Onboarding project | Canva

Hi there, we'll take this one step at a time

Turn your Ideas into Stunning Designs like a Pro!

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Canva is a design platform that simplifies design for everyone. It has easy to use templates and tools that helps you design even if you are not a professional.

From social media posts, to pitch decks, brand collaterals - Canva can help us design everything. Canva also helps with ideation. The newly launched AI features are also pretty impressive.

For a new business owner or a marketing manager, Canva will be the best buddy you can have at workplace.

Identifying The Ideal Customers

Lets look at two use cases for Canva

User Profile 1:

👩‍🦰 Anjali, 28

Marketing Manager at an early stage Fintech Startup

At work, Anjali dons multiple caps - from analyzing sales data, identifying consumer insights and then designing communication for the brand for Facebook, and Google Ads.

Anjali does not have a designer as the startup is very early stage and they are still experimenting with these channels. She does not have time or skill to design these creatives - yet she has to run the ads by EOD. What will Anjali tell the digital marketer now?

Enter CANVA!

Anjali signs up on Canva and tries her hand at designing. With the pre populated design templates, she is able to generate more ideas for ads and creates a bunch of cool designs that she shares with the digital marketing team.

She keeps using Canva for work and adds her teammates to collaborate on the designs as well. She is now using Canva Teams regularly.

User Profile2

🧑Mohan, 25

Small business owner

Mohan is busy all day managing his business of tote bags he just started - he has a team of two so things get pretty chaotic sometimes. There is a popup around the corner where Mohan will be exhibiting his brand.

Mohan needs to design flyers to distribute to the visitors. He already has few ideas but finds it difficult to put it on paper.

CANVA to the rescue!

Mohan searches how to design flyers easily. He comes across Canva and signs up for Canva Pro for 1 person. The predesigned templates of Canva helps him design great flyers in no time.

Locking in the ICPs

Criteria	Marketing Manager/Marketing Executives	Small Business Owners
Company Size	11-100 employees	2-10 employees
Location	Metro / Tier 1	Metro / Tier 1
Funding Raised	Seed / Pre Series A	Bootstrapped or Seed funded
Decision Maker	Marketing Manager	Owner/Founder
Frequency of use case	3-5 times a week	4-5 times a week
Motivation	Strong and relevant collaterals on Social Media, Online channels for lead gen / user acquisition	Well designed brand collaterals, social media posts for potential users Smart pitch decks for B2B meetings, buyers
Preferred Outreach Channels	Mail, Whatsapp, Call	Mail, Whatsapp, Call
Growth of company	Growing	Growing
Design skills	Beginner	Beginner / Intermediate
Pain Point	No dedicated resources for designing brand creatives	Less time and skills but growing need of creatives
Behaviour	Tech savvy, multitasker, creative	Tech savvy, Problem solver

Locking in the Jobs to be Done

Define user goals and JTBD

Goal Priority	Goal Type	Anjali	Mohan
Primary	Functional Goal	I want help in ideation and designing to complete my primary tasks (creating effective campaigns)	I want quick fixes to my design needs so that I can focus on growing my business
Secondary	Social Goal	Being able to turn my ideas into cool designs makes me look good in front of my team and manager	-
Tertiary	Financial Goal	-	Save money and time by using a tool rather than hiring resources
Least Important	Personal Goal	-	-

Onboarding Teardown

Canva Onboarding Teardown (1).pdf

Identifyin Activation Metrics

We interviewed both ICPs to identify their user behaviours

Anjali (Canva Teams Subscription - Yearly

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Mohan (Canva Pro Subscription - Yearly

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Both are engaged users ; based on the user behaviour following key metrics were identified:

No of logins / active sessions in first 30 days
No of designs created in first 30 days
No of new features unlocked in first 30 days
No of Canva templates used for design

Canva uses the IKEA Effect - Prompting users to start designing first !

Hypothesis 1 : Users who create at least 5 designs in a month are engaged
Activation metric : No of new designs created in a month

Hypothesis 2: Users who use/customize design templates are more serious users
Activation Metric : No of actions taken on Canva templates in a month

Hypothesis 3: Users who export 5 designs a month are engaged users.
Activation Metric : No of designs exported per month (Downloaded / Shared on Social)

Hypothesis 4 : Users who log in 7 times a month are engaged users.
Activation Metric : No of active sessions in first 30 days

Hypothesis 5 : Users who unlock 5 Canva features in a month will renew their subscription
Activation Metric : no of features unlocked in first 30 days

Nature of metric	Activation Metric	Time frame
Quantitative	No of designs created monthly	M1, M2, M3
Quantitative	No of designs exported monthly	M1, M2, M3
Quantitive	No of active sessions after signup	M1
Qualitative	If user is using Canva design templates	M1
Quantitive	No of new features user unlocks in a month (feature adoption rate)	M1, M2