Modernizing the
Collector Car Auction Experience
Barrett-Jackson is the world's largest collector car auction, bringing together consignors, bidders, and enthusiasts through multi-day live events.
To stay competitive and appeal to the next generation of collectors, Barrett-Jackson needed a stronger digital presence across its business. The initiative focused on modernizing customer and employee experiences, improving operational efficiency, and identifying new opportunities to support future growth.
Barrett-Jackson partnered with our team to identify where digital transformation would have the greatest impact across consignor, bidder, auction, and internal workflows.
We needed to understand their problems, goals, and future vision.
To start, we mapped existing workflows to build a clear picture of how the business operated today. We then facilitated a series of internal discovery workshops to define customer archetypes, uncover pain points, align on business goals, and envision future-state experiences.
From there, we conducted customer feedback sessions across consignors, bidders, and dealers to better understand their needs and expectations. Finally, we synthesized everything into key findings, opportunity areas, and a prioritized set of requirements that shaped the product strategy and design work.
An omnichannel transformation across every workflow.
Discovery revealed opportunities across consignor, bidder, auction, and internal workflows. Using those insights, we redesigned key customer and employee experiences across web, tablet, mobile, and internal tools — creating a more connected, efficient, and modern auction experience.
Consignor submission workflow
Design Ownership
- Facilitated multi-day discovery workshops with internal stakeholders in Scottsdale, AZ
- Mapped consignor, bidder, auction, and internal workflows to identify transformation opportunities
- Created customer archetypes and synthesized findings into prioritized recommendations
- Designed end-to-end experiences across web, tablet, mobile, and internal CRM platforms
- Led the internal CRM redesign and partnered on the consignor experience
- Translated discovery insights into product strategy, requirements, and roadmap recommendations
Key Outcomes
- 7.5% increase in revenue during phased transformation releases
- Modernized consignor, bidder, and auction experiences
- Improved digital experiences for both customers and employees
- Created a stronger digital foundation for future growth
- Established a prioritized roadmap informed by discovery findings
- Discovery findings informed product strategy and roadmap prioritization