Tess Triponel • Product Designer

HOMEPAGE

Lead Capture Feature

Streamlining how exhibitors and attendees connect and engage

CONTRIBUTION

Visual Design

UX Design

PLATFORM

iOS, Android

INDUSTRY

Event Tech

DURATION

3 months

INTRO

The company and how I contributed

ABOUT THE COMPANY

Sitka is an event tech startup helping organisers and exhibitors create smarter, paperless events through tools like lead capture and real-time analytics.

MY ROLE

This project was part of a full platform redesign for Sitka, which resulted in a significant surge in contract signings.
I led the end-to-end UX for the lead capture feature, aiming to make it fast, intuitive, and reliable during live events.

WHY THIS FEATURE MATTERED TO THE BUSINESS

Seamless lead capture was a core reason organisers chose Sitka. If exhibitors struggled, it hurt organiser satisfaction and renewals, so getting it right was critical to growth.

THE PROBLEM

Why exhibitors were frustrated

This is John R.

Well, this is his badge.

He’s attending a trade show as a Sales Manager for his company.

His goal is to capture valuable contacts that will lead to closing deals and he needs a reliable tool.

Trade shows is where we get most of our new clients, so we can't lose too much time getting everyone's details.

JOHN R.

PROBLEM STATEMENT

Exhibitors struggle to capture, manage, and follow up with leads efficiently during busy trade shows, often relying on disjointed tools or manual processes that risk losing valuable contacts.

WHERE THE PAIN LIES

Breaking down the user friction

What tool will I use to capture leads?

PAIN POINT 1

Before the trade show

PAIN POINT 2

During the trade show

How do I not miss a chance to connect?

PAIN POINT 3

After the trade show

How do I organise all the data?

COMPETITOR RESEARCH

Others' approach to the problem

In-app scanning

Lead scoring

Notes

Physical scanning device

Appointment booking

Offline scanning

Lead analytics

Livebuzz

ExpoPlatform

Grip

THE VERY FIRST DRAFT

Some wireframes were already in place

what if only one social link?

layout is misaligned making it harder to digest at a glance

how do you manage this lead?

no scoring
no export option
no deleting
no notes

how likely is that people will add their profile pictures?

this takes up a lot of valuable estate

FIRST SOLUTION

The initial MVP was put to test

FINDINGS

Some things didn't go as smoothly

CLICK 1

CLICK 2

THE MOST CRUCIAL FINDING

Two clicks is one too many when you’re mid-conversation

Imagine chatting to a potential client. It’s going well, and you ask the golden question: “Can I grab your details?”

In that moment, capturing a lead should feel seamless. But if it takes two clicks to get there, it breaks the flow. Exhibitors end up staring at their phones instead of engaging with someone who could be a major new connection.

Lead capture needs to be fast, intuitive, and invisible.

FINDING 2

Key action is hard to reach one-handed

The add button sits in the top-right corner, which is a stretch for most thumbs, especially in fast-paced, one-handed use. This placement slows exhibitors down during live conversations and adds unnecessary friction.

FINDING 3

Unclear icon buttons cause hesitation and confusion

The plus icon alone doesn’t clearly communicate what it does. Users hesitated, unsure if it meant “add a lead,” “scan,” or something else. A simple label could boost confidence and reduce cognitive load.

FINDING 4

Lack of lead count creates uncertainty

Users weren’t sure how many leads they’d already scanned, which made it harder to track progress and feel in control. Even a small counter would add clarity and a sense of achievement and progress.

FINDING 5

Offline icon is mistaken for an error

The icon used for offline scanning was mistaken for an error or broken connection symbol. This caused concern and second-guessing. A more positive or neutral visual cue could reassure users without implying failure.