This project aimed to reinvigorate participation in Manheim’s OVE-Timed auctions by applying principles of behavioral psychology to increase urgency, trust, and engagement. Using LUMA methods to facilitate structured collaboration, we guided cross-functional partners through a journey of reframing challenges, generating ideas, and prioritizing outcomes.

We applied 16 psychology principles, including Scarcity, Social Proof, and Authority, across five innovation themes: Responsible AI, Personalization, Mobile & Wearables, Gamification, and Internal Policies. 

• Apply psychological design principles to boost urgency and engagement in OVE-Timed auctions
• Reduce buyer hesitation and increase seller credibility through behaviorally informed UX
• Use LUMA methods to ensure cross-functional alignment, creativity, and actionability
• Deliver concepts aligned to 2025 strategic priorities and set a foundation for future innovation

I led this initiative from conception to delivery, using LUMA Institute’s human-centered design methods to structure collaboration, creativity, and prioritization. My role involved guiding multidisciplinary teams through behavioral frameworks and workshop activities to generate scalable ideas aligned with auction marketplace challenges.

• Applied LUMA methods (e.g., “How Might We,” Creative Matrix, Concept Posters, Impact/Effort Mapping) to guide ideation and alignment
• Facilitated structured workshops to turn behavioral psychology principles into concrete product ideas
• Curated and categorized 16 behavioral principles for strategic alignment
• Developed stakeholder-ready artifacts to guide future product and innovation roadmaps
• Aligned outcomes to 2025 business goals around engagement, trust, and loyalty in digital auctions

The process followed a structured set of LUMA methods to guide the team through research translation, ideation, and prioritization. We began with a “How Might We” workshop to reframe known marketplace challenges as opportunity statements, encouraging divergent thinking while staying grounded in real pain points.

Next, we used a Creative Matrix, aligning psychological principles with auction pain points to rapidly generate a broad range of innovative ideas. Once ideas were on the table, we developed several into Concept Posters - structured canvases that captured the core value, intended users, functionality, and success criteria for each idea.

To bring focus and feasibility into the conversation, we facilitated an Impact/Effort Matrix session and used Dot Voting to determine which ideas should move forward. Two frontrunners emerged: Curated Bid Sales, which simulated urgency by organizing segmented auction events, and Seller Badges, which applied social proof to increase buyer confidence.

These ideas were then synthesized into a stakeholder-ready presentation deck and behavioral strategy guide for future design initiatives.

Strategic Concepts for Implementation

Curated Bid Sales: Auction inventory grouped by location, seller, or theme to increase urgency and boost buyer conversion

Seller Badges: A lightweight reputation system using visual cues to communicate seller reliability and increase buyer trust

Enhanced Engagement and Vibrancy

Increased user activity in auction events through curated experiences grounded in scarcity and gamification

Built trust in seller behavior via visible credibility signals backed by platform policy

Alignment with Business Strategy

Delivered actionable, behavior-driven concepts that address digital vibrancy goals for 2025

Introduced methods for scalable behavioral design with low development overhead

Measurable Success Potential

Proposed KPIs: higher bidding activity, improved conversion rates, increased post-auction satisfaction scores, and seller retention

Created a roadmap for iterative concept testing and refinement

Long-Term Foundation

Delivered a repeatable LUMA-based framework for applying psychology principles in future ideation cycles

Positioned the team as a thought leader in responsible persuasive design within the marketplace experience

• Strategic Alignment: Positioned UX as a strategic partner by showing how behavioral insights could directly support business goals like increasing urgency, trust, and conversion in OVE-Timed auctions.
• Leading through Influence: Introduced psychology-based thinking into product conversations that previously focused purely on transactional functionality. This helped shape future roadmap discussions with product and marketing.
• Repeatable Framework: Created a replicable behavioral design approach (grounded in LUMA methods) that other teams can now use for ideation and prioritization.
• Thought Leadership: Helped elevate the UX team’s perception within the organization by showcasing innovative, evidence-based design thinking in executive reviews.