B2B Saas
Cutting file finding and organization time by 52% on Canva's desktop app
Canva’s file organization system frustrated power users, making it difficult for them to manage and find designs, with some considering switching to competitors because of these challenges
ROLE
company
time frame
6 weeks
The impact
(from 60 to 29 seconds)
(from 3.18/5 to 1.5/5)
Back to the details
My process
discover
Listening in on the Canva community to uncover pain points
Shifting focus from solutions to needs
Users were commenting solutions rather than the pain points that led them to thinking of the solutions. This sparked a question—which needs aren’t being met that drive them to want these fixes?
To uncover the deeper needs, I reached out privately to commenters and other Canva users. Through 7 in-depth user interviews, I learned about Canva users’ challenges. Collecting 70+ direct quotes, I organized them into five key themes using an affinity map.
define
Main insight: Canva’s file organization system made users feel disorganized and out of control
The homepage only showed recent designs, leaving users scrolling endlessly for what they worked only a few weeks ago. Thinking they can bypass this issue with searching for their files in the 'Projects' tab, they were met with unintuitive foldering and filtering options.
Power users were frustrated by the organization system and were even considering switching to competitors because of it
'Projects' tab and homepage was cluttered and difficult to navigate
Unclear feedback on which designs were filed or not
Filtering and sorting tools located in unintuitive areas
Users needed:
Feedback on which files are filed or not
A quick way to locate designs without sifting through clutter
Files they go back to often to be quickly accessible
Turning user stories into personas to keep empathy at the core of design
By listening to real user experiences, I was able to create personas that truly reflect their needs and struggles. These personas became my guide, helping me stay connected to users and keep their perspectives at the heart of every design decision.
Brainstorming solutions based on research insights
I crafted POV statements and HMW questions to come up with solutions with empathy. This process allowed me to brainstorm ideas that didn’t just check boxes, but truly spoke to their needs and frustrations.
POV
Long-time power users need a simple, intuitive way to organize their content because Canva’s current organization system makes them feel out of control
HMW
HMW help long-time power users organize and sort their content in a way that feels intuitive and truly declutters their workspace?
Prioritizing solutions by analyzing business and user needs
I aligned solutions with Canva's goals and user needs by focusing on the bigger picture and mapping both of their needs. Next, using an impact-feasibility matrix, I prioritized high-impact solutions that fit within time constraints.
Analyzing competitors’ organization features to align solutions with users’ mental models
No competitor has figured out the ‘perfect file organization system’
Most effective platforms display folders alongside files, enabling drag-and-drop sorting. Sorting by filters (e.g. recency) reduces the cognitive load by leveraging proximity
Multiple files selection simplifies sorting, boosting usability and efficiency, making it an important feature to include
Starring folders is commonplace and aligns with users' mental models, making it an important feature to include
Mapping user flows
Mapping user flows helped me understand how users navigate tasks, so I could design a smoother, more intuitive experience.
develop
Designing lo-fi wireframes to reduce friction in organization
overview
Before
Fragmented information architecture, increasing friction
After
Streamlined information architecture, decreasing friction
zooming in
Before
Fragmented menu functions for organizing and sorting files
After
Grouped menu functions together for accessible use
validate
Testing lo-fis validated the solution but the design still needed iterations
Five Canva users participated in a usability test to see if the new design made workflows smoother and gave them a sense of control. 4/5 users said they felt more organized and in control, but they were confused about the functions of the search bars.
Before
4/5 of participants didn’t know the difference between the search bar at the top of the homepage and the search bar next to the files section
After
Clarified function by matching mental models and preciser copywriting
A/B testing hi-fi prototypes against the original design to measure efficiency and difficulty
A/B test metrics
Time on task
Do the new features make users’ workflows more efficient than on the original screens?
Task difficulty ratings
Do users find organizing and finding files easier with the new features?
The redesign was more efficient and easier to use but it didn’t address one crucial need
Feedback on which files are filed or not
A quick way to locate designs without sifting through clutter
Files they go back to often to be quickly accessible
solution
Before
4/7 users were still unsure which designs were filed or not. It wasn’t clear that unfiled designs would disappear once moved into folders
After
Distinguishing between sections to clarify where unfiled designs are located
the solution
Redesigning the file organization system to be more efficient and aligned with user mental models
Impact
(from 60 to 29 seconds)
(from 3.18/5 to 1.5/5)
