Hyper-localization: The Key to Canva's Global Success
Technology Category
- Platform as a Service (PaaS) - Application Development Platforms
Applicable Industries
- Equipment & Machinery
Applicable Functions
- Product Research & Development
Use Cases
- Time Sensitive Networking
About The Customer
Canva's customers are a diverse group of over 60 million monthly active users from across the globe. These users range from individuals to businesses, all seeking to leverage Canva's online design and publishing tool to create and publish their designs. Half of these users are non-English speakers, highlighting the platform's global reach and the effectiveness of its localization efforts. Canva's customers have unique needs based on their cultural and linguistic backgrounds, and the platform aims to meet these needs by providing a user experience that resonates with each local market.
The Challenge
Canva, an online design and publishing tool, was launched in 2013 with a mission to empower everyone in the world to design anything and publish anywhere. Today, Canva has over 60 million monthly active users, half of whom are non-English speakers, and the platform is available in over 130 languages. The challenge for Canva was to make the tool as accessible as possible to users across the globe and provide the best user experience, no matter what language they speak. This required a deep understanding of the subtle differences in cultures and languages, and the unique needs of the audiences in a scalable way. The challenge was also to maintain the Canva brand while heavily customizing the product for many different regions.
The Solution
Canva's solution was hyper-localization, creating an experience that resonates with local markets without having to rebuild Canva every time. They dove into localization efforts early in the life of Canva, relying on data collected over time to apply their learnings and successes to new markets. They allowed local design teams to take control and experiment with what works with different markets. This approach was also applied to marketing and other content. Canva also ensured all employees shared the same company values and cultures and worked toward the same goals. They maintained an up-to-date style guide accessible to all translators to ensure the brand color and tone of voice came through clearly in their translations. Canva also used their growth data to decide which languages and regions to focus on first, considering market sizes and the potential number of users in a locale.
Operational Impact
Quantitative Benefit
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