When Auction Technology Group (ATG) approached me, they were facing the classic digital transformation challenge: How to modernise a complex, traditional business without losing its core value proposition. As Europe's leading auction marketplace, handling over 13,000 annual auctions across 12 verticals, they needed a partner who could balance innovation with trust.

The challenge was ATG's digital presence was spread across four major platforms:

1. - the-saleroom.com

2. - i-bidder.com

3. - bidspotter.co.uk

4. - bidspotter.com

Each platform faced similar conversion challenges:

• Complex registration processes, including mandatory KYC verification, leading to significant user drop-off

• Overwhelming information architecture deterring potential bidders

• Inconsistent user experience across platforms limiting cross-platform engagement

• Mobile responsiveness issues affecting auction participation

"The complexity of our platforms was becoming a barrier to growth. We needed to simplify the experience without compromising on security and trust."

– ATG Product Owner

We implemented a comprehensive transformation strategy focused on driving conversion while maintaining the trust essential to high-value auctions:

• Mapped critical drop-off points in the registration and bidding process

• Analysed user behaviour across all four platforms

• Identified opportunities for immediate conversion improvements

• Created streamlined paths from discovery to successful bidding

Strategic Information Architecture

• Developed intuitive category organisation together with marketing team

• Simplified product discovery flows by creating components for product and auction discovery

• Created consistent navigation patterns across the platforms to make them memorable.

• Optimised for cross-platform / multi device experience

"Putting themselves into the hearts and minds of our customers, they delivered the most engaging yet simplistic experiences while overcoming complex barriers."

– ATG Digital Director

Conversion-Focused Design Implementation

• Built a simple but cohesive design system across all platforms

• Designed the interface for clarity and trust

• Optimised for mobile-first engagement.

• Implemented data-driven design decisions

Our transformation delivered remarkable results across all platforms:

• 40% increase in auction registration completion

• 30% improvement in bidding conversion rates

• 2% growth in sell-through commissions

• Significant reduction in support tickets related to registration and bidding

• Improved mobile engagement metrics

"Their collaborative work ethic and optimistic outlook, combined with their ability to deliver detailed requirements while adding value to the vision, made them the perfect partner for this transformation."

– ATG Product Lead

Beyond Numbers:

This project reinforced several crucial principles that guide my approach to large-scale digital transformations:

1. Trust and simplicity aren't mutually exclusive in UX design

2. Data-driven decision making is crucial for conversion optimization

3. Cross-platform consistency drives user confidence

4. Mobile-first design thinking is essential for auction platforms

This wasn't just about redesigning interfaces – it was about transforming how people interact with online auctions.

By simplifying complex processes while maintaining trust and security, we helped ATG strengthen their position as Europe's leading auction marketplace.