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Finding Our Ideal Customer

Written by 
Mariano Suarez-Battan
November 2, 2015

We started MURAL because we felt an itch when collaborating remotely back in our last company, Three Melons. We were a small company (around 50 folks) and the high level, early product design collaboration we were doing was done by five people and shared with four other stakeholders.


It was hard for us to define the value proposition and customer segment. The creative process and visual collaboration was so malleable and diverse depending on industries. Also, at some point we thought about a bunch of other consumer use cases that would work with the initial prototype we had built. This is something I regret in retrospect because it unfocused us for 6 months.


The two things that channeled our focus:

  1. We saw folks in professional use cases drove more retention. The other people with consumer ideas used it heavily for some days but then left.
  2. We started to see folks mentioning ideation and design thinking when we asked what they planned to use MURAL for.

Once we saw some folks from IDEO using the product we got excited and decided to pay them a visit to see if we had found gold. The reality was that they were excited towards where we are heading, but they didn’t have the pain points of distributed teams that we are currently providing solutions to because they mostly work within their local studios.

Through our residency at IDEO we got in touch with a handful of their clients and we finally were able to see that the largest companies had the biggest painpoint around collaborating remotely.

When a team or a company wanted to practice the design and innovation methods they learnt via training, they were stuck with a bunch of logistical issues.

Defining the Ideal Customer Profile

We now have a clear understanding one the two main customer profiles we are serving, and the jobs they want to get done.

On one end we have team leads, generally UX or product background. They deal with complex projects and need to define the problem, come up with potential solutions and run through the experience design process.

The ideal customer for our larger deployments are folks in Global 1000 companies whose job is to make everyone in the company upgrade the way they work and enable them to work in this way, no matter where they might be located geographically.

Join Us: Our Ideal Customer will share their story

Doug Powell, Head of Education for IBM Design will share how they are onboarding thousands of folks from IBM into thinking like a designer, and how they are making sure they are successful in their projects after they get “baptized.”

Their journey has been amazing so far, and he’ll share about plans and some issues they’ve solved along the way, as well as how MURAL has been able to help out and what should be coming next.

About the author

About the authors

Mariano Suarez-Battan

I run MURAL, where we are making creative teams become better design thinkers through our collaboration software. We started MURAL because of a game we were designing. Ask me about that.