[Introduction]
Project Overview
Role: UX Designer & Digital Experience Specialist
Timeline: 2023
Platform: Web (Desktop & Mobile)
Challenge
Christie's legacy article template was hindering user engagement and content discoverability. Users struggled to find relevant auction content, while internal producers faced inefficient content management workflows. The outdated system created friction in the user journey from content consumption to auction participation.
[Description]
The Problem
User Pain Points Identified
Content Discovery: Users couldn't efficiently filter and find relevant articles
Engagement Drop-off: High exit rates after article consumption with no clear next steps
Mobile Experience: Poor responsive design affecting 40% of traffic
Content Relevance: Lack of personalized content recommendations
Business Impact
Declining user engagement metrics
Inefficient content production workflows
Missed opportunities for auction participation conversion
Poor SEO performance for lot pages
Example of the features identified as tools for the digital journey on one of the story interface
Research & Discovery
Stakeholder Analysis
Primary Users:
Art Collectors & Enthusiasts: Seeking market insights and auction previews
Content Producers: Editorial team requiring efficient publishing tools
Secondary Users:
Casual Browsers: Discovering art content and building interest
Auction Participants: Moving from content to bidding actions
Competitive Analysis
Analyzed leading auction houses and art publications to identify:
Content organization best practices
User journey optimization strategies
Mobile-first design patterns
Personalization features
User Journey Mapping
Mapped the complete user flow from article discovery to auction participation, identifying critical drop-off points and optimization opportunities.
Strategic Framework
How Might We Questions
Our research led to five key strategic questions that guided the design process:
HMW enhance reader engagement through improved content structure and social sharing?
HMW inspire transaction behavior by connecting content to auction opportunities?
HMW improve content discoverability through better search and categorization?
HMW create effective categorization that helps users find relevant content quickly?
HMW align design consistency across the entire Christie's digital ecosystem?
Design Principles
Content-First: Prioritize readability and information hierarchy
Conversion-Focused: Seamlessly connect content to auction actions
Responsive Design: Ensure optimal experience across all devices
Scalable Architecture: Support future personalization features
Design Process
Information Architecture Redesign
Problem: Poor content organization led to high bounce rates and low engagement.
Solution: Implemented a three-tier content strategy:
Primary Content: Featured articles with enhanced visual hierarchy
Secondary Content: Related articles and cross-references
Tertiary Content: Auction lots and related departments
Feature Prioritization Matrix
Using the MoSCoW method, we prioritized features based on user impact and development effort:
Must Have:
Responsive article layout
Enhanced readability (typography, spacing, images)
Cross-promotional content sections
Mobile-optimized navigation
Should Have:
Advanced filtering capabilities
Social sharing functionality
Related lot recommendations
Improved search experience
Could Have:
Personalization features
Advanced analytics integration
A/B testing framework
Wireframing & Prototyping
Created low-fi wireframes focusing on:
Content hierarchy optimization
User flow simplification
Mobile-first responsive breakpoints
Call-to-action placement strategy
Wireframes
Key Design Solutions
1. Enhanced Article Template
Challenge: Legacy template had poor readability and engagement.
Solution:
Implemented clear typography hierarchy (H1, H2, H3 structure)
Added responsive image layouts with proper alt text
Integrated social sharing functionality
Created cross-promotional content sections
2. Strategic Content Recommendations
Challenge: Users had no clear path forward after reading articles.
Solution:
"Lots featured in this article" - Direct connection to auction items
"Related departments" - Broader category exploration
"Related auctions" - Time-sensitive opportunities
Magazine section integration for deeper engagement
3. Improved Information Architecture
Challenge: Poor categorization made content discovery difficult.
Solution:
Intuitive category tags with visual hierarchy
Advanced filtering options (category, story type, departments)
Search functionality with keyword optimization
"You may also like" algorithmic recommendations
4. Mobile-First Responsive Design
Challenge: Poor mobile experience affecting 40% of users.
Solution:
Progressive disclosure for mobile screens
Touch-friendly interaction design
Optimized image loading and compression
Streamlined navigation patterns
Content Strategy Integration
Editorial Collaboration
Worked directly with the Editorial team using Figma to:
Define content templates that support strategic goals
Create consistent messaging frameworks
Establish content governance guidelines
Design scalable content creation workflows
SEO Optimization
Improved lot page connectivity for better search performance
Implemented structured data for rich snippets
Optimized page load speeds and Core Web Vitals
Created internal linking strategies
Testing & Validation
User Acceptance Testing
Process: Conducted comprehensive UAT with 10 cross-departmental users
Testing Scope: CMS functionality, visual consistency, cross-device compatibility
Priority Framework: Critical, High, Medium, Low issue categorization
Iteration Cycles: Weekly product team reviews with defect tracking
Quality Assurance
Cross-browser testing (Chrome, Safari, Firefox, Edge)
Device compatibility testing (iOS, Android, Desktop)
Performance optimization and load time testing
Accessibility compliance verification (WCAG guidelines)
Soft Launch Strategy
Implemented phased rollout to minimize risk:
Internal stakeholder testing
Limited user group exposure
Feedback collection and iteration
Full production release
Results & Impact
Quantitative Results
22% increase in daily users by December 2023
10% reduction in page load times through technical optimization
5% year-over-year user growth meeting initial success metrics
Improved mobile conversion rates (specific metrics pending full analysis)
Qualitative Feedback
Positive stakeholder reception across all departments
Improved content producer workflow efficiency
Enhanced user experience consistency
Better brand alignment with Christie's premium positioning
Optimizing the conclusion of article pages with compact layouts to reduce cognitive load
Technical Achievements
Successful migration to newer Sitecore version
Improved CMS functionality and editor experience
Better SEO performance for auction lot pages
Enhanced analytics and tracking capabilities
Next Steps & Future Vision
Planned Enhancements
Stories Hub Development: Curated content center with seasonal customization
Personalization Engine: Content recommendations based on user behavior
Advanced Analytics: Deeper insights into content performance and user journeys
Accessibility Improvements: WCAG 2.1 AA compliance across all components
Long-term Strategy
Omnichannel Integration: Connecting digital content with physical auction experiences
International Localization: Supporting Christie's global markets with localized content
Data-Driven Optimization: Continuous improvement through user behavior analysis
Emerging Technology Integration: AR/VR previews and immersive content experiences
Conclusion
This project demonstrates how strategic UX thinking can transform a legacy system into a modern, conversion-focused platform. By combining user research, stakeholder collaboration, and iterative design processes, we created a solution that not only improved user experience but also supported Christie's business objectives.
The success metrics validate our approach: significant user growth, improved performance, and positive stakeholder feedback. Most importantly, the redesign created a foundation for future innovation and personalization features.
Key Takeaway: Effective UX design in the luxury market requires balancing sophisticated user needs with premium brand expectations while maintaining focus on conversion and business outcomes.