CHALLENGE
Brief: As a Digital Designer on the Growth team at Canva, in a strategic initiative to capitalize on high-volume design-related search terms, I led the design of a landing page targeting the terms "graph maker" and "create a graph." The challenge was to design a landing page that would not only rank highly on Google for relevant search terms but also convert visitors into Canva users.
My Role: Main digital designer responsible for showcasing Canva's graph-making capabilities, with the goal of converting visitors into active users.
Collaborated closely with the SEO team to identify target keywords and user intent.
Designed a visually appealing and user-friendly landing page that highlights Canva's graph-making features.
Conducted user testing to refine the UX/UI, ensuring the landing page was intuitive and engaging.
OUTCOME
Results: The "Graph Maker" landing page achieved the top position on Google's search results for our target keywords, drawing over 280,900 monthly organic visitors. This significant increase in traffic increased Canva's position as a leading online design tool, contributing to higher user acquisition rates.
Insights: This project underscored the importance of integrating SEO strategies with design principles to enhance discoverability and user engagement. It also highlighted the value of iterative testing and collaboration across teams to refine and perfect the user experience.
Tools and Technologies: Utilized Figma for UI & UX design and prototyping, UserTesting.com for user feedback, Optimizely for testing conversions.
