Sotheby's Concierge Auctions | Global Luxury Property Marketplace
Concierge Auctions is a round-the-clock international marketplace for luxury property auctions. Leveraging both on-site and online platforms, it offers high-net-worth sellers a predictable, controlled auction experience in an industry where time-on-market affects the final sale price.
Based In
Austin, TX
Role
Senior UX Designer → Director of User Experience
Team
1 CTO 1 Director of UX 4 Product Designers 8 Software Engineers 2 Business Quality Analyst 1 Scrum Master
Product Stack
Figma Adobe CC Axure RP StoriesOnBoard Flowmapp UserTesting Optimizely Hotjar Email on Acid
Hired as the first UX expert, I led the redesign of the existing website, creation of MVP designs for the first CMS iteration, and a transition from Wordpress to a proprietary platform. The objective was to launch within 6 months, focusing on cutting-edge technology and international luxury properties.
The Property Marketplace That Got Us Acquired by Berkshire Hathaway.
Role Overview
As the Director of UX & Product Design at Concierge Auctions, I cultivated a collaborative environment, empowering the team to innovate and thrive, driving forward our vision.
User(s)
Seller Persona
Buyer/Bidder Persona
Agent Persona
Strategy
Design a New Marketplace & Custom CMS: Craft a marketplace and CMS tailored to luxury property auctions, enhancing user experience and content management.
Develop a Custom Engagement Algorithm: Create a unique algorithm for gauging user engagement throughout their journey, targeting the most qualified leads and supporting the sales team's focus.
Implement a Proprietary Lead-Generation Tool: Utilize exclusive real estate data to build a tool that pinpoints potential sellers open to auction, enhancing lead acquisition.
New Marketplace
Rapid Development: In just two agile sprints, we developed a custom CMS using BidWrangler's platform, enabling streamlined management of property pages and live auctions.
Cost Efficiency & Transition: By shifting 95% of auctions online within a year, we reduced on-site auction costs from $2000-$4000 each, saving over $240k in the first year, a testament to our innovative approach.
User Engagement Score & Lead Generation Tool
Refinement of User Engagement Algorithm: Through continuous analysis of user behaviors, we fine-tuned an engagement score algorithm, identifying valuable triggers for qualified leads and enabling the sales team to target multi-million dollar properties globally. Even once-dead leads were reactivated, with two purchasing their next vacation homes.
Strategic Lead Retargeting: By monitoring user interactions, we identified and re-engaged dead leads, resulting in two major sales. Our methods symbolize our commitment to innovation and effectiveness.
Final Thoughts
Team Building & Acquisition Success: My time at Concierge Auctions culminated in building a dedicated team and an acquisition by Berkshire Hathaway, a satisfying 11-month process involving key stakeholders. This acquisition underlined our success, with our 14-strong product team tasked to transform the real estate arm of a renowned organization.
