Greensboro Auto Auction

Greensboro Auto Auction is the South’s leading independent, dealer exclusive auto auction. Based in Greensboro, North Carolina, GAA is comprised of three facilities on over 260+ acres utilizing over 850 employees. Project Goal To create a responsive website that

UX Phase

On-site Research

A day was spent at Greensboro Auto Auction observing the auction process. Multiple lanes run at the same time and bidders engaged in a fast-paced auction process. Demographics were noted, as well as mobile phone usage. As we observed, we talked to several people and asked them questions to learn about the auction process, the vendors involved, and the way in which the website is used as a tool by the bidders, sellers, and auctioneers. In separate sessions we sat down and met with the content contributors and people that maintain the Greensboro Auto Auction website.

Usability Testing

Early on in the discovery process, I sat down with someone from their target age demographic and equally tech savvy. I had them complete certain tasks using the existing site’s admin backend which contained it’s dealer tools for searching vehicles, creating workbooks, auto-generating sale books, viewing lane summaries and market reports, and saving searches. Even though the user testing group was small – a great deal was learned about problems that were occurring in the existing system.

Information Architecture

A simplified information architecture was created. What was learned from the initial discovery process and usability testing helped ensure that the most commonly used features were easy to find. Labeling was thoroughly discussed in collaboration with the client to ensure that the simple and usable terminology was used, particularly for the dealer tools behind the site’s dealer login. We kept the most used features in similar locations in the IA so that they would be easy to find, but simplified the language used and the hierarchical structure.


Low fidelity wireframes were created, focusing on integrating the information architecture into a usable mobile UI. User interactions were designed for all screen sizes. Acknowledging that GAA’s target audience was known to be more comfortable with interface patterns they were used to, we kept high traffic features in similar visual locations to minimize user frustration with change.



Graphical mockups were created for mobile, desktop, and tablet. The end result was the creation of a online presence that took existing features and optimized them for a full array of device sizes and touch user interfaces. The process also resulted in the integration of new features an enhanced experience. Everything went into the optimization of a user interface which made buttons easier to find, menus more accessible, navigation simplified, and features more clearly defined.