Onboarding
Growth
Helping Miro users adopt new use cases
Driving deeper product adoption by connecting users to the right tools for their goals.
Engagement
Growth
Helping Miro users adopt new use cases
Driving deeper product adoption by connecting users to the right tools for their goals.
Engagement
Growth
Helping Miro users adopt new use cases
Driving deeper product adoption by connecting users to the right tools for their goals.
About Miro
Miro is a visual collaboration platform used by 80M+ users to plan, create, and collaborate across different use cases.
Skills
User research
User testing
Prototyping
UX/UI design
Stakeholder аlignment
Experimenting
Specs
Experiment analysis
About Miro
Miro is a visual collaboration platform used by 80M+ users to plan, create, and collaborate across different use cases.
Skills
User research
User testing
Prototyping
UX/UI design
Stakeholder аlignment
Experimenting
Specs
Experiment analysis
About Miro
Miro is a visual collaboration platform used by 80M+ users to plan, create, and collaborate across different use cases.
Skills
User research
User testing
Prototyping
UX/UI design
Stakeholder аlignment
Experimenting
Specs
Experiment analysis
Project context
Many users stick to one way of using Miro. We wanted to help them try more use cases.
Apex Inc.
Data dashboard
Business problems
Users don’t activate on new use cases. This limits product stickiness and increases the risk of churn.
Apex Inc.
Data dashboard
+23,3%
using advanced
diagramming features
+11,5%
using advanced
retrospective features
Apex Inc.
Data dashboard
Project outcomes
Role
Product Designer
Team
Activation
Platforms
Browser App
Worked
with
PM
Analyst
Engineers
Engagement team
XFN teams
Apex Inc.
Data dashboard
Project context
Many users stick to one way of using Miro. We wanted to help them try more use cases.
Apex Inc.
Data dashboard
Business problems
Users don’t activate on new use cases. This limits product stickiness and increases the risk of churn.
Apex Inc.
Data dashboard
+23,3%
using advanced
diagramming features
+11,5%
using advanced
retrospective features
Apex Inc.
Data dashboard
Project outcomes
Role
Product Designer
Team
Activation
Platforms
Browser App
Worked
with
PM
Analyst
Engineers
Engagement team
XFN teams
Apex Inc.
Data dashboard
Project context
Many users stick to one way of using Miro. We wanted to help them try more use cases.
Apex Inc.
Data dashboard
Business problems
Users don’t activate on new use cases. This limits product stickiness and increases the risk of churn.
Apex Inc.
Data dashboard
+23,3%
using advanced
diagramming features
+11,5%
using advanced
retrospective features
Apex Inc.
Data dashboard
Project outcomes
Role
Product Designer
Team
Activation
Platforms
Browser App
Worked
with
PM
Analyst
Engineers
Engagement team
XFN teams
Apex Inc.
Data dashboard
Setup and my role
Setup and my role
We focused on increasing advanced tools usage as the main metric and prioritized two use cases — Diagramming and Retrospectives.
We focused on increasing advanced tools usage as the main metric and prioritized two use cases — Diagramming and Retrospectives.
We focused on increasing advanced tools usage as the main metric and prioritized two use cases — Diagramming and Retrospectives.
Working closely with the Engagement team, we split into two squads. Our squad was responsible for fast experiments and delivering quick wins.
Working closely with the Engagement team, we split into two squads. Our squad was responsible for fast experiments and delivering quick wins.
Working closely with the Engagement team, we split into two squads. Our squad was responsible for fast experiments and delivering quick wins.
1st experiment
Use case onboarding
Diagramming use case onboarding
Diagramming use case onboarding
Diagramming use case onboarding
We started with diagramming, applying proven Miro patterns and industry best practices to quickly test impact.
We started with diagramming, applying proven Miro patterns and industry best practices to quickly test impact.
We started with diagramming, applying proven Miro patterns and industry best practices to quickly test impact.
+23.3% using advanced diagramming features
+23.3% using advanced diagramming features
+23.3% using advanced diagramming features
Final result
Known blockers to use case adoption
Known blockers to use case adoption
Known blockers to use case adoption
Cluttered interface
Low awareness of advanced tools
Lack of guidance on how to use them
Cluttered interface
Low awareness of advanced tools
Lack of guidance on how to use them
Cluttered interface
Low awareness of advanced tools
Lack of guidance on how to use them
Hypothesis
Hypothesis
Hypothesis
We believe that combining three elements will improve advanced feature adoption for diagramming:
We believe that combining three elements will improve advanced feature adoption for diagramming:
We believe that combining three elements will improve advanced feature adoption for diagramming:
Customized layout — surfacing the most relevant tools for the user’s workflow.
Onboarding tour — guiding users through key actions step-by-step.
Checklist — allowing users to return to guidance whenever they need it.
Customized layout — surfacing the most relevant tools for the user’s workflow.
Onboarding tour — guiding users through key actions step-by-step.
Checklist — allowing users to return to guidance whenever they need it.
Customized layout — surfacing the most relevant tools for the user’s workflow.
Onboarding tour — guiding users through key actions step-by-step.
Checklist — allowing users to return to guidance whenever they need it.
Experiment setup
A/B test for existing users who
1) selected a diagramming template or 2) created three shapes and two connecting lines
Group A
Previous flow
Group B
New flow with
1) Customized layout
2) Onboarding tour
3) Checklist
Group A
Previous flow
Known issues
Tutorial worked only for a few templates, so most users didn’t get any guidance
Advanced tools for diagramming were hidden and hard to find
Group B
New flow
What we changed
When users add a diagram template, we guide them with a custom board layout (showing advanced tools right in the interface), an onboarding tour, and a checklist.
Group B
New flow
Customized layout
Surface the right tools at the right time. Side panel shows a tailored selection of shapes and an adapted toolbar with relevant advanced tools.
Group B
New flow
Onboarding tour
Guide users to key tools without friction. Contextual tips highlight advanced features like diagramming shapes, connectors, and mind maps.
Group B
New flow
Checklist
Let users learn at their own pace.
The checklist helps users revisit and complete the onboarding flow whenever it fits their workflow.
Experiment setup
A/B test for existing users who
1) selected a diagramming template or 2) created three shapes and two connecting lines
Web design
Previous flow
Web design
New flow with
1) Customized layout
2) Onboarding tour
3) Checklist
Group A
Previous flow
Known issues
Tutorial worked only for a few templates, so most users didn’t get any guidance
Advanced tools for diagramming were hidden and hard to find
Group B
New flow
What we changed
When users add a diagram template, we guide them with a custom board layout (showing advanced tools right in the interface), an onboarding tour, and a checklist.
Group B
New flow
Customized layout
Surface the right tools at the right time. Side panel shows a tailored selection of shapes and an adapted toolbar with relevant advanced tools.
Group B
New flow
Onboarding tour
Guide users to key tools without friction. Contextual tips highlight advanced features like diagramming shapes, connectors, and mind maps.
Group B
New flow
Checklist
Let users learn at their own pace.
The checklist helps users revisit and complete the onboarding flow whenever it fits their workflow.
Experiment setup
A/B test for existing users who
1) selected a diagramming template or 2) created three shapes and two connecting lines
Web design
Previous flow
Web design
New flow with
1) Customized layout
2) Onboarding tour
3) Checklist
Group A
Previous flow
Known issues
Tutorial worked only for a few templates, so most users didn’t get any guidance
Advanced tools for diagramming were hidden and hard to find
Group B
New flow
What we changed
When users add a diagram template, we guide them with a custom board layout (showing advanced tools right in the interface), an onboarding tour, and a checklist.
Group B
New flow
Customized layout
Surface the right tools at the right time. Side panel shows a tailored selection of shapes and an adapted toolbar with relevant advanced tools.
Group B
New flow
Onboarding tour
Guide users to key tools without friction. Contextual tips highlight advanced features like diagramming shapes, connectors, and mind maps.
Group B
New flow
Checklist
Let users learn at their own pace. The checklist helps users revisit and complete the onboarding flow whenever it fits their workflow.
Two entry points
Two entry points
To increase the segment size, we included two entry points for this flow:
To increase the segment size, we included two entry points for this flow:
To increase the segment size, we included two entry points for this flow:
Users who added a diagramming template from the template picker.
Users who triggered a contextual pattern: created 3 stickies or shapes and 2 connecting lines within the first 3 minutes on a board.
Users who added a diagramming template from the template picker.
Users who triggered a contextual pattern: created 3 stickies or shapes and 2 connecting lines within the first 3 minutes on a board.
Users who added a diagramming template from the template picker.
Users who triggered a contextual pattern: created 3 stickies or shapes and 2 connecting lines within the first 3 minutes on a board.
Diagramming results
Diagramming results
Diagramming results
Increased advanced feature usage without hurting guardrail metrics
Increased advanced feature usage without hurting guardrail metrics
Increased advanced feature usage without hurting guardrail metrics
+23,3% using advanced diagramming features
+10,8% retained on advanced diagramming features
+538% tried Mind Map feature
+23,3% using advanced diagramming features
+10,8% retained on advanced diagramming features
+538% tried Mind Map feature
+32% added an advanced shape pack from the library
+24,5% used the importing feature
+23,3% using advanced diagramming features
+10,8% retained on advanced diagramming features
+538% tried Mind Map feature
+32% added an advanced shape pack from the library
+24,5% used the importing feature
2nd experiment
Use case onboarding
Retrospective use case onboarding
Retrospective use case onboarding
Retrospective use case onboarding
The next use case we tested was Retrospective. We reused the same patterns but targeted a different segment, users who selected a Retrospective template in the picker. Blockers and hypotheses remained the same, so the solution focused on the same three areas:
The next use case we tested was Retrospective. We reused the same patterns but targeted a different segment, users who selected a Retrospective template in the picker. Blockers and hypotheses remained the same, so the solution focused on the same three areas:
The next use case we tested was Retrospective. We reused the same patterns but targeted a different segment, users who selected a Retrospective template in the picker.
+11.5% using advanced retro features
+11.5% using advanced retro features
Customized layout
Onboarding tour
Checklist
Customized layout
Onboarding tour
Checklist
Customized layout
Onboarding tour
Checklist
Blockers and hypotheses remained the same, so the solution focused on the same three areas:
+11.5% using advanced retro features
Final result
Experiment setup
A/B test for existing users who selected a retrospective template in the picker.
Group A
Previous flow
Group B
New flow with
1) Customized layout
2) Onboarding tour
3) Checklist
Group A
Previous flow
Known issues
No tutorials shown when a retrospective template is inserted
Advanced tools for retrospectives were scattered and not easily discoverable
Group B
New flow
What we changed
When users add a retro template, we guide them with a custom layout showing key tools like timer, private mode, voting, and retro cards, supported by a short tour and checklist.
Group B
New flow
Customized layout
We brought key retro tools like Timer, Private Mode, Voting, and Cards right into the main toolbars, so users don’t have to go searching for them.
Group B
New flow
Onboarding tour
Guide users to core features step-by-step. Contextual tips highlight the most essential tools for a retro session.
Group B
New flow
Checklig
The checklist lets users explore retro tools and tips at their own pace and stays available even when they return to the board later.
Experiment setup
A/B test for existing users who selected a retrospective template in the picker.
Web design
Previous flow
Web design
New flow with
1) Customized layout
2) Onboarding tour
3) Checklist
Group A
Previous flow
Known issues
No tutorials shown when a retrospective template is inserted
Advanced tools for retrospectives were scattered and not easily discoverable
Group B
New flow
What we changed
When users add a retro template, we guide them with a custom layout showing key tools like timer, private mode, voting, and retro cards, supported by a short tour and checklist.
Group B
New flow
Customized layout
We brought key retro tools like Timer, Private Mode, Voting, and Cards right into the main toolbars, so users don’t have to go searching for them.
Group B
New flow
Onboarding tour
Guide users to core features step-by-step. Contextual tips highlight the most essential tools for a retro session.
Group B
New flow
Checklist
The checklist lets users explore retro tools and tips at their own pace and stays available even when they return to the board later.
Experiment setup
A/B test for existing users who selected a retrospective template in the picker.
Web design
Previous flow
Web design
New flow with
1) Customized layout
2) Onboarding tour
3) Checklist
Group A
Previous flow
Known issues
No tutorials shown when a retrospective template is inserted
Advanced tools for retrospectives were scattered and not easily discoverable
Group B
New flow
What we changed
When users add a retro template, we guide them with a custom layout showing key tools like timer, private mode, voting, and retro cards, supported by a short tour and checklist.
Group B
New flow
Customized layout
We brought key retro tools like Timer, Private Mode, Voting, and Cards right into the main toolbars, so users don’t have to go searching for them.
Group B
New flow
Onboarding tour
Guide users to core features step-by-step. Contextual tips highlight the most essential tools for a retro session.
Group B
New flow
Checklist
The checklist lets users explore retro tools and tips at their own pace and stays available even when they return to the board later.
Retrospective results
Retrospective results
Retrospective results
Increased advanced feature usage without hurting guardrail metrics
Increased advanced feature usage without hurting guardrail metrics
Increased advanced feature usage without hurting guardrail metrics
+11.5% using advanced retro features
+4,1% retained on advanced retro features
P-Value 0.1
+135% used Private Mode feature
+11.5% using advanced retro features
+4,1% retained on advanced retro features
P-Value 0.1
+135% used Private Mode feature
+54% added cards feature
+27% used clustering feature
+11.5% using advanced retro features
+4,1% retained on advanced retro features
+135% used Private Mode feature
+54% added cards feature
+27% used clustering feature
Results deep dive
Results deep dive
Results deep dive
The single diagramming experiment drove 70% of our KR target. To better understand performance, we ran data and user deep dives in parallel with the first experiments.
The single diagramming experiment drove 70% of our KR target. To better understand performance, we ran data and user deep dives in parallel with the first experiments.
The single diagramming experiment drove 70% of our KR target. To better understand performance, we ran data and user deep dives in parallel with the first experiments.
Our goals
Our goals
Our goals
Understand how users perceive the new flow's value.
Understand how users perceive the new flow's value.
Understand how users perceive the new flow's value.
Apex Inc.
Data dashboard
Identify the most valuable and impactful parts of the solution.
Identify the most valuable and impactful parts of the solution.
Identify the most valuable and impactful parts of the solution.
Apex Inc.
Data dashboard
Spot any issues and areas for improvement.
Spot any issues and areas for improvement.
Spot any issues and areas for improvement.
Apex Inc.
Data dashboard
Data insights
Data insights
Data insights
Diagramming funnel overview
Diagramming funnel overview
Diagramming funnel overview
Biggest drop-off was between Private Mode and Timer, but strong CTR on the tip and solid overall completion (28%).
Biggest drop-off was between Private Mode and Timer, but strong CTR on the tip and solid overall completion (28%).
Apex Inc.
Data dashboard
Proficiency levels
Proficiency levels
Proficiency levels
To move fast, we included all template users and later segmented by experience. First-timers saw the biggest impact, with second-timers close behind.
To move fast, we included all template users and later segmented by experience. First-timers saw the biggest impact, with second-timers close behind.
Apex Inc.
Data dashboard
Checklist impact
Checklist impact
Checklist impact
Only 7.5% of users open the checklist, while only 5.5% but it lead to better discoverability and usage.
Only 7.5% of users open the checklist, while only 5.5% but it lead to better discoverability and usage.
Without the checklist
With the checklist
Apex Inc.
Data dashboard
User insights
User insights
User insights
To better understand the data, we interviewed 8 users from group B, both beginners and experienced, to explore their experience more deeply.
To better understand the data, we interviewed 8 users from group B, both beginners and experienced, to explore their experience more deeply.
To better understand the data, we interviewed 8 users from group B, both beginners and experienced, to explore their experience more deeply.
Key learnings from each solution area:
Key learnings from each solution area:
Key learnings from each solution area:
Onboarding tour
Onboarding tour
Onboarding tour
Used by 5/8
Tools onboarding tour was useful for both, experienced and beginner users.
Tools onboarding tour was useful for both, experienced and beginner users.
Tools onboarding tour was useful for both, experienced and beginner users.
Even experienced Retro users found the onboarding steps valuable to remind them of tools they can leverage.
Even experienced Retro users found the onboarding steps valuable to remind them of tools they can leverage.
Even experienced Retro users found the onboarding steps valuable to remind them of tools they can leverage.
Checklist
Checklist
Checklist
Used by 2/8
Users didn't remember the checklist but appreciated it as a reminder despite not reusing it.
Users didn't remember the checklist but appreciated it as a reminder despite not reusing it.
Users didn't remember the checklist but appreciated it as a reminder despite not reusing it.
Layout updates
Layout updates
Layout updates
Used by 8/8
Users quickly found and used the tools they needed, even without noticing the layout had changed. For them, easy access was more important than spotting any updates.
Users quickly found and used the tools they needed, even without noticing the layout had changed. For them, easy access was more important than spotting any updates.
Users quickly found and used the tools they needed, even without noticing the layout had changed. For them, easy access was more important than spotting any updates.
Deep dive summary
Deep dive summary
Deep dive summary
Tips made UI changes visible
Tips made UI changes visible
Tips made UI changes visible
Tour tips helped all users notice and use UI updates that were otherwise overlooked.
Tour tips helped all users notice and use UI updates that were otherwise overlooked.
Tour tips helped all users notice and use UI updates that were otherwise overlooked.
Users mentioned that they didn’t notice any layout changes, but tips made relevant tools clear.
Apex Inc.
Data dashboard
Qualitative
97% saw the tour, 46% continued to next step.
Apex Inc.
Data dashboard
Quantitative
Checklist overlooked, yet helpful
Checklist overlooked,
yet helpful
Checklist overlooked, yet helpful
It helped when used, but most users didn’t notice it. We can either improve visibility or simplify the solution by removing it.
It helped when used, but most users didn’t notice it. We can either improve visibility or simplify the solution by removing it.
It helped when used, but most users didn’t notice it. We can either improve visibility or simplify the solution by removing it.
Users didn’t recall the checklist, but found it helpful when it was shown to them.
Apex Inc.
Data dashboard
Qualitative
Only 7.5% opened and 5.5% interacted. But it drove +1.5% in advanced tools usage.
Apex Inc.
Data dashboard
Quantitative
Support all levels of experience
Support all levels
of experience
Support all levels of experience
While early users need guidance, even experts overlook some features without prompts.
While early users need guidance, even experts overlook some features without prompts.
While early users need guidance, even experts overlook some features without prompts.
Use cases experts mentioned that they forget about some tools they could benefit from.
Apex Inc.
Data dashboard
Qualitative
+16.7% and +12.6% uplift in feature usage for 1st/2nd timers.
Apex Inc.
Data dashboard
Quantitative
Overall summary
By reusing what worked and tailoring it for advanced flows, we made it easier for experienced users to adopt new tools, with low effort, high impact.
By reusing what worked and tailoring it for advanced flows, we made it easier for experienced users to adopt new tools, with low effort, high impact.
By reusing what worked and tailoring it for advanced flows, we made it easier for experienced users to adopt new tools, with low effort, high impact.
Key learning: with the right conditions, proven methods that work for new users can also be effectively reused for experienced users.
Key learning: with the right conditions, proven methods that work for new users can also be effectively reused for experienced users.
Key learning: with the right conditions, proven methods that work for new users can also be effectively reused for experienced users.
+23.3% using advanced diagramming features
+23.3% using advanced diagramming features
Apex Inc.
Data dashboard
+11.5% using advanced retrospective features
+11.5% using advanced retrospective features
Apex Inc.
Data dashboard
Next study
Kate Lya 2025
Amsterdam