The High Boy
Welcome to the story of The Highboy, a trailblazing startup that reshaped the online antique marketplace. Our journey with The Highboy began with a simple yet profound vision: to blend functionality with visual elegance, thereby setting a new benchmark in the antique world.
From our initial steps of visiting the founders' premises to deeply understand their vision, to developing a brand-new logo, visual identity, brand guide, and marketing materials, every action was taken with the brand’s core essence and the customer's journey in mind. It was a holistic approach aimed at comprehensively understanding and meeting the needs of both the business and its customers.
Achievements and Recognition
The launch of The Highboy was nothing short of a success story, marking its place as a formidable competitor against the established giants of the antique industry right from the start. The platform quickly attracted over 100 dealers, presenting $25 million in inventory, and achieved an impressive 35 percent month-over-month growth in traffic. This achievement speaks volumes, not just of the platform’s design and functionality, but of the extensive user research, thoughtful service design, and the collaborative spirit of our diverse, multicultural team spread across continents.
Our efforts and The Highboy’s success caught the attention of esteemed media outlets. The Wall Street Journal praised it as “A hip contender to the antique's throne,” while The Miami Herald celebrated the founders' vision and execution following their win in The Miami Herald Business Plan Challenge. This recognition is a testament to the impact and visionary work behind The Highboy, marking a significant milestone in our journey to revolutionize the antique marketplace.
The Journey
Venturing into the development of The Highboy was a journey marked by deep exploration and enrichment. The domain of antiques, with its vast richness and complexity, presented a fascinating challenge. We delved into this world, educating ourselves on everything from the fundamentals of Victorian furniture to the nuanced aspects of antique collectibles. Our goal extended beyond merely crafting a website; we aimed to forge an experience that resonated with the elegance, editorial depth, and the timeless yet modern design envisioned by the founders.
Our aspiration was to construct a marketplace that transcended the conventional transactional model. We pictured a vibrant community that captivated both buyers and sellers, weaving together digital and physical experiences seamlessly. Achieving this vision required an immersive approach to service design, focusing on every aspect from transport logistics to crafting an intuitive customer journey that spanned from initial engagement to the final transaction.
Guided by user story mapping, we meticulously shaped the platform to meet the distinctive demands of our audience, resulting in a custom backend and an e-commerce framework renowned for its reliability and superior performance. Further enriching the user experience, we introduced an online magazine and newsletter, each layer designed to deepen the engagement and connection with our community. This holistic approach, rooted in a profound understanding of CX principles, allowed us to create not just a marketplace but a comprehensive ecosystem that embodies the unique value and vision of The Highboy.