Kate Syuma

Growthmates

Growthmates is a platform and an advising practice that guides companies in growing meaningful products by leveraging PLG and enhancing UX quality, together.

Growthmates podcast, newsletter, and industry reports featured leaders from companies like:
— Dropbox
— Canva 
— HubSpot
— Adobe
— Amplitude

Clients are coming from companies like:
— Intercom 
— Loom
— Mentimeter
— Beautiful.ai
…and more

Explore collaboration options →  growthmates.club

Founder

Maven

— Created the "Self-serve User Onboarding" course 
— Featured on Maven TOP-100 courses in Product Category

Partner | Growth Product

Manychat

Supported the Growth Motion at Manychat by:
— forming and up-skilling the Growth team
— providing advice to the Growth team to inform ongoing Growth initiatives 
— uncovering opportunities for PLG Activation (in-product flows and lifecycle communications)

Growth Advisor

Antler

Supported 10+ startups worldwide as a part of the Antler advisory community. Provided advice on:
— PLG (Product Led Growth): introducing PLG strategy and opportunities for business growth
— Product Discovery and User Research: finding the right methods to inform the product strategy
— Product-led Acquisition, Activation, Engagement, Monetisation: finding relevant leverages and combining them with clean UX to grow the business
— Onboarding flow: uncovering opportunities to uplift Activation
— Business model design: finding the right model for Monetisation (e.g. Free Trial, Freemium)

Advisor

Miro

Supported the Growth at Miro through the stages of a startup to hyper-growth, and business at scale: 50→1800+ employees, 1→50 mln users, 1→11 hubs globally, 3→55 designers, 5→170+ people in the Growth stream. Now Miro is a high-performing B2B SaaS with a $17.5B valuation (January 2022), 99% of the Fortune 100 trust Miro.

📌 Key results:

[1] Co-led and strategized the initiatives in the Growth stream, covering Acquisition, Activation, Retention, Monetisation, and Community Platforms that led to sustainable business and ARR growth. Supported the scale of the Growth stream at Miro from 1 team to a business unit of 5 sub-streams (170+ individuals). 

[2] Scaled the team from 1 to 11 diverse Product and Content designers in the Growth stream.

[3] Led and strategized design efforts for “0 to 1” strategic initiatives, such as Miroverse, Self-serve Monetisation, and Onboarding experience. 

[4] Redesigned the Business model to launch Freemium as a foundation for sustainable PLG (Product-led Growth). 

[5] Established the design processes for effective collaboration: Experiments reflections, Growth Design Jams, Growth Design Sprint, UXR, and Design discovery.  

[6] Co-led the launch of the Localisation program to help Miro become global. 

[7] Established Career development frameworks and improved the calibration process for the 55+ designer org.

Head of Growth Product Design

After combining design leadership with the IC role for a while, I took the responsibility of building the Growth Design Team at Miro from scratch.

📌 Key results:

[1] Scaled and up-skilled the design team from 1 to 7 Product designers (Middle and Senior ICs) for the Growth stream: Acquisition, Retention, Monetisation, Community Platforms, and Professional Services. 

[2] Led the designers across 5 sub-streams to deliver solutions for Product Acquisition, Sharing Experience, Activation, Onboarding experience, Visual Learning Center, Templates experience, Monetisation CR triggers, etc.

[3] Co-led and established the Hiring Framework for the entire Design organisation. 

[4] Co-created with Growth Product Leaders new strategies: Pre-products, Community-led Growth, Viral loops, and Templates. 

[5] Led Miro.design project as a reflection of Miro design team and culture.

Product Design Manager, Growth

📌 Key results: 

[1] Led design efforts for Product Acquisition, Sharing Experience, Activation, Onboarding experience, Visual Learning Center, Templates experience, Monetisation, etc.

[2] Introduced User Research process at Miro to discover and validate experiences for Mind Map, Visual Notes, Smart search, and Notifications. 

[3] Designed end-to-end and launched the first version of Miroverse that became a standalone platform for Community-led Growth.

[4] Designed 100+ experiments with end-to-end experience in Acquisition, Activation, Engagement, Monetization, and Hand-raisers teams

[5] Redesigned the Business model to launch Freemium as a foundation for sustainable PLG (Product-led Growth).

[6] Established the Onboarding process for new designers to support the growth of the design team

Lead Product Designer (Growth and User Research) 

📌 Key results:

[1] As a founding designer in the Growth team and 3rd designer at Miro, covered the end-to-end design for 3 strategic domains: Growth, Enterprise, and Design System. 

[2] Designed end-to-end experience for Pricing & Billing to introduce the Self-serve model.

[3] Designed end-to-end experience for Advanced User Management, Integrations, and Settings panel to improve the experience for Enterprise customers.

[4] Led the design and engineering effort for the first version of the Design system at Miro.

Product Designer (Growth, Enterprise and Design System)

Maugry

Maugry is an IT consulting agency focused on creating mobile applications for new technological projects. 

I was responsible for creating an end-to-end experience for a mobile app (iOS and Android) for the Historical Regional Museum. As a result, I covered CJM, Navigation patterns, Design system, and Visual language and provided the final deliverables to the client.

User Experience Designer

Vitamin Group

Vitamin Group is a design agency focused on creating mobile and web applications for various business needs.

I was doing an internship project focused on UX audit, navigation, and IA improvements for the Business & Data Analytics platform. As a result, I uncovered multiple UI and UX improvements to level up the platform's usability to make it ready for "go-to-market".

UX Designer

Freelance

Partnered with startup founders to design the UI/UX for various mobile apps (iOS and Android).

UI/UX designer

Marketing boutique agency

As a Digital designer, I was working in a boutique marketing agency and focused on creating visual identities, branding, and marketing materials for various companies.

Digital Designer 

Kate Syuma is a Growth Advisor, ex-Miro Head of Growth Design, where she started as a founding member in a Growth Team, and passed through hypergrowth from Startup (50 people) to Series C Unicorn (≈2000 people, $17.5B valuation). 

Currently, as a Founder at Growthmates, Kate creates a platform for learning from industry leaders and an advising practice that guides companies in growing meaningful products by leveraging PLG and enhancing UX quality, together.

Learn more on growthmates.club

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