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

Product Manager in Toronto, ON, Canada

Member since March 7, 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.
Mike is now available for hire

Project Highlights

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

Expertise

Education

Employment

  • Product Experimentation Consultant

    2018 - PRESENT
    Optimology
    • Helped the world's best software companies uncover user insights that drive growth on web and mobile.
  • Head of Optimization/Product Manager, Growth

    2016 - 2018
    InVision
    • 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
    FreshBooks
    • 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.

Project History

  • 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.

Education

  • MBA in Marketing and Managerial Analytics
    2011 - 2013
    Kellogg School of Management at Northwestern University - Chicago, Illinois, USA
  • Bachelor of Science Degree in Psychology
    2005 - 2009
    University of Toronto - Toronto

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