Differentiating a Product Through Digital Credentialing

Business Goal

Miro needed a way to stand out in a crowded market of visual workspace tools. Competitors weren't offering users any way to showcase their platform skills publicly. A digital credentialing program would change that, giving users something tangible to show for their expertise while deepening their investment in Miro as a platform.

Problem Statement

There was no credentialing program, no badging infrastructure, and no established process for building one. The program needed to be live by Miro's annual user conference in December. It was September.

Solution

Built the Miro Verified credentialing program from the ground up in 4 months, selecting and procuring a badging platform, designing badges with brand and marketing, connecting the platform to Miro Academy's LMS, and launching three skill-based badges at the conference.

In the first three months after launch, the program issued 9,655 badges to 6,271 unique users. Badges aren't automatically added to a profile; users have to actively accept them. A 79.6% acceptance rate, above Credly's platform average of 67%, shows users found the credential worth claiming. The 53% share rate, above Credly's average of 47%, drove traffic back to Miro Academy, putting Miro in front of people who had never used the platform and turning credential shares into a customer acquisition channel.