Ritchie Bros. Auctioneers \

Auction Equipment Marketplace

Ritchie Bros. Auctioneers Responsive Website Designs

I was the UX designer in the web program team responsible for the Ritchie Bros. product portfolio's user experience.

Ritchie Bros. is a global asset management and disposition company, offering customers end-to-end solutions for buying and selling used heavy equipment, trucks and other assets.


Ritchie Bros. used a mobile vendor with a proxy service that transformed parts of our desktop site to create a subset for a mobile experience. Proxy rules were pre-configured with little flexibility. Moving to responsive design would give us control over our content and layout. A single web experience would address the proliferation of mobile devices. It would give us the opportunity to reach more consumers in existing and emerging marketplaces.


The best approach would have been to start from the ground up but we had recently redesigned our site which involved substantial time, money and resources. It would have been challenging to convince the leadership team that we had to start again. We had to find an alternative because our contract with our mobile vendor was soon expiring.

We decided to retrofit our desktop site to create an optimized experience across multiple devices. A small team of people was put together to examine the responsive transformation.

The project focused on four major areas over the eight month timeline:

  1. Site framework changes
  2. Discovering breakpoints
  3. Adapting content
  4. Prototyping and testing


Retrofitting provided a cost-effective approach to modify our desktop design for different devices. This helped us improve our marketing and product development across all customer touch points including improved SEO, simplified analytics and reporting, and establishing a single code base. We gained a competitive advantage in our online marketplace without breaking the bank. Most of all, it put us on the path to future-proofing our experience.

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