Background
The Poly Auction revamp project encompassed the development of a responsive website and a branded mobile app. With the introduction of features like "live auction" and "online auction," Poly Auction aimed to seamlessly transition traditional auction activities into the digital space. To achieve this, the project involved in-depth research into user behavior during conventional auctions, enabling the creation of a more engaging and intuitive online experience for participants in auction events.
Challenge
This short-term freelance project requires completing the entire design process, including a responsive website and mobile app, within two months. In addition to enhancing the website's visuals and branding, I also designed the data structure and created a new user flow for the new features.
Direction & Solution
After analyzing our existing resources and timeline, we decided to split the tasks into two parallel tracks to ensure timely delivery of the design deliverables. This approach allows us to work on visual design, competitor research, and user flow simultaneously.
We have created two initial designs for the website's look and feel. One is innovative, using bold color contrasts to capture user attention, while the other is more conservative, featuring softer, lighter colors to promote comfortable readability.
Taking branding and business considerations into account, the new UI design employs a high-contrast color scheme and sans-serif typeface to deliver a strong visual impact. This design enhances clarity and hierarchy, making it easier for users to navigate complex information.
To minimize back-and-forth time consumption, we utilize Figma’s component features to create fully adjustable UI components, enabling easy modifications throughout the project. Given the tight timeline, we conduct a competitive analysis of various web tools—including e-commerce sites, streaming platforms, and event platforms—to effectively anticipate user flow and design the website structure.
The Result
Live and online Auction
After conducting a thorough analysis of customer behavior during auction events, we recognized the potential to transform the traditional auction experience into a seamless online platform.
Intuitive Bidding Process:
The platform guides users through bidding with clear instructions, ensuring first-time participants can easily engage.Responsive Design:
Optimized for website and mobile app, the platform offers a smooth experience, allowing users to participate anytime, anywhere.Real-Time Updates:
Instant notifications keep users informed about bid status and auction changes, fostering excitement and encouraging participation.
Design language system sync in website and app
The design language system is crafted to support multiple platforms, including desktop websites, mobile websites, and mobile apps, ensuring a seamless user experience across all devices.
Consistency:
Consistent design elements—color schemes, typography, and iconography—build familiarity and trust.Responsive Design:
Layouts adapt fluidly to various screen sizes, providing an optimal viewing experience.Clear Information Hierarchy:
A well-structured hierarchy helps users easily locate and understand key information.
Information Structure
To simplify the complex information on an auction website, the design enhances information arrangement, making it easier for users to access and understand.
Improved Information Arrangement:
The layout is structured to present information logically, allowing users to find what they need quickly.Use of Labels and Tags:
Clear labels and tags highlight differences between data types, helping users distinguish between various auction items and their details.Consistent and Simple Layout:
A consistent design reduces cognitive load, enabling users to navigate the site with ease and minimizing the time spent studying the interface.
By implementing these strategies, the website effectively communicates essential information, making the auction experience more user-friendly.
The Conclusion
The website launched successfully, receiving an overwhelmingly positive market response. This helped Poly Auction to firmly establish its presence in the Hong Kong market.
