Redefining user personas to drive confident, fast growth

Miro is the world’s leading online collaborative whiteboard platform. With over 30 million users, it enables distributed teams to work better together.

A strong product development focus has created a world-leading experience for Miro users but an ambition to grow the user-base (including the use cases served) by 236% in less than 3 months necessitated a deeper understanding of users and their journeys to the platform, and intO was appointed to research the brand’s user personas.

In this case study…

Learn about the research methods we used to establish a deep understanding of Miro’s user personas, allowing client stakeholders across the Miro business to:

  • Inform confident communication strategies for both existing and new customers
  • Clearly define the brand’s category and its future competitive landscape
  • Develop and prioritise growth initiative roadmaps

In this video…

Listen to our client stakeholders at Miro, in conversation with intO’s Joanna Brassett.

Iris Latour, Customer Insights Lead at Miro

Eduardo Gomez, UX Researcher at Miro

Joanna Brassett, CEO & Founder at Studio intO

You’ll learn how the study blended a quantitative survey with in-depth user interviews, digital ethnography and diary studies, and how Miro stakeholders from across the business have activated the new persona insights throughout their teams and workstreams.

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