Product Design

Vintage Car Sales Simplified

Our Role
Brand Designer
Creative Direction
Product Designer
UX Consultant
UI Designer
Web Designer
8 Months
Human-Centric Approach by Conducting
Survey Responses
User Interviews
Usability Test Round-1
Usability Test Round-2


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Client Introduction

Our client is a premium automotive veteran with more than 38 years of experience in the field of high-end premium and classic car management, sales, brokerage and marketing. In his 38 years of experience, the client has worked on various aspects of the premium car reselling and auction market. His decorated career exposed him to an in-depth knowledge of the European premium car market. With this knowledge of the perks and the pain points, our client then ventured into the online space with a personalised platform for vintage car auctions.

Business Scenario

Although the reselling and vintage car selling market is parked in the luxury section, many problems revolve around conventional car auctions. There are problems such as the high cost of transportation of cars for auction, risks of damage to the asset and lack of optimum visibility to a larger market. The industry has often faced scrutiny for lack of transparency and lack of fair auction trading protocols. Thus, our client decided to venture into an online auction marketplace platform to bring optimum transparency and visibility to vintage car auctions.

While many different online platforms facilitate auctions, the platform that the client had in mind was personalised for vintage cars. The client contacted us to design and develop a personalised car auction platform to solve the problems of transportation costs, fair auction, and optimum visibility and participation without the need for a conventional infrastructure setup.


  • To conduct in-depth user research and create user personas.
  • Validate client hypothesis and technical feasibility with wireframe design.
  • To create a seamless navigation flow of the system for auction and reverse auction.
  • Design the User Interface of the platform.
  • To develop the functionalities and the backend of the system.
  • To integrate the front-end and backend and deploy the system on client-server.
  • Ensure seamless functioning of the system and conduct user acceptance testing.


To understand the solution better first, let us take a peek at the different types of auctions that were offered on the car auctions platform:

Public auction:

an auction of cars that is open to all

Private auction:

an auction of a vintage car that is private and can be accessed by invites only

Auction with a reserve price: 

an auction of a car with a base minimum price of purchase

Auction without a reserve price:

an auction of a car without any base price set for purchase

Reverse auction:

a unique type of auction where the price of the asset is set higher than 40% of the base price and the amount is gradually reduced till a buyer grabs the deal and is ready for negotiations.

We collaborated with the client right from the start and provided technology consultancy, user experience and user interface design and auction platform development services. 

UX Services

  • User Research:

The platform had different sets of users, each with their own set of likes, dislikes, interests and preferences. The market was open to all and was also an attraction for private auction holders of vintage cars. Thus, while the platform was personalised for vintage and premium car auctions, our team conducted in-depth research about various types of users and their personas to create a seamless user experience for all.

  • System Analysis:

Once the users and the basic business goals of the platform were defined, we moved toward defining the platform's functionalities, processes and end goals. Our analysis also included developing different scenarios for the users for various types of auctions, creating the customer journey maps for each auction type, content layout and information architecture of the system. 

  • Wireframe Development:

Once the system functionalities and scenarios were defined, to help the client envision the entire platform and to ensure its technical feasibility, we developed a wireframe for the client. All the essential functionalities, all types of auctions and their journeys and the overall layout of the content were tested and created for the client during wireframe development.

UI Services

Defining the Design System of the application:

Since the client wished to make this platform scalable for future integrations and expansions, we created a brand-centric design system for current execution and to create a guideline for future design assignments. The system was created using Atomic Design System methodology while keeping in mind the different types of users, their preferences and elaborate brand-specific design elements.

We started the Atomic Design by defining the brand's basic color palette and font and then went on to create different building blocks. The guideline then progressed further where we defined a certain style of the tangible UI elements, complex structures and page-level objects to deliver uniform, seamless and brand-centric experiences to the customers.

Benefits for Client

  • An online auction platform that is personalised for premium and vintage car auctions.
  • Various types of auction ecosystems with auction-specific functionalities.
  • A scalable and flexible system was created keeping in mind the market trends and client’s expansion plans.
  • Streamlined processes and seamless user experience across the platform.

Benefits for End-User

  • An auction marketplace for open, public and private auctions.
  • Unique auction styles to fetch an optimum price for their asset.
  • Buyers get to buy authenticated and vintage cars from the comfort of their homes.
  • Sellers do not have to bear the transportation costs or have to take the risk of damaging their asset.
  • An online platform with fair trade and optimum sale transparency.
  • Peaceful and private negotiations after the auction without human intervention.

Our Process

TenHeads Design Process
Initial Ideas or Inspiration & Establishment of User Needs
Market Research
User Research
Design Research
Technology Research
Interviews & Insights Gathering
Observation & Shadowing
Empathic Modelling
Information Managment
Interpretation & Alignment of Findings to Product Objectives
Information Analysis
Synthesis & Identification
Product Refinement
Product Management
Product Sign-off
Design-Led Concepts & Proposals Iterated & Assessed
Multi-Disciplinary Working
Visual Managment & Progress
Testing & Prototyping
Review & Improvement
Process Outcome(s) Finalised & Implemented
Final Testing & Approval
Design System
Launch of Outcome(s)
Evaluation & Further Feedback
Future Work