Dubai Courts
Product Strategy · Research · Experience Direction · Design System · Delivery
Web · iOS · Android · Tablet
01
Introduction
Emirates Auction is one of the UAE’s leading auction platforms, serving users across vehicles, number plates, properties and general assets.
As Product Design Lead, I led the transformation of its web, mobile and tablet experiences — simplifying critical journeys and creating a clearer, more consistent auction ecosystem.
Web
Mobile
Tablet
The goal was to simplify complex auction journeys across web, mobile and tablet — reducing uncertainty at the moments that matter most.
Complex auction ecosystem
Bilingual market
Ongoing transformation
01
Introduction
Emirates Auction is one of the UAE’s leading auction platforms, serving users across vehicles, number plates, properties and general assets.
As Product Design Lead, I led the transformation of its web, mobile and tablet experiences — simplifying critical journeys and creating a clearer, more consistent auction ecosystem.
Web
Mobile
Tablet
The goal was to simplify complex auction journeys across web, mobile and tablet — reducing uncertainty at the moments that matter most.
Complex auction ecosystem
Bilingual market
Ongoing transformation
01
Introduction
Emirates Auction is one of the UAE’s leading auction platforms, serving users across vehicles, number plates, properties and general assets.
As Product Design Lead, I led the transformation of its web, mobile and tablet experiences — simplifying critical journeys and creating a clearer, more consistent auction ecosystem.
Web
Mobile
Tablet
The goal was to simplify complex auction journeys across web, mobile and tablet — reducing uncertainty at the moments that matter most.
Complex auction ecosystem
Bilingual market
Ongoing transformation
02
Project overview
Client
Emirates Auction
Scope
End-to-end UX and UI redesign of the Emirates Auction platform.
Platforms
Responsive web, iOS, Android and tablet
Markets
Arabic and English
02
Project overview
Client
Emirates Auction
Scope
End-to-end UX and UI redesign of the Emirates Auction platform.
Platforms
Responsive web, iOS, Android and tablet
Markets
Arabic and English
02
Project overview
Client
Emirates Auction
Scope
End-to-end UX and UI redesign of the Emirates Auction platform.
Platforms
Responsive web, iOS, Android and tablet
Markets
Arabic and English
03
My role & leadership
Beyond design delivery, I partnered with business stakeholders to identify opportunities across existing business and user flows—uncovering friction, reframing problems and shaping improvements that made journeys clearer for users while supporting business goals.
I also aligned product, engineering, operations, analytics and customer support throughout the transformation.
Led 7–10 designers
Owned product and UX strategy
Assigned journey ownership
Led research planning and experience direction
Facilitated critiques and stakeholder workshops
Governed the design system
Partnered with engineering from definition through release
Led design QA through release
03
My role & leadership
Beyond design delivery, I partnered with business stakeholders to identify opportunities across existing business and user flows—uncovering friction, reframing problems and shaping improvements that made journeys clearer for users while supporting business goals.
I also aligned product, engineering, operations, analytics and customer support throughout the transformation.
Led 7–10 designers
Owned product and UX strategy
Assigned journey ownership
Led research planning and experience direction
Facilitated critiques and stakeholder workshops
Governed the design system
Partnered with engineering from definition through release
Led design QA through release
03
My role & leadership
Beyond design delivery, I partnered with business stakeholders to identify opportunities across existing business and user flows—uncovering friction, reframing problems and shaping improvements that made journeys clearer for users while supporting business goals.
I also aligned product, engineering, operations, analytics and customer support throughout the transformation.
Led 7–10 designers
Owned product and UX strategy
Assigned journey ownership
Led research planning and experience direction
Facilitated critiques and stakeholder workshops
Governed the design system
Partnered with engineering from definition through release
Led design QA through release
04
The problem
The legacy experience made critical journeys difficult to complete. Users struggled to understand deposit rules, manage simultaneous bids, track their status, and follow a clear checkout flow—creating confusion, reducing trust, and increasing drop-off.
Enter
Complete
~40%
Drop-off
Deposit confusion
Bidding overload
Weak status visibility
Unstructured checkout
04
The problem
The legacy experience made critical journeys difficult to complete. Users struggled to understand deposit rules, manage simultaneous bids, track their status, and follow a clear checkout flow—creating confusion, reducing trust, and increasing drop-off.
Enter
Complete
~40%
Drop-off
Deposit confusion
Bidding overload
Weak status visibility
Unstructured checkout
04
The problem
The legacy experience made critical journeys difficult to complete. Users struggled to understand deposit rules, manage simultaneous bids, track their status, and follow a clear checkout flow—creating confusion, reducing trust, and increasing drop-off.
Enter
Complete
~40%
Drop-off
Deposit confusion
Bidding overload
Weak status visibility
Unstructured checkout
05
Business objectives & measurement plan
Improve bid conversion rate
Increase deposit completion
Strengthen checkout conversion
Reduce support contacts
Measured through funnel analysis, usability testing and post-release monitoring.
05
Business objectives & measurement plan
Improve bid conversion rate
Increase deposit completion
Strengthen checkout conversion
Reduce support contacts
Measured through funnel analysis, usability testing and post-release monitoring.
05
Business objectives & measurement plan
Improve bid conversion rate
Increase deposit completion
Strengthen checkout conversion
Reduce support contacts
Measured through funnel analysis, usability testing and post-release monitoring.
06
Research approach
We combined behavioural data with user feedback to understand where friction occurred, why it happened and which journeys to prioritise.
01
Funnel analysis
Mapped drop-off across deposit, bidding and checkout journeys.
Flagged the highest-friction steps for prioritisation.
02
User interviews
Explored confusion around deposits, refunds and bidding rules.
Captured how users understood status, payments and next steps.
03
Usability testing
Tested depositing, placing bids and completing checkout.
Observed task failures, hesitation and misclicks in context.
04
Support feedback
Reviewed recurring enquiries about payments, deposits and auction status.
Used support patterns to validate the most frequent pain points.
05
Stakeholder workshops
Aligned product, operations and engineering on journey gaps.
Turned business constraints into shared experience priorities.
06
Competitor review
Compared auction patterns across bidding, payments and fulfilment.
Identified opportunities to improve clarity, confidence and flow.
Prioritise by evidence
Drop-off × Business value × User severity × Technical feasibility
06
Research approach
We combined behavioural data with user feedback to understand where friction occurred, why it happened and which journeys to prioritise.
01
Funnel analysis
Mapped drop-off across deposit, bidding and checkout journeys.
Flagged the highest-friction steps for prioritisation.
02
User interviews
Explored confusion around deposits, refunds and bidding rules.
Captured how users understood status, payments and next steps.
03
Usability testing
Tested depositing, placing bids and completing checkout.
Observed task failures, hesitation and misclicks in context.
04
Support feedback
Reviewed recurring enquiries about payments, deposits and auction status.
Used support patterns to validate the most frequent pain points.
05
Stakeholder workshops
Aligned product, operations and engineering on journey gaps.
Turned business constraints into shared experience priorities.
06
Competitor review
Compared auction patterns across bidding, payments and fulfilment.
Identified opportunities to improve clarity, confidence and flow.
Prioritise by evidence
Drop-off × Business value × User severity × Technical feasibility
06
Research approach
We combined behavioural data with user feedback to understand where friction occurred, why it happened and which journeys to prioritise.
01
Funnel analysis
Mapped drop-off across deposit, bidding and checkout journeys.
Flagged the highest-friction steps for prioritisation.
02
User interviews
Explored confusion around deposits, refunds and bidding rules.
Captured how users understood status, payments and next steps.
03
Usability testing
Tested depositing, placing bids and completing checkout.
Observed task failures, hesitation and misclicks in context.
04
Support feedback
Reviewed recurring enquiries about payments, deposits and auction status.
Used support patterns to validate the most frequent pain points.
05
Stakeholder workshops
Aligned product, operations and engineering on journey gaps.
Turned business constraints into shared experience priorities.
06
Competitor review
Compared auction patterns across bidding, payments and fulfilment.
Identified opportunities to improve clarity, confidence and flow.
Prioritise by evidence
Drop-off × Business value × User severity × Technical feasibility
07
Research artefacts
Selected evidence from the research process.
01
Research plan
Problem focus
Deposit, bidding and checkout journeys
Key questions
Where do users lose confidence?
What prevents completion?
Which journeys matter most?
02
Interview guide
Deposit rules and refunds
Managing simultaneous bids
Auction and payment status
Checkout and fulfilment confidence
03
Usability test tasks
01
Add a deposit and understand the bidding limit
02
Find a live auction and place a bid
03
Track the result and complete checkout after winning
Behavioural evidence
We reviewed session recordings and heatmaps to understand how users navigated the legacy experience. This revealed attention patterns, hesitation points and areas of friction that informed prioritisation.
07
Research artefacts
Selected evidence from the research process.
01
Research plan
Problem focus
Deposit, bidding and checkout journeys
Key questions
Where do users lose confidence?
What prevents completion?
Which journeys matter most?
02
Interview guide
Deposit rules and refunds
Managing simultaneous bids
Auction and payment status
Checkout and fulfilment confidence
03
Usability test tasks
01
Add a deposit and understand the bidding limit
02
Find a live auction and place a bid
03
Track the result and complete checkout after winning
Behavioural evidence
We reviewed session recordings and heatmaps to understand how users navigated the legacy experience. This revealed attention patterns, hesitation points and areas of friction that informed prioritisation.
07
Research artefacts
Selected evidence from the research process.
01
Research plan
Problem focus
Deposit, bidding and checkout journeys
Key questions
Where do users lose confidence?
What prevents completion?
Which journeys matter most?
02
Interview guide
Deposit rules and refunds
Managing simultaneous bids
Auction and payment status
Checkout and fulfilment confidence
03
Usability test tasks
01
Add a deposit and understand the bidding limit
02
Find a live auction and place a bid
03
Track the result and complete checkout after winning
Behavioural evidence
We reviewed session recordings and heatmaps to understand how users navigated the legacy experience. This revealed attention patterns, hesitation points and areas of friction that informed prioritisation.
08
Funnel & drop-off
01
Registration
Create account and verify details
02
Deposit
Add funds to your wallet
High friction
03
Bidding
Find auctions and place bids
04
Checkout
Pay and confirm your purchase
High friction
05
Fulfilment
Receive your item or collection
Unclear requirements
Users are unsure what is needed at key steps.
High friction
Weak status visibility
Users can’t easily see progress or what happens next.
High friction
Too many actions
Too many steps and fields slow users down.
High friction
Low confidence
Users doubt security, fees and delivery.
Trust risk
Prioritise the journeys with the highest drop-off and business value.
08
Funnel & drop-off
01
Registration
Create account and verify details
02
Deposit
Add funds to your wallet
High friction
03
Bidding
Find auctions and place bids
04
Checkout
Pay and confirm your purchase
High friction
05
Fulfilment
Receive your item or collection
Unclear requirements
Users are unsure what is needed at key steps.
High friction
Weak status visibility
Users can’t easily see progress or what happens next.
High friction
Too many actions
Too many steps and fields slow users down.
High friction
Low confidence
Users doubt security, fees and delivery.
Trust risk
Prioritise the journeys with the highest drop-off and business value.
08
Funnel & drop-off
01
Registration
Create account and verify details
02
Deposit
Add funds to your wallet
High friction
03
Bidding
Find auctions and place bids
04
Checkout
Pay and confirm your purchase
High friction
05
Fulfilment
Receive your item or collection
Unclear requirements
Users are unsure what is needed at key steps.
High friction
Weak status visibility
Users can’t easily see progress or what happens next.
High friction
Too many actions
Too many steps and fields slow users down.
High friction
Low confidence
Users doubt security, fees and delivery.
Trust risk
Prioritise the journeys with the highest drop-off and business value.
09
Key findings
Validated through research.
What we learned from user behaviour, feedback and data across the Emirates Auction experience.
Deposits were misunderstood
Purpose, bidding limit and refund rules were unclear.
Winners lacked a next step
Post-win actions competed on one open screen, causing confusion and drop-off.
Status was fragmented
Bids, deposits, payments and delivery updates were fragmented across separate touchpoints.
Simultaneous auctions overloaded users
Too many items ended together, creating cognitive overload and missed opportunities.
Clarity creates confidence
09
Key findings
Validated through research.
What we learned from user behaviour, feedback and data across the Emirates Auction experience.
Deposits were misunderstood
Purpose, bidding limit and refund rules were unclear.
Winners lacked a next step
Post-win actions competed on one open screen, causing confusion and drop-off.
Status was fragmented
Bids, deposits, payments and delivery updates were fragmented across separate touchpoints.
Simultaneous auctions overloaded users
Too many items ended together, creating cognitive overload and missed opportunities.
Clarity creates confidence
09
Key findings
Validated through research.
What we learned from user behaviour, feedback and data across the Emirates Auction experience.
Deposits were misunderstood
Purpose, bidding limit and refund rules were unclear.
Winners lacked a next step
Post-win actions competed on one open screen, causing confusion and drop-off.
Status was fragmented
Bids, deposits, payments and delivery updates were fragmented across separate touchpoints.
Simultaneous auctions overloaded users
Too many items ended together, creating cognitive overload and missed opportunities.
Clarity creates confidence
10
Experience strategy
A connected auction experience. Clear next actions.
A strategy that simplifies complexity, guides decisions and builds confidence at every step.
01
Clarify
Explain rules, fees and eligibility.
02
Prioritise
Surface urgent bids and next actions.
03
Connect
Unify status across web, mobile and tablet.
Understand → Act → Track
Customer needs
×
Business value
×
Operational reality
10
Experience strategy
A connected auction experience. Clear next actions.
A strategy that simplifies complexity, guides decisions and builds confidence at every step.
01
Clarify
Explain rules, fees and eligibility.
02
Prioritise
Surface urgent bids and next actions.
03
Connect
Unify status across web, mobile and tablet.
Understand → Act → Track
Customer needs
×
Business value
×
Operational reality
10
Experience strategy
A connected auction experience. Clear next actions.
A strategy that simplifies complexity, guides decisions and builds confidence at every step.
01
Clarify
Explain rules, fees and eligibility.
02
Prioritise
Surface urgent bids and next actions.
03
Connect
Unify status across web, mobile and tablet.
Understand → Act → Track
Customer needs
×
Business value
×
Operational reality
11
Information architecture
Emirates Auction
Categories
Motors
— Auction
Prestige Numbers
— Auction + Direct Sale
Properties
— Auction
Shops for Rent
— Auction
Surplus
— Auction
Cart
Direct Sale Checkout
My Account
My Bids
My Won
Watchlist
Purchases
Support
Help
Contact Us
Find Us
News
Media Centre
Active bids
Watchlist
Won items
Deposits
Payments
Delivery
Refunds
My Auctions
11
Information architecture
Emirates Auction
Categories
Motors
— Auction
Prestige Numbers
— Auction + Direct Sale
Properties
— Auction
Shops for Rent
— Auction
Surplus
— Auction
Cart
Direct Sale Checkout
My Account
My Bids
My Won
Watchlist
Purchases
Support
Help
Contact Us
Find Us
News
Media Centre
My Auctions
Active bids
Watchlist
Won items
Deposits
Payments
Delivery
Refunds
11
Information architecture
Emirates Auction
Categories
Motors
— Auction
Prestige Numbers
— Auction + Direct Sale
Properties
— Auction
Shops for Rent
— Auction
Surplus
— Auction
Cart
Direct Sale Checkout
My Account
My Bids
My Won
Watchlist
Purchases
Support
Help
Contact Us
Find Us
News
Media Centre
My Auctions
Active bids
Watchlist
Won items
Deposits
Payments
Delivery
Refunds
12
One connected auction experience
12
One connected auction experience
01
Discovery
Explore with clarity. Find the right lots, faster.
Browse auctions
Compare lots
Save watchlist
02
Registration & verification
Simple steps, trusted access.
Create account
Verify identity
Confirm eligibility
03
Security deposit
A secure deposit that builds confidence for everyone.
Why it exists
What it unlocks
How it returns
04
Bidding
Bid with confidence. Stay informed, stay in control.
Live status
Smart alerts
Quick bid
Deposit aware
05
Winning
Clear outcomes. Transparent next steps.
Result confirmed
Fees clarified
Next action
06
Checkout & fulfilment
Smooth checkout. Secure fulfilment. Job done.
Review
Pay
Confirm
Delivery or collection
12
One connected auction experience
01
Discovery
Explore with clarity. Find the right lots, faster.
Browse auctions
Compare lots
Save watchlist
02
Registration & verification
Simple steps, trusted access.
Create account
Verify identity
Confirm eligibility
03
Security deposit
A secure deposit that builds confidence for everyone.
Why it exists
What it unlocks
How it returns
04
Bidding
Bid with confidence. Stay informed, stay in control.
Live status
Smart alerts
Quick bid
Deposit aware
05
Winning
Clear outcomes. Transparent next steps.
Result confirmed
Fees clarified
Next action
06
Checkout & fulfilment
Smooth checkout. Secure fulfilment. Job done.
Review
Pay
Confirm
Delivery or collection
13
Cross-platform design system
One system. Every state.
Shared foundations for web, iOS, Android and tablet — in Arabic and English.
200+
Components
650+
Screens
4
Platforms
2
Languages
Edge-case handling
Error, empty, loading and interrupted states were designed alongside the happy path.
Microinteractions
Clear feedback for bids, deposits, payments and status changes.
Motion with purpose
Subtle transitions make actions, progress and outcomes easier to understand.
RTL & localisation
Arabic-first layouts, mirrored and tested alongside English.
TYPOGRAPHY
Display — headlines
Helvetica Condensed
H1 · 88px
H2 · 64px
H3 · 56px
H4 · 32px
H5 · 20px
H6 · 16px
Bold 700 · sentence case
Body — copy, eyebrows, paragraphs
Inter
Body · 18px · Regular 400
Label · 24px · Medium 500
Button · 18px · Regular 400
Eyebrow · 16px · Medium 500
Regular 400 · Medium 500 — Arabic & English
COLORS
#050505
Secondary
#FFFFFF
Tertiary
#CE0E2D
EA Red
Semantic ramps
Primary
Secondary
Warning
Success
Info
Error
Neutrals
Grid
Desktop — 1920 px · 24 columns
32 px gutter · 56 px margin
Tablet — 768 px · 12 columns
24 px gutter · 36 px margin
Mobile — 390 px · 6 columns
16 px gutter · 24 px margin
Icons
Web · iOS · android · tablet — arabic & english
13
Cross-platform design system
One system. Every state.
Shared foundations for web, iOS, Android and tablet — in Arabic and English.
200+
Components
650+
Screens
4
Platforms
2
Languages
Edge-case handling
Error, empty, loading and interrupted states were designed alongside the happy path.
Microinteractions
Clear feedback for bids, deposits, payments and status changes.
Motion with purpose
Subtle transitions make actions, progress and outcomes easier to understand.
RTL & localisation
Arabic-first layouts, mirrored and tested alongside English.
TYPOGRAPHY
Display — headlines
Helvetica Condensed
H1 · 88px
H2 · 64px
H3 · 56px
H4 · 32px
H5 · 20px
H6 · 16px
Bold 700 · sentence case
Body — copy, eyebrows, paragraphs
Inter
Body · 18px · Regular 400
Label · 24px · Medium 500
Button · 18px · Regular 400
Eyebrow · 16px · Medium 500
Regular 400 · Medium 500 — Arabic & English
COLORS
#050505
Secondary
#FFFFFF
Tertiary
#CE0E2D
EA Red
Semantic ramps
Primary
Secondary
Warning
Success
Info
Error
Neutrals
Grid
Desktop 1920 px · 24 columns
32 px gutter · 56 px margin
Tablet — 768 px · 12 columns
24 px gutter · 36 px margin
Mobile — 390 px · 6 columns
16 px gutter · 24 px margin
Icons
Web · iOS · android · tablet — arabic & english
13
Cross-platform design system
One system. Every state.
Shared foundations for web, iOS, Android and tablet — in Arabic and English.
200+
Components
650+
Screens
4
Platforms
2
Languages
Edge-case handling
Error, empty, loading and interrupted states were designed alongside the happy path.
Microinteractions
Clear feedback for bids, deposits, payments and status changes.
Motion with purpose
Subtle transitions make actions, progress and outcomes easier to understand.
RTL & localisation
Arabic-first layouts, mirrored and tested alongside English.
TYPOGRAPHY
Display — headlines
Helvetica Condensed
H1 · 88px
H2 · 64px
H3 · 56px
H4 · 32px
H5 · 20px
H6 · 16px
Bold 700 · sentence case
Body — copy, eyebrows, paragraphs
Inter
Body · 18px · Regular 400
Label · 24px · Medium 500
Button · 18px · Regular 400
Eyebrow · 16px · Medium 500
Regular 400 · Medium 500 — Arabic & English
COLORS
#050505
Secondary
#FFFFFF
Tertiary
#CE0E2D
EA Red
Semantic ramps
Primary
Secondary
Warning
Success
Info
Error
Neutrals
Grid
Desktop — 1920 px · 24 columns
32 px gutter · 56 px margin
Tablet — 768 px · 12 columns
24 px gutter · 36 px margin
Mobile — 390 px · 6 columns
16 px gutter · 24 px margin
Icons
Web · iOS · android · tablet — arabic & english
14
The Experience, in Action
From Discovery to Participation
iOS · Android
A mobile-first auction catalogue that helps users browse all categories, compare listings, and find relevant opportunities quickly.
Find what matters
Clear listing details, filters, and live auction signals make it easier to scan options and decide where to engage.
Guiding users from interest to participation
From the auction details, one clear action guides users to complete their deposit and unlock bidding.
Web platform
Desktop
Density without noise
The desktop view carries more data per screen while keeping the same hierarchy as mobile.
Add a note here
Replace with the decision behind this screen.
14
The Experience, in Action
From Discovery to Participation
iOS · Android
A mobile-first auction catalogue that helps users browse all categories, compare listings, and find relevant opportunities quickly.
Find what matters
Clear listing details, filters, and live auction signals make it easier to scan options and decide where to engage.
Guiding users from interest to participation
From the auction details, one clear action guides users to complete their deposit and unlock bidding.
Web platform
Desktop
Density without noise
The desktop view carries more data per screen while keeping the same hierarchy as mobile.
Add a note here
Replace with the decision behind this screen.
14
The Experience, in Action
From Discovery to Participation
iOS · Android
A mobile-first auction catalogue that helps users browse all categories, compare listings, and find relevant opportunities quickly.
Find what matters
Clear listing details, filters, and live auction signals make it easier to scan options and decide where to engage.
Guiding users from interest to participation
From the auction details, one clear action guides users to complete their deposit and unlock bidding.
Web platform
Desktop
Density without noise
The desktop view carries more data per screen while keeping the same hierarchy as mobile.
Add a note here
Replace with the decision behind this screen.
15
Testing, validation & continuous optimisation
From prototype to production
Prototype
→
Test with users
→
Refine friction
→
Release
→
Observe live
→
Improve again
Funnels, heatmaps and session recordings carried what we learned in testing into every release.
#1 · Find a live auction
Reach a live auction worth bidding on
100% Success · 0% drop-off
Every participant reached a relevant live auction unaided — categories, filters and search carried the load, so discovery shipped largely unchanged.
#2 · Add a deposit
Add a deposit and understand the bidding limit
90% Success
Deposits, understood.
90% success · 10% drop-off — early prototype testing
The other 10% hesitated around the deposit’s purpose, the bidding limit and refund conditions. All three were reworded, moved earlier in the flow and re-tested.
#3 · Place a bid
Place a bid with confidence
100% Placed a bid
Everyone bid — but early rounds showed heavy misclicks on quick-bid. Targets were enlarged and spacing increased, and the errors faded in later prototypes.
#4 · Complete checkout
Complete checkout after winning
Struggled
Ok
Effortless
~93% Success
0
10
20
30
40
50
60
70
80
90
100
~7% stalled at the win-to-payment handoff in early prototypes — the sequence was restructured before release.
15
Testing, validation & continuous optimisation
From prototype to production
Prototype
→
Test with users
→
Refine friction
→
Release
→
Observe live
→
Improve again
Funnels, heatmaps and session recordings carried what we learned in testing into every release.
#1 · Find a live auction
Reach a live auction worth bidding on
100% Success · 0% drop-off
Every participant reached a relevant live auction unaided — categories, filters and search carried the load, so discovery shipped largely unchanged.
#2 · Add a deposit
Add a deposit and understand the bidding limit
90% Success
Deposits, understood.
90% success · 10% drop-off — early prototype testing
The other 10% hesitated around the deposit’s purpose, the bidding limit and refund conditions. All three were reworded, moved earlier in the flow and re-tested.
#3 · Place a bid
Place a bid with confidence
100% Placed a bid
Everyone bid — but early rounds showed heavy misclicks on quick-bid. Targets were enlarged and spacing increased, and the errors faded in later prototypes.
#4 · Complete checkout
Complete checkout after winning
Struggled
Ok
Effortless
~93% Success
0
10
20
30
40
50
60
70
80
90
100
~7% stalled at the win-to-payment handoff in early prototypes — the sequence was restructured before release.
15
Testing, validation & continuous optimisation
From prototype to production
Prototype
→
Test with users
→
Refine friction
→
Release
→
Observe live
→
Improve again
Funnels, heatmaps and session recordings carried what we learned in testing into every release.
#1 · Find a live auction
Reach a live auction worth bidding on
100% Success · 0% drop-off
Every participant reached a relevant live auction unaided — categories, filters and search carried the load, so discovery shipped largely unchanged.
#2 · Add a deposit
Add a deposit and understand the bidding limit
90% Success
Deposits, understood.
90% success · 10% drop-off — early prototype testing
The other 10% hesitated around the deposit’s purpose, the bidding limit and refund conditions. All three were reworded, moved earlier in the flow and re-tested.
#3 · Place a bid
Place a bid with confidence
100% Placed a bid
Everyone bid — but early rounds showed heavy misclicks on quick-bid. Targets were enlarged and spacing increased, and the errors faded in later prototypes.
#4 · Complete checkout
Complete checkout after winning
Struggled
Ok
Effortless
~93% Success
0
20
40
60
80
100
~7% stalled at the win-to-payment handoff in early prototypes — the sequence was restructured before release.
16
Outcomes & impact
A frictionless journey. Measurable results.
Compared through post-release funnels against the legacy experience — deposit, bidding and checkout all moved.
1
Deposit conversion
Auction detail visit
Deposit initiated
Deposit completed
+20%
Deposit conversion improved from 50% to 70% after the redesign.
2
Bid activation
+15%
Bid activation increased from 45% to 60% of depositors.
3
Post-win checkout
+30%
Checkout conversion increased from 40% to 70% of winning users.
Measured through
Google Analytics
Funnel conversion
Hotjar
Heatmaps & recordings
Customer support insights
Recurring support themes
16
Outcomes & impact
A frictionless journey. Measurable results.
Compared through post-release funnels against the legacy experience — deposit, bidding and checkout all moved.
1
Deposit conversion
Auction detail visit
Deposit initiated
Deposit completed
+20%
Deposit conversion improved from 50% to 70% after the redesign.
2
Bid activation
+15%
Bid activation increased from 45% to 60% of depositors.
3
Post-win checkout
+30%
Checkout conversion increased from 40% to 70% of winning users.
Measured through
Google Analytics
Funnel conversion
Hotjar
Heatmaps & recordings
Customer support insights
Recurring support themes
16
Outcomes & impact
A frictionless journey. Measurable results.
Compared through post-release funnels against the legacy experience — deposit, bidding and checkout all moved.
1
Deposit conversion
Auction detail visit
Deposit initiated
Deposit completed
+20%
Deposit conversion improved from 50% to 70% after the redesign.
2
Bid activation
+15%
Bid activation increased from 45% to 60% of depositors.
3
Post-win checkout
+30%
Checkout conversion increased from 40% to 70% of winning users.
Measured through
Google Analytics
Funnel conversion
Hotjar
Heatmaps & recordings
Customer support insights
Recurring support themes
Thank you for scrolling through the transformation.
If this way of working resonates with you, I’d love to talk about your product.
Let’s connect
fouad.muhammed.g@gmail.com
Thank you for scrolling through the transformation.
If this way of working resonates with you, I’d love to talk about your product.
Let’s connect
fouad.muhammed.g@gmail.com
Thank you for scrolling through the transformation.
If this way of working resonates with you, I’d love to talk about your product.
Let’s connect
fouad.muhammed.g@gmail.com
Emirates Auction became a clearer, more connected auction experience across web, mobile and tablet. By simplifying high-friction journeys and establishing a shared design system, the transformation improved customer confidence while giving teams a scalable foundation for continuous delivery.
See Other Projects
Discover more digital experiences I’ve crafted across different industries, challenges, and creative directions.
See Other Projects
Discover more digital experiences I’ve crafted across different industries, challenges, and creative directions.
