Goal/objective
Complete the migration of MyTrader from legacy infrastructure to a modern, fully integrated platform with a faster, more intuitive user experience.
This objective focuses on eliminating technical debt by replacing remaining iFrame-based components, streamlining workflows, and delivering a consistent, high-performance experience for both private sellers and buyers.
Why This Project Matters
The MyTrader account redesign was more than a usability improvement, it was a strategic investment in the long-term health of the business. As the central hub for all Trader marketplaces, the account experience plays a critical role in customer trust, retention, and revenue growth.
MyTrader’s CSAT scores consistently trended below expectations, signaling a growing disconnect between user needs and the account experience. The data showed that a meaningful portion of customers were dissatisfied, particularly when completing critical tasks within their account.
The approach to improving and modernizing MyTrader was delivered in three structured phases, each designed to drive immediate impact while laying the foundation for long-term scalability, usability, and monetization.
A core requirement of the redesign was to create a flexible, unified account center that could support the needs of all marketplaces under the Trader umbrella—including RVTrader, ATVTrader, CycleTrader, and Boatmart—while still allowing each brand to maintain its unique identity.
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Before exploring design solutions, we focused on deeply understanding our customers and the problems they were experiencing within the MyTrader account. Given that MyTrader supports multiple marketplaces, it was critical to ground our work in real user feedback and identify patterns that spanned across brands.
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We began by analyzing CSAT scores and open-ended customer comments to uncover recurring pain points. This helped us identify where users were struggling most and which issues had the greatest impact on satisfaction. Common themes included confusion around account management, difficulty completing key tasks, and inconsistent experiences across different Trader platforms.
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Research Outcomes
The discovery phase resulted in:
-A clear set of user pain points and unmet needs
-Key workflows to optimize across all Trader marketplaces
-Design principles to guide a flexible, multi-brand account experience
With a strong understanding of our users and their challenges, we moved into design exploration with confidence, ensuring solutions were rooted in real customer needs and aligned with long-term platform goals.
This project ensured the redesign was not just a visual refresh, but a thoughtful re-architecture of the MyTrader experience, designed to reduce friction, improve satisfaction, and scale across all Trader brands.
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Following the launch of the redesigned MyTrader account experience, CSAT scores showed a clear and sustained improvement. Customers reported higher satisfaction across key workflows, indicating that the redesign successfully addressed many of the usability and clarity issues identified during the research phase.
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This launch is a significant business enabler.
A more efficient and enjoyable platform directly translates to better business outcomes for us:
1. Increased Revenue Potential: The better the platform is, the more frequently our dealers will use it. This increased engagement drives higher satisfaction, retention, and creates new opportunities for upselling and package upgrades.
2. Elevating Our Brand: We are proving that we actively listen to our customers and invest in tools that make them more successful. This strengthens our market reputation and differentiation.
3. Future-Proofing: We have established a new, modular design framework that will allow us to develop and deploy future features much faster than before.
