Streamlining the path to conversion
Streamlining the path to conversion
Streamlining the path to conversion
The registration and bidding flow is a critical part of the buyer’s journey at Christie’s, yet data revealed significant friction points - 78% drop-off rate during registration indicating missed opportunities for digital engagement and participation.
The goal was to redesign the end-to-end experience to enhance convenience, reduce friction, and instill trust—ultimately increasing online participation and conversions.
Research revealed several issues contributed to the high drop-off rates, including fragmented navigation, text-heavy screens, manual data entry, and inconsistencies between live and online sales.
To address these, we did a three-phase strategic redesign, working in iterative sprints with product owners, stakeholders, and engineers prioritizing MVP to accelerate development and deliver impact faster.
➤ Phase 1
Copy & Content Optimization
Collaborated with a copywriter to refine language for greater clarity and readability.
Streamlined and structured content by eliminating redundant information, reducing cognitive load, and minimizing visual clutter.
➤ Phase 2
Streamlining the User Journey
Implemented progressive disclosure to reveal only essential information at the right time. Created a consistent and seamless experience across all three entry points.
➤ Phase 3
Expanding Bidding Capabilities
Introduced new, flexible bidding options to enhance user confidence and accessibility. Improved security and convenience, aligning with users’ expectations for a premium auction experience
Micro-animations to reinforce positive feedback, assuring users that registration or bidding journey has been successfully completed.
Simplified the user journey, cutting the steps required to place a bid from 12 to 8, making steps to transaction faster and more efficient.
Improved the online bidding experience by increasing participation to 85% (up from 73%)
