Product: Online Ringman® Marketplace

Company: Xcira, LLC - Auction Technology
Role: Sole Principal UX/UI Designer
Year: 2024
Tools: Jira, Sketch, AWS

Problem Statement:

The public-facing Online Ringman® Marketplace Events page was originally a static list of scheduled Online Ringman® dates and inventory counts, designed for buyers attending events online. While functional, the layout lacked visual hierarchy, engagement, and modern interaction patterns. It failed to showcase individual events or highlight what made each auction unique—impacting user engagement and attendance.

I conducted a content audit and reviewed user behavior through interviews and analytics to understand where engagement dropped. I mapped user goals and pain points, then created wireframes emphasizing hierarchy, visual storytelling, and interactive filtering.

**Mobile Auction Event Calendar:** lay-out and visual hierarchy was lacking customer engagement.

Goal:

Transform the outdated event list into a flexible, branded, and user-friendly interface that increases engagement, simplifies discovery, and encourages participation in upcoming auctions.

Methods Used

Stakeholder Interviews – Feedback from Online Ringman® clients and marketing managers
A/B Testing – Compared visual card variations and layout options
User Journey Mapping – Traced user flow from homepage to event attendance
Content Strategy – Evaluated visual hierarchy, CTAs, and card content needs
AWS Personalization – Used to generate Suggested Events based on user behavior

**Workflow:** the wireframes focused specifically on the landing page layout, card hierarchy, and CTA placement.

Key insights

Buyers responded more positively to image-based event cards with flyers and logos
Auctions were already creating promotional content for social media that could be reused
Users wanted a faster way to find today's events, favorites, or recommended auctions
Static lists were difficult to navigate on mobile and didn’t encourage action
A tabbed interface helped segment discovery without overwhelming users

Research and Discovery Impact:

Our findings led to a branded, card-based event layout with visual CTAs, flyer uploads, and logo integration—making each event more recognizable and appealing. The implementation of a tabbed navigation system (Today’s Events, Favorites, Upcoming, Suggested) supported personalization and ease of use, especially on mobile.

**Event Card Iterations:** explored multiple iterations of text-based event cards before incorporating imagery.

Stakeholder Collab & BUY IN:

Through multiple feedback cycles with marketing and auction clients, we tested card styles ranging from minimal to fully branded. By presenting mid-fidelity wireframes and click-through prototypes, we gained alignment on the need for image-forward design and better CTA placement. Collaborators appreciated the ability to leverage content they were already producing, reinforcing adoption.

**Event Card Buy In:** each card would also display key details like the rep number and the number of dealerships they’re associated with—giving auction staff immediate context at a glance.

DEV Ready Design & Handoff

The final design included modular, responsive event cards with support for custom flyers, dealership logos, and dynamic calls to action (e.g., "View Inventory," "Join Live Auction"). I delivered well-documented Sketch files and interaction notes, and collaborated closely with the Dev team to define scalable components and tabbed filters.

Suggested Events (upcoming MVP) used AWS Personalization to tailor listings based on user behavior, boosting engagement through data-driven UX.

**Empty States:** Messaging for empty states

Results:

The redesigned experience allowed Online Ringman® clients to customize their presence, engage buyers, and drive attendance—while optimizing for clarity, speed, and mobile usability.

Event engagement increased significantly with the shift to branded cards. Users interacted with flyer-based cards 38% more than text-only listings, and time on the page increased by 22% post-launch. The new layout enabled faster access to live events and helped auctions showcase their brand directly within the platform.

Tabs for Today’s, Upcoming, and Suggested events made discovery intuitive, while CTA visibility increased click-through rates and attendance.

TakeawayS:

This project underscored the value of designing with marketing alignment, content reuse, and user behavior in mind. By focusing on flexibility, branding, and simplicity, we transformed a functional listing into a dynamic user experience that served both buyers and auction clients—boosting engagement, showcasing identity, and laying the foundation for future personalization.

UX Case Study