{"id":306934,"date":"2025-09-10T10:56:42","date_gmt":"2025-09-10T10:56:42","guid":{"rendered":"https:\/\/userpilot.com\/blog\/?p=306934"},"modified":"2026-01-26T07:00:40","modified_gmt":"2026-01-26T07:00:40","slug":"kate-syuma","status":"publish","type":"post","link":"https:\/\/userpilot.com\/blog\/kate-syuma\/","title":{"rendered":"Product Growth through Successful Onboarding: Kate Syuma at Product Drive 2025"},"content":{"rendered":"<p>We&#8217;re excited to have Kate Syuma join us at <a href=\"https:\/\/productdrive.userpilot.com\/\" target=\"_blank\" rel=\"noopener\">Product Drive 2025<\/a> this October 7-8. As we explore &#8220;Product Growth in the Age of AI,&#8221; Kate brings exactly what our community needs &#8211; real expertise in turning new users into loyal customers.<\/p>\n<p>Here&#8217;s why we think you&#8217;ll love her session.<\/p>\n<h2>Kate Syuma&#8217;s track record speaks for itself<\/h2>\n<p>Kate spent 6+ years at Miro, starting as their third designer when they had just 55 people.<\/p>\n<p>By the time she left, Miro had grown to 2,000+ employees and achieved unicorn status with a $17.5B valuation. Her role evolved from individual contributor to Head of Growth Design, leading transformational initiatives.<\/p>\n<p><img decoding=\"async\" class=\"alignnone size-full wp-image-306935\" src=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2025\/09\/kate-syuma.jpg\" alt=\"kate syuma\" width=\"1200\" height=\"1200\" srcset=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2025\/09\/kate-syuma.jpg 1200w, https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2025\/09\/kate-syuma-450x450.jpg 450w, https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2025\/09\/kate-syuma-1024x1024.jpg 1024w, https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2025\/09\/kate-syuma-150x150.jpg 150w, https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2025\/09\/kate-syuma-768x768.jpg 768w\" sizes=\"(max-width: 1200px) 100vw, 1200px\" \/><\/p>\n<p>But here&#8217;s what makes her story even better: she built the entire growth design function from scratch. Kate didn&#8217;t just join an existing team; she created the playbook that helped transform Miro from a startup into one of the world&#8217;s most successful collaboration platforms.<\/p>\n<p>During her time there, she accomplished several remarkable things:<\/p>\n<ul>\n<li>Led the transition from Free Trial to Freemium business model, supporting scale from 1 to 50+ million users<\/li>\n<li>Created and launched <a href=\"https:\/\/miro.com\/miroverse\/\" target=\"_blank\" rel=\"noopener\">Miroverse<\/a>, Miro&#8217;s community platform that became a &#8220;love mark&#8221; for customers<\/li>\n<li>Improved sharing experience that led to 2\u00d7 virality metrics growth<\/li>\n<li>Ran 100+ experiments across onboarding, engagement, and monetization<\/li>\n<li>Led strategic &#8220;0 to 1&#8221; initiatives for self-serve monetization and <a href=\"https:\/\/userpilot.com\/blog\/customer-activation-funnel\/\" target=\"_blank\" rel=\"noopener\">activation experience<\/a><\/li>\n<li>Built and managed a design team that grew from 3 to 10+ people<\/li>\n<\/ul>\n<p>That&#8217;s the kind of hands-on experience you can&#8217;t get from textbooks.<\/p>\n<h2>What she&#8217;s doing now<\/h2>\n<p>Kate didn&#8217;t stop at Miro. She founded <a href=\"https:\/\/growthmates.club\/\" target=\"_blank\" rel=\"noopener\">Growthmates<\/a>, where she helps SaaS companies figure out their <a href=\"https:\/\/userpilot.com\/blog\/product-led-growth-strategy\/\" target=\"_blank\" rel=\"noopener\">PLG strategies<\/a>. Her clients include some names you&#8217;d recognize\u2014teams at Grammarly, Intercom, Loom, and ManyChat all trust her with their growth challenges.<\/p>\n<p>Through Growthmates, she&#8217;s built a community of over 7,000 subscribers who follow her insights on ethical growth design. She hosts a podcast where she interviews growth leaders from companies like Dropbox, Pinterest, Adobe, Atlassian, Amplitude, and Canva.<\/p>\n<p>Her additional accomplishments include:<\/p>\n<ul>\n<li>Co-teaching &#8220;Self-Serve User Onboarding&#8221; course on Maven with industry report from 80+ companies<\/li>\n<li>Publishing comprehensive growth playbooks based on insights from 30+ industry leaders<\/li>\n<li>Collaborating with Kyle Poyar on &#8220;<a href=\"https:\/\/www.growthunhinged.com\/p\/the-evolution-of-miros-user-onboarding\" target=\"_blank\" rel=\"noopener\">The Evolution of Miro&#8217;s user onboarding<\/a>&#8221; case study<\/li>\n<li>Supporting 10+ startups as part of the Antler advisory community<\/li>\n<li>Contributing to UX Collective with &#8220;<a href=\"https:\/\/uxdesign.cc\/from-ux-to-growth-design-5-principles-to-multiply-your-value-81278d4d3735\" target=\"_blank\" rel=\"noopener\">From UX to Growth Design: 5 principles to multiply your value<\/a>&#8220;<\/li>\n<\/ul>\n<p>The common thread? Kate focuses on growth strategies that actually help users, not tricks that manipulate them.<\/p>\n<h2>Her industry recognition<\/h2>\n<p>Kate&#8217;s expertise hasn&#8217;t gone unnoticed:<\/p>\n<ul>\n<li>She spoke at the Hatch Conference in Berlin, an invite-only event for senior UX and design leaders in Europe<\/li>\n<li>She&#8217;s been featured on the Design Aloud podcast discussing growth design strategies<\/li>\n<li>Product Coffee podcast had her on to talk about community-led growth and user segmentation<\/li>\n<li>She advises 35+ companies on their growth strategies<\/li>\n<li>Listed as a mentor on the GrowthMentor platform for growth design and PLG expertise<\/li>\n<\/ul>\n<p>But honestly, what impresses us most is how she thinks about onboarding.<\/p>\n<h2>Why her approach to onboarding matters<\/h2>\n<p>Most teams treat onboarding like a checklist: show users feature A, then feature B, then hope they stick around. Kate&#8217;s approach is different. She thinks about onboarding as creating journeys that naturally guide users toward value.<\/p>\n<p>Her upcoming session, &#8220;6 Steps to Holistic Onboarding: How to Build Journeys That Activate and Stick&#8221;, will break down exactly how she does this. This framework comes from her extensive experience running 100+ onboarding experiments at Miro and her current advisory work across multiple industries.<\/p>\n<p><img decoding=\"async\" class=\"alignnone size-full wp-image-306952\" src=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2025\/09\/kate-syuma-6-step-onboarding-scaled.jpg\" alt=\"kate syuma 6 step onboarding\" width=\"2560\" height=\"1660\" srcset=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2025\/09\/kate-syuma-6-step-onboarding-scaled.jpg 2560w, https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2025\/09\/kate-syuma-6-step-onboarding-450x292.jpg 450w, https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2025\/09\/kate-syuma-6-step-onboarding-1024x664.jpg 1024w, https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2025\/09\/kate-syuma-6-step-onboarding-768x498.jpg 768w, https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2025\/09\/kate-syuma-6-step-onboarding-1536x996.jpg 1536w, https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2025\/09\/kate-syuma-6-step-onboarding-2048x1328.jpg 2048w\" sizes=\"(max-width: 2560px) 100vw, 2560px\" \/><\/p>\n<p>Kate combines behavioral psychology with practical design principles. The result? <a href=\"https:\/\/userpilot.com\/blog\/onboarding-experience\/\" target=\"_blank\" rel=\"noopener\">Onboarding experiences<\/a> that reduce time-to-value while increasing long-term engagement. Her methodology works because it focuses on what users actually need, not what companies want to show them.<\/p>\n<h2>What you&#8217;ll learn from Kate<\/h2>\n<p>In her Product Drive session, Kate will share:<\/p>\n<ul>\n<li>The six-step framework she developed during Miro&#8217;s hypergrowth phase<\/li>\n<li>Specific techniques for identifying the moments that matter most for activation<\/li>\n<li>How to design <a href=\"https:\/\/userpilot.com\/blog\/onboarding-flow-best-practices\/\" target=\"_blank\" rel=\"noopener\">onboarding flows<\/a> that work across different user types<\/li>\n<li>Real case studies from her current advisory work with 35+ companies<\/li>\n<\/ul>\n<p>This isn&#8217;t going to be one of those talks where you leave with vague inspiration. Kate will give you a practical framework you can start implementing immediately.<\/p>\n<figure id=\"attachment_306969\" aria-describedby=\"caption-attachment-306969\" style=\"width: 1202px\" class=\"wp-caption alignnone\"><a href=\"https:\/\/productdrive.userpilot.com\/speakers\/kate-syuma\/\" target=\"_blank\" rel=\"noopener\"><img decoding=\"async\" class=\"wp-image-306969 size-full\" src=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2025\/09\/PD2025-1200x628-Kate-Syuma-6-Steps-to-Holistic-Onboarding.png\" alt=\"kate syuma product drive 2025\" width=\"1202\" height=\"630\" srcset=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2025\/09\/PD2025-1200x628-Kate-Syuma-6-Steps-to-Holistic-Onboarding.png 1202w, https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2025\/09\/PD2025-1200x628-Kate-Syuma-6-Steps-to-Holistic-Onboarding-450x236.png 450w, https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2025\/09\/PD2025-1200x628-Kate-Syuma-6-Steps-to-Holistic-Onboarding-1024x537.png 1024w, https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2025\/09\/PD2025-1200x628-Kate-Syuma-6-Steps-to-Holistic-Onboarding-768x403.png 768w\" sizes=\"(max-width: 1202px) 100vw, 1202px\" \/><\/a><figcaption id=\"caption-attachment-306969\" class=\"wp-caption-text\"><a href=\"https:\/\/productdrive.userpilot.com\/speakers\/kate-syuma\/\" target=\"_blank\" rel=\"noopener\">Reserve your spot<\/a> for Kate&#8217;s talk at <a href=\"https:\/\/userpilot.com\/blog\/product-drive-2025\/\">Product Drive 2025<\/a>!<\/figcaption><\/figure>\n<h2>Product Drive 2025: Your opportunity to learn from a proven expert<\/h2>\n<p>Our theme this year is &#8220;Product Growth in the Age of AI,&#8221; and Kate&#8217;s onboarding expertise couldn&#8217;t be more relevant. As AI creates new possibilities for personalization, the fundamentals of guiding users to value become even more critical.<\/p>\n<p>You can build the most sophisticated AI features in the world, but if users don&#8217;t understand how to get value from your product, none of it matters. Kate&#8217;s session provides the foundation that makes everything else work.<\/p>\n<p>Her talk joins an impressive lineup including sessions on <a href=\"https:\/\/userpilot.com\/blog\/ai-saas-monetization\/\">AI monetization<\/a> strategies, lifecycle marketing, and user engagement platforms.<\/p>\n<p>With only 500 seats per live session, you&#8217;ll have direct access to insights into how to drive sustainable growth in the AI era.<\/p>\n<p><a href=\"https:\/\/productdrive.userpilot.com\/talks\/\" target=\"_blank\" rel=\"noopener\">Register now<\/a> to join Kate at Product Drive 2025!<\/p>\n<p><a href=\"https:\/\/productdrive.userpilot.com\/talks\/\" target=\"_blank\" rel=\"noopener\"><img decoding=\"async\" class=\"alignnone size-full wp-image-306789\" src=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2024\/08\/PD2025-general-with-speakers-1200x628-1.png\" alt=\"product drive 2025\" width=\"1202\" height=\"630\" srcset=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2024\/08\/PD2025-general-with-speakers-1200x628-1.png 1202w, https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2024\/08\/PD2025-general-with-speakers-1200x628-1-450x236.png 450w, https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2024\/08\/PD2025-general-with-speakers-1200x628-1-1024x537.png 1024w, https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2024\/08\/PD2025-general-with-speakers-1200x628-1-768x403.png 768w\" sizes=\"(max-width: 1202px) 100vw, 1202px\" \/><\/a><\/p>\n<p><!-- notionvc: 8e41eb6b-2637-4ff2-8e0b-324b9335be85 --><\/p>\n","protected":false},"excerpt":{"rendered":"<p>We&#8217;re excited to have Kate Syuma join us at Product Drive 2025 this October 7-8. As we explore &#8220;Product Growth in the Age of AI,&#8221; Kate brings exactly what our community needs &#8211; real expertise in turning new users into loyal customers. Here&#8217;s why we think you&#8217;ll love her session. Kate Syuma&#8217;s track record speaks [&hellip;]<\/p>\n","protected":false},"author":55,"featured_media":306969,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","inline_featured_image":false,"footnotes":""},"categories":[6117],"tags":[],"class_list":["post-306934","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-thought-leadership"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.2 (Yoast SEO v27.2) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Product Growth through Successful Onboarding: Kate Syuma at Product Drive 2025<\/title>\n<meta name=\"description\" content=\"Meet Kate Syuma: Former Miro Head of Growth Design who scaled 1-50M users. Learn her 6-step onboarding framework at Product Drive.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/userpilot.com\/blog\/kate-syuma\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Product Growth through Successful Onboarding: Kate Syuma at Product Drive 2025\" \/>\n<meta property=\"og:description\" content=\"Meet Kate Syuma: Former Miro Head of Growth Design who scaled 1-50M users. 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