Designing for Growth in a Hyper-growth stage rocket-ship.

Here I will give a brief explanation of my role and responsibilities at Miro. More detailed case studies will come soon, meanwhile here you can get a little sneak peek 👀

My role

I joined the growth stream at Miro in the end of 2020. I am working as a Product Designer in the Product Acquisition team where we’ve seen our user base grow from 15 to 30+ million users in just one year.

As a Product Designer, I partner with the Product Manager and Data Analyst to drive growth based on our product-led acquisition channels while optimising for our viral loop. We use a Data Driven & User Centric approach, where we first find relevant insights in data and then investigate further with qualitative research to create new hypothesis and build experiments to validate them.

Main responsibilities

• Lead the end-to-end design process, from effective problem framing, through ideation, co-creation, prototyping, user validation and ending with high-fidelity designs.

• Collaborate with product management and analytics to formulate and turn hypothesis into designs.

• Facilitate Design Sprints with different stakeholders.

• User & competitive landscape research.

• Validate solutions with users, using both qual. and quant. methods.

• Measure the success of solutions with the team and iterate on them.

• Keep up a fast-moving pace of experimentation and decision-making.

In the last year I’ve had the chance to facilitate several Design Sprints with the acquisition team, where we collaborated to successfully ideate experiments in our domain. I’ve personally enjoyed a lot that design process playing as a team to bring out the best of each individual's strengths.

To learn more about what we do in the design team at Miro, you can have a look at miro.design

Product-led Acquisition channels

This are the channels that we are constantly improving and experimenting with. They are product based, meaning that they are not directly related to Miro’s website, emailing, or paid ads. The channels described below are the pillars of Miro’s product-led acquisition strategy.

Viral Loop

Viral loop describes the mechanism where existing users introduce prospect visitors to Miro, and eventually help them to become registered users.

The invite channel is key to our viral loop. Understanding what motivates and what prevents users from sharing their board with others was key to be able to iterate our current sharing experience.

Here we also have the public board channel, where a user can invite users to collaborate with them without the need of creating an account to collaborate. We’ve run several researches and experiments on this channel to understand what motivates those prospect visitors to create an account with Miro and what frictions they find.

Pre-products

Re-utilising existing functionality from Miro we launched webwhiteboard.com, with the idea of creating new top of funnel opportunities by reducing the friction from users to get to the AHA moment as they don’t need to create an account to use the product. Sign up is only needed if users want to work on the same board for more than 24 hours or save their work.

Knowing that google ranks higher domains that have long session duration we wanted to experiment positioning a new domain to gain real estate of organic search results. After release, Web whiteboard ranked on 1st positions for relevant keywords as “online whiteboard” in USA, Canada and other tier one countries.