Customer Discovery At Miro Why Every Ux And Growth Team Should Invest In Research And 5 Ways To Go About It Saas

Opening: The Power of Customer Discovery in SaaS

Let’s be honest—building a SaaS product without understanding your customers is like trying to navigate a hazy forest without a map. You might stumble upon something sparkling, but chances are, you’ll end up lost. That’s where customer discovery comes in. It’s not just a nice-to-have; it’s critical to your success. Think of it as the foundation that helps you grab insights, boost your product’s appeal, and engage your audience in ways that truly resonate.

Why does it matter so much? Because SaaS isn’t just about delivering software—it’s about solving real problems for real people. Without customer discovery, you’re essentially guessing what those problems are. And let’s face it, guessing rarely leads to effective solutions. When you invest in research, you’re not just building a product; you’re crafting an experience that feels authentic and impactful to your users.

Here’s the big question: how do you make customer discovery work for your UX and growth teams? It’s not as gloomy as it might seem. In fact, it can be fascinating and insightful when done right. Here are a few ways to get started:

Talk to your users directly. Surveys and analytics are great, but nothing beats a real conversation.
Observe behavior. Watch how users interact with your product—what frustrates them, what delights them?
Test assumptions. Don’t just rely on what you think you know. Validate it.
Iterate quickly. Use feedback to make improvements and test again.
Collaborate across teams. UX, growth, and product teams should all be in the loop.

The powerful thing about customer discovery is that it doesn’t just improve your product—it transforms how your team thinks. It shifts the focus from “what we think users want” to “what users actually need.” And that’s a game-changer.

So, if you’re not already investing in customer discovery, now’s the time to start. It’s not just a smart move; it’s the key to building something that truly succeeds. Trust me, your users will thank you.

Why Customer Discovery is Non-Negotiable for SaaS Teams

Let’s cut to the chase: in the huge world of SaaS, customer discovery isn’t just another box to tick—it’s the critical backbone of everything you do. Without it, you’re essentially flying blind, hoping your product will resonate with users. Spoiler alert: hope isn’t a strategy.

Think about it. SaaS isn’t just about delivering software; it’s about solving problems that actually matter to your customers. And how do you know what those problems are? You guessed it—customer discovery. It’s the powerful process that helps you grab insights, boost your product’s appeal, and engage your audience in ways that feel authentic and impactful.

But here’s the big question: why is it non-negotiable? Because guessing what your users need is a recipe for disaster. Sure, you might get lucky once in a while, but relying on luck isn’t exactly a smart business move. Customer discovery stops the guesswork and provides you with the clarity you need to make effective decisions.

Here’s the fascinating part: customer discovery doesn’t just improve your product—it transforms your entire approach. It shifts your focus from “what we think users want” to “what users actually need.” And that’s a game-changer.

So, how do you make it work for your team? Here are a few insightful ways to get started:

Talk to your users directly. Surveys and analytics are great, but nothing beats a real conversation.
- Pro tip: Ask open-ended questions to uncover deeper insights.
Observe behavior. Watch how users interact with your product—what frustrates them, what delights them?
- Pro tip: Use screen recordings to catch those surprising moments.
Test assumptions. Don’t just rely on what you think you know. Validate it.
- Pro tip: Run small experiments to test your hypotheses quickly.
Iterate quickly. Use feedback to make improvements and test again.
- Pro tip: Prioritize changes based on impact and effort.
Collaborate across teams. UX, growth, and product teams should all be in the loop.
- Pro tip: Hold regular syncs to share findings and align on next steps.

The compelling thing about customer discovery is that it doesn’t just succeed in isolation—it creates a ripple effect across your entire organization. It fosters a culture of empathy, curiosity, and continuous improvement. And that’s undoubtedly worth the investment.

So, if you’re not already making customer discovery a priority, now’s the time to start. It’s not just a smart move; it’s the key to building something that truly resonates with your users. Trust me, your team—and your customers—will thank you.

Miro’s Approach to Customer Discovery: Lessons Learned

When it comes to customer discovery, Miro doesn’t just dip a toe in the water—they dive in headfirst. Their approach is a masterclass in how to grab insights, boost product appeal, and engage users in ways that feel authentic and impactful. So, what can we learn from their playbook? Let’s break it down.

First, Miro stops guessing and starts listening. They don’t rely on assumptions or hunches; instead, they provide their teams with the tools and time to talk directly to users. Whether it’s through interviews, surveys, or usability tests, they make sure every decision is rooted in real feedback. And here’s the fascinating part: they don’t just listen—they observe. Watching users interact with their product has led to some surprising discoveries that analytics alone couldn’t reveal.

Second, Miro embraces iteration like it’s second nature. They don’t wait for the big release to make improvements; they test, learn, and refine continuously. This approach not only improves their product but also keeps their team nimble and responsive. It’s a smart way to stay ahead in the huge SaaS landscape.

Here’s how you can apply Miro’s lessons to your own team:

Prioritize direct conversations. Don’t just rely on data—talk to your users.
- Pro tip: Use open-ended questions to uncover deeper insights.
Observe behavior. Watch how users interact with your product in real-time.
- Pro tip: Screen recordings can catch those surprising moments you might miss.
Iterate quickly. Use feedback to make small, meaningful changes and test again.
- Pro tip: Focus on high-impact, low-effort improvements first.
Collaborate across teams. Ensure UX, growth, and product teams are aligned.
- Pro tip: Hold regular syncs to share findings and brainstorm solutions.

The compelling thing about Miro’s approach is that it doesn’t just succeed in isolation—it creates a culture of empathy and curiosity. By putting users at the center of everything they do, they’ve built a product that resonates deeply with their audience.

So, what’s the big takeaway? Customer discovery isn’t just a process; it’s a mindset. When you embrace it wholeheartedly, you’re not just building a product—you’re crafting an experience that feels genuine and thoughtful. And undoubtedly, that’s worth the effort.

Take a page from Miro’s book and start making customer discovery a priority today. Your users—and your team—will thank you.

5 Proven Ways to Conduct Effective Customer Discovery

Let’s face it: customer discovery can feel hazy at first. Where do you even start? The good news is, it doesn’t have to be overwhelming. With the right approach, you can grab valuable insights and boost your product’s appeal in ways that resonate deeply with your audience. Here are five effective strategies to get you started.

1. Talk to Your Users Directly

Surveys and analytics are helpful, but nothing beats a real conversation. When you talk to users, you uncover surprising details that data alone can’t reveal. Ask open-ended questions like, “What’s your biggest challenge with this feature?” or “How does this tool fit into your daily workflow?” These conversations are critical for understanding the authentic needs of your audience.

2. Observe Behavior in Real-Time

Sometimes, what users say and what they do are two different things. Watching how they interact with your product can be fascinating and insightful. Are they clicking the wrong button? Pausing too long on a specific page? These small moments can reveal big opportunities for improvement. Pro tip: Use screen recordings to catch those surprising interactions you might otherwise miss.

3. Test Your Assumptions

We all have assumptions about our users, but are they accurate? Don’t rely on what you think you know—validate it. Run small experiments to test your hypotheses. For example, if you believe users want a new feature, create a prototype and gather feedback before investing time and resources. This smart approach saves you from costly mistakes.

4. Iterate Quickly Based on Feedback

Customer discovery isn’t a one-and-done process. It’s about continuous improvement. Use the feedback you gather to make small, meaningful changes and test again. Pro tip: Prioritize changes based on impact and effort. Start with high-impact, low-effort tweaks to improve your product without overwhelming your team.

5. Collaborate Across Teams

Customer discovery works best when everyone’s on the same page. UX, growth, and product teams should all be involved in the process. Hold regular syncs to share findings, brainstorm solutions, and align on next steps. This powerful collaboration ensures that insights are thoughtful and actionable.

The compelling thing about these strategies is that they don’t just improve your product—they transform how your team thinks. By putting users at the center of your process, you create a culture of empathy and curiosity. And undoubtedly, that’s worth the effort.

So, what are you waiting for? Start implementing these effective customer discovery methods today. Your users—and your team—will thank you.

Overcoming Common Challenges in Customer Discovery

Let’s be real—customer discovery isn’t always a sparkling walk in the park. It’s critical to your SaaS success, but it comes with its fair share of hurdles. The good news? Every challenge has a solution. Here’s how to tackle the big ones head-on.

1. Getting Users to Open Up

Ever tried to get someone to share their honest thoughts? It’s not always easy. Users might hold back, fearing they’ll sound critical or unsure. The key is to create a serene environment where they feel comfortable. Ask open-ended questions like, “What’s one thing that frustrates you about this feature?” and listen without judgment. Pro tip: Start with casual small talk to break the ice.

2. Balancing Speed and Depth

Customer discovery can feel like a choppy sea—you’re torn between diving deep and moving fast. But here’s the thing: you don’t have to choose. Focus on smart prioritization. Identify the huge questions that need answers and tackle them first. Use tools like quick surveys or 15-minute interviews to grab insights without slowing down your process.

3. Dealing with Conflicting Feedback

Ever had one user rave about a feature while another calls it rotten? Conflicting feedback can leave you paralyzed. The solution? Look for patterns. If multiple users mention the same pain point, it’s undoubtedly worth addressing. For one-off comments, consider them but don’t let them derail your progress.

4. Keeping Teams Aligned

Customer discovery works best when everyone’s on the same page, but that’s easier said than done. UX, growth, and product teams might have different priorities. Stop the silos by holding regular syncs to share findings and align on next steps. Pro tip: Use a shared document or tool like Miro to keep everyone in the loop.

5. Avoiding Analysis Paralysis

It’s easy to get stuck in the swirling vortex of data and feedback. But remember, customer discovery is about action, not perfection. Boost your confidence by starting small. Test one change, gather feedback, and iterate. This effective approach keeps you moving forward without overthinking.

Here’s the compelling part: overcoming these challenges doesn’t just improve your product—it transforms your team’s mindset. It fosters a culture of empathy, curiosity, and resilience. And undoubtedly, that’s worth the effort.

So, the next time you hit a roadblock in customer discovery, don’t sweat it. With the right strategies, you can engage your users, succeed in your goals, and build something that truly resonates. Keep pushing forward—your users are counting on you.

Conclusion: The ROI of Investing in Customer Discovery

Let’s wrap this up with a big question: is customer discovery worth the effort? Undoubtedly, yes. Think of it as the critical ingredient that turns a hazy idea into a sparkling success. It’s not just about building a product; it’s about crafting an experience that resonates deeply with your users. And when you get it right, the ROI is huge.

Here’s the powerful part: customer discovery doesn’t just improve your product—it transforms your entire approach. It shifts your focus from guessing what users want to providing what they actually need. That’s a game-changer for any SaaS team.

So, what’s the smart way to think about the ROI? Let’s break it down:

Better product-market fit. When you grab insights directly from users, you’re significantly more likely to build something they’ll love.
Reduced waste. Testing assumptions early means fewer rotten ideas make it to development, saving time and resources.
Stronger user loyalty. Solving real problems engages users on a deeper level, turning them into advocates.
Faster growth. A product that resonates attracts more users, boosting your growth metrics.
Team alignment. When everyone’s on the same page, collaboration becomes serene and effective.

The compelling thing about customer discovery is that it’s not just a one-time effort. It’s a mindset—a commitment to continuous improvement. And honestly, that’s where the real magic happens.

So, if you’re still on the fence, here’s my advice: start small. Talk to a few users, test a hypothesis, and see how it feels. You’ll quickly realize it’s not just a smart move—it’s the key to building something authentic and impactful.

In the end, customer discovery isn’t just about ROI; it’s about creating a product that succeeds because it’s built with your users in mind. And unquestionably, that’s worth every ounce of effort.

Now, go out there and start discovering. Your users—and your team—will thank you.