2. For the project the user experience of a graphic design
platform, Canva, is analysed. The focus is on the
overall user experience and making it more engaging
for users.
Canva allows users to create beautiful designs quickly
by choosing from many professionally designed
templates. The platform is free to use but includes
purchasable design elements and paid subscriptions
like Canva Pro and Canva for Enterprise that offer
additional functionality. As of 2019, Canva had 20
million users across 190 countries.
Despite Canva’s success, I feel there are still some
ways Canva could further improve its platform by
tapping into the motivations of their users.
3. ANALYSIS OFTHE CURRENT EXPERIENCE
01 OCTALYSISSTRATEGYDASHBOARD
BRAINSTORM
02
03
TABLE OF CONTENTS
● BUSINESS METRICS
● PLAYER TYPES
● DESIRED ACTIONS
4. Player / User
Desired Action
Feedback Mechanics
Business Metrics
Win-State
Rewards
01
OCTALYSIS STRATEGY DASHBOARD
5. 1. Revenue
2. User retention
3. Weekly active users over monthly active users
BUSINESS METRICS
7. PLAYER TYPES
1. Proprietor - Professional & Scientific
2. Maven - Professional & Artistic
3. Artist - Pleasure & Artistic
4. Learner - Pleasure & Scientific
Professional - Uses the platform to create designs with professional applications in mind
Pleasure - Uses the platform to experiment with different designs for enjoyment
Artistic - Prioritises on a design’s appearance and aesthetics
Scientific - Prioritises on a design’s function and purpose
8. PLAYER TYPES
• Proprietors are mainly small business owners who typically have a lot of tasks to juggle daily,
including developing content for their business to engage customers.
• They would be one of the main users of Canva as it would help them develop content quickly
and cheaply compared to hiring a full time designer or outsourcing the design work.
• The goal would be to convert them from free users to paid users granting them access to more
convenient features and design assets on the platform.
• Mavens represent marketing professionals that care a lot about the aesthetics of their work
and how it appeals to others.
• They would be one of the main users of Canva as they would highly utilise the design interface
and beautiful templates that make it easier for them to make their work visually and
aesthetically pleasing.
• The goal would be to convert them from free to paid users granting them access to more design
assets, offering them more ways to design and express their creativity.
Maven
2
1
Proprietor
9. Meaning
Accomplishment Empowerment
Ownership
Scarcity Unpredictability
Avoidance
Proprietor
Professional SocialInfluence
Scientific
● Wants to make a difference in people’s
lives
● Always looking for ways to
improve themselves as business
owners
● Will explore any business opportunity
that comes their way
● Enjoys solving problems and
overcoming challenges
● Driven to achieve specific business
goals
● Likes to create own processes and ways
of doing things
● Enjoys creating valuable products
and/or services
● Not afraid to take risks
● Always trying to find ways to innovate
● Looks for new business opportunities to
jump into
● Does not like losing customers and
income
● Looks for the next big idea that others
have not pursued
● Takes pride in own successes
and achievements
● Proud of the business(es) they’ve
built
● Not afraid to take responsibility for
own mistakes or failures
● Comfortable in their own skin
● Always looking to expand their
network
● Values feedback from others
High: CD2, CD4
Medium: CD3, CD5, CD7
Low: CD1, CD6, CD8
10. Meaning
Accomplishment Empowerment
Ownership
Scarcity Unpredictability
Avoidance
Maven
Professional SocialInfluence
Artistic
● Enjoys the challenge of capturing
their customers’ attention
● Enjoys designing attractive brands
and marketing assets
● Takes pride in their own work
and achievements
● Likes to explore different ways to attract
customers
● Always looking for tools to better engage
with customers
● Enjoys crafting marketing campaigns
● Enjoys building brands
● Pays attention to how others view them
and their brand
● Can brag about their success with
customers
● Looks out for trends and changes
in consumer behaviour
● Customers can behave unpredictably at
times
● Looks forward to new market trends
● Eager to learn new marketing channels
and methods
● Does not want their brand to be seen
as undesirable to customers
● Looks for ways to attract customers
from competitors
High: CD3, CD5, CD7
Medium: CD2, CD4
Low: CD1, CD6, CD8
11. DESIRED ACTIONS
● Return weekly to Canva
● Start new project
● Browse different templates
● Upload media
● Add images/text/audio/video/elements
● Purchase stock photos/elements with Canva Credits
● Export completed design
● Upgrade account
13. ● Guided tutorials to learn the basics of Canva
easily
● Integration between Canva and other popular
platforms allow easy sharing and posting of
designs
● Develop design skills
● Downloadable Canva App for ease of access on
multiple devices
● Easily save templates as favourites
● Empower user creativity with different
templates and elements
● Drag and drop elements for immediate
visualisation of the design
● Collaborate on designs with other users
● Built-in commenting feature to ease
collaboration
● Canva Enterprise includes built-in
workflows to ease the approval process
on designs in teams
● Refer friends to join Canva
● Users can create as many designs as they
want
● Customisable designs
● Custom templates and brand kits with
Canva Pro/Enterprise
● Add template/design to favourites
● Obtain premium elements with Canva
Credits
● Limited features and templates with
free Canva account
● Less storage with free Canva account
● Many design templates and
elements to discover
● Discovered templates may not be easily
found again if not used or favourited
Meaning
Accomplishment Empowerment
Scarcity Unpredictability
Avoidance
SocialInfluence
Ownership
15. NAME DESCRIPTION CORE DRIVE
User Dashboard
A dashboard that displays the user’s total Canva Credits and remaining storage space on the homepage
of their Canva account. Includes buttons to purchase more Canva Credits and upgrade to Pro for more
storage.
4, 6
Dream Theme
Users can suggest and vote on different themes for a new set of templates to be added into Canva
each month.
2, 3, 5
Feedback Council
Users can submit their designs for other users to view and easily provide praise or constructive
feedback for them to improve on.
2, 3, 5
Crowd Favourites
Showcase recent popular premium templates and elements on the homepage with a button to
purchase with Canva Credits or upgrade to Pro. Selection changes each week.
4, 7
Step-By-Step Guides
Simple step-by-step tutorial videos on how to craft various beautiful designs using pro only elements
and templates for users to learn from. Showcases the different premium features and elements to
users.
2, 3, 6
Pro Status
Display a “pro” badge next to the user’s profile photo signifying his or her pro account status that can
be seen by team members and other users.
4, 5
Premium Streak
Free users can collect certain premium features and templates overtime by returning to Canva daily.
Collected features and templates will reset to zero if the user breaks their daily streak. Can be restored
by spending Canva Credits or by upgrading to Pro.
2, 3, 4, 8
Surprise!
Surprise users with limited design assets and templates on certain days to encourage daily returns.
Given out randomly without prior notice so the user will not know on which days the limited design
assets and templates will be available.
3, 4, 6, 7
16. NAME DESCRIPTION CORE DRIVE
Design Submissions
Users can create their own unique templates and publish it on Canva for other users to enjoy. Selected
templates will earn the user Canva Credits.
2, 3, 4, 5
Seasonal Templates
Allow users to purchase seasonal design templates with Canva Credits. The templates are only
available for a limited time.
3, 4, 6
Design Competitions
Users can enter themed design competitions and have their winning submissions along with their
profiles displayed by Canva to other users on the platform. Winners will be awarded Canva Credits.
2, 3, 4, 5
Pro Community
Upon upgrading to a Pro account, users are admitted into an exclusive community made up of only Pro
users, allowing them to easily share their designs, Canva tips and tricks, and discuss various topics with
each other.
2, 3, 4, 5
Design for Good
Organise design competitions where users can submit designs for a charitable cause and earn Canva
Credits.
1, 2, 3, 4, 5
User Milestones
Users can earn Canva Credits by completing certain milestones, such as exporting a certain number of
designs, or using a certain number of templates and elements.
2, 4
Meet The Expert
Every month a famous designer is invited for a virtual meet-and-greet with only Pro users. During the
session, the designer will share design tips and tricks that users can apply on the platform.
2, 3, 5, 6
17. WORD OF THANKS
I am grateful for the opportunity to work on my
Level 1 submission with the support from the
Masterclass community and the wonderful
guidance from Yu-kai and Chris. It was an eye
opening and enriching learning experience which
I hope to bring with me everywhere I go. Special
thanks to my fellow Masterclass participant,
Gabriel Goh for sharing the learning journey with
me.
To anyone reading this, thank you for sparing
some of your time and energy to go through my
submission. And to those who are willing to
provide me with feedback, much appreciated!
Stay healthy and happy
- Sufiz Mohd Suffian