{
 "company": "invision",
 "as_of": "2026-09-25",
 "choices": [
  {
   "id": "invision-p01",
   "business": "Product design collaboration",
   "category": "product",
   "dimension": "Agency prototyping practice",
   "statement": "Valberg and Nadel ran Epicenter Consulting from 2008 and spent about five years trying prototyping methods on client work before InVision.",
   "event_date": "2008",
   "date_precision": "year",
   "evidence_kind": "participant_account",
   "sources": [
    "IV20"
   ]
  },
  {
   "id": "invision-p02",
   "business": "Product design collaboration",
   "category": "product",
   "dimension": "Image-based prototype",
   "statement": "Instead of coding prototypes, the agency linked designs exported from Photoshop into a clickable simulation, which Valberg says took about an eighth of the time, first for an education-products client.",
   "event_date": "2011",
   "date_precision": "year",
   "evidence_kind": "participant_account",
   "sources": [
    "IV18"
   ]
  },
  {
   "id": "invision-p03",
   "business": "Product design collaboration",
   "category": "product",
   "dimension": "Browser companion to design tools",
   "statement": "The product turned a Photoshop design into a simulation in a browser; designers kept creating screens in their own tool and brought them into InVision for review.",
   "event_date": "2011",
   "date_precision": "year",
   "evidence_kind": "participant_account",
   "sources": [
    "IV4"
   ]
  },
  {
   "id": "invision-p04",
   "business": "Product design collaboration",
   "category": "product",
   "dimension": "Asynchronous comments",
   "statement": "Reviewers could comment on a clickable design at their own pace over a day or more rather than in one meeting.",
   "event_date": "2011",
   "date_precision": "year",
   "evidence_kind": "participant_account",
   "sources": [
    "IV9"
   ]
  },
  {
   "id": "invision-g01",
   "business": "Product design collaboration",
   "category": "go_to_market",
   "dimension": "Pre-launch waitlist",
   "statement": "Valberg scripted a video about the future of design for a coming-soon page that collected about 10,000 sign-ups before release, without paid advertising.",
   "event_date": "2011",
   "date_precision": "year",
   "evidence_kind": "participant_account",
   "sources": [
    "IV1"
   ]
  },
  {
   "id": "invision-g02",
   "business": "Product design collaboration",
   "category": "go_to_market",
   "dimension": "First price",
   "statement": "InVision launched with an $8 monthly subscription; the first paid plan went live on Valberg's wedding day.",
   "event_date": "2011",
   "date_precision": "year",
   "evidence_kind": "participant_account",
   "sources": [
    "IV4"
   ]
  },
  {
   "id": "invision-g03",
   "business": "Product design collaboration",
   "category": "go_to_market",
   "dimension": "Hand outreach",
   "statement": "Valberg read every day's sign-ups, emailed recognized designers and people at large companies, offered personal tours and free licenses (some lifetime) and asked for quotes for a page of designers.",
   "event_date": "2011",
   "date_precision": "year",
   "evidence_kind": "participant_account",
   "sources": [
    "IV1"
   ]
  },
  {
   "id": "invision-g04",
   "business": "Product design collaboration",
   "category": "go_to_market",
   "dimension": "Inside Design series",
   "statement": "A weekly photo interview inside a design team (Airbnb, Zappos, Eventbrite early on) was the first content marketing.",
   "event_date": "2012",
   "date_precision": "year",
   "evidence_kind": "participant_account",
   "sources": [
    "IV1"
   ]
  },
  {
   "id": "invision-p06",
   "business": "Product design collaboration",
   "category": "product",
   "dimension": "Platform rebuild (V7)",
   "statement": "The product team began V7, meant to make InVision a full design tool and to move it off its ColdFusion code base; the version customers used (V6) kept a small team.",
   "event_date": "2015",
   "date_precision": "year",
   "evidence_kind": "participant_account",
   "sources": [
    "IV4"
   ]
  },
  {
   "id": "invision-p05",
   "business": "Product design collaboration",
   "category": "product",
   "dimension": "Design-to-engineering features",
   "statement": "The Series C release named integrations, marketing-team review tools and features bridging design and engineering as the next product work.",
   "event_date": "2015-07",
   "date_precision": "month",
   "evidence_kind": "company_described_offering",
   "sources": [
    "IV16"
   ]
  },
  {
   "id": "invision-g09",
   "business": "Product design collaboration",
   "category": "go_to_market",
   "dimension": "Enterprise sales",
   "statement": "The Series C was raised partly to expand enterprise sales; InVision had more than 500 enterprise customers, many deployed company-wide.",
   "event_date": "2015-07",
   "date_precision": "month",
   "evidence_kind": "company_described_offering",
   "sources": [
    "IV16"
   ]
  },
  {
   "id": "invision-g06",
   "business": "Product design collaboration",
   "category": "go_to_market",
   "dimension": "Industry report and film",
   "statement": "InVision surveyed 3,000 to 4,000 designers for a 50-page industry report and produced Design Disruptors, a feature documentary about design-led companies that did not feature its product.",
   "event_date": "2016",
   "date_precision": "year",
   "evidence_kind": "participant_account",
   "sources": [
    "IV1"
   ]
  },
  {
   "id": "invision-g07",
   "business": "Product design collaboration",
   "category": "go_to_market",
   "dimension": "Films and screenings",
   "statement": "Design Disruptors and Squads were screened at AIGA chapters, conferences, schools and design firms; the company avoided billboards and large ad campaigns.",
   "event_date": "2016",
   "date_precision": "year",
   "evidence_kind": "participant_account",
   "sources": [
    "IV4"
   ]
  },
  {
   "id": "invision-g08",
   "business": "Product design collaboration",
   "category": "go_to_market",
   "dimension": "Design education",
   "statement": "InVision hired a VP of design education (Walter, 2016) and produced podcasts and books on design's business value.",
   "event_date": "2016",
   "date_precision": "year",
   "evidence_kind": "participant_account",
   "sources": [
    "IV4"
   ]
  },
  {
   "id": "invision-p07",
   "business": "Product design collaboration",
   "category": "product",
   "dimension": "Macaw acquisition",
   "statement": "InVision bought Macaw, a code-generating design tool it had worked with on Motion and Inspect, its first acquisition, to bring design-to-code features into its products.",
   "event_date": "2016-01",
   "date_precision": "month",
   "evidence_kind": "documented_offer_or_action",
   "sources": [
    "IV11"
   ]
  },
  {
   "id": "invision-p08",
   "business": "Product design collaboration",
   "category": "product",
   "dimension": "Prototyping inside Sketch",
   "statement": "InVision bought Silver Flows and folded it into Craft, its Sketch plugin suite, so prototypes synced between Sketch files and InVision.",
   "event_date": "2016-03",
   "date_precision": "month",
   "evidence_kind": "documented_offer_or_action",
   "sources": [
    "IV12"
   ]
  },
  {
   "id": "invision-g10",
   "business": "Product design collaboration",
   "category": "go_to_market",
   "dimension": "Land with design teams",
   "statement": "In almost every large customer the design team started the relationship, and others, such as a CFO reviewing a payment flow, joined afterwards.",
   "event_date": "2016-06",
   "date_precision": "month",
   "evidence_kind": "participant_account",
   "sources": [
    "IV17"
   ]
  },
  {
   "id": "invision-p09",
   "business": "Product design collaboration",
   "category": "product",
   "dimension": "Craft plugins",
   "statement": "Craft, a free plugin inside Sketch, pulled live images and API data into designs; Valberg said it was not directly monetized.",
   "event_date": "2016-07",
   "date_precision": "month",
   "evidence_kind": "participant_account",
   "sources": [
    "IV1"
   ]
  },
  {
   "id": "invision-g05",
   "business": "Product design collaboration",
   "category": "go_to_market",
   "dimension": "Content funnel",
   "statement": "Marketing ran a free blog, gated downloads (UI kits, t-shirts, reports) that fed the mailing list, and large events and films; the weekly email reached about two million subscribers.",
   "event_date": "2016-07",
   "date_precision": "month",
   "evidence_kind": "participant_account",
   "sources": [
    "IV1"
   ]
  },
  {
   "id": "invision-p10",
   "business": "Product design collaboration",
   "category": "product",
   "dimension": "Studio design tool",
   "statement": "InVision announced Studio, a desktop design app for macOS and Windows with responsive layout and animation, previewed with Airbnb and Oracle and promised to the public in January 2018.",
   "event_date": "2017-10",
   "date_precision": "month",
   "evidence_kind": "documented_offer_or_action",
   "sources": [
    "IV15"
   ]
  },
  {
   "id": "invision-p11",
   "business": "Product design collaboration",
   "category": "product",
   "dimension": "Brand.ai acquisition",
   "statement": "InVision bought Brand.ai, cloud management of design assets across teams.",
   "event_date": "2017-11",
   "date_precision": "month",
   "evidence_kind": "documented_offer_or_action",
   "sources": [
    "IV8"
   ]
  },
  {
   "id": "invision-g11",
   "business": "Product design collaboration",
   "category": "go_to_market",
   "dimension": "Non-designer users",
   "statement": "More than 70% of users were not on design teams.",
   "event_date": "2017-11",
   "date_precision": "month",
   "evidence_kind": "company_described_offering",
   "sources": [
    "IV8"
   ]
  },
  {
   "id": "invision-g13",
   "business": "Product design collaboration",
   "category": "go_to_market",
   "dimension": "Design Forward Fund",
   "statement": "A $5 million fund of grants and equity for new design tools and Studio add-ons, with go-to-market support for recipients.",
   "event_date": "2017-12-19",
   "date_precision": "day",
   "evidence_kind": "participant_account",
   "sources": [
    "IV5"
   ]
  },
  {
   "id": "invision-p12",
   "business": "Product design collaboration",
   "category": "product",
   "dimension": "Studio Platform",
   "statement": "An API opened Studio to third-party apps, with an in-house team building add-ons as well.",
   "event_date": "2018-02",
   "date_precision": "month",
   "evidence_kind": "documented_offer_or_action",
   "sources": [
    "IV6"
   ]
  },
  {
   "id": "invision-g14",
   "business": "Product design collaboration",
   "category": "go_to_market",
   "dimension": "No platform revenue",
   "statement": "Valberg said InVision had no plans to earn revenue from Studio Platform, because the design tool market was not yet mature.",
   "event_date": "2018-02",
   "date_precision": "month",
   "evidence_kind": "participant_account",
   "sources": [
    "IV6"
   ]
  },
  {
   "id": "invision-g12",
   "business": "Product design collaboration",
   "category": "go_to_market",
   "dimension": "Commenter pricing",
   "statement": "Teams paid about $100 a month for up to five designers; non-designers could view links free but paid $8 per person per month to use comments.",
   "event_date": "2018-03",
   "date_precision": "month",
   "evidence_kind": "documented_offer_or_action",
   "sources": [
    "IV9"
   ]
  },
  {
   "id": "invision-p13",
   "business": "Product design collaboration",
   "category": "product",
   "dimension": "Three-product suite",
   "statement": "InVision described its offer as InVision Cloud for organization-wide review, Studio for creation and Design System Manager for shared assets.",
   "event_date": "2018-12",
   "date_precision": "month",
   "evidence_kind": "company_described_offering",
   "sources": [
    "IV7"
   ]
  },
  {
   "id": "invision-g15",
   "business": "Product design collaboration",
   "category": "go_to_market",
   "dimension": "Design Transformation Team",
   "statement": "A team worked hands-on with customers' design organizations on new practices and design maturity.",
   "event_date": "2018-12",
   "date_precision": "month",
   "evidence_kind": "participant_account",
   "sources": [
    "IV7"
   ]
  },
  {
   "id": "invision-p14",
   "business": "Product design collaboration",
   "category": "product",
   "dimension": "Freehand whiteboard",
   "statement": "Freehand, an online whiteboard, was part of InVision by November 2019; Valberg used it in place of slide decks.",
   "event_date": "2019-11",
   "date_precision": "month",
   "evidence_kind": "participant_account",
   "sources": [
    "IV18"
   ]
  },
  {
   "id": "invision-p15",
   "business": "Product design collaboration",
   "category": "product",
   "dimension": "Freehand standalone",
   "statement": "Freehand became a free standalone product with a Microsoft Teams integration, flowcharts and an Enterprise tier.",
   "event_date": "2021-06-15",
   "date_precision": "day",
   "evidence_kind": "company_described_offering",
   "sources": [
    "IV14"
   ]
  },
  {
   "id": "invision-g16",
   "business": "Product design collaboration",
   "category": "go_to_market",
   "dimension": "Freehand free for everyone",
   "statement": "Freehand was free to all companies through September 30, 2021, then offered on free and paid plans, and marketed to marketing, HR and management teams.",
   "event_date": "2021-06-15",
   "date_precision": "day",
   "evidence_kind": "company_described_offering",
   "sources": [
    "IV14"
   ]
  },
  {
   "id": "invision-p16",
   "business": "Product design collaboration",
   "category": "product",
   "dimension": "Freehand sold",
   "statement": "Miro bought Freehand's technology, brand, customer relationships and team, including InVision's CEO.",
   "event_date": "2023-11-07",
   "date_precision": "day",
   "evidence_kind": "documented_offer_or_action",
   "sources": [
    "IV13"
   ]
  },
  {
   "id": "invision-p17",
   "business": "Product design collaboration",
   "category": "product",
   "dimension": "Services discontinued",
   "statement": "InVision announced that its design collaboration services would end with 2024 and that account assets would be deleted after shutdown.",
   "event_date": "2024-01-04",
   "date_precision": "day",
   "evidence_kind": "documented_offer_or_action",
   "sources": [
    "IV3"
   ]
  },
  {
   "id": "invision-g17",
   "business": "Product design collaboration",
   "category": "go_to_market",
   "dimension": "Wind-down terms",
   "statement": "Sales staff helped enterprise customers move off InVision; self-serve customers could continue only on monthly plans.",
   "event_date": "2024-01-04",
   "date_precision": "day",
   "evidence_kind": "documented_offer_or_action",
   "sources": [
    "IV3"
   ]
  }
 ]
}