Leading from 0-1
Led product positioning and managed UI design for Joyride's 0-to-1 launch.
- Client
- Joyride
- Role
- Design Lead
- Status
- Shipped
- Year
- 2019
01
The challenge
Joyride was a 0-to-1 bet on a messy corner of the car market: salvage and used-vehicle auctions split across upmarket platforms, scrappy in-person yards, and lien tools that didn't talk to each other. The opportunity was the gap none of them filled. My job was to define where Joyride fit, then design a product that could win there before anyone else moved on the space.
02
Scrappy research
With no product yet and no budget for a research team, I got scrappy. I stood on auction floors to watch how deals actually happen, interviewed experts and worked the data we could get, and pulled apart how competitors framed the same job. Three questions drove it: how is this done today, what do we already know, and how is everyone else solving it.
03
Customer segmentation
Not every buyer was worth chasing first. I segmented the market by purchase behavior, from one-time buyers to high-volume driveway dealers and dismantlers, and ranked them P1 through P3. That prioritization decided who the first release was for and who could wait.
04
Bidding experience
The moment that had to land was the bid result. I designed the won, sold, and unsold states for public buyers, licensed buyers, and sellers, so the highs felt like a win and the misses stayed clear instead of confusing. Getting that emotional beat right is what makes an auction product feel alive.
