Stockholm Xperience Conference

Challange

The main challenges were reaching the right users and collecting enough data, as well as keeping a clear direction under time constraints while balancing exploration with simple, testable prototypes.

STHLM Xperience Conference is an annual event for UX designers in Stockholm. The organizers wanted to improve the attendee experience by introducing a web-based app that could be used before, during, and after the event without requiring downloads. Our goal was to design a smooth, branded, and engaging solution for both local and remote participants.

Role

UX & Product Designer, in collaboration with 3 teammates

Scope

9 weeks (hybrid), course project at Nackademin

Process

Research, Synthesis & personas, Ideation (HMW, design studio), Low- and hi-fi prototyping, Usability and A/B testing, Iteration and delivery

Tools

Figma, Miro, Google Forms, Optimal Workshop, ChatGPT (for early ideation)

How might we create a web app that enhances networking, increases engagement, and makes the conference experience seamless for all participants?

User-Centered Design Process

We based our work on the principles of User-Centered Design, ensuring that every step, from research to testing, focused on understanding and meeting the real needs of our users.

Define 📝

From our research, we defined the problem from the participant’s perspective:

"Conference attendees need a well-functioning digital support solution to gain value before, during, and after the event."

This POV helped us focus on creating a solution that was relevant at every stage of the conference journey.

Prototype 🛠️

Next, we translated our sketches into low-fidelity wireframes in Figma, focusing on core flows like:

• Registration process

• Profile creation

• Networking interactions

At this stage, we discovered our concepts leaned too heavily on registration rather than networking. This insight led us to revisit our How Might We questions to stay aligned with our problem statement.

Empathize 🧑‍🤝‍🧑

We benchmarked existing event platforms to identify common patterns and opportunities. We found that:

• Gamification is often used to encourage participants to network.

• Personal QR codes are a standard tool for exchanging contact details.

• Hybrid participation (on-site + remote) is now an expected feature.
  These findings helped us understand the baseline expectations and where SXC could differentiate.

Ideate 💡

Building on the Design Studio sketches, we held structured brainstorming sessions. The goal was to generate as many solutions as possible, focusing on quantity first, then clustering and refining.

Key themes that emerged:

• Simplifying networking before, during, and after the event.

• Making it easy to exchange contact information quickly.

• Supporting both remote and on-site participants equally.

Iterate and Ideate again

To compare our two design directions, we ran an A/B test:

1. Gamification concept – networking challenges, points, badges, and leaderboard.

2. Non-gamified concept – participant list, suggested matches, conversation starters.

This allowed us to gather feedback on user preference, motivation, and ease of use.

Low-fidility

User Journey with gamification

We visualized the participant’s experience across the timeline of the conference:

Before the conference

• User creates a profile and receives a personal QR code.

• Networking challenges are introduced (e.g., “connect with 3 new people in your field”).

• Motivation: sets expectations and encourages early engagement.

During the conference

• User earns points and badges by completing networking challenges (e.g., scanning a contact’s QR code, attending a session together).

• Leaderboard creates visibility of progress and playful competition.

• Motivation: lowers the barrier to starting conversations and makes networking feel structured and fun.

After the conference

• User has a record of all contacts, notes, and earned badges.

• Can continue conversations digitally via the app.

• Motivation: creates long-term value and extends the event beyond its physical duration.

Based on our research, we created a persona representing a typical attendee:

• “The Curious Networker” – mid-career professional who values learning but also sees networking as the main reason for attending.

• Goals: meet new people in the industry, exchange knowledge, and maintain contacts after the event.

• Frustrations: limited time to connect, difficulty remembering people met, and challenges bridging digital/physical interactions.
  This persona guided our design decisions throughout the project.

Environmental Analysis

From an interview with the event organizer, we identified key pain points:

• Networking is difficult, especially for digital participants.

• Workshop registration is confusing.

• The schedule can feel unclear.

• Digital workshops have been less successful.
  This gave us insight into both organizational challenges and participant frustrations.

Interviewing Stakeholders

Surveys

We conducted a survey with SXC participants to better understand their needs. The results showed that:

• Networking is rated as one of the most valuable aspects of the conference.

• Participants highlighted the importance of having a unifying theme and structured ways to connect.
  This confirmed our focus on networking as the primary design opportunity.

Persona

Point of View (POV)

Design Studio

With our HMWs and effect map as input, we ran a Design Studio workshop. Each team member sketched possible solutions individually, then we shared, critiqued, and iterated together.

• The method encouraged quantity over quality early on, ensuring we explored a wide range of ideas.

• It also created a shared understanding of the problem space within the team.

• From this exercise, networking emerged as the most promising focus area, aligning with both survey data and stakeholder pain points.

Effect Mapping

To connect user needs with business goals, we created an effect map. It illustrated:

Goals – stronger community, higher satisfaction, long-term engagement.

Actors – participants (on-site & remote), organizers, speakers.

Needs & actions – easy networking, clear schedule, access to material afterwards.

Features – personalized profiles, QR code contact exchange, networking challenges, hybrid participation support.

This mapping helped prioritize features that delivered both user value and organizational outcomes.

Brainstorming

Concept Directions

With Gamification

• Participants earn points and badges for completing networking challenges.

• A leaderboard motivates engagement and adds a playful element.

• Designed to lower barriers and make networking more approachable.

Without Gamification

• Focus on smart profile matching and suggested connections.

• Provides conversation starters and recommended contacts based on shared interests.

• Designed to keep networking simple and inclusive without competitive elements.

Paper Prototypes

We began with paper sketches, where each team member visualized how networking could work in the app. This allowed us to quickly test and communicate different approaches without investing time in high-fidelity design.

During our first round of prototyping, we realized that many of our wireframes focused mainly on registration flowsrather than solving the core challenge: networking. To stay true to our problem framing, we paused and returned to the Ideate stage.

• We asked ourselves: Are we really designing for the participant’s main need?

• Our survey and interviews had clearly shown that networking was the most valuable part of the experience.

• This led us to refine our concepts to emphasize meaningful connections above all else.

Revisiting the problem

Second Ideation

In this round, we sketched and brainstormed specifically around networking interactions. Two strong directions emerged:

1. Networking with Gamification

   Participants complete fun challenges to earn points and badges.

   
   A leaderboard creates playful competition and encourages exploration.

   
   Designed to motivate hesitant networkers to take the first step.
   
   

2. Networking without Gamification

   Focuses on smart matching and recommended contacts.

   
   Provides conversation starters and filters to find people with similar interests.

   
   Designed to be simple, inclusive, and less competitive.

Iterate and Define again

After developing our first prototypes, we realized that we needed a clearer picture of when and how networking challenges would create value for participants. To do this, we returned to the Define phase and mapped out a user journey focused on the gamification concept.

By mapping the journey, we clarified:

Touchpoints where gamification adds value without being intrusive.

Pain points where networking often fails (e.g., remembering contacts afterward).

Opportunities to extend engagement beyond the event.

This iterative Define step helped us refine our design so it aligned better with both user needs and the conference’s business goals.

Why This Step Was Important

Test 🔍

Usability Testing

We conducted usability tests to evaluate how well our prototypes supported networking, both for on-site and remote participants. Each participant was asked to complete core tasks such as:

• Creating a profile

• Exchanging contact details via QR code

• Engaging with networking features (gamified or non-gamified)

Setup:

• 7 participants

• 15 minutes per session

• Conducted as moderated tests

A/B Testing

Findings

Key insights from the tests included:

• Gamification was preferred by most participants, as it made networking feel more engaging.

• Badges and points were motivating, especially when combined with visible progress.

• Prizes and rewards were seen as fun incentives.

• QR codes were well-received as a fast and simple way to exchange details.

• A clear onboarding flow was needed to help users understand how the app worked.

• Some participants suggested that a hybrid solution (mixing gamification with direct matching) could serve different preferences.

Recommendations

Keep Testing

Continue conducting research and user testing throughout the development process. Regular feedback is key to identifying usability issues and ensuring the solution meets real user needs.

Flexible concepts

Combine versions with and without gamification to accommodate different user preferences. This approach helps create a more inclusive and adaptable app.

Market Awareness

Regularly review existing digital services to learn from best practices and identify gaps. This approach helps avoid repeating mistakes and encourages innovation that truly meets user needs. Sometimes, using an existing third-party app might even be the best and most cost-effective solution.

Project Takeaways

Gamification

Gamification is an effective tool to promote networking, motivating many participants through competitions and rewards.

Teamwork and iteration

I learned that fast iteration and teamwork can lead to better solutions. Splitting in to smaller groups helped us explore and develop ideas efficiently.

I learned that user-centered design means looking at the whole journey, not just single interactions. Mapping touchpoints helped me create features that kept participants engaged throughout the event.

Designing for Engagement

Despite limited user data and tight deadlines, we managed to stay on track by building on earlier research, narrowing our scope, and iterating with simple prototypes. This way, we kept the solution user-centered, easy to test, and realistic within the project’s constraints.

Conclusion