Case Study: Achilles Design achieves clearer customer insights and collaborative Jobs-to-Be-Done workshops with Miro

Defining the customer’s problem with a JTBD Canvas

Achilles Design, a service design consultancy led by Tom Verbist, helps companies define customers’ core needs and plan new product portfolios. Their challenge was running cross‑stakeholder customer workshops, interviewing hard‑to‑reach users, and organizing large amounts of qualitative research (Jobs To Be Done) while working remotely — so Achilles Design adopted Miro’s visual, real‑time whiteboarding to run workshops, collect input, and share early sketches and prototypes.

Using Miro, Achilles Design implemented JTBD canvases and collaborative remote sessions that let participants fill in answers, sketch ideas, and validate problem statements in real time, removing geographic barriers to participation. The Miro‑powered workflow streamlined research and synthesis, accelerating validation of opportunities, clarifying priority Jobs To Be Done, and helping teams translate insights into MVP feature lists for clients.

Achilles Design

Tom Verbist

Design Thinker and Service Design Lead