Overview
Miro, a leading platform for remote collaboration, set out to deepen its understanding of the user experience on its website, miro.com. With a commitment to providing an optimal digital ecosystem, we embarked on a research initiative aimed at uncovering insights into user behaviour, identifying pain points, and highlighting moments of delight. The goal was to increase the conversion rates. By mapping the user journey and analysing behavioural data, the project delivered actionable insights that informed both product development and marketing strategies, positioning Miro to better serve its growing user base.
Challenge
Miro aims to provide facilitators, teams, and individuals with the best ecosystem for thriving in remote collaboration. Miro embarked on a research project to better understand and map the user experience on their website, miro.com. The primary goal was to generate deep insights into user behaviour, identify pain points, opportunities, and moments of delight, ultimately driving enhancements in the user experience and increasing the conversion rate. The research aimed to provide actionable insights to support product development and inform marketing strategies.
Approach
The project involved a combination of qualitative and quantitative methods, including user interviews, data analysis, and the creation of user journey maps—each tailored to a specific use case identified by Miro. Through interviews, we gained firsthand insights into the experiences and challenges of users. This data was then analysed to identify patterns and key moments within the user journey, revealing both friction points and opportunities for delight. The resulting journey maps served as a visual representation of the user experience, highlighting critical insights that could inform Miro's next steps.
Outcome
The research provided Miro’s team with a clear understanding of what aspects of the website were effective and where improvements were needed. Armed with this clarity, the team was empowered to run new experiments aimed at enhancing conversion rates. The iterative process led to tangible updates on Miro's website, directly informed by user feedback and aligned with the needs of their target audiences.
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