Project Details
PROJECT OVERVIEW
Syna is a conference and events platform redesigned to improve how people discover, manage, and book events.
The platform serves two very different user groups — event organisers who need to create and manage listings, and attendees who want to quickly find and book relevant events. The existing experience didn’t support either of them well. The redesign focused on bringing clarity to both journeys while making the overall experience feel faster and more intuitive.
challenges
The core issue was a lack of clarity across the entire platform.
Organisers found it difficult to set up and manage events, often getting stuck in unclear flows. On the other side, attendees struggled to browse events, compare options, and complete bookings without confusion. The same interface was trying to serve both users, which led to a cluttered and inconsistent experience.
This resulted in drop-offs at multiple stages — from event creation to final booking — and pushed organisers toward simpler competing platforms.
solutions
The redesign focused on simplifying the structure and separating user needs.
Two distinct journeys were created — one for organisers and one for attendees — each tailored to their specific goals. The information architecture was reworked to remove overlaps and reduce friction across key tasks.
For attendees, the booking flow was simplified into three clear steps: find, review, and confirm, making the process feel predictable and easy to complete. For organisers, event creation and management were streamlined into a more guided, step-by-step experience.
impact
The redesigned experience made a noticeable difference in both usability and confidence.
During testing, organisers were able to create and publish an event without external help, significantly reducing the time and effort required. Attendees could discover and book events smoothly, without running into dead ends or confusion points.
More importantly, users felt in control of the process — whether they were setting up an event or booking one — which directly addressed the drop-offs seen in the earlier version.
3
Steps From Discovery to Booking
5 min
Time to Create an Event Listing
9/10
Users Completed Booking Without Confusion
2
Distinct User Journeys Redesigned
