The secret power of onboarding, w/Canva's Melanie Perkins

User Onboarding

User onboarding at Canva is designed to transform initial user apprehension into confidence and engagement. Melanie Perkins emphasizes the importance of creating a joyful experience, akin to gamification, to help users quickly find value in the platform 1. This approach not only encourages users to explore but also ensures they feel capable and creative. Reid Hoffman notes that the onboarding process must cater to users at different skill levels, from beginners to advanced users, ensuring everyone remains engaged 2. Perkins shares how they addressed user fears by introducing simple challenges that build confidence and encourage sharing 3.

People had been told their entire lives that they weren't creative, that they didn't have a design vote in their body, and all of a sudden they were put with this tool and they were scared to actually use it.

--- Melanie Perkins

This strategy has been crucial in scaling Canva's user base to millions worldwide.

   

Employee Onboarding

Employee onboarding at Canva is crafted to align new hires with the company's culture and goals from day one. Melanie Perkins and her co-founders ensure that new employees are immersed in Canva's vision through a detailed onboarding bootcamp, which includes a pitch deck presentation similar to that shown to investors 4. This personalized approach helps employees feel integrated and valued, fostering a sense of belonging and motivation. Reid Hoffman highlights the importance of speed to productivity, noting that a well-structured onboarding process can prevent the waning of initial enthusiasm 2. Additionally, Canva's quarterly "season openers" serve as a platform for teams to showcase their goals and achievements, further embedding employees into the company's culture 5.

Starting at a new organization or at a new company is often quite intimidating and filled with a lot of emotion. And so we want to help people to feel part of the team straight away, to really get to know our culture.

--- Melanie Perkins

This approach not only boosts productivity but also strengthens team cohesion.

   

Investor Onboarding

Onboarding investors at Canva involves more than just presenting a business plan; it's about aligning them with the company's vision and potential. Melanie Perkins learned early on that investors needed to be onboarded to the "why" of Canva, not just the "what" 6. This meant clearly communicating the market potential and the unique solutions Canva offered. Reid Hoffman explains that the initial pitch is crucial as it serves as the first step in onboarding investors, making it essential to present a compelling and clear investment thesis 7. Perkins shares her journey of understanding the intricacies of fundraising, emphasizing the importance of self-education in the world of finance.

It matters that your pitch to investors onboards them, not just to the what of your company, but the why.

--- Reid Hoffman

This strategic approach has been instrumental in securing the support needed to scale Canva's operations.