Adora: Visual Journey Mapping for Product Teams
Our investment in Adora
Today we’re excited to announce our partnership with Omar Salem, Nathan Scully, and the entire Adora team as they build the visual source of truth for product teams.
The Product Visibility Problem
Digital products scale across multiple vectors: languages, devices, user types, geographies and more. Product teams quickly lose sight of what customers are actually experiencing, with product and end relying on static screenshots, outdated Figma files, and fragmented analytics in an attempt to capture the full user journey. Has anyone got the latest demo login? Did we push that design update to mobile as well? What happened with the A/B test? Nobody has a complete picture of the live product experience across all its variations.
This isn’t just an inconvenience. It’s a fundamental visibility gap that slows decision-making and creates blind spots in the product development process, and teams waste countless hours trying to reconstruct what their product actually looks like in users’ hands. In today’s increasingly competitive market, particularly with more non-deterministic software being built, this could mean losing a user or customer entirely.
Adora’s Solution
Adora solves this by automatically capturing and cataloging every screen, interaction, and user path across your entire product. The platform creates live, interactive visual maps of user journeys overlaid with analytics and session replays. Product teams see exactly what customers are experiencing and where to focus their efforts.
Adora provides journey mapping, a complete product screen library, session replays, and AI-powered insights in one place. Unlike static design files or siloed analytics tools, Adora shows what customers are actually seeing, with analysis on what to fix attached directly to the relevant screens and journeys.
Early customers including Canva, Notion, and Replit have used Adora to gain clarity on their product experience at scale. The platform creates a single visual source of truth accessible to every team, no analytics expertise required.
Building for a Problem They’ve Lived
What made investing Adora that much compelling for us is Omar and Nathan are building for a problem they experienced firsthand. Omar spent years as Head of Product Growth at Canva, where understanding how product changes impacted user experience across devices, languages, and user segments was a constant challenge. Nathan built systems at Amazon and knows the technical complexity of creating visibility into live product experiences.
Together, they bring the exact combination of product intuition and engineering depth required to solve this problem at scale. They’ve lived the frustration of trying to piece together user journeys from fragmented tools, and they’re building the solution they wish they’d had.
Let’s Go!
We’re proud to have partnered with Adora alongside our friends at Blackbird Ventures, Designer Fund, Skip Capital, and Co Ventures as part of the company’s $7M seed round (and special thanks to Cliff at Canva for the original introduction!) The platform is publicly available today at adora.so.
Product teams deserve complete visibility into what they’re building. We’re excited to support Omar, Nathan, and the team as they make that vision a reality.
For more on Adora, check out the company’s announcement and visit their website at adora.so
Garuda Ventures is a B2B-focused, pre-seed venture firm. Subscribe below to get the latest from us, and visit garuda.vc to learn more.