Building the most amazing products and services on the planet for collectors
How do you transform a legacy brand into an innovative, tech-forward product suite while honoring its history and die-hard fans?
The Collectibles industry is having a tech revolution and Beckett Collectibles, an iconic American brand, is at the forefront of the shakeup. Beckett has been the #1 trusted source for pricing, authenticating, and safeguarding collectibles for over 35 years.
THE QUEST
As the Head of Design, my challenge was to launch a multi-channel rebranding campaign that honored Beckett’s legacy and extended its reach into emerging markets and in front of new audiences.
VISION
A delightful and holistic customer experience was at the core of every design decision
Working closely with the CEO, the focus was on improving and simplifying the customer interaction. We defined the product vision and ensured high-quality design across all customer-facing touchpoints — from enhancing the security for the card and comic book holders and labels; modernizing the dated but data-rich legacy website; to redesigning the booth space for the 40+ yearly event shows; and renovating the new office headquarters.
The star in Beckett's logo is a nod to their American and Texas heritage as well as the brand's commitment to excellence and reputation as the gold standard in the industry. Utilizing a custom font, the responsive logo scales from full wordmark to a single icon that works seamlessly across digital and print media.
IDENTITY
An American icon born in Texas, loved globally
Following the rebrand launch, Beckett secured a $235M investment to power the ongoing digital transformation
SPACE
Investing in employees
Another immediate priority was the employee experience. Our team handled the interior design of the new 100,000 sq ft office space, including a digital studio, gym, game room, and huddle spaces, along with a first-of-its-kind showcase vault for investors and customers.
Despite multiple setbacks and supply chain issues, the bulk of work around the design, demolition, construction, flooring, sourcing of furniture, cabinet and lighting, full gutting of four restroom facilities, and kitchen resurfacing, was completed in a mere 4-month period.
State-of-the-art showcase vault
Digital Transformation
WEBSITE
Collaborate. Test. Assess. Repeat.
Guided by the insight and knowledge of the veterans at Beckett, we held customer interviews, created thorough user personas and journey maps, user flows, and 100s of wireframes and high-fidelity screens.
We then conducted usability testing, extensive A/B tests, and monitored site performance through heatmaps, traffic analysis, and surveys, while always staying abreast of market developments and brand sentiment.
WIN
Form + Function
Submitting items for grading and authentication was an antiquated, manual process and at events, involved paper and pen. It was time-consuming and frustrating for employees and the customer.
Partnering with the product and engineering teams, we created an online submission form that exponentially sped up the submission process, increased submissions 10-fold, and saw sales grow in the first month by over 450%.
PLATFORM
Beckett Collect is an all-in-one intelligent platform for card collectors
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A community for every collector
Build your collecting profile and connect with other like-minded collectors. Trade, collect, and share with the Beckett community.
TEAM
Cultivating a design culture
The design team strived to spread a design culture by:
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Driving dramatic customer-centered changes
Implementing a formal standards’ guide
Developing a scalable design system and templated files shared with all company teams
Holding weekly demos for the SLT, product, engineering, and operations teams to quickly test prototypes and secure buy-in through early feedback
Collaborating with operations and sales teams in the design decisions
Participating in the onboarding of new company hires.
Acknowledging the design team
Hiring talented, open-minded, risk-taking designers was key to the success of the long-term brand growth. Open communication, growth-focused feedback, and trust created a close-knit, productive, and engaged design team that I was proud to build alongside.