Scaling Miro.com into a Global, High-Performing Product Experience. Designed, scaled the web ecosystem behind one of the world’s fastest-growing collaboration platforms.
From miro.com to multi-domain surfaces, I led the transformation of Miro’s web experience during hypergrowth, modernising systems, accelerating experimentation, and unifying Product, Growth, Brand, and Engineering around a scalable, high-performing web platform that serves millions of users globally.
≈6
Delivered a full miro.com revamp in ≈6 weeks without impacting conversion.
4
Led design for squads across Growth, Brand, & Website, driving consistency & clarity .
15k+
Marketing and product pages unified into a consistent, scalable headless CMS system.
0→1
Establishing the Web Design System that accelerated delivery from weeks to days while raising quality.
The Hypergrowth Opportunity
When I joined in 2020, Miro was in hyper-growth, scaling from ~3 million to 50+ million users and from 300 to nearly 1,800 employees. Miro.com had become a mission-critical engine for conversion, storytelling, and product education, yet design ownership was fragmented.
The opportunity was clear: unify the experience, modernise the system, and build the design foundations needed to support a rapidly expanding global organisation.
❍ Capture demand in a suddenly booming collaboration market while competitors accelerated.
❍ Evolve from startup scrappiness to enterprise-ready maturity for global, Fortune-level customers.
❍ Turn rising traffic into meaningful adoption, guiding visitors from curiosity to their first “this actually works for my team” moment.
Context
✦ Company size: Enterprise, hypergrowth, with teams across the US, EMEA, APAC.
✦ Timeline: Multi-year
✦ Audience:
New and returning visitors to miro.com
Enterprise buyers evaluating trust, innovation, and maturity
Internal teams needing brand support (Marketing, Product, Talent, Community, Events)
Additionally, Miro serves distinct personas including product/design leaders, agile coaches, and developers on the Developer Platform, each with unique workflows, pain points, and collaboration needs.
✦ Stakeholders: CMO, Marketing Leadership (Growth, Brand), Triad peers: Product and Engineering. Multi-domain surfaces Leadership, Cross-functional partners, External partners.
Role: where I made the difference
❍ As Group Design Manager co-leading the web ecosystem, I shaped the end-to-end experience across miro.com and all connected domains during hypergrowth.
I built the Web Design function from the ground up, defining ownership across squads, and partnering with Engineering, Growth, Brand, and Product to bring coherence to thousands of pages and high-traffic flows.
I led designers embedded in Web Core, Landing Experience, Authentication, and Lifecycle squads, modernising systems, increasing experimentation velocity, and transforming fragmented surfaces into a scalable, high-performing web platform that supported Miro’s rapid expansion from 3M to 100M+ users.
Challenge: build consistency, clarity, and craft in the eye of hypergrowth.
Design ownership across miro.com was fragmented. I inherited a small team of generalists without a clear structure, resulting in inconsistent UX, duplicated patterns, and slow delivery for high-visibility surfaces.
BEFORE: Fragmented Ownership
A small team of generalists working reactively with no clear scope or ownership of miro.com.
Inconsistent UX and duplicated patterns across fragmented experience and thousands of pages.
A system not built for hypergrowth, resulting in slow delivery on high-visibility surfaces.
AFTER: Focused, Scalable Design Structure
Established 4 specialised squads: Web Core, Landing Experience, Authentication, and Lifecycle, embedding designers into each and later reinforcing the team with senior hires and freelancers.
Inconsistent UX and duplicated patterns across fragmented experience and thousands of pages.
Built a high-velocity experimentation engine rooted in product design thinking.
Built a systemic, scalable web foundation powering 15,000+ CMS pages while supporting company-wide initiatives such as Events, Careers, Talent, Developer Platform, and the Blog.
Elevating Miro’s Web Experience
❍ Rebuilt miro.com for clarity and performance
Redesigning the homepage and updating content, structure, and storytelling to reflect Miro’s refreshed market positioning.
❍ Created a scalable, systemised web foundation
Introducing modular CMS components for 15K+ pages, aligning all surfaces to VIS 2.0, and unifying brand + product narratives at scale.
❍ Raised creative quality across the web
integrating new illustration and motion standards and strengthening review rituals across squads and the Creative Studio.
❍ Fostered creative confidence across the organisation
Cultivating psychological safety and empowering individuals and teams to stretch, grow, and deliver their strongest work.
Audience Expectations & Experience Gaps
As Miro scaled, our audiences demanded more clarity, trust, and consistency. These insights revealed the gaps we needed to close to deliver a mature, unified brand experience.
Global visitors expected a mature, professional, trusted brand when evaluating enterprise tools.
Brand, product, and marketing surfaces felt misaligned, weakening the story for enterprise buyers.
Teams across Miro needed clear, simple self-serve brand tools to maintain consistency.
Speed mattered: both customers and internal teams needed brand updates delivered fast.
VIS changes must be tested, not assumed, to avoid negative impact on conversion.
The Engine behind a Global Brand
Scaling the brand during hypergrowth required more than execution. I focused on strengthening leadership, aligning teams, and building the systems and rituals that transformed the Creative Studio into a cohesive, high-performing brand engine.
VIS 2.0 Implementation
Partnered with an external agency and the Brand team to operationalise VIS 2.0 across:
For all the above, always define what success looks like, measuring and tracking - setting metrics and/or OKRs to keep moving and improving.
The approach to all of these items listed above is the same. Open and respectful communication and constantly work with other team colleagues from all the disciplines within the business - Growth, Product coaches, Partnerships, Investments, Sourcing team…
Challenges
Navigating the complexities of doing all the above at the same time. For more than half a year, the sole member of the design team
Creating a brand in parallel to support the portfolio businesses
Being agile, lean and efficient is a must. As per the variety of projects and tasks and because working with many businesses at different stages of the E2E journey (Venture Building, Venture Scaling…)
Being flexible is highly expected and recommended. To zoom in & zoom out constantly to balance Strategic Thinking & Tactical decisions
Vocabulary & share understanding is essential
A continuous review of the process is fundamental. To achieve that run retrospectives and clear actions on how to move things forward. Sure, it takes energy and resilience
There is not a single formula that fits all. But there are certain rules and frameworks that can be applied to achieve success
Everyday is a new adventure, full of opportunities. Embrace the uncertainty and navigate through the waves
Key insights & learnings
"Alix brings exceptional energy and rapid execution to every project - qualities that were crucial in delivering our major website redesign and new visual identity under aggressive timelines."
"What sets Alix apart is her ability to bring fresh perspectives while staying grounded in customer needs. She consistently pushed our thinking with innovative approaches, always backed by user research and customer feedback."
Laurens Kersbergen
LEAD PRODUCT MANAGER, MIRO
"Her positive energy is contagious, she has a natural talent for empowering her team while bridging communication between different departments. She empowered her team with initiating weekly jam sessions, and hosting workshops to level-up their craft."
"Alix brings exceptional energy and rapid execution to every project - qualities that were crucial in delivering our major website redesign and new visual identity under aggressive timelines."
"What sets Alix apart is her ability to bring fresh perspectives while staying grounded in customer needs. She consistently pushed our thinking with innovative approaches, always backed by user research and customer feedback."
Laurens Kersbergen
LEAD PRODUCT MANAGER, MIRO
"Her positive energy is contagious, she has a natural talent for empowering her team while bridging communication between different departments. She empowered her team with initiating weekly jam sessions, and hosting workshops to level-up their craft."
Selected portfolio startups
Tripplo
Tripplo is a logistics software platform built to automate and optimise operations for transporters in Africa.
The average speed of a truck travelling through Africa is 6km/hour — roughly the same as a horse and cart. Tripplo is changing that. Their goal is to make the African long-haul trucking industry more efficient, more effective, and more transparent.
The golden standard for African road freight logistics
Johannesburg, South Africa
Role: Concept development, MVP definition and build, Branding, Product website launch, Fundraising support, Hiring talent
DigestAfrica
DigestAfrica offers real-time access to information and analysis on Africa’s high growth, early-stage tech companies. The most abundant source of information, data and analysis on startups, tech companies, investors, accelerators and deals across Africa.
Africa’s most comprehensive source of startup data
Kampala, Uganda
Role: Design coaching, Backlog definition, MVP definition and build, Branding, Product website launch
Kudigo
KudiGo is a consumer retail company transforming the micro retail sector, using technology to increase profitability and efficiency.The word kudi is from the hausa language spoken across sub-saharan Africa, which means ‘money’. Thus the name “KudiGo” translates to ‘money-on-the-go’.
Redefining consumer retail in Africa
Accra, Ghana
Role: Product design consultancy, Fundraising support
"Alix has a unique combination of exceptional technical & strategic skills & deep empathic understanding. This is best evidenced in her design of the Founders Factory brand which is superbly contextualized in African culture & innovation."
Roo Rogers
CEO, FOUNDERS FACTORY AFRICA
Want to know more?
This is a brief overview of the work done, but there are many other startups in the portfolio and many other activities and achievements accomplished.