Challenge

In November 2023, following Miro’s acquisition of Freehand by InVision, our team was tasked with converting existing InVision customers to Miro customers—retaining revenue and preventing churn. There were several challenges with this. Many customers still relied heavily on InVision’s legacy design tools and were uncertain whether Miro could meet their specific use cases. Additionally, there was no out-of-the-box way to migrate their existing Freehand content, creating further hesitation and confusion around the transition.

Solution

As part of a specialized tiger team, I led the customer-facing strategy around migration enablement. My role focused on:

• Customer Discovery: I met with several strategic customers to understand their current workflows, tooling dependencies, transition concerns and blockers.
• Product Scoping: Through these conversations I gathered requirements and translated user needs into functional specifications. I effectively served as a product manager, advocating for and managing the build of a purpose-built migration tool from Freehand to Miro.
• Customer Demos: Once we had built the tool, I tailored migration demos for each customer, clearly mapping their InVision workflows to Miro equivalents—highlighting features, sharing best practices, and addressing common points of friction.
• Documentation & Enablement: To ensure success at scale, I created comprehensive migration best practice guides, and step-by-step migration guidance documentation to support customers across their journey—even without live support.

Outcome

• The migration tool I scoped and launched consistently exceeded customer expectations—many of whom remarked that it went beyond what they thought was possible.
• I directly influenced multiple high-value customer renewals by reducing the perceived complexity and risk of migration.
• The documentation I developed became a standard resource for both customers and internal teams, streamlining enablement efforts and reducing support requests.
• Ultimately, I helped drive a smoother, more confident transition from InVision to Miro for numerous enterprise accounts, directly contributing to retention and customer satisfaction during a critical transition period.

Below are excerpts of the best practice and migration guidance documentation that I created.