Developed a new feature to help users seamlessly connect and create their design ideas
UX Research
UI/UX Design
Wireframing
Prototyping
User Testing
Figma
Maze
5 months
(Dec 2022 - Apr 2023)
Improve the design workflow.
Canva is no longer just a platform for graphic design. It's now a multi-design and collaboration app. Canva has the opportunity to improve the user experience and better support users' goals.
However, users have reported struggling with the initial phases of design, including brainstorming and search, which results in lost productivity and frustration.
Canva has an extensive array of features and a diverse portfolio of products. Prior to my research, I familiarized myself with Canva's services and design patterns. From documents to websites, Canva has the capability to create static and dynamic designs to support user needs and goals.
Canva is no longer just a platform for graphic design. It's now a multi-design app that includes video editing and animation. While the features are promising, they are currently limited in functionality.
What are users currently struggling with on Canva?
I led 4 user interviews with young professionals and social media managers aged 20-35 who are frequently use Canva (2-5 times a week). I asked questions about their goals and frustrations when it came to Canva.
Research Questions:
Tell me about a time you wanted to create something on Canva and it didn’t come out the way you thought it would.
Where do you feel like you are struggling in the app?
Can you tell me about how you set yourself up for creating a design on Canva?
How do you usually go about learning a new skill?What design features do you like to use on the app?
What features do you feel like the app is lacking?
“How do we know what to search for? I didn't know that was called an infographic."
"It can be difficult to understand or create according to client wishes"
What are other competitors doing better?
It's evident that Canva's extensive template library and user-friendly interface are key strengths. However, there's room for improvement in catering to seasoned Canva designers, enhancing collaboration features, and diversifying content offerings to appeal to different user segments.
During the course of my research, I discovered that users were not extensively using Canva for video editing. A lot them pointed out that it was not intuitive or they didn't even realize Canva had video editing or animation capabilities.
This feedback suggests that there is a lack of awareness and appeal for animation and video in Canva. Instead, users provided intriguing insights, particularly regarding the link between their design process and client/user goals.
Templates are often iterated on and can be too generic.
Users often have to scramble and search for templates that "match the style" and always have to change a lot of the templates' graphical elements to meet their goals.
Search results do not always meet user goals.
It leaves opportunity for Canva to minimize user's memory load.
Debrief process [with client/boss] is tricky.
Account for logistical info & relationship between designer and client/boss.
Approval & praise from authority and peers determine user's success.
User's perception of their success is influenced by the validation they receive from others
After engaging with my users, a common pattern emerged in their design workflow:
Users often refine their creations through iterative feedback loops with clients and brainstorm with outside party websites (i.e. Pinterest, Behance, etc). Then, they explore Canva's templates and users have the challenges of choosing templates and adhering to success metrics by clients. This however, creates an opportunity for Canva.
I observed their design process, which begins with receiving a client brief and ends with completing and exporting the final design. Their primary objectives were to create designs that are both quick and effective in communicating the intended message, while also easily integrating with their work environment. However, they encountered challenges when attempting to make detailed edits or when unable to quickly locate and access specific design elements, resulting in a time-consuming process.
Canva is a popular online design platform used by both professional designers and amateurs. However, users have reported struggling with the initial phases of design, including brainstorming and search, which results in lost productivity and frustration.
An improved search and workflow double-feature that streamlines the ideation process and makes it easier for users to work seamlessly from ideation to final design.
By improving these features, users will be able to save time, increase productivity, and reduce frustration, leading to a better overall user experience.
Because of the complexity of the new feature, I created task flows to better understand how users would navigate through the product, identify pain points, and find opportunities for optimization.
I created task flows based on the two features: Linking to a Brainstorm and Magic Recommend AI
Participants gave overall positive feedback on the design’s visual appeal, usefulness and functionality.
Due to time constraints and the complexity of the Magic Recommend tool, I've decided to do a usability test on the Brainstorm feature. This usability testing was important to learn how users interact with the product. I had 8 users complete a usability test via Maze.
I asked a few of my participants for conceptual feedback on the Magic Recommend tool. The conceptual feedback helped me understand if users found the feature enjoyable and useful.
"I would like to magic generate like not just templates but like elements. That would be cool too."
"The only thing was if I were to start over another design, what happens to my uploads? Do I have to upload them again? When I upload again, where can I access the other photos I used?"
Based on test results and user feedback, minor changes were made to the UI to improve usability.
Some users had mixed feelings about the brainstorm feature, with some enjoying it while others found it potentially obstructive. Additionally, some users had difficulty distinguishing between designing and brainstorming due to the similar background. For the magic recommend feature, users expressed a desire for more options beyond templates.
After some minor UI changes, we have updated solutions!
Problem
No organized brainstorming/debrief process
Users may lose track of their initial goal
Multiple tabs for brainstorming
Solution
Streamlined process with Brainstorm linked to Artboard
Centralized space for ideas and finished designs
Reduce switch costs from tab jumping
Problem
Search results do not always meet user goals.
Templates are too generic.
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Solution
Minimize user memory load
Make it easier to generate templates that match their style
Additional User Testing for Brainstorm Feature & Magic Recommend AI
To improve the Brainstorm Feature, additional user testing will need to be conducted, with a focus on the placement of the button/icon, the flow of the design process, and obtaining additional feedback from both new and existing users.
The Magic Recommend AI will need testing for both the Pro and Free versions.
Prepare User guide and Tutorials
Because these features are new, it is important to provide guides and tutorials to assist users in effectively utilizing the product.
