miro
Develop the foundational understanding of Miro's core user profiles to be referenced across sales, marketing, and product teams
Services
Industry and market research
Behavioral data analysis
Quantitative and qualitative customer research
Program management
Workshop facilitation and training design
The Ask
Miro asked us to help teams understand their foundational users and to create a shared language across departments. The outcomes of our work would drive higher registration of our core users, increase adoption by corporate teams, and help teams make better customer-centric decisions.
Our Approach
Our team started by uncovering the problem area and connecting with stakeholders across the organization. We leveraged existing Miro data to analyze the distribution of roles across their user base, and decided to focus on the roles with highest activity, retention, and virality. We created a behavioral analytics dashboard to capture this data for the product and design teams.
We then surveyed 1000 self-serve customers and conducted 15 interviews with power users to confirm our hypothesis about the core user types and understand their motivations and needs. The in-depth-interviews allowed us to dig deeply into their current workflows, common pain points, and how their team creates and collaborates.
Throughout the synthesis stage, we shared incomplete but powerful data points, insights, quotes, and observations with the stakeholder team, giving them an opportunity to digest insights before final delivery.
Deliverables
We created a living document containing the five primary functional profiles. Each profile included a breakdown of their world, their team, their tools ecosystem, key pain points and ‘aha’ moments. We provided a high-level walk-through for executive stakeholders and a self-serve research summary for the larger organization.
We facilitated workshops, roadshows, and presented at all-hands meetings to help teams digest the insights. As an addition to the contract, we developed an interactive customer empathy program for sales team onboarding.
The Impact
The results of our work were viewed across all teams within the organization. 300+ sales reps went through training, elevating their conversations with potential customers. The marketing team increased hand raisers across each target profile. Product teams were able to pivot their internal behavioral tracking and better deliver on role-specific pain points through more accurate user stories.