The Challenge

Back in 2011 when Alexander Gilkes, Aditya Julka and Osman Khan started Paddle8, they saw how traditional brick-and-mortar auction houses were struggling to keep up with technology and the massive shift towards online shopping.

 

They identified a gap in the underserved low to mid-tier art market and created a model that combined the prestige and luxury of the auction house with the ease and efficiency of an e-commerce company. Their vision, to become the premier online collecting destination for art, design and luxury collectibles.

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The Solution

Knowing that people see their collections as part of their lifestyle and identity, Paddle8 provided them with a curated experience, where they could find the world’s treasures under one roof, while inspiring them through tasteful content. 

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I was brought in as their first full-time designer to work closely with the co-founders and the head of product and design to build a great design team that could help make Paddle8’s vision a reality. By 2016, I managed a team of 5 designers, working across product (e-commerce and mobile app) and marketing initiatives.

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The Impact

• During my 3 years at Paddle8, the company went from 20 employees to over 100 and offices in the West Coast and Europe

• Design system that helped with the expansion into new verticals, such as design and luxury collectibles

• An elevated consumer experience that translated into bids in the hundreds of thousands

• Grew the design team to 5 members that spanned across product and marketing