Event discovery in Sympla was fragmented and generic, making it hard for users to find relevant options in their city. The old lists weren’t personalized, lacked SEO-driven structure, and didn’t scale well. This limited both user engagement and opportunities for monetization.
We created a new urban events experience for Sympla using the Matrix model and the Global Score algorithm to dynamically display events by theme, price, date, and audience. Available on web and mobile, the solution simplified discovery, enhanced personalization, and enabled scalable, data-driven categories that improved usability, boosted SEO, and generated new growth opportunities.
Discovery & Validation
User research revealed frustration with having to sift through too many irrelevant collections.
Data analysis showed high concentration of searches in a few segments per city (e.g., music, theater, nightlife).
Competitive review indicated that strong local curation was key to user retention in event discovery platforms.
Solution Design & Prototyping
Key UX decisions:
City pages powered by the Matrix API, combining recommendation, personalization, and search.
Dynamic sections ordered by Global Score (engagement + purchase trends).
Adaptive collections by theme, subtheme, date, price, and audience — always adjusting based on availability.
SEO-optimized titles and descriptions for higher discoverability.
Multi-platform rollout (web, responsive, iOS, Android).
Testing & Iteration
Usability tests with 10 users:
Prototyped workflows to validate the discoverability of local events. All users were able to complete the tasks.
Usability testing confirmed a 23% increase in purchases made for events in the next 7 days and greater accuracy in events suggested through a CES survey.
Follow-up validation:
Monitored CSAT and support tickets for 14 days post-launch.
No regression in desktop experience or payment flow.
Impact
Improved event discoverability through personalized city pages.
Strengthened SEO and organic traffic via dynamic structures.
Created new opportunities for monetization by highlighting top events and driving higher conversions.
Positioned Sympla as the reference for “what’s happening” in each city, reinforcing brand value.
My Role
I was responsible for UX Design, Research, Interaction Design, Prototyping, Usability Testing, and Visual Design. I designed the end-to-end experience, from understanding user needs to shaping the navigation logic, validating with usability testing, and delivering the final multi-platform designs.
Conclusion
The “Best of Each City” feature reframed event discovery at Sympla, combining personalization and data-driven curation. By aligning user goals with business growth, it turned the platform into a true local guide — helping users find the right events effortlessly while boosting engagement and sales.
