Miro's First Collaborative Board as Activation Moment
Miro identified that users who invited a collaborator to their first board within the first session activated at dramatically higher rates, then built the entire onboarding around accelerating that first collaborative moment.
Miro identified that users who invited a collaborator to their first board within the first session activated at dramatically higher rates, then built the entire onboarding around accelerating that first collaborative moment.
Challenge
Miro (formerly RealtimeBoard) was a visual collaboration tool that was only valuable when used with others. Solo users didn't experience the product's core value — real-time multiplayer whiteboarding. The activation barrier was convincing individual users to invite colleagues before they'd fully explored the product alone.
Approach
Miro's growth team identified that users who shared a board with at least one collaborator in their first session had significantly higher retention and conversion rates. The onboarding was redesigned to push users toward collaboration immediately: pre-built template boards prompted 'invite your team' at natural moments, the first board experience included collaborative features prominently, and the share button was made the most visible CTA. Miro also leveraged the COVID remote-work shift to position boards as virtual meeting spaces, making the collaborative use case urgent. The company grew from 5M users pre-pandemic to 60M+ by 2023.
Results
- Users (2023): 60M+
- Users (pre-COVID): 5M
- Valuation (2022): $17.5B
- Enterprise customers: 99% of Fortune 100
Sources
- Andrey Khusid — Product-Led Growth in Tech and Beyond (McKinsey)
- Miro company blog and press releases
- Andrey Khusid at SaaStr Europa 2022
The full record sits in the studio register.