HOMEPAGE
Lead Capture Feature
Streamlining how exhibitors and attendees connect and engage
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 CONTRIBUTION
This project was part of a full platform redesign for Sitka, where I led the UX for lead capture on mobile and tablet. My goal was to reduce friction during live events and increase exhibitor engagement with real-time syncing and scoring.
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 tools will I use?
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
to start scanning users needed 2 clicks, and that is 1 click too many
Trade shows is where we get most of our new clients, so we can't faff around with business cards
A BIG REALISATION
We now have to tailor our product to two very different user types with very different needs: exhibitors and attendees
ACCOUNT MANAGER, DYACO
people that go lead hunting need specifics – absolutely must include numbers of leads captured so far
offline scanning:
the icon makes it appear like something has gone wrong – include positive language
exhibitors kept tapping on the score just here in an attempt to update it
they were also not interested in lead's company profile
too many clicks to change the score
exhibitors were only interested in bulk exporting their leads
notes need to be visible at a glance
too many icons lead to distraction
too many people were confused by the QR code icon – they kept tapping on it with the intention to scan a new lead
we discovered no real need for exhibitors to have quick access to their own QR code for scanning
THE SOLUTION
How we helped exhibitors like John R. nail their leadhunting
HOIW WE SOLVED IT
We created a feature that allows exhibitors:
Scan, store, and score leads in real time on iOS and Android
View full contact info
Find the most relevant leads with AI-powered matching
Access leads even offline
IMPROVEMENTS
Final solution
METRICS
Measurable impact on our users
Trade shows is where we get most of our new clients, so we can't faff around with business cards
ACCOUNT MANAGER, DYACO
LEADS CAPTURED
67k leads were captured on the first day of the launch at UK Food & Drink Show, which is 15.3% higher when using a competitor the year before
Trade shows is where we get most of our new clients, so we can't faff around with business cards
ACCOUNT MANAGER, DYACO
NUMBER OF CLICKS
Reducing just one click meant that on average it took 1.2 seconds less to capture a new lead, and time is money!
