Miro Case Study

Miro is a SAAS business offering an online whiteboard platform designed for distributed teams. It has over 10 million users, with 95% of the Fortune 1OO using it.

The problem

Miro is in a hyper-growth stage. It doubled in size in the last six months and is going to double in size again, in the next six months. Things are chaotic in a high growth environment and the teams that you might usually depend on either don't exist yet or are in flux. This was the case when Miro first engaged us.

The wanted to build an experimentation team but;

  • They didn’t have the resources or expertise
  • They didn’t have the right processes in place

How we solved the problem

We kicked things off by running our experimentation maturity audit. This allowed us to survey stakeholders across the business to understand where Miro currently was in terms of;

  • Strategy and culture
  • Process and methodology
  • People and skills
  • Tools and data

We used the audit results to make recommendations across all of the above areas on what they needed to do to improve their experimentation setup. 


With little internal resources available, we worked across all areas of running an experimentation program; from the initial strategy on where to focus efforts using our bandwidth calculations, though to research, prioritization, test ideation, design, and test development. This helped build confidence in the testing process internally. 


To help get the experimentation engine running as quickly as possible we set our first test live within the first few weeks of starting the program. Our brute force approach helped to quickly iron out any issues as well as keeping pace with the speed of growth within the business. 


We shared the results of our work regularly within the business. We did this by proving transparency on ‘work in progress’ and the backlog, as well as an internal insights and testing newsletter.


We wanted to see our conversion rate lift; whether it was enterprise leads or free signups, to check that the effort we were putting in was going to help us, in general, to increase conversions and move the needle. With your help to ensure high-quality tests we were able to do that.

Alexander Rybin, Business Operations at Miro  


Once results started to come in, the focus began to shift to increasing velocity and focusing on larger more strategic tests, which turned out to be one of the biggest accomplishments of the partnership. 


Results

Within two months we helped Miro grow from less than a test per month to 5-6 test velocity per month and build their internal experimentation team.

Overall Program Results

Zero to One

Helping Miro start their experimentation program reaching a test velocity of 6 per month within 2 months.

Internal Buy-in

Adoption of processes, company-wide chatter about experimentation, and becoming part of the team at Miro.

“The fact you guys can run without a quarterback and still coordinate things, get shit done, and chase people–it’s why you are successful. Speero is by far the most competent agency we work with. You've been able to take us from a zero to one situation with very limited engineering and design support. The fact that you've been able to operate at all, and at a good pace is amazing. You just roll with the punches.”

Karina Qian, Head of Business Analytics at Miro

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