Bliro
Bliro
Redesign of an AI
meeting assistant
Redesign of an AI
meeting assistant
Redesign of an AI
meeting assistant
How we redesigned an AI meeting assistant where users couldn't find the features the team had already built — replacing organic 80/20 growth with a system the engineering team could build on.
How we redesigned an AI meeting assistant where users couldn't find the features the team had already built — replacing organic 80/20 growth with a system the engineering team could build on.
How we redesigned an AI meeting assistant where users couldn't find the features the team had already built — replacing organic 80/20 growth with a system the engineering team could build on.
Industry
SaaS
AI Notetaker
Growth stage
Pre-Seed → Seed
Services
UX Audit
Strategy & Discovery
User Testing
Product Design
Bliro had powerful features that users couldn't find. The product grew organically, navigation broke down even after personal onboarding, and there was no unified design language. We started with a 5-week redesign sprint, and have been their design partner ever since.
Bliro had powerful features that users couldn't find. The product grew organically, navigation broke down even after personal onboarding, and there was no unified design language. We started with a 5-week redesign sprint, and have been their design partner ever since.
Bliro had powerful features that users couldn't find. The product grew organically, navigation broke down even after personal onboarding, and there was no unified design language. We started with a 5-week redesign sprint, and have been their design partner ever since.
6 weeks
6 weeks
6 weeks
Complete redesign
Complete redesign
Complete redesign
Dev. efficiency
Dev. efficiency
Dev. efficiency
Feature adoption
Feature adoption
Feature adoption
the situation
Powerful features that nobody could find
Bliro is an on-device AI meeting assistant that integrates with all meeting tools without relying on bots. It's highly customizable, users can create different AI notes for various meetings and automatically send them to Salesforce, HubSpot, Slack, and more.
Bliro is an on-device AI meeting assistant that integrates with all meeting tools without relying on bots. It's highly customizable, users can create different AI notes for various meetings and automatically send them to Salesforce, HubSpot, Slack, and more.
The product grew organically over time. Features were added in an 80/20 fashion, which left many powerful capabilities hidden in the platform. Users didn't know they existed or couldn't figure out how to use them.
The product grew organically over time. Features were added in an 80/20 fashion, which left many powerful capabilities hidden in the platform. Users didn't know they existed or couldn't figure out how to use them.
In some cases, users couldn't even find their way around the platform after being personally onboarded. The design itself didn't look professional, and there was no unified design language across web, mobile, and desktop.
In some cases, users couldn't even find their way around the platform after being personally onboarded. The design itself didn't look professional, and there was no unified design language across web, mobile, and desktop.
Features buried by organic growth
Powerful capabilities were hidden deep in the platform. Users didn't know they existed, even after onboarding.
Navigation broke down at scale
As features accumulated, users couldn't find their way around. Personal onboarding wasn't enough to fix it.
No unified design language
Web, mobile, and desktop apps each looked different. No shared component library, no consistent visual system.
Product didn't match the team's ambition
Bliro had just raised a €2.8m seed round and needed a product that reflected the quality of the technology behind it.
the situation
the situation
Powerful features that nobody could find
Powerful features that nobody could find
Powerful features that nobody could find
Bliro is an on-device AI meeting assistant that integrates with all meeting tools without relying on bots. It's highly customizable, users can create different AI notes for various meetings and automatically send them to Salesforce, HubSpot, Slack, and more.
Bliro is an on-device AI meeting assistant that integrates with all meeting tools without relying on bots. It's highly customizable, users can create different AI notes for various meetings and automatically send them to Salesforce, HubSpot, Slack, and more.
Bliro is an on-device AI meeting assistant that integrates with all meeting tools without relying on bots. It's highly customizable, users can create different AI notes for various meetings and automatically send them to Salesforce, HubSpot, Slack, and more.
The product grew organically over time. Features were added in an 80/20 fashion, which left many powerful capabilities hidden in the platform. Users didn't know they existed or couldn't figure out how to use them.
The product grew organically over time. Features were added in an 80/20 fashion, which left many powerful capabilities hidden in the platform. Users didn't know they existed or couldn't figure out how to use them.
The product grew organically over time. Features were added in an 80/20 fashion, which left many powerful capabilities hidden in the platform. Users didn't know they existed or couldn't figure out how to use them.
In some cases, users couldn't even find their way around the platform after being personally onboarded. The design itself didn't look professional, and there was no unified design language across web, mobile, and desktop.
In some cases, users couldn't even find their way around the platform after being personally onboarded. The design itself didn't look professional, and there was no unified design language across web, mobile, and desktop.
In some cases, users couldn't even find their way around the platform after being personally onboarded. The design itself didn't look professional, and there was no unified design language across web, mobile, and desktop.
Product didn't match the team's ambition
Features buried by organic growth
Features buried by organic growth
Bliro had just raised a €2.8m seed round and needed a product that reflected the quality of the technology behind it.
Powerful capabilities were hidden deep in the platform. Users didn't know they existed, even after onboarding.
Powerful capabilities were hidden deep in the platform. Users didn't know they existed, even after onboarding.
Product didn't match the team's ambition
Navigation broke down at scale
Navigation broke down at scale
Bliro had just raised a €2.8m seed round and needed a product that reflected the quality of the technology behind it.
As features accumulated, users couldn't find their way around. Personal onboarding wasn't enough to fix it.
As features accumulated, users couldn't find their way around. Personal onboarding wasn't enough to fix it.
Product didn't match the team's ambition
No unified design language
No unified design language
Bliro had just raised a €2.8m seed round and needed a product that reflected the quality of the technology behind it.
Web, mobile, and desktop apps each looked different. No shared component library, no consistent visual system.
Web, mobile, and desktop apps each looked different. No shared component library, no consistent visual system.
Product didn't match the team's ambition
Product didn't match the team's ambition
Product didn't match the team's ambition
Bliro had just raised a €2.8m seed round and needed a product that reflected the quality of the technology behind it.
Bliro had just raised a €2.8m seed round and needed a product that reflected the quality of the technology behind it.
Bliro had just raised a €2.8m seed round and needed a product that reflected the quality of the technology behind it.
"We had many powerful features, somewhere hidden in the platform, that users did not know about or did not know how to use."
"We had many powerful features, somewhere hidden in the platform, that users did not know about or did not know how to use."
"We had many powerful features, somewhere hidden in the platform, that users did not know about or did not know how to use."
Maurice Schweitzer
Maurice Schweitzer
Co-founder + CEO
Co-founder + CEO
the results
the results
What changed after the redesign
What changed after the redesign
What changed after the redesign
The features that had been hidden in the old design became findable. Engineers stopped making one-off UI decisions on every ticket. And customers started talking about the product in ways they hadn't before.
The features that had been hidden in the old design became findable. Engineers stopped making one-off UI decisions on every ticket. And customers started talking about the product in ways they hadn't before.
The features that had been hidden in the old design became findable. Engineers stopped making one-off UI decisions on every ticket. And customers started talking about the product in ways they hadn't before.
+20%
+20%
+20%
New user accounts
New user accounts
New user accounts
Support requests
Support requests
Support requests
User satisfaction
User satisfaction
User satisfaction
"The collaboration with Durran created a shared product understanding in the team which resulted in more fruitful discussions and working streams around the product."
"The collaboration with Durran created a shared product understanding in the team which resulted in more fruitful discussions and working streams around the product."
"The collaboration with Durran created a shared product understanding in the team which resulted in more fruitful discussions and working streams around the product."
Martin Thoma
Martin Thoma
Co-founder + CTO
Co-founder + CTO
how we got there
how we got there
Three phases. Six weeks.
A product the team could build on.
Three phases. Six weeks. A product the team could build on.
diagnose
diagnose
diagnose
What changed after the redesign
What changed after the redesign
What changed after the redesign
We reviewed existing data from the Bliro team and conducted a UX audit. Worked with the founders to outline critical product components: user personas, user flows, competitor analysis, and the assumptions behind current decisions.
We reviewed existing data from the Bliro team and conducted a UX audit. Worked with the founders to outline critical product components: user personas, user flows, competitor analysis, and the assumptions behind current decisions.
We reviewed existing data from the Bliro team and conducted a UX audit. Worked with the founders to outline critical product components: user personas, user flows, competitor analysis, and the assumptions behind current decisions.
define
define
define
What's the right shape of the fix?
What's the right shape of the fix?
What's the right shape of the fix?
With the extended team, we researched and sketched concepts to improve the customer experience. Tested the prototype with five existing clients to gather feedback and refine the design direction before committing to development.
With the extended team, we researched and sketched concepts to improve the customer experience. Tested the prototype with five existing clients to gather feedback and refine the design direction before committing to development.
With the extended team, we researched and sketched concepts to improve the customer experience. Tested the prototype with five existing clients to gather feedback and refine the design direction before committing to development.
refine
refine
refine
What do engineers need to ship without ambiguity?
What do engineers need to ship without ambiguity?
What do engineers need to ship without ambiguity?
Consolidated findings into the final product design across web, mobile, and desktop. Built a component library that gave the team a shared design system to build on, accelerating development and ensuring consistency going forward.
Consolidated findings into the final product design across web, mobile, and desktop. Built a component library that gave the team a shared design system to build on, accelerating development and ensuring consistency going forward.
Consolidated findings into the final product design across web, mobile, and desktop. Built a component library that gave the team a shared design system to build on, accelerating development and ensuring consistency going forward.
where we start
where we start
Let's find out where users get stuck, and what to fix first.
Let's find out where users get stuck,
and what to fix first.
Let's find out where users get stuck,
and what to fix first.
We'll look at how users experience your product, identify the biggest friction points, and outline what to fix first.
We'll look at how users experience your product, identify the biggest friction points, and outline what to fix first.
We'll look at how users experience your product, identify the biggest friction points, and outline what to fix first.
more case studies
more case studies
Different products.
Same pattern of outcomes.
Different products.
Same pattern of outcomes.
Different products.
Same pattern of outcomes.
Product Design Studio
for growth-stage SaaS teams
© Durran 2026
Product Design Studio
for growth-stage SaaS teams
© Durran 2026
Product Design Studio
for growth-stage SaaS teams
© Durran 2026
Product Design Studio
for growth-stage SaaS teams
© Durran 2026