UI • UX • RESEARCH

Goldin

PRODUCT DESIGN • UI • UX 

Goldin

PRODUCT DESIGN • UI • UX

Goldin

PRODUCT DESIGN • UI • UX

Goldin

PRODUCT DESIGN • UI • UX

Goldin

Goldin is the primary collectibles marketplace, providing a secure platform for buying and selling sports and pop culture memorabilia, catering to millions of customers worldwide.

Goldin is the primary collectibles marketplace, providing a secure platform for buying and selling sports and pop culture memorabilia, catering to millions of customers worldwide.

Goldin is the primary collectibles marketplace, providing a secure platform for buying and selling sports and pop culture memorabilia, catering to millions of customers worldwide.

Goldin is the primary collectibles marketplace, providing a secure platform for buying and selling sports and pop culture memorabilia, catering to millions of customers worldwide.

Goldin is the primary collectibles marketplace, providing a secure platform for buying and selling sports and pop culture memorabilia, catering to millions of customers worldwide.

Goldin MVP

Timeline: 7 months

Team: UX Design (me), 2 Product Managers, 1 Front-End Engineer, 2 Back-End Engineers

Challenge: Redesign the consumer-facing website and internal admin application for Goldin’s live auction platform (formerly Goldin Auctions) to deliver a modern, user-centric experience that supports the company’s rapid growth and evolving needs.

Goals:

• Create a seamless, intuitive bidding experience across desktop and mobile
• Redesign search and filtering to improve item discoverability for all types of collectors
• Streamline the login and account creation process with prominent entry points and consistent messaging
• Build a comprehensive “My Account” dashboard to help users manage bids, track invoices, and monitor listings
• Clarify the “extended bidding” process and support real-time bidding updates without page refreshes
• Collaborate with engineering to design a scalable front-end design system to support future growth and consistency

Goldin MVP

Timeline: 7 months

Team: UX Design (me), 2 Product Managers, 1 Front-End Engineer, 2 Back-End Engineers

Challenge: Redesign the consumer-facing website and internal admin application for Goldin’s live auction platform (formerly Goldin Auctions) to deliver a modern, user-centric experience that supports the company’s rapid growth and evolving needs.

Goals:

• Create a seamless, intuitive bidding experience across desktop and mobile
• Redesign search and filtering to improve item discoverability for all types of collectors
• Streamline the login and account creation process with prominent entry points and consistent messaging
• Build a comprehensive “My Account” dashboard to help users manage bids, track invoices, and monitor listings
• Clarify the “extended bidding” process and support real-time bidding updates without page refreshes
• Collaborate with engineering to design a scalable front-end design system to support future growth and consistency

Goldin MVP

Timeline: 7 months

Team: Design Lead, 2 Product Managers, 1 Front-End Engineer, and 2 Back-End Engineers

Challenge: Redesign the consumer-facing website and internal admin application for Goldin’s live auction platform (formerly Goldin Auctions) to deliver a modern, user-centric experience that supports the company’s rapid growth and evolving needs.

Goals:

• Create a seamless, intuitive bidding experience across desktop and mobile
• Redesign search and filtering to improve item discoverability for all types of collectors
  Streamline the login and account creation process with prominent entry points and consistent messaging
• Build a comprehensive “My Account” dashboard to help users manage bids, track invoices, and monitor listings
• Clarify the “extended bidding” process and support real-time bidding updates without page refreshes
• Collaborate with engineering to design a scalable front-end design system to support future growth and consistency

Goldin MVP

Timeline: 7 months

Team: Design Lead, 2 Product Managers, 1 Front-End Engineer, and 2 Back-End Engineers

Challenge: Redesign the consumer-facing website and internal admin application for Goldin’s live auction platform (formerly Goldin Auctions) to deliver a modern, user-centric experience that supports the company’s rapid growth and evolving needs.

Goals:

• Create a seamless, intuitive bidding experience across desktop and mobile
• Redesign search and filtering to improve item discoverability for all types of collectors
• Streamline the login and account creation process with prominent entry points and consistent messaging
• Build a comprehensive “My Account” dashboard to help users manage bids, track invoices, and monitor listings
• Clarify the “extended bidding” process and support real-time bidding updates without page refreshes
• Collaborate with engineering to design a scalable front-end design system to support future growth and consistency

Goldin MVP

Timeline: 7 months

Team: Design Lead, 2 Product Managers, 1 Front-End Engineer, and 2 Back-End Engineers

Challenge: Lead the design of the consumer-facing site and internal admin application for the live auction platform Goldin, formerly known as Goldin Auctions.

Goals:

• Create a seamless, intuitive bidding experience across desktop and mobile
• Redesign search and filtering to improve item discoverability for all types of collectors
• Streamline the login and account creation process with prominent entry points and consistent messaging
• Build a comprehensive “My Account” dashboard to help users manage bids, track invoices, and monitor listings
• Clarify the “extended bidding” process and support real-time bidding updates without page refreshes
• Collaborate with engineering to design a scalable front-end design system to support future growth and consistency

Before & After: Consumer-facing platform

Before & After: Consumer-facing platform

Before & After: Consumer-facing platform

Before & After: Consumer-facing platform

Before & After: Consumer-facing platform

A look at the platform’s transformation following a full user experience overhaul.

Goldin Auctions before and after the redesign of the platform user experience.

Goldin Auctions prior to the Goldin MVP site launch.

Goldin Auctions prior to the Goldin MVP site.

Goldin Auctions prior to the Goldin MVP site launch.

User Interviews & In-Person Research

To ground our design decisions in real user needs, I conducted interviews with active buyers and sellers on the Goldin platform, as well as potential users who had hesitations about participating due to usability concerns.

Key Insights:

• Sellers want visibility into bidder activity and historical sales data—especially leading into the extended bidding window—to better gauge interest and pricing trends.

• Buyers seek context around item value, specifically how current bids compare to past sales of similar items.

• Outbid notifications were unclear; users wanted more immediate, prominent signals when they were outbid, along with a clear breakdown of the total cost they’d pay if they won (including the buyer’s premium).

• Both buyers and sellers expressed frustration with discoverability and wanted easier ways to browse and navigate to related items.

• Buyers needed greater clarity at checkout around payment and shipping method differences.

• Sellers were eager for faster payout options and expected real-time or near-instant payment after a sale closed.

User Interviews & In-Person Research

To ground our design decisions in real user needs, I conducted interviews with active buyers and sellers on the Goldin platform, as well as potential users who had hesitations about participating due to usability concerns.

Key Insights:

• Sellers want visibility into bidder activity and historical sales data—especially leading into the extended bidding window—to better gauge interest and pricing trends.
• Buyers seek context around item value, specifically how current bids compare to past sales of similar items.
• Outbid notifications were unclear; users wanted more immediate, prominent signals when they were outbid, along with a clear breakdown of the total cost they’d pay if they won (including the buyer’s premium).
• Both buyers and sellers expressed frustration with discoverability and wanted easier ways to browse and navigate to related items.
• Buyers needed greater clarity at checkout around payment and shipping method differences.
• Sellers were eager for faster payout options and expected real-time or near-instant payment after a sale closed.

User Interviews & In-Person Research

To ground our design decisions in real user needs, I conducted interviews with active buyers and sellers on the Goldin platform, as well as potential users who had hesitations about participating due to usability concerns.

Key Insights:

• Sellers want visibility into bidder activity and historical sales data—especially leading into the extended bidding window—to better gauge interest and pricing trends.
• Buyers seek context around item value, specifically how current bids compare to past sales of similar items.
• Outbid notifications were unclear; users wanted more immediate, prominent signals when they were outbid, along with a clear breakdown of the total cost they’d pay if they won (including the buyer’s premium).
• Both buyers and sellers expressed frustration with discoverability and wanted easier ways to browse and navigate to related items.
• Buyers needed greater clarity at checkout around payment and shipping method differences.
• Sellers were eager for faster payout options and expected real-time or near-instant payment after a sale closed. 

User Interviews & In-Person Research:

To ground our design decisions in real user needs, I conducted interviews with active buyers and sellers on the Goldin platform, as well as potential users who had hesitations about participating due to usability concerns.

Key Insights:

• Sellers want visibility into bidder activity and historical sales data—especially leading into the extended bidding window—to better gauge interest and pricing trends.
• Buyers seek context around item value, specifically how current bids compare to past sales of similar items.
• Outbid notifications were unclear; users wanted more immediate, prominent signals when they were outbid, along with a clear breakdown of the total cost they’d pay if they won (including the buyer’s premium).
• Both buyers and sellers expressed frustration with discoverability and wanted easier ways to browse and navigate to related items.
• Buyers needed greater clarity at checkout around payment and shipping method differences.
• Sellers were eager for faster payout options and expected real-time or near-instant payment after a sale closed.

User Interviews & In-Person Research

To ground our design decisions in real user needs, I conducted interviews with active buyers and sellers on the Goldin platform, as well as potential users who had hesitations about participating due to usability concerns.

Key Insights:

• Sellers want visibility into bidder activity and historical sales data—especially leading into the extended bidding window—to better gauge interest and pricing trends.

• Buyers seek context around item value, specifically how current bids compare to past sales of similar items.

• Outbid notifications were unclear; users wanted more immediate, prominent signals when they were outbid, along with a clear breakdown of the total cost they’d pay if they won (including the buyer’s premium).

• Both buyers and sellers expressed frustration with discoverability and wanted easier ways to browse and navigate to related items.

• Buyers needed greater clarity at checkout around payment and shipping method differences.

• Sellers were eager for faster payout options and expected real-time or near-instant payment after a sale closed.

Ideation

• Conducted a competitive audit of leading auction platforms to understand how buyers and sellers engage with industry-standard experiences.

• Mapped out end-to-end user journeys to identify potential friction points—both from a user perspective and where engineering handoffs might encounter blockers.
• Led regular design critiques to walk through prototypes, gather cross-functional feedback, and validate usability.

• Collaborated closely with PMs and engineers to ensure every user path was thoughtfully scoped and reflected in high-fidelity prototypes.

• Iterated on stakeholder and user feedback, refining interactions and ensuring all new UI components were documented and integrated into the design system.

• Pressure-tested critical user flows before production to validate performance, clarity, and edge-case handling.

Ideation

• Do a sweep of the competitors out there to see how bidders and sellers are accustomed to engaging with auction platforms. 
• Walk through all paths of the user journey to identify the points where the user could be left unsure about their next step or engineering could be stuck.
• Walk through prototypes in design critiques
• Work with engineering and PM to ensure to user path or journey is thought through. Develop those designs into high-fidelity prototypes.
• Iterate feedback and make tweaks before handing it off to engineering. Assuring that all new components to the design system are clearly marked. 

Ideation

• Conducted a competitive audit of leading auction platforms to understand how buyers and sellers engage with industry-standard experiences.
• Mapped out end-to-end user journeys to identify potential friction points—both from a user perspective and where engineering handoffs might encounter blockers.
• Led regular design critiques to walk through prototypes, gather cross-functional feedback, and validate usability.
• Collaborated closely with PMs and engineers to ensure every user path was thoughtfully scoped and reflected in high-fidelity prototypes.
• Iterated on stakeholder and user feedback, refining interactions and ensuring all new UI components were documented and integrated into the design system.
• Pressure-tested critical user flows before production to validate performance, clarity, and edge-case handling.
   

Ideation

• Do a sweep of the competitors out there to see how bidders and sellers are accustomed to engaging with auction platforms. 
• Walk through all paths of the user journey to identify the points where the user could be left unsure about their next step or engineering could be stuck.
• Walk through prototypes in design critiques
• Work with engineering and PM to ensure to user path or journey is thought through.
• Develop those designs into high-fidelity prototypes.
• Allow test users to engage with the prototypes and understand their feedback along the journey.
• Iterate on that feedback and make tweaks before handing it off to engineering. Assuring that all new components to the design system are clearly marked. 

Ideation

• Do a sweep of the competitors out there to see how bidders and sellers are accustomed to engaging with auction platforms. 
• Walk through all paths of the user journey to identify the points where the user could be left unsure about their next step or engineering could be stuck.
• Walk through prototypes in design critiques
• Work with engineering and PM to ensure to user path or journey is thought through. Develop those designs into high-fidelity prototypes.
• Allow test users to engage with the prototypes and understand their feedback along the journey.
• Iterate on that feedback and make tweaks before handing it off to engineering. Assuring that all new components to the design system are clearly marked. 

Note: Multi-auction experience was launched as a fast follow after the initial MVP release.

Note: The multi-auction experience was launched as a fast follow after the initial MVP release.

Note: Multi-auction experience was launched as a fast follow after the initial MVP release.

Note: Multi-auction experience was launched as a fast follow after the initial MVP release.

Note: The multi-auction experience was launched as a fast follow after the initial MVP release.

Results:

• Extended bidding encouraged bids in the last hours of an item at auction, ultimately increasing the final price.
• User engagement on mobile for bidding and discovery increased by over 60%.
• In the first full year that the new Goldin platform was live, the company's GMV increased by 300%.

Results:

• Extended bidding encouraged bids in the last hours of an item at auction, ultimately increasing the final price.
• User engagement on mobile for bidding and discovery increased by over 60%.
• In the first full year the new Goldin platform was live, the company's GMV increased by 300%.
  

Results:

• Extended bidding encouraged bids in the last hours of an item at auction, ultimately increasing the final price of items.
• User engagement on mobile for bidding and discovery, which was nonexistent before the launch of the new Goldin, increased by over 60%.
• In the first full year that the new Goldin platform was live, the company's GMV increased by 300%.
   

Post Launch Results:

• Extended bidding encouraged bids in the last hours of an item at auction, ultimately increasing the final price.
• User engagement on mobile for bidding and discovery increased by over 60%.
• In the first full year that the new Goldin platform was live, the company's GMV increased by 300%.

Results:

• Extended bidding encouraged bids in the last hours of an item at auction, ultimately increasing the final price.
• User engagement on mobile for bidding and discovery increased by over 60%.
• In the first full year that the new Goldin platform was live, the company's GMV increased by 300%.

Self-Service Checkout

Timeline: 4 Months

Team: Lead Designer, 1 Product Manager, Engineering (analytics, sales, finance, fullfillment)

Challenge: The payment process for buyers, sellers, and the internal Goldin team was manual, inflexible, and prone to errors. Users paying for items on Goldin had to use inefficient methods (e.g., no ACH debit) with no visibility into their order status. The confusing invoice flow often led to incorrect payments or packages being shipped. Internally, Goldin's accounting and shipping teams had to manually create invoices and shipping labels for each customer's purchase.

Goals:

• Design a single Self-Service checkout flow:
  • Enabling users to seamlessly complete the payment process.
  • Ensuring that shipping details and associated costs are updated in real-time and are accurate.
• Eliminate the overhead of internal and external manual operations by implementing a per-auction checkout flow, where:
  
  • Buyers can verify and change their shipping address.
  • Taxes and fees are automatically updated based on destination (incl. Vault) and payment method.
• Support appropriate payment methods to enable seamless purchases
  • Credit card
  • ACH debit via Stripe
  • Wire transfer
  • Crypto 
  • Payment drop-off

Self-Service Checkout

Timeline: 4 Months

Team: Lead Designer, 1 Product Manager, Engineering (analytics, finance, sales)

Challenge: The payment process for buyers, sellers, and the internal Goldin team was manual, inflexible, and prone to errors. Users paying for items on Goldin had to use inefficient methods (e.g., no ACH debit) with no visibility into their order status. The confusing invoice flow often led to incorrect payments or packages being shipped. Internally, Goldin's accounting and shipping teams had to manually create invoices and shipping labels for each customer's purchase.

Goals:

• Design a single Self-Service checkout flow:
  • Enabling users to seamlessly complete the payment process.
  • Ensuring that shipping details and associated costs are updated in real-time and are accurate.
• Eliminate the overhead of internal and external manual operations by implementing a per-auction checkout flow, where:
  •  Buyers can verify and change their shipping address.
  • Taxes and fees are automatically updated based on destination (incl. Vault) and payment method.
• Support appropriate payment methods to enable seamless purchases
  • Credit card
  • ACH debit via Stripe
  • Wire transfer
  • Crypto 
  • Payment drop-off

Self-Service Checkout

Timeline: 4 Months

Team: Lead Designer, 1 Product Manager, Engineer, and Analyst

Challenge: The payment process for buyers, sellers, and the internal Goldin team was manual, inflexible, and prone to errors. Users paying for items on Goldin had to use inefficient methods (e.g., no ACH debit) with no visibility into their order status. The confusing invoice flow often led to incorrect payments or packages being shipped. Internally, Goldin's accounting and shipping teams had to manually create invoices and shipping labels for each customer's purchase.

Goals:

• Design a single Self-Service checkout flow:
  • Enabling users to seamlessly complete the payment process.
  • Ensuring that shipping details and associated costs are updated in real-time and are accurate.
• Eliminate the overhead of internal and external manual operations by implementing a per-auction checkout flow, where:
  • Buyers can verify and change their shipping address.
  • Taxes and fees are automatically updated based on destination (incl. Vault) and payment method.
• Support appropriate payment methods to enable seamless purchases
  • Credit card
  • ACH debit via Stripe
  • Wire transfer
  • Crypto 
  • Payment drop-off

Self-Service Checkout

Timeline: 3 Months

Team: Lead Designer, 1 Product Manager, Engineer, and Analyst

Challenge:  The payment process for buyers, sellers, and the internal Goldin team was manual, inflexible, and prone to errors. Users paying for items on Goldin had to use inefficient methods (e.g., no ACH debit) with no visibility into their order status. The confusing invoice flow often led to incorrect payments or packages being shipped. Internally, Goldin's accounting and shipping teams had to manually create invoices and shipping labels for each customer's purchase.

Goals:

• Design a single Self-Service checkout flow:
  • Enabling users to seamlessly complete the payment process.
  • Ensuring that shipping details and associated costs are updated in real-time and are accurate.
    
• Eliminate the overhead of internal and external manual operations by implementing a per-auction checkout flow, where:
  • Buyers can verify and change their shipping address.
  • Taxes and fees are automatically updated based on destination (incl. Vault) and payment method.
    
• Support appropriate payment methods to enable seamless purchases
• Credit card
• ACH debit via Stripe
• Wire transfer
• Crypto 
• Payment drop-off

Self-Service Checkout

Timeline: 4 Months

Team: Lead Designer, 1 Product Manager, Engineer, and Analyst

Challenge:  The payment process for buyers, sellers, and the internal Goldin team was manual, inflexible, and prone to errors. Users paying for items on Goldin had to use inefficient methods (e.g., no ACH debit) with no visibility into their order status. The confusing invoice flow often led to incorrect payments or packages being shipped. Internally, Goldin's accounting and shipping teams had to manually create invoices and shipping labels for each customer's purchase.

Goals:

• Design a single Self-Service checkout flow:
  • Enabling users to seamlessly complete the payment process.
  • Ensuring that shipping details and associated costs are updated in real-time and are accurate.
• Eliminate the overhead of internal and external manual operations by implementing a per-auction checkout flow, where:
  • `Buyers can verify and change their shipping address.
  • Taxes and fees are automatically updated based on destination (incl. Vault) and payment method.
• Support appropriate payment methods to enable seamless purchases
• • Credit card
  • ACH debit via Stripe
  • Wire transfer
  • Crypto 
  • Payment drop-off

Results:

• In the first week after the checkout was launched, instant payments for items increased by 40%, partly due to the simplified payment process enabled by Stripe.
• The internal Goldin team no longer had to spend hours of vital work time emailing buyers about the details of the payment process and how they wanted to pay.

Results:

• In the first week after the checkout was launched, instant payments for items increased by 40%, partly due to the simplified payment process enabled by Stripe.
• The internal Goldin team no longer had to spend hours of vital work time emailing buyers about the details of the payment process and how they wanted to pay.

Results:

• In the first week after the checkout was launched, instant payments for items increased by 40%, partly due to the simplified payment process enabled by Stripe.
• The internal Goldin team no longer had to spend hours of vital work time emailing buyers about the details of the payment process and how they wanted to pay.

Results:

• In the first week after the checkout was launched, instant payments for items increased by 40%, partly due to the simplified payment process enabled by Stripe.

• The internal Goldin team no longer had to spend hours of vital work time emailing buyers about the details of the payment process and how they wanted to pay.

Results:

• In the first week after the checkout was launched, instant payments for items increased by 40%, partly due to the simplified payment process enabled by Stripe.
• The internal Goldin team no longer had to spend hours of vital work time emailing buyers about the details of the payment process and how they wanted to pay.

Design System

I collaborated closely with the front-end engineering team to create a design system that included tokens and components. I made sure that each token and style had the correct naming structure, and I also created detailed documentation on how and where each component of the design system would be used.

Design System:

I collaborated closely with the front-end engineering team to create a design system that included tokens and components. I made sure that each token and style had the correct naming structure, and I also created detailed documentation on how and where each component of the design system would be used.

Design System:

I worked closely with front-end engineering to establish a design system incorporating tokens and components. I ensured that each token/style had the proper naming structure, and I provided detailed documentation on where and how each element of the design system would be incorporated.

Design System:

I collaborated closely with the front-end engineering team to create a design system that included tokens and components. I made sure that each token and style had the correct naming structure, and I also created detailed documentation on how and where each component of the design system would be used.

Design System:

I collaborated closely with the front-end engineering team to create a design system that included tokens and components. I made sure that each token and style had the correct naming structure, and I also created detailed documentation on how and where each component of the design system would be used.

Mobile App

Challenge: As the company scaled along with the size of the design team, I led initiatives to brainstorm ideas with the design team. This enabled the tech team to anticipate upcoming roadmap items and gave the design team the space to explore and research new ideas aligned with user/business goals—one of the milestones on the product roadmap was the development of the Goldin mobile app.

Mobile App

Challenge: As the company scaled along with the size of the design team, I led initiatives to brainstorm ideas with the design team. This enabled the tech team to anticipate upcoming roadmap items and gave the design team the space to explore and research new ideas aligned with user/business goals—one of the milestones on the product roadmap was the development of the Goldin mobile app.
 

Mobile App

Challenge:  As the company has scaled, I have worked to grow the product design team. I have spearheaded efforts to explore ideas with the design team while working closely with engineering and product managers. Allowing the tech team to get ahead of roadmap items and allowing the design team to have room for exploration and research for goals set and new ideas. One such goal set on the roadmap is the Goldin mobile app. 

Mobile App

Challenge:  As the company has scaled, I have worked to grow the product design team. I have spearheaded efforts to explore ideas with the design team while working closely with engineering and product managers. Allowing the tech team to get ahead of roadmap items and allowing the design team to have room for exploration and research for goals set and new ideas. One such goal set on the roadmap is the Goldin mobile app.

Mobile App

Challenge: As the company scaled along with the size of the design team, I led initiatives to brainstorm ideas with the design team. This enabled the tech team to anticipate upcoming roadmap items and gave the design team the space to explore and research new ideas aligned with user/business goals—one of the milestones on the product roadmap was the development of the Goldin mobile app.