UCS Digital Transformation: Auctions, Direct Sales, and Beyond
Context
At Lumi, I spearheaded design for the Used Car Sales (UCS) business line while also leading strategic initiatives across internal tools that supported operations and customer trust. My work spanned customer-facing platforms (Auctions, Direct Sales) and internal systems (Dashboard, Invoicing, Fleet Management, Inspection App), with a focus on efficiency, transparency, and user experience.
Product Growth (UCS)
Enhanced the Auctions and Direct Sales platforms by analyzing buyer behavior and sales data, identifying opportunities that increased bid activity and attracted new buyers.
Inspection App
Designed and launched Lumi’s first digital vehicle inspection tool, streamlining pre- and post-rental inspections. This reduced inspection time, improved process accuracy, and strengthened customer trust in the transparency of vehicle condition reporting.
Operational Efficiency
Led the design of a new invoicing flow, cutting invoice creation time from 1 hour to 10 minutes, dramatically improving finance team productivity.
Fleet Management
Directed the design of Lumi’s Fleet Management system, enabling real-time tracking of inventory and vehicle data, ensuring accuracy and visibility across the organization.
Strategic Alignment
Partnered with Product and Operations leadership to transform UCS into a scalable, data-driven sales channel aligned with Lumi’s growth strategy.
My Role
UX Researcher
UI Designer
Hand-offs to Developers
Product Review
Product Development
Methods
Mind Mapping
Brainstorming Session
Impact Mapping
Information Architecture
User Interviews
Usability Testing
Tools
Figma
Slack
Jira
Notion
Moengage
Main Goal
Operational Efficiency
Streamline business operations by introducing features and workflows that reduce manual effort and improve cross-team productivity.
Auction Growth
Increase participation and PR% (Percentage of Vehicles Sold at or above Reserve Price) by optimizing the bidding experience and buyer engagement.
Direct Sales Adoption
Drive digital adoption by enhancing the Direct Sales platform, making it a seamless and trustworthy channel for buyers.
Fleet Visibility
Strengthen fleet management capabilities, giving the company real-time visibility and control over its vehicle inventory.
At Lumi, I led the design of the Auction Web App, focusing on increasing bidder participation, buyer registration, and overall customer satisfaction. By conducting user research and analyzing bidding behavior, I identified opportunities to introduce features that encouraged repeat engagement and created a more competitive bidding environment.
These improvements directly contributed to a higher PR% (Percentage of Vehicles Sold at or above Reserve Price), making auctions more successful for the business while delivering a more engaging experience for buyers.
Historically, Lumi’s Direct Sale process operated entirely offline, which limited awareness and restricted access to only those customers who happened to inquire during auctions.
I led the initiative to digitalize the Direct Sale channel, beginning with a customer-facing landing page to test demand and communicate the service’s value. This pilot validated strong customer interest, revealing that Direct Sales achieved a higher PR% than Auctions, and proved the potential of Direct Sales as a scalable, revenue-driving digital channel.
Lumi’s Dashboard is a core internal tool used across the company to manage operations and take action on products. On the UCS side, it represented the first step in fully digitalizing the Auctions and Direct Sales processes, from tracking results to approving offers and managing workflows.
I led the design of new flows that streamlined business processes, including a Direct Sale request management system and tools to support all the actions required for a successful auction. These improvements gave teams greater visibility, faster decision-making capabilities, and a scalable foundation for UCS operations.
With a vast inventory of vehicles, spanning rentals, leases, UCS sales, and even motorcycles, distributed across multiple locations in Saudi Arabia, Lumi needed a centralized solution to monitor vehicle status, location, and availability.
I led the design of the Fleet Management System, collaborating closely with multiple departments to align requirements and validate workflows through iterative reviews. The result was a tool that provided real-time visibility into the fleet, streamlined cross-team coordination, and enabled the company to manage its diverse inventory with greater accuracy and efficiency.
I led the design of Lumi’s first digital vehicle inspection tool, replacing paper-based processes at the start and end of rental agreements. Usability testing revealed language barriers among staff, leading to a redesign that prioritized accessibility and simplicity. The final product reduced inspection time, improved accuracy, and strengthened customer trust, with plans to extend it to UCS operations.
Next Steps
Continue to analyze and evolve Lumi’s digital products, enhancing usability while aligning closely with business objectives. The focus will be on driving adoption, improving efficiency, and ensuring design remains a core driver of growth and customer trust.