Reverse Auctions
DeepStream is a procurement software that allows users to create and manage RFPs, RFQs, and RFIs on a cloud-based platform.
Role
Lead Designer
Duration
Jan - Dec 2021
Platform
Mobile and Web
Overview
The platform empowers users to save time, reduce spending, and transact with confidence. As the lead product designer, I spearheaded the design and development of a new Auctioning feature, enabling users to conduct competitive bidding on purchase orders directly within DeepStream.
My Role
I served as the lead product designer, collaborating closely with a product manager, one UX researcher, one back-end engineer, and one front-end engineer.
Problem Statement
DeepStream improved RFP, RFQ, and RFI processes, but lacked direct competitive bidding. This forced users to rely on external tools, causing inefficiencies and reduced transparency. We aimed to add an Auctioning feature to address these issues.
Research
Discovery
To better understand user needs and pain points, I conducted 15 user interviews with procurement professionals and a survey with over 56 responses. The research focused on identifying how users currently handle competitive bidding and what features they would find most valuable in an integrated auctioning tool.
The key insights were:
• Manual processes: Users were often managing bids manually, which was time-consuming and prone to errors.
• Lack of transparency: Current methods provided limited visibility into bidding processes and outcomes.
• Desire for automation: Users expressed a strong preference for automated bidding processes to save time and reduce costs.
Significance
Introducing an Auctioning feature would not only enhance DeepStream’s platform by filling a significant gap but also increase user satisfaction and engagement by providing a more comprehensive procurement solution.
Iteration 1
How might we design an auctioning feature that streamlines the bidding process, increases transparency, and reduces manual effort?
Working with product manager
I collaborated with the product manager to prioritise user needs, define the scope of the project, and align the feature’s objectives with business goals. We established KPIs to measure success, including time saved, cost reductions, and user adoption rates.
Working with stakeholders
I engaged with key stakeholders, including procurement teams and customer support, to ensure the Auctioning feature would meet their needs and integrate smoothly with existing workflows.
Working with engineers
The existing platform architecture required significant modifications to support real-time bidding. I worked closely with the back-end engineer to define the technical requirements and with the front-end engineer to develop an intuitive and responsive user interface.
Design Decisions
• Real-time Bidding Interface: Designed a dynamic bidding interface that updates in real-time, allowing users to monitor and respond to bids as they come in.
• Bid Transparency: Integrated a clear and transparent bidding history that shows all submitted bids, helping users make informed decisions.
• Automated Notifications: Developed an automated notification system to alert users of new bids and auction milestones, reducing the need for manual checks.
Collaborating with the Product manager to establish a clear auction feedback system.
Implementation
The design was first rolled out as a beta feature to a select group of users for feedback. Based on their input, I made iterative improvements to enhance usability and functionality.
Did it work?
Yes! The beta rollout showed a 20% reduction in time spent on managing bids and a 15% increase in user satisfaction with the procurement process. The only thing left was fine tuning the UI to help users better understand the bidding mechanism.
Research
Discovery
After the initial implementation, I gathered further user feedback through interviews and analytics to identify any remaining pain points or areas for improvement.
• Bidder Engagement: Users wanted more tools to engage bidders and encourage competitive pricing.
• Simplified Auction Setup: Some users found the auction setup process to be more complex than anticipated.
Iteration 2
How might we enhance the Auctioning feature to improve bidder engagement and simplify the auction setup process?
Working with product manager
We reassessed the feature’s objectives and adjusted the roadmap to include enhancements that would address the new insights. We focused on making the auction setup more intuitive and adding features to encourage bidder participation.
Working with engineers
I collaborated with engineers to streamline the auction setup process, reducing the number of steps required to create an auction. Additionally, we implemented new tools for users to communicate directly with bidders, fostering engagement.
Working with designers
Without a formal design team, I took on the responsibility of iterating on the user interface myself. I focused on balancing simplicity in the auction setup process with the need for comprehensive functionality, relying on user feedback and best practices to guide my design decisions.
Design Decisions
• Guided Auction Setup: Introduced a step-by-step guided setup process to simplify auction creation.
• Bidder Communication Tools: Added messaging and announcement features to allow users to engage with bidders directly within the platform.
• Enhanced Reporting: Developed detailed reporting tools to give users insights into bidder behaviour and auction outcomes.
Prototypes
Created high-fidelity prototypes and conducted usability testing to validate the new design changes. Feedback was overwhelmingly positive, with users appreciating the simplified setup, new engagement tools, and especially the chat functionality, which significantly improved communication during the bidding process.
V1: Basic wireframe with core auctioning features | V2: Added guided setup and communication tools |
V3: Integrated chat and enhanced reporting
Final Solution
The new Auctioning feature is a fully integrated part of DeepStream’s procurement platform, designed to streamline the bidding process, increase transparency, and improve bidder engagement.
• Streamlined Setup: Users can now set up auctions quickly and easily with the guided process.
• Real-time Bidding: The dynamic interface allows users to manage bids in real-time, with full transparency.
• Bidder Engagement: Communication tools foster competitive bidding, helping users achieve better outcomes.
Outcomes
25%
Reduction in time spent managing bids.
20%
Increase in bidder engagement.
30%
improve in overall user satisfaction.
Final Takeaways
User-Centric Design: Prioritising user needs and feedback throughout the design process was key to developing a successful feature.
Continuous Iteration: Regular feedback and iterative improvements ensured that the feature evolved to meet user expectations.
Cross-Functional Collaboration: Close collaboration with engineers, product managers, and stakeholders was crucial in delivering a seamless and effective solution.