INDUSTRY:
AUCTION / E-COMMERCE
CLIENT:
GRAYS
YEAR:
2022/23
EXPERIENCE:
E-COMMERCE / WEB DESIGN
Grays
about.
Grays is one of Australia’s largest online marketplaces for industrial and commercial auctions, selling everything from trucks and machinery to wine and electronics. As the business scaled, they faced increasing pressure to modernize their digital experience—improving usability, visual cohesion, and conversion across core eCommerce flows.
I joined the team as a product designer to help rethink the auction experience. My role was focused on identifying UX pain points, redesigning key screens, and building a more consistent, conversion-driven design system that could adapt to the platform’s complex product catalog and buyer personas.
challenge.
Grays’ existing site had accumulated years of design debt, resulting in a fragmented interface and inconsistent user experience. Users—especially those new to auctions—struggled to navigate listings, understand bidding mechanics, and complete purchases with confidence.
key challenges
Outdated visual design lacking consistency across templates.
Friction in key auction flows: browsing, bidding, and checkout.
Limited responsiveness and poor accessibility across devices.
Need to support a wide range of buyers—from trade professionals to casual shoppers.
my approach
Conducted UX audits of core flows like item discovery, registration, bidding, and cart.
Worked with business stakeholders to identify drop-off points and define conversion goals.
Introduced a refreshed visual design language aligned with Grays’ evolving brand.
Designed reusable components and templates in Figma to streamline dev handoff.
Prototyped and tested improvements with internal and external users to validate changes.
Throughout the project, I collaborated closely with product managers and engineers to ensure designs were both practical and implementable within tight development cycles.
results.
The work led to a significantly improved auction experience across Grays’ platform:
A modular design system that brought cohesion across hundreds of listings and templates.
Simplified and clarified bidding interfaces that reduced user confusion.
Improved visual hierarchy and responsiveness across key screens.
Better alignment between design and engineering, accelerating implementation velocity.
These changes helped modernize Grays’ platform, improve trust for new users, and provide a scalable foundation for future category expansion.
