Digital Seller Experience
Self-service experience for sellers to manage and track their auction assets and payments.
2026
0 to 1 project
AI-assisted
Re-design
My Role
I was the sole designer and led this project end-to-end, from early discovery through to several rounds of redesign. This included conducting seller interviews and usability tests, and partnering closely with my PM to align on scope and direction. I drove the design decisions that shaped its final form.
I was the sole designer and led this project end-to-end, from early discovery through to several rounds of redesign. This included conducting seller interviews and usability tests, and partnering closely with my PM to align on scope and direction. I drove the design decisions that shaped its final form.
Problem
Sellers logging into Ritchie Bros. had no dedicated experience waiting for them. Without visibility into their consignments, activity, or next steps, they relied on calls to their Territory Manager for updates that could have been self-served — creating friction for sellers and unnecessary load on internal teams.
Sellers logging into Ritchie Bros. had no dedicated experience waiting for them. Without visibility into their consignments, activity, or next steps, they relied on calls to their Territory Manager for updates that could have been self-served — creating friction for sellers and unnecessary load on internal teams.
Solution
A self-service selling experience giving sellers full visibility into their auction activity, from consignment to payment — reducing support inquiries by 75% and driving measurable business impact.
A self-service selling experience giving sellers full visibility into their auction activity, from consignment to payment — reducing support inquiries by 75% and driving measurable business impact.
User Research
My PM and I began with market analysis, competitive benchmarking, and user research with both internal teams and sellers to identify gaps and design opportunities. We interviewed some of our strategic and regional sellers on their selling process, needs, and pain points. Then we synthesized the findings into actionable insights.
My PM and I began with market analysis, competitive benchmarking, and user research with both internal teams and sellers to identify gaps and design opportunities. We interviewed some of our strategic and regional sellers on their selling process, needs, and pain points. Then we synthesized the findings into actionable insights.
Defining the User Flow
We mapped the existing process to uncover gaps, pain points, and opportunities across the journey.
We mapped the existing process to uncover gaps, pain points, and opportunities across the journey.
The Vision
Based on our research, we set out to build a responsive selling experience across desktop, tablet, and mobile, anchored by a dashboard that serves as the seller’s home base. The goal was simple: give sellers a clear picture of where they stood without making them dig for it.
Explore the listing views and product detail page below.
Based on our research, we set out to build a responsive selling experience across desktop, tablet, and mobile, anchored by a dashboard that serves as the seller’s home base. The goal was simple: give sellers a clear picture of where they stood without making them dig for it.
Explore the listing views and product detail page below.
List View
Grid View
Product Details
List View
Grid View
Product Details
Rescoping with Intention
When we presented the designs to engineering, we learned they didn’t have the bandwidth to build the full vision — the dashboard and listing detail page would have to wait. Rather than stall, we made a deliberate call to rescope. We worked across product and engineering to identify what we could ship now while preserving the longer-term vision.
When we presented the designs to engineering, we learned they didn’t have the bandwidth to build the full vision — the dashboard and listing detail page would have to wait. Rather than stall, we made a deliberate call to rescope. We worked across product and engineering to identify what we could ship now while preserving the longer-term vision.
Focused MVP
We stripped the concept back to a focused MVP: a core listings experience that still gave sellers visibility into their upcoming, in-progress, and past sales. It wasn’t everything we had envisioned, but it directly addressed the biggest pain point for both sellers and internal teams. We also deffered the tablet and mobile experience to a later phase, keeping the MVP focused on where we could deliver the most value first.
We stripped the concept back to a focused MVP: a core listings experience that still gave sellers visibility into their upcoming, in-progress, and past sales. It wasn’t everything we had envisioned, but it directly addressed the biggest pain point for both sellers and internal teams. We also deffered the tablet and mobile experience to a later phase, keeping the MVP focused on where we could deliver the most value first.
Putting It to the Test
After several rounds of iteration, we validated the new listing experience through moderated usability testing. I prepared the prototype, facilitated the sessions, and designed tasks around real seller workflows. Sellers found the experience easier to navigate and could track their items independently, without calling for updates.
After several rounds of iteration, we validated the new listing experience through moderated usability testing. I prepared the prototype, facilitated the sessions, and designed tasks around real seller workflows. Sellers found the experience easier to navigate and could track their items independently, without calling for updates.
The Facelift
With the adoption of a new design system and AI-assisted workflows, we refreshed the seller listing experience — bringing it in line with the updated visual language while adding two highly requested improvements: exposed filter options and elevated search. Sellers could now find what they were looking for faster, with a cleaner and more modern experience.
With the adoption of a new design system and AI-assisted workflows, we refreshed the seller listing experience — bringing it in line with the updated visual language while adding two highly requested improvements: exposed filter options and elevated search. Sellers could now find what they were looking for faster, with a cleaner and more modern experience.
Impact
CSAT improved from 2.6 → 3.7/5 in an ongoing Hotjar survey — with lower scores attributable to operational factors outside the digital experience, suggesting the true experience score is closer to 4/5.
CSAT improved from 2.6 → 3.7/5 in an ongoing Hotjar survey — with lower scores attributable to operational factors outside the digital experience, suggesting the true experience score is closer to 4/5.