Aleksa Majstorovic Portfolio

SiGMA Match

About

SiGMA Match is an event networking app designed for attendees, speakers, and exhibitors across SiGMA’s global summits. It brings together event information, schedules, speaker and exhibitor discovery, networking, messaging, meetings, and QR-based connections in one place, helping users navigate the event and connect with the right people more easily.

Team

1 Designer

1 Project Manager

1 Designer

1 Front-end Dev

1 Designer

1 Front-end Dev

My Role

UI/UX Design

User Research

Information Architecture

UI/UX Design

Graphic Design

Info Architecture

UI/UX Design

Graphic Design

Info Architecture

Tools

Figma

Redesign

My task was to redesign SiGMA MATCH V2, improving the existing attendee experience while expanding the product to better support attendees, speakers, and exhibitors across SiGMA events. The redesign focused on simplifying navigation, improving feature discoverability, refining networking flows, and creating a more scalable structure that could adapt to different summits and event needs.

Sharing Thumbnail for the website.

Issue No 1

Cognitive Load

The biggest issue with app was people weren't using it. First issue when user arrives at the app is that there are too many options for him to use. I conducted several interviews with our sales representatives who visit all the events in order to see what they had issues with and prioritiezed features in order to use progressive disclosure and send what is less-needed onto other screens.

Color palette used in the website, colors from FC Seoul.

Issue No 2

QR Connect

One of the features of the app was the QR Connect feature where attendees can easily scan each others QR codes and automatically connect in the app. The problem is no one was using it. After my talk with the users, I found out that they are not even aware of that feature. They thought the QR code represented the ticket. So I made the QR code more prominent in the bottom navigation and changed the UX writing to 'Connect' so the user will have and idea of what that is.

Solutions

I 'poped out' the QR code

Simple section, easily responsive.

The image and the 2 logos are actually one image with a background that matches the websites.

This way the elements are 50:50 so they can be made responsive very easily.

The image and the 2 logos are actually one image with a background that matches the websites. This way the elements are 50:50 so they can be made responsive very easily.

The image and the 2 logos are actually one image with a background that matches the websites.

This way the elements are 50:50 so they can be made responsive very easily.

Card section, adjusted into a ‘cardless section’.

Issue No 3

Global Usage

One of the main concerns from stakeholders was that the app had limited value outside of the events themselves. When the events finishes, after a few days, the app isn't accessible anymore. In order to make it and all year-app, I created a feed with constant updates, news and promotions that the app will be showing. In that way, the users had a reason to continue using the app besides the contacts they accumulated. To do that, I had to organize which features were global and which were event-focused.

The image and the 2 logos are actually one image with a background that matches the websites.

This way the elements are 50:50 so they can be made responsive very easily.

The image and the 2 logos are actually one image with a background that matches the websites. This way the elements are 50:50 so they can be made responsive very easily.

The image and the 2 logos are actually one image with a background that matches the websites.

This way the elements are 50:50 so they can be made responsive very easily.

Simple section, easily responsive.

Issue No 4

B2B

After some time, it was decided that the app can be used by other summits. For that to be possiblle without additional development, an admin panel was to be created. What I did, is I made a minimal design where there can be used only one brand color, but in shades and created parts that I called modules, that can be turned off or on depending on the needs of the summits.

Solutions

I 'poped out' the QR code

Simple section, easily responsive.

The image and the 2 logos are actually one image with a background that matches the websites.

This way the elements are 50:50 so they can be made responsive very easily.

The image and the 2 logos are actually one image with a background that matches the websites. This way the elements are 50:50 so they can be made responsive very easily.

The image and the 2 logos are actually one image with a background that matches the websites.

This way the elements are 50:50 so they can be made responsive very easily.

Card section, adjusted into a ‘cardless section’.

Issue No 5

Aesthetic

A very important law of UX is th Aesthetic-Usability Law.

Solutions

I 'poped out' the QR code

Simple section, easily responsive.

The image and the 2 logos are actually one image with a background that matches the websites.

This way the elements are 50:50 so they can be made responsive very easily.

The image and the 2 logos are actually one image with a background that matches the websites. This way the elements are 50:50 so they can be made responsive very easily.

The image and the 2 logos are actually one image with a background that matches the websites.

This way the elements are 50:50 so they can be made responsive very easily.

Card section, adjusted into a ‘cardless section’.

Working file

Recap

Diversity

Differences between South Korea and Belgrade, the city where I’ve grew up and currently live are significant. I took my time checked and looked through a number of websites popular in the Far East like: naver.com, daum.net, weverse.io, musinsa.com, 11st.co.kr, etc. At first, they all looked like a weird wending machine that sells... everything. But that lasted just moment and I just got used to it quickly. Especially when I changed the language, it looked like any other western website, the differences where miniscule.

You can conclude this: UX is universal. So is technology. It’s the thing that brings us all together and helps us communicate in a way that there is no misunderstanding.

You don’t need to know the same language, just use your phone.

You can conclude this: UX is universal. So is technology. It’s the thing that brings us all together and helps us communicate in a way that there is no misunderstanding.

You don’t need to know the same language, just use your phone.

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