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

User Experience

Melanie Perkins, co-founder of Canva, emphasizes the importance of a seamless user experience through effective onboarding strategies. She and her team focused on understanding customer needs by personally guiding new users through the platform, which helped them gain confidence and stick with the product 1. This approach was crucial in overcoming user fears, as many felt intimidated by design tools due to past experiences. To address this, Canva introduced playful starter challenges that quickly built user confidence 2. Perkins believes that onboarding should not only teach users how to use a product but also make them feel empowered and excited about it 3.

   

Employee Onboarding

Canva's employee onboarding process is designed to make new hires feel integrated and valued from day one. Melanie Perkins explains how they create a welcoming environment with personalized touches like desk setups and company swag, alongside a comprehensive onboarding bootcamp 4. This process not only boosts productivity but also fosters a strong company culture. Celebrating milestones, such as product launches and international expansions, further strengthens team cohesion and morale 5. Perkins highlights the importance of making onboarding a joyful experience, akin to gamification, to ensure employees feel part of the team and motivated to contribute 6.

   

Investor Engagement

Onboarding investors is a strategic process that Melanie Perkins mastered by aligning Canva's vision with investor interests. She learned that pitches are the first step in onboarding, requiring clarity and a compelling narrative to engage potential investors 7. Initially, only those who believed in Canva's vision invested, as many were skeptical about the design market's potential 8. Perkins emphasizes consistency in communication across all stakeholders, ensuring that investors, employees, and partners are aligned with Canva's goals. This alignment is crucial for scaling and achieving long-term success 9.