JB Hi-Fi is one of Australia’s leading consumer electronics retailers, known for delivering exceptional in-store experiences where friendly staff guide customers through their technology needs. With a strong presence across Australia and New Zealand, the company serves millions of customers seeking everything from everyday electronics to specialized gaming equipment.
Challenge: Orchestrating transformation across every dimension of the business
JB Hi-Fi faced a challenge that would redefine their entire retail model. Customers expected the retailer to cater for niche, high-end gaming products like specialized gaming PCs and graphics cards, categories historically suited to smaller specialized retailers. The opportunity was clear: launch a marketplace model connecting customers to hundreds of vendors making more specialized but highly sought after products available.
But this wasn’t an incremental change to their traditional retail approach. It demanded reimagining everything: vendor relationships, demand planning processes, customer experience, system architecture, and business model fundamentals. They needed to integrate with platforms like Shopify and Mirakl whilst onboarding hundreds of small and medium business vendors they’d never worked with before.
For Duc Vu and his software engineering team, the challenge became urgent: how do you program manage a transformation that touches every single aspect of the business? How do you keep engineering teams, business intelligence, product managers, business analysts, and external partners all aligned when everyone has different planning and implementation processes? With hundreds of moving pieces across technical systems, vendor onboarding, customer journeys, and financial models, traditional project management approaches wouldn’t scale.
“The challenge wasn’t just changing our retail website. We had to reimagine vendor relationships, demand planning, customer experience, system architecture, and business fundamentals. How do you orchestrate that level of complexity and keep everyone aligned?”
Duc Vu, General Manager, IT Engineering at JB Hi-Fi
Solution: Miro as the AI Innovation Workspace for orchestrating transformation
Duc’s team had always been highly visual in their approach to complex projects and were already using Miro extensively. But the marketplace transformation would push their collaborative capability to its absolute limit. Their existing investment in Miro as their innovation workspace became critical. They weren’t learning a new tool, they were leveraging their established platform to tackle one of the most complex projects in company history.
Miro became the blueprint workspace that made program management exponentially easier. It created a central place where discovery, high-level strategy, and detailed execution could all live in one space. During the discovery phase, the team used Miro to map out the entire customer journey. Business analysts shared insights about demand planning. Engineers outlined technical requirements. Product managers synthesized customer needs. All in one visual space.
The project manager used a single large Miro board as the central hub to direct different conversations. Technical diagrams for system integration sat alongside vendor onboarding flows. Shopify and Mirakl partnership requirements connected directly to internal roadmap planning. Financial models linked to customer experience wireframes. What made this powerful was facilitating conversation between front-end engineers, back-end engineers, and business stakeholders. The visual canvas created mutual understanding across disciplines.
“The visual nature of Miro created a feedback loop between engineers and business stakeholders. When everyone could see how their work connected, the canvas became our collaboration forum. One workspace orchestrated hundreds of moving pieces.”
Duc Vu, General Manager, IT Engineering at JB Hi-Fi
Impact: Nine months instead of two years, with an AI-augmented future
The results speak for themselves. JB Hi-Fi delivered the massive marketplace transformation project within nine months instead of what would traditionally take other retailers approximately two years. They successfully onboarded hundreds of vendors and completely reinvented their retail model to serve customer needs for specialized gaming products.
The speed wasn’t just about efficiency. It was about maintaining competitive advantage in retail where customer expectations evolve rapidly. By orchestrating the entire transformation on Miro’s canvas, where discovery, strategy, and execution lived together, JB Hi-Fi eliminated the coordination tax that typically bogs down complex programs. Teams stayed aligned naturally because everyone could see the full picture whilst focusing on their specific workstream.
“Having the right innovation workspace turned complex transformation into collaborative success. Miro became our blueprint where technical systems, customer journeys, and business models all connected in one visual space that everyone could understand.”
Duc Vu, General Manager, IT Engineering at JB Hi-Fi
The bigger picture: AI-augmented collaborative intelligence
What excites Duc about the future is that with all these elements concentrated in one place on the Miro platform, JB Hi-Fi is now well positioned to leverage AI capabilities. The team already sees how AI can accelerate discovery, generate insights on collaborative data, and act as a thought companion surfacing patterns they might have missed. With AI, they can rapidly prototype new marketplace features and synthesize feedback faster than before.
“The future isn’t about managing complexity. With AI augmenting our collaborative intelligence on the Miro canvas, we can rapidly prototype, synthesise feedback, and innovate faster than we ever thought possible in retail transformation.”
Duc Vu, General Manager, IT Engineering at JB Hi-Fi
