CANVA & MAILCHIMP
Services: UI/UX design, UX Research & Testing
About
Mailchimp and Canva have a widely-adopted existing integration placing it among Mailchimp's top most popular integrations. Canva consistently ranked within the top 5 in searches, connections, and page views within Mailchimp.
However, the current Canva integration is very limited in its capability, and falls short of user expectations. Our previous customer insights indicated there is room for improvement in streamlining these platforms to solve common user problems.
The Challenge
Research indicated that some of the key problems faced by our users are related to context switching where users are having to navigate between both Canva & Mailchimp ro design an email, limited syncing and asset management capabilities between both platforms, having no native support for syncing and editing designs, and no brand kit support..
Since a lot of our users are solely building their images within Canva and exporting them to Mailchimp, we decided to focus our first efforts on the image editing process. This would be our first big win and one of the places our users received the most value from their integration.
Our Solution
The goal was to provide our users with an easy way to edit a synced Canva image from Mailchimp. At the same time we needed this call to action to be a part of our users existing workflow. This would help the new feature to be seen and easily accessible by Canva integrated users.
An entry point call to action “Edit in Canva'' was added within our email editor underneath the current editing option. When users upload a photo and want to change its contents they’ll use this call to action to update the image within Canva. The changes made to the image in Canva would sync back to Mailchimp in real time.
This new workflow would eliminate the friction users currently experience in having to edit and re-upload their images from Canva increasing their efficiency in the email creation process.
Outcome
The solution was tested with users who use both Canva and Mailchimp throughout their day to day task. Based on participant actions and thoughts expressed during the unmoderated test, this solution reinforced our hypothesis and would produce meaningful outcomes.
Participants believed this solution would help increase their efficiency while making this integration more useful, as the current process for editing and uploading images is time consuming and cumbersome.
The results from the test were shared with all stakeholders and contributors receiving the final thumbs up for approval.