Early on, the team uncovered their most important insight.
A few clicks was all that stood in the way of a new user from becoming a regular user. This is all it took for a user to realise how easy Canva is to use.
The problem was - few users were clicking at all. Faced by a big blank white slate, they were frozen by a lack of confidence. Holding them back was a fear of making a ‘mistake’ or creating something unsightly.
So Canva came up with a genius way to break the deadlock.
They simply asked users to start their design by dragging an image of a monkey onto the design canvas.
It was super easy, had a light touch of humour and wasn’t too serious. It puts a smile on your face. It was the perfect way to tear down a user’s reservations.
As a result, according to co-founder Cameron Adams, they saw a massive increase in the percentage of users who regularly used Canva.
Why does this work so well? Smiling releases dopamine - making you feel happier and serotonin - making you feel less stressed.
Pretty good strategy if you ask me.