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Grow meaningful products

By leveraging PLG and enhancing UX quality, together.

I’m Kate Syuma – a Founder at Growthmates, Growth Advisor, ex-Miro Head of Growth Design, where I 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).

Being in Product Growth for 6+ years, I continuously sought to connect with industry leaders to gain fresh perspectives and insights.

This personal aspiration became the foundation for Growthmates – 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.

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GrowthMates

Clients & Podcast Guests

Build Product-led Growth and advised companies like:

1:1 Coaching / Mentorship clients coming from companies like:

Growthmates podcast, newsletter, and reports featured leaders from companies like:

Services

For Businesses: helping you grow meaningful products by leveraging PLG and enhancing UX quality, together.

Sponsorship

Feature your product on Growthmates Podcast and Newsletter.

from $1.990/month

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  • 5k+ subscribers from Miro, Atlassian, Intercom, Grammarly, Framer, and more
  • Podcast featured 25+ leaders from Notion, Canva, Dropbox, etc.
  • 13k+ LinkedIn followers (Founders, Product designers and PMs)

Growth Advising

Tailored program for teams to unlock PLG with High-quality UX solutions.

from $4.990/month

Start the process
  • 3+ months commitment
  • Regular team consulting sessions
  • Tailored PLG roadmap (Activation, Retention, Monetisation)
  • Async product UX reviews and Slack communication
  • Team hiring and leadership support

Onboarding Audit

Uncover Growth and UX opportunities to drive Activation.

from $6.990/one-time

Start the process
  • 3 in-depth team consulting sessions
  • Holistic audit of onboarding flow (Video + Miro board summaries)
  • Roadmap of Growth initiatives and UX improvements
  • Access to 30+ examples of SaaS Onboarding flows

Wall of love

GrowthMates

Shane Fontane

Sr. Manager, Growth Design @Grammarly

“I invited Kate to have a fireside-style chat with our growth team at Grammarly.

We had sessions focusing on user activation and team growth practices. Kate's content was inspiring, actionable, and easy to follow. Our team was enthusiastic about the sessions and left feeling empowered to try new tactics to drive growth at Grammarly.

I was extremely pleased with our collaboration and the outcome of each session. You're the best Kate!”

GrowthMates
GrowthMates

Artur Evstefeev

Head of Product @Manychat

“We worked with Kate when we needed more in-house expertise in Growth Design and Product Management. Our main challenge was improving the Activation of new accounts. From our collaboration, the key results were:

1) Kate completed an audit and trained the team on frameworks from both design and growth perspectives.
2) She helped instill a growth mindset in our design team by focusing on growth principles.
3) We implemented some of her recommendations, including a full overhaul of our email onboarding series.”

GrowthMates
GrowthMates

Michel Ferry

Head of Product @Zeffy

“I feel that our collaboration was a real success to assess the existing and the ideas we had identified.

The most valuable part was the reminder to always start from the core product experience for activation.

I liked the most the fact that we discuss concrete solutions / experiences and get useful feedback on it.”

GrowthMates
GrowthMates

Inga Petryaevskaya

Co-founder and CEO @Shapes XR

“Kate provided our team with comprehensive guidance around Sign Up flow, two modes for onboarding, and how we should start measuring the Aha- moment.

Kate always came prepared for meeting, summarized conversation perfectly, give us ACTION ITEMS (which is most valuable).

Ultimately, Kate helped to open our eyes to very novice users who are completely not familiar with VR and helped us making their first experience with the product a magic.

GrowthMates
Let's partner with your team to grow meaningful products by leveraging PLG and enhancing UX quality, together.
GrowthMates

Experience

10 years of experience in creating and scaling digital products, including over 6 years dedicated to Product-led Growth.

I’ve been a Head of Growth Product Design at Miro and spent over 6 years. I’ve been part of a founding Miro Growth Team from Startup at Seed round (50+ people) to Series C Unicorn (2000+ people), built a team of 10+ members for the Growth stream, was a part of Growth Leadership, created experiences for the whole funnel from Activation to Monetisation, and built new verticals like Miroverse.

Key outcomes from my 6 years at Miro:

1. Covered the entire funnel in Growth

Covering Acquisition, Activation, Retention, Monetisation, and Community Platforms that led to sustainable ARR growth.

2. Scaled the Growth and Design functions

From one team to a business unit of 5 sub-streams in Growth (170+ individuals), scaled design team from 1 to 11 people, hired ICs and Group leaders for Growth.

3. Created and validated 200+ experiments

Drove key business metrics for the whole funnel from Activation to Monetisation.

4. Introduced User Research processes in a Startup

Conducted over 10 research projects to drive new strategic launches: Mind Map, Visual Notes, Smart search, and Notifications.

5. Built 0 → 1 experiences like Miroverse

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

6. Activation and virality metrics x2 growth

Improved Sharing experience to support a multi-player collaboration use case that led to x2 virality metrics growth.

7. From Free Trial to Freemium Redesign

Redesigned business model from Free Trial to Freemium that supported future product scale from 1 to 50+ mln users.

8. Established Growth team processes

Hiring processes, Experiments reflections, Design and Product Reviews, Sprints, User Research and Discovery.

Case Studies & Collaborations

The Evolution of Miro Onboarding

How the approach evolved with examples and key learnings across 3 phases:

Phase 1: Startup learnings [50 people, 1 million users]
Phase 2: Hyper-Growth and Big Bets [150 → 1000 people, 3 → 10 million users]
Phase 3: Growth at scale and the power of smart iterations [≈1,800 people, ≈50 million users]
Bonus: The approach to the activation metric and how to define it.

GrowthMates

Antler VC: Supported 10+ early-stage startups

Supported 10+ startups worldwide as a part of the Antler advisory community for almost a year. Provided advice on introducing PLG strategy, uncovering opportunities for business growth with focus on establishing high-quality UX. Focused on early-stage startups in European markets.

GrowthMates

Grammarly. A series of AMA-sessions with Growth stream.

Hosted a series of AMA-sessions with Grammarly Growth Team to provide actionable advice and best practices with the focus on Activation, User Onboarding, and building Growth team processes at scale.

GrowthMates

Manychat (Series A) — Growth Advising

Hosted a series of AMA-sessions with Grammarly Growth Team to provide actionable advice and best practices with the focus on Activation, User Onboarding, and building Growth team processes at scale.

GrowthMates

Tutorful (Series A): Onboarding Audit

Conducted a holistic audit of Onboarding journeys, identified key CR to registration opportunities with tackling UX issues. Helped the team understand key user behaviour patterns and shape a robust growth-centric roadmap for Activation flows to increase CR to registration and Activation metrics.

GrowthMates
Grow meaningful products by leveraging PLG and enhancing UX quality, together.
GrowthMates