Introduction
SIDEC KLCC 2024 became the stage where Crosense stepped into a new role—not just as a service provider, but as a public-facing UI/UX design agency for the first time.
This marked a meaningful milestone. Crosense joined the Startup Zone as an exhibitor under SIDEC—a Selangor state government-linked agency driving digital transformation and supporting SMEs and startups in areas such as e-commerce, AI, semiconductor IC design, and smart city technologies.
It was Crosense’s first time exhibiting at such a large-scale government-backed innovation platform, and notably, the only UI/UX design agency present in the Startup Zone.
Even more importantly, the entire booth experience—from concept to construction—was designed and built internally by the team.
Why Crosense Joined
As a UI/UX design agency, Crosense recognised a gap in public understanding of design. UI/UX is often seen as surface-level visuals, when in reality it is a structured, strategic discipline that shapes how digital products are experienced, understood, and used.
The goal of participating was to bring this understanding into a public space—helping people see UI/UX not as decoration, but as a core part of digital product thinking.
This became the main motivation behind the exhibition:
To move UI/UX design out of the studio and into real-world conversation.
A Booth Built From Scratch
Instead of using a standard exhibition setup, the team designed and built their own corner booth from scratch. Every detail was intentionally crafted to reflect how design thinking translates into physical space.
The booth quickly became an active touchpoint throughout the event, attracting visitors, media attention, and industry stakeholders.
One of the key moments came when the booth caught the attention of Deputy Minister, Datuk Hanifah Hajar Taib, which later led to follow-up discussions and collaboration opportunities.
It was also the team’s first experience managing such a high level of media exposure in a live public environment.
Testing Ideas in the Real World
Beyond showcasing work, SIDEC KLCC 2024 became a real-world testing ground.
For the first time, Crosense introduced and tested its design audit concept, using the booth as a way to observe how the public understands and responds to UI/UX services when explained in an open and interactive setting.
The team also gathered direct feedback from visitors—how they perceive UI/UX design, what they understand about it, and where the gaps in awareness still are.
A Turning Point in Perspective
More than an exhibition, this experience marked a shift in perspective.
It showed the team that design is not only something created behind closed doors for clients—it can also be brought into public spaces, explained, questioned, and refined through real interaction.
From this moment, a clearer direction emerged within the team:
Crosense is not a closed agency. It is an open UI/UX design agency—willing to step out, share, and learn directly from the world outside.