Savills came to Auction Marketer as a new client wanting an auction platform that matched their main website - same colours, same typography, same feel. But auction platforms have their own challenges with dense information, fast decisions, buyers who need price, location, tenure and condition all at a glance. That doesn't always sit naturally alongside a premium property brand requirement but as specialists, Auction Marketer was used to these requirements and had built a platform around it.
Above: Savills original homepage (L) and the new homepage design (R)
Despite the branding guidelines, they didn't hinder us in the slightest. If anything, having a strong brand system to work within meant we could focus our energy on the harder problem such as "how do you present complex property information without overwhelming a buyer" or worse, burying the thing they actually came to do, which is bid.
We knew the lot images would be the most vital as properties sell on photography but we also didn't want the calls to action to shift around depending on how much information a particular lot had. A lesson previously learned from Fellows. So, whilst images led the page, we split the information into two columns and anchored the bid button in the right hand side so it could be found in the same place - every time. A buyer could move through hundreds of lots in a sale and know exactly where to put their cursor without thinking about it.
For the additional details, legal packs, condition reports and tenure information, we used accordions. We made sure they were clearly labelled, tucked away until needed, never overwhelming the page but never hiding anything important either. It worked equally well on mobile and desktop without any compromise.
Delivering for a nationally recognised brand with strict guidelines and high expectations was something I was proud of. Savills weren't a family-run auction house...they had opinions, stakeholders, and a brand worth protecting and we met all of it.
Role: Lead Design & Client Services Manager at Auction Marketer
Skills: Brand System Integration, Responsive Design, Information Architecture, Interactive Prototyping
Skills: Brand System Integration, Responsive Design, Information Architecture, Interactive Prototyping
