Hagerty: Driving Auctions Year 1 Growth with 30+ UX Updates
Since the launch of Hagerty Marketplace Online Auctions, my role as product designer in its first year has been prioritizing and delivering design solutions for UX updates and features to stabilize the minimum viable product (MVP).
My design solutions contributed to the traction in building a network of buyers and sellers who trust Hagerty as a source for buying and selling collector vehicles in its first year.
Overview of my role & impact
Business objective
Product Focus #1
Generate demand
Build a network of buyers and sellers who trust Hagerty as the source for buying and selling collector vehicles.
Product Focus #2
Nail the beautiful basics
Build upon the MVP by delivering UX improvements and new features to get the product to baseline with competitors.
In Hagerty Marketplace, there is the unique design challenge of servicing 3 different types users simultaneously. A marketplace is 2-sided with buyers (bidders) and sellers (consignors), all of whom are supported by an operations team.
Balancing different user needs
Each quarter I audited the platform, documenting recommended UX fixes and features. These were stack ranked to gain alignment and agreement on prioritization with cross-functional partners.
Audit & stack rank fixes
My design solutions were informed by close collaboration with product, operations, and engineering. Together, we strategized, prioritized, sized, and shaped requirements for UX improvements and new features based on user frictions and needs.
Cross-functional collaboration
I delivered 30+ UX updates and features within the first year of this product, and improvements are continuously ongoing. I expand on a few of the most impactful below.
UX improvements & new features
The homepage was optimized for density, browsing, and it more clearly showcased the platform’s value proposition.
Homepage optimization
The About page was updated to more clearly reflect Hagerty’s value proposition and differentiators. How it Works pages more explicitly outlined the steps for buying and selling to set clearer expectations with users.
About & How it Works page revamp
Allowing users to save searches enabled us to be ready for a user when inventory that matches their interests arrived on the platform. This would give them a reason to return to the site to browse, engage, and ultimately bid/buy.
Saved searches
Listings pages are a high source of traffic, but did not offer additional browsing and engagement opportunities for users. I optimized the right rail by including listing thumbnails for more live auctions. To do so, I needed to implement a sticky action bar at the top of each listing page to free up the right rail.
Show more auctions on listing pages
In 2023, Hagerty Marketplace Online Auctions gained significant traction in building a network of buyers and sellers who trust Hagerty as a source for buying and selling collector vehicles as shown in the key results below.
