Mike Fiorillo, Product Manager in Toronto, ON, Canada
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Mike Fiorillo

Verified Expert  in Product Management

Product Manager

Toronto, ON, Canada
Toptal Member Since
April 15, 2019

Mike has spent years launching and optimizing product experiences for leading SaaS companies, including FreshBooks and InVision. Highly skilled in analytics, user research, and product design, Mike was a founding member of InVision's growth team and has successfully implemented hundreds of product experiments to drive user activation, retention, and virality.

Project Highlights

InVision v7
Led a coordinated effort across product teams to evaluate the performance of InVision's newest platform in a test market.
InVision User Onboarding
Led the design and implementation of a brand new user onboarding experience for InVision.


Work Experience

Principal Consultant and Owner

2022 - PRESENT
  • Completed product growth, conversion rate optimization, and user onboarding audits for clients in the SaaS and eCommerce space.
  • Crafted onboarding experiences and user lifecycle communications to drive product growth outcomes.
  • Conducted in-depth user research to identify user needs and pinpoint sources of friction in the user journey.

Senior Manager, Product Growth

2021 - 2022
  • Launched DuckDuckGo's viral growth objective, focused on accelerating DuckDuckGo's #1 growth channel.
  • Optimized viral in-product content, leading to significant lifts in users feeling informed and motivated to spread DuckDuckGo to friends.
  • Conducted extensive user research to identify online and offline viral growth opportunities.


2019 - 2021
  • Founded Stridist, an all-in-one platform designed for fitness and nutrition coaches.
  • Onboarded thousands of users, including coaches and clients, for early product refinement.
  • Sold the business in 2021 and managed all aspects of the selling process.

Conversion Optimization and Growth Consultant

2018 - 2021
  • Helped the world's best software companies uncover user insights that drive growth on web and mobile platforms through in-depth growth audits.
  • Supported clients with ongoing conversion optimization and experimentation programs.
  • Assisted clients in developing world-class growth stacks and trained in-house conversion rate optimization teams.

Head of Optimization/Product Manager, Growth

2016 - 2018
  • Implemented growth strategies to drive user acquisition, activation, and engagement across InVision's core product.
  • Launched personalized onboarding flows based on user personas and jobs to be done, leading to big wins across the entire funnel.
  • Optimized product virality, making prototype sharing one of InVision's largest user acquisition channel.
  • Designed and launched a world-class growth stack, ensuring proper integration of product analytics (Amplitude), client and server-side experimentation, and user lifecycle communications (Braze).
  • Conducted non-stop customer research to uncover the key drivers of user acquisition and retention.
  • Optimized the core product experience with rapid experimentation, focused on acquisition, retention, and virality.

Product Manager, Conversion Optimization

2014 - 2016
  • Grew subscriptions through rapid, data-informed experiments.
  • Ran 100+ A/B tests across the marketing website and product, with documented lifts ranging from 10% to 300%.
  • Set up analytics integrations (Optimizely, Mixpanel, GA) to measure the impact of product experiments on user behavior.

InVision v7

Led a coordinated effort across product teams to evaluate the performance of InVision's newest platform in a test market.

The new InVision platform—codename V7—is a massive update with a brand new codebase, revamped collaboration features, and countless performance improvements. But before the product was ready for mass adoption, we decided to test how users would react by quietly releasing the product to a test market.

This project required a coordinated effort across product teams to release the new platform as an early proof of concept, making sure to deliver an outstanding user experience to these early users.

The result was that we were able to gather valuable insights that helped the company prepare for a broader product launch in 2019.

InVision User Onboarding

Led the design and implementation of a brand new user onboarding experience for InVision.

As InVision began to attract a wider audience outside of the traditional designer market, it was clear the product's onboarding had to evolve. As the product lead for user activation (the metric we used to ensure users were reaching early success in the product), my job was to understand how non-core personas (developers, product managers, etc..) were using InVision at their company and create a more optimal experience for those users.

After a user research deep-dive garnered valuable insights about the needs and intent of these users, we completely refactored the product's onboarding to ensure it wasn't just designers who were able to quickly grok the power of InVision's product collaboration platform. The result was a massive improvement in user activation and retention (a notoriously hard metric to influence) that helped an already fast-growing company grow even faster.
2011 - 2013

MBA in Marketing and Managerial Analytics

Kellogg School of Management at Northwestern University - Chicago, Illinois, USA

2005 - 2009

Bachelor of Science Degree in Psychology

University of Toronto - Toronto


Google Analytics, Trello, InVision, Hotjar, Google Optimize, Sketch, Jira, Figma, Asana


Kanban, Design Thinking, Conversion Rate Optimization (CRO), Scrum, Agile, B2C


Product Growth, Product Management, User Experience (UX), Product Design, Design Sprints, Web, User Interface (UI), Personas, Personalization, Amplitude, Customer Segmentation, Business Analysis, Requirements, Product Strategy, Product Roadmaps, Go-to-market Plans, User Research, Business Models, Product Marketing, Product Frameworks, Innovation, Product Ownership, Product Discovery, A/B Testing, Growth, Optimization, eCommerce, FullStory, Conversion, Software as a Service (SaaS), User Journeys, Analytics, Business to Consumer (B2C), App Growth, Websites, Marketing Technology (MarTech), Minimum Viable Product (MVP), Technical Product Management, New Product Development, Sprint Planning, User Stories, Roadmaps, Fintech, Pitch Decks, Startups, Early-stage Startups, SQL, Psychology, Marketing, Management, Design, Mockups, UX Research, Growth Marketing, Fundraising, Prototyping

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