CHALLENGE
Brief: As a Digital Designer on the Growth team at Canva, I was responsible for enhancing the "Colors" hub, a crucial platform for driving inbound organic traffic through color and design-related searches. The "Colors" hub needed to be designed and optimized to rank highly for design and color-related search terms. The challenge was to make the hub not just a source of traffic but a gateway to converting visitors into loyal Canva users
My Role: Main digital designer responsible for managing, developing, and optimizing the "Colors" hub in collaboration with the Growth and SEO teams.
Conducted extensive research to identify key search terms and user behaviors related to color and design.
Led the design and UI/UX optimization of the Colors hub pages to enhance search engine visibility and user experience.
Implemented SEO best practices in collaboration with the SEO team, ensuring the hub's content aligned with targeted search terms.
OUTCOME
Results: The optimization efforts resulted in the "Colors" hub becoming a primary source of organic traffic for Canva, with the Color Wheel page alone attracting a staggering 2.9 million visits and usage monthly, making it one of the most significant sources of organic traffic and sign-ups for Canva.
Insights: This project underscored the critical role of SEO in design and the importance of cross-functional collaboration. It demonstrated how strategic design and optimization could directly impact user acquisition and business growth.
Tools and Technologies: Utilized Figma for UI & UX design and prototyping, UserTesting.com for user feedback, Optimizely for testing conversions.
