Project Description

Construction, Equipment Liquidation, Public Auction

Purple Wave Update: Responsive Web Application

Innovating the live online auction industry

Work

Challenge

Modernize the leading no reserve, event-based online auction system for agricultural and construction equipment. Optimize the system for mobile use to facilitate research and bidding by users who are at job sites or in the field.

Approach

Stakeholder Research And User Experience Strategy

The Useagility team began by working with Purple Wave to understand their business strategy, the key goals users had for using the product, how they perform related tasks today and how they want to do them in the future. This included understanding which data and images are critical for buyers inspecting heavy machinery online for purchase. Our team also worked with Purple Wave to develop a consistent classification and filtering methodology that could be used across a variety of machinery.

Cross-Device Interaction With User Validation

Once the user experience strategy was defined, our designers created detailed wireframes and clickable prototypes designed to work on a variety of screen sizes to ensure usability whether the user is at a desk or in the field.

We worked with users ranging from individual farmers using their smartphone to browse for a combine from the cab of their tractor to construction managers procuring a fleet of equipment for a highway project. By working with a variety of users, we were able to test realistic scenarios and use cases. This research yielded valuable user insights that validated key aspects of the design and identified opportunities for improvement.

“We wanted to make it easier for users to search, list, bid, and watch live auctions from wherever they are. Useagility uncovered user-driven recommendations for personalized views and dashboards that allow our users to see everything they need in one place. Our business case is very straightforward; the improved user experience enables more volume.”

-Dave Brotton

Vice President Marketing, Purple Wave (Heavy Equipment Online Auctions)

Results

Meeting User’s Needs Achieves Business Goals

By helping Purple Wave clarify their user experience strategy, we were able to create and test interactive prototypes that got to the heart of what users wanted and needed – a personalized experience that worked where they did, from the farm, construction site, or office.

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