Sympla users had trouble finding events happening nearby, since discovery relied only on lists and search. This limited spontaneous decisions and weakened engagement, especially during high-demand moments like Carnival, when location-based browsing could be most impactful.
Solution: We designed the Events on Map feature, enabling users to explore events by distance, switch between map and list view, and access details with a tap. Integrated into Carnival’s campaign, the feature boosted last-minute sales by 40%, grew daily active map users by 28%, and quickly became a top browsing mode — empowering users while driving measurable growth for Sympla.
Discovery & Validation
Collected insights from user interviews, support tickets, and analytics.
Identified main pain points: confusion, poor navigation, and low engagement.
Benchmarked against competitors to spot opportunities in personalization and clarity.
Ran early validations with mockups, data analysis, and “fake door” experiments.
Solution Design & Prototyping
Key UX decisions:
Defined clear product vision based on research.
Designed information architecture and interaction flows.
Created wireframes and interactive prototypes exploring alternatives.
Applied brand-aligned visual design to balance usability and aesthetics.
Shared prototypes cross-functionally for early stakeholder feedback.
Testing & Iteration
Usability tests with 10 users:
Conducted usability tests to measure task success, time-to-access, and clarity.
Refined navigation, microcopy, and interactions based on feedback.
Validated at scale through A/B testing and phased rollout.
Follow-up validation:
Monitored adoption, support reduction, engagement growth, and CSAT.
Iterated continuously to secure long-term impact.
Impact & Results
+40% increase in last-minute ticket sales during Carnival compared to the previous year.
+28% growth in daily active users exploring via the map view.
-22% reduction in drop-offs between discovery and purchase flow.
The feature became one of the top 3 most-used browsing modes in the app within the first 3 months.
My Role
I led UX Design, Research, Interaction Design, Prototyping, Usability Testing, and Visual Design. From early user interviews to prototyping and A/B testing, I defined the end-to-end experience, aligning the product vision with both user needs and Sympla’s business goals.
Conclusion
Events on Map transformed discovery into a real-time, location-driven experience, bridging the gap between spontaneous intent and ticket purchase. It empowered users to decide “what to do here and now,” while driving measurable growth in engagement and sales for Sympla.
