Porsche Digital | Palo Alto | 2021
Marqued
Background & launch strategy
Marqued was a venture of Porsche Digital, Inc., focused on classic and modern-classic vehicles. Providing an exciting and transparent auction platform, plus unique content from owners and experts.
Providing an exciting and transparent auction platform, coupled with unique content from owners and experts, was a short experiment to introduce the brand to a diverse range of potential new users. By creating a community for enthusiasts of all types, we aimed to facilitate buying and selling, knowledge sharing, and the exchange of passion.
Marqued.com went beyond being a mere marketplace for selling and buying classic vehicles; it was 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.
My role & responsibilites
As the UX/UI designer on this project, I took several key responsibilities that contributed to its success:
Created and defined the brand, including logo, photo styles for stories, and overall visual identity.
Designed and maintained the design system and reusable components.
Designed intuitive user experiences and flows to enhance usability.
Created a photography guide to help sellers for better and more professional looking auction page.
Conducted design QA to ensure quality and consistency across the product.
To ensure a seamless user experience, 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.
Auction page page devided into live auctions, active bids (by the user), and past auctions.
Listing
Each listed vehicle includes key information to help potential buyers make informed decisions before placing a bid:
Photos – A comprehensive series covering the interior, exterior, engine bay, and any notable areas such as damages, all captured following Marqued’s photo guidelines.
Expert Opinion – Insights from Marqued’s expert staff, providing an informed perspective on the listed vehicle.
Vehicle Information – Essential details such as VIN, mileage, transmission type, drivetrain, and more.
Seller Information – Background on the seller, including whether they are private or an organization, their previous sales on Marqued, and any personal stories they’d like to share about the vehicle.
Vehicle History & Overview – A detailed summary of the car’s past and general condition.
Modifications – Categorized into three sections: Exterior, Interior, and Mechanical.
Video Walkthrough – Sellers are encouraged to record a short video showcasing their vehicle and highlighting key features.
Past Comparable Sales – Data from Classic.com, displaying a pricing history graph for the same make and model. This helps bidders gauge market trends and whether the vehicle’s value is increasing or decreasing over time.
Comments & Bids – A real-time feed of all bids and discussions related to the listing.
Depending on the different phases of the auction, the information is presented in a manner that clearly conveys what the bidders need to know.
Bidding process
Given the substantial amount of money involved in online auctions, we had to ensure that we addressed all potential scenarios that could arise. Below is a snapshot of some of the flows I’ve designed and mapped out for the bidding process.
Stories
Stories were a key component of the platform. We launched Marqued with just stories to attract a substantial user base and followers, while hinting at the upcoming auctions section of the platform. The stories featured interviews with classic car owners, racers, and builders, as well as articles for enthusiasts to learn more about classic vehicles.
Branding
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.
Some of the components I created for Marqued.
In addition to developing the brand, I played a key role in creating a style guide for photography done for the stories. This was done to ensured consistency and coherence in the visual style of the stories published by Marqued.
