enhance the user experience, I examined potential user error scenarios and devised strategies to mitigate them. The flowchart below illustrates an improvement by incorporating additional checkpoints to address common mistakes, such as typing an extra zero by mistake when placing a bid. We also added an extra step to validate the payment process and identify any potential errors, such as an expired card.
The goal of adding these checkpoints into the user flow, was to proactively prevent errors, ensuring a smoother and more error-resistant experience for our users.
Time & auction status
On the auction page, I focused on presenting key information, including date and time the auction ends, the remaining time, highest bid and bidder, as well as the auction status. I aimed for clear communication by exploring the effective use of color and appropriate date and time indicators. Here are the final results:
Branding
Marqued logo
The objective for the logo and brand was to capture the essence of classic vehicle culture. I tried to achieve a look and feel that was bold, timeless, and sophisticated. The logo design was crucial in encapsulating these qualities and conveying the brand's identity effectively.
Design system & patterns
Look & feel
In addition to crafting the logo and design system for Marqued, I played a pivotal role in developing a design style guide that ensured consistency and coherence throughout the brand. This style guide encompassed visual elements such as guidelines for photography used for stories, and overall color usage on the platform. By establishing clear brand and design standards, we aimed to maintain a unified and impactful visual presence that resonated with our target audience.
In addition, to help sellers take better photos of their vehicles, we created a Photo tips & checklist PDF, which they can download and use.
