UXSODA

Marketplace Experience Design

Redesigning the seller journey for a fast-growing vehicle marketplace.

Autozen needed a simpler, more confidence-driven way for users to move from vehicle valuation to auction participation and final handoff - without losing trust in a complex multi-step process.

Autozen estimate screen showing a vehicle value range.
Industry
Automotive Marketplace
Scope
UX Audit, Product Strategy, End-to-End Experience Design
Focus Areas
Seller Onboarding, Conversion Friction, Transaction Visibility
Recognition
Winner - 2023 Vancouver UX Awards, Best Retail Experience

Key Friction Points

  • Early hesitation during onboarding

  • Limited visibility across the selling process

  • A journey that felt operational rather than guided

  • Complex information requests introduced too soon

  • Low-confidence transaction milestones

Restructuring the experience

The seller workflow was rebuilt around clearer expectations, stronger milestone visibility, and progressive trust-building throughout the journey.

The redesign focused on:

  • Lowering onboarding friction
  • Improving auction progress transparency
  • Creating stronger reassurance during handoff and payment
  • Simplifying a complex multi-step transaction flow

Guided Seller Onboarding

The onboarding experience was redesigned to create a lower-friction entry point, introducing vehicle details, seller expectations, and process education progressively rather than all at once.

Visibility at Every Stage

Clearer milestone states, progress communication, and seller-facing status updates helped users understand exactly where they were in the process and what came next.

Outcome

The final product delivered a more approachable seller experience that reduced friction across key conversion points and made Autozen's online selling process significantly easier to navigate.

Amanda is selling her car with Autozen

Autozen market estimate screen.

Amanda begins with a transparent market estimate, establishing clarity and confidence before moving forward.

Autozen appointment confirmation screen.

With expectations set, she books her vehicle pickup to initiate the selling process.

Autozen buyer search screen.

Autozen activates its dealer network, creating competitive pressure to maximize value.

Autozen offer screen.

She receives the strongest offer from the auction and retains full control over the final decision.