AI-powered journey mapping and product insights platform cofounded by Canva’s former head of product has raised US$7 million (A$9.9m) in Seed funding.
The round for Adora was led by Blackbird Ventures, supported by Designer Fund, Skip Capital, Co Ventures and Garuda Ventures.
Adora, founded by Omar Salem and Nathan Scully, has already launched with product teams from the likes of Canva, Notion, Replit, Granola and Chess.com using it in private beta, with another 2000 companies on Adora’s wait list to have a crack.
Adora captures every screen, interaction, and user path across a product automatically, so you don’t have to worry about manual event tagging. The platform then creates live visual maps of user journeys, overlaid with analytics and AI-powered usability insights, so teams can see what customers experience.
Salem, Adora’s CEO, said product teams can struggle to understand what their work actually look like in a user’s hands.
“I felt this pain firsthand at Canva, where I led the Product Growth team. The product was in the hands of hundreds of millions of people, from teachers and students to Fortune 500 companies, all with different features and product experiences available to them,” he explained.
“Yet we had no reliable way to understand what experience we were serving each group. We ended up relying on test accounts and screenshots that went stale almost immediately.
“As teams scale across languages, devices, and user types, they’re forced to rely on static screenshots, outdated Figma files, and fragmented analytics that fail to capture the full user experience. Teams scramble for demo logins, design docs, or experiment write-ups just to piece together a single user journey.”
The funds will go towards the product build out and adding to the headcount at Adora’s Sydney HQ.
Tracking the user experience
Saleh said the the pace of product development is accelerating even further with AI-assisted coding, which results in a near-impossible number of variations to keep track of.
“Teams that once had to make tough prioritisation trade-offs are now shipping more features, faster than ever before. But without a way to visualise and monitor the real user journey, that speed quickly leads to fragmented, inconsistent experiences,” he said.
“Adora helps teams stay ahead by acting as a safety net, using AI to surface issues and opportunities early, before they snowball into bigger problems.
Chess.com chief growth officer Albert Cheng can already see how Adora is transforming product building.
“Each year, tens of millions of people sign up to learn and play chess across multiple languages and user journeys,” he said.
“Adora has given us real-time visibility into these flows, uncovering meaningful opportunities to reduce friction for our users.”
Blackbird partner Nick Crocker said there’s a lot of noise about AI changing how software gets built.
“But the best product teams still need to understand what users actually experience and that’s harder than ever as products scale,” he said.
“Omar and Nathan built Adora because they lived this at Canva and Amazon. It’s the first tool that gives teams complete visibility into their live product, automatically. The customer obsession is already there – the feedback from early users has been extraordinary.”
More at Adora.so
