How Canva leverages Enterpret to build products that delight over 170 million users

Tiffany Go
Head of Product Marketing
March 20, 2024

Canva is an online visual communication platform that empowers everyone to design anything and publish anywhere. Today, Canva has over 170 million monthly users worldwide.

We sat down with the team to learn how they use feedback to delight customers and build one of the world's most innovative products.

  • Jesse Walker, Head of Insights and User Advocacy
  • Mat Manning, Product Manager, Canva Docs
  • Chloe Blattmann, Product Manager, Canva, Video

Goal: Close the Loop with 170 Million Global Customers

Since launching in 2013, Canva has made customer feedback central to building a world-class product. Jesse’s team, which sits within the broader User Voice team at Canva, uses customer feedback to collaborate and align on the most significant issues and requests to unblock the organization to prioritize at scale.

Canva’s ultimate goal is to "Close the Loop" with every one of its 170 million customers. "Closing the loop is deeply important because we want our community to feel they're part of Canva's journey. This means listening to our customers, incorporating their feedback into the product, and letting them know they've been heard," says Jesse.

Challenge: Struggling to Surface Critical Insights from Global Multi-modal Feedback

Before Enterpret, Canva was trying to understand feedback in 100+ languages across multiple channels and modalities (customer support, in-app surveys, social media feedback, etc.) for various product lines and teams.

The scale of global feedback presented the User Voice team with the following challenges:

  • Manually tagging and analyzing support tickets in 50+ different languages
  • Multimodal feedback siloed in channels across teams and product lines
  • Teams outside of User Voice couldn’t easily access insights from customer feedback

Jesse remembers," Without a single source of truth, we lacked the insights and confidence to say, ‘Users want this thing in this part of the product’ because we couldn't easily quantify requests and issues across our various feedback channels."

Choosing Enterpret for its Ability to Deliver Deep Insights Rapidly

Jesse led the charge to find an AI solution to help Canva manage feedback more systematically and automatically.

The team looked at and trialed a few tools. "Other tools didn't solve the core problem of helping us get specific. They'd surface high-level product themes but fell short when delivering specific insights." Jesse recalls.

Canva ultimately chose Enterpret because the models created a taxonomy that "Delivered the long tail of insights and made it easy to dive into the specifics." For example, Enterpret didn't just surface "Requests for Docs"; it surfaced "Add page numbers to Docs."

Another selling point for Jesse and his team was that Enterpret unlocked the ability to join together other sources of customer feedback for a holistic view of feedback. “Enterpret connected millions of feedback records immediately. Connecting various sources of feedback made it possible for us to see what users were asking for and make it accessible to all our teams."

Canva Transforms Prioritization and Validation with Enterpret Insights

Enterpret helps Canva consolidate customer feedback from customer support tickets, app store reviews, sales calls, social media, and some internal feedback surveys.

Canva Voice of Customer Dashboard

Jesse has seen a powerful shift since using Enterpret, "Teams have the necessary insights and feedback to prioritize their roadmap. Enterpret aligns everyone around the top issues or requests. Together, these elements create a healthy push and pull for Voice of Customer and Closing the Loop."

A couple of members from the product team shared how they use Enterpret to build products at Canva.

Mat Manning, Product Manager, Canva Docs shared how the Canva Docs team is leveraging Enterpret.  "Enterpret’s summary of key issues is extremely helpful, it takes out so much time and effort in reviewing, tagging and digesting feedback.”

Mat adds that the team gets a lot of value from proactive insights generated from the Enterpret Slack and Gong integrations. The team has a dedicated Slack channel for Docs feedback, where they receive comprehensive summaries every Monday morning that include insightful highlights from Gong recordings. “Getting insights into Gong recordings and being able to listen to just the highlighted sections is 👩‍🍳😘”

Chloe Blattmann, Product Manager for Canva Video, shared her experience with Enterpret. “Enterpret is a great input to help us clarify our priorities for the coming cycle. I've set up a dashboard for the video group, and the team is loving being able to explore feedback themselves without needing to search for it.”  The goal of the dashboard is to help everyone on Chloe’s team feel more connected to our customers and feel the impact when we close the loop on top issues.

Chloe adds, "In about 20 seconds, I can search for feedback with keywords like Video, Video edit, and timeline and get a list of the top issues in the past 30 days, which is awesome!  Enterpret is great for knowing where to focus to have an impact.”

In addition to Chloe and Matt, over 200+ folks at Canva across multiple teams use Enterpret to:

  • Validate at Scale: Anyone can run queries in Enterpret to move quickly on feedback without putting pressure on the User Voice team for insights. In the last six months, Canva has run over 20,000 search queries!
  • Prioritize User Problems and Requests: Teams can use Enterpret to investigate the top reasons causing a specific issue or request, leading to faster problem-solving.
  • Track Trends for Specific Product Areas: Enterpret allows Canva to zoom into specific product areas and visualize and analyze feedback and trends for that particular product.
  • Automate Feedback Loops: Every month, Enterpret sends dozens of customized automated alerts and messages to specific Slack channels and emails to keep teams updated without running queries.
  • Unblock Access to Insights and Data: Enterpret has made it possible for product owners to be more engaged with their product area's feedback. Teams (product, design, engineering) who struggled to get access to feedback now have access to hundreds of saved reports and thousands of specific and actionable reasons.

Enterpret in Action: Supporting Canva's 10th Anniversary Survey

Recently, Enterpret helped Canva analyze thousands of responses to Canva's 10th Anniversary Survey. Before Enterpret, fielding a free-form survey question, "What would you like to see in Canva?" to 125+ million users would have been a daunting multi-month project to collect, analyze, and share insights.

With Enterpret, Canva analyzed hundreds of thousands of responses in just a few hours. "Thanks to Enterpret, we launched the 10th Anniversary survey without panicking. We surfaced product insights in days, not weeks. Enterpret helped us accelerate the analysis and tagging through automation without putting added pressure on our data analyst team. It then allowed the entire Canva team to browse the survey results and insights and get them to the right teams.”

Looking to the Future: Closing the Loop with every one of Canva's 170 million customers

"Enterpret allows us to listen to our customers at a greater scale in a way that requires less time and manual work. Our internal teams connect with that feedback more easily, and this gets us to valuable insights more quickly," says Jesse

The goal is to use insights to evolve and automate how Canva closes the loop with customers. We'll continue to help the Canva team build deeper relationships with their users by automating and streamlining the process and supporting them in their mission to create the best product and close the loop with their customers.

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Enterpret allowed us to listen to specific issues and come closer to our Members - prioritizing feedback which needed immediate attention, when it came to monitoring reception of new releases: Enterpret picked up insights for new updates and became the eyes of whether new systems and functionality were working well or not.
Louise Sellars
Analyst, Customer Insights
Enterpret is one of the most powerful tools in our toolkit. It's very Member-friendly. We've been able to share how other teams can modify and self-serve in Enterpret. It's bridged a gap to getting access to Member feedback, and I see all our teams finding ways to use Enterpret to answer Member-related questions.
Dina Mohammad-Laity
VP of Data
The big win-win is our VoC program enabled us to leverage our engineering resources to ship significantly awesome and valuable features while minimizing bug fixes and" keep the lights on" work. Magnifying and focusing on the 20% that causes the impact is like finding the needle in a haystack, especially when you have issues coming from all over the place
Abishek Viswanathan
CPO, Apollo.io
Since launching our Voice of Customer program six months ago, our team has dropped our human inquiry rate by over 40%, improved customer satisfaction, and enabled our team to allocate resources to building features that increase LTV and revenue.
Abishek Viswanathan
CPO, Apollo.io
Enterpret's Gong Integration is a game changer on so many levels. The automated labeling of feedback saves dozens of hours per week. This is essential in creating a customer feedback database for analytics.
Michael Bartimer
Revenue Operations Lead
Enterpret has made it so much easier to understand our customer feedback. Every month I put together a Voice of Customer report on feedback trends. Before Enterpret it would take me two weeks - with Enterpret I can get it done in 3 days.
Maya Bakir
Product Operations, Notion
The Enterpret platform is like the hero team of data analysts you always wanted - the ability to consolidate customer feedback from diverse touch points and identify both ongoing and emerging trends to ensure we focus on and build the right things has been amazing. We love the tools and support to help us train the results to our unique business and users and the Enterpret team is outstanding in every way.
Larisa Sheckler
COO, Samsung Food
Enterpret makes it easy to understand and prioritize the most important feedback themes. Having data organized in one place, make it easy to dig into the associated feedback to deeply understand the voice of customer so we can delight users, solve issues, and deliver on the most important requests.
Lauren Cunningham
Head of Support and Ops
With Enterpret powering Voice of Customer we're democratizing feedback and making it accessible for everyone across product, customer success, marketing, and leadership to provide evidence and add credibility to their strategies and roadmaps.
Michael Nguyen
Head of Research Ops and Insights, Figma
Boll & Branch takes pride in being a data driven company and Enterpret is helping us unlock an entirely new source of data. Enterpret quantifies our qualitative data while still keeping customer voice just a click away, adding valuable context and helping us get a more complete view of our customers.
Matheson Kuo
Senior Product Analyst, Boll & Branch
Enterpret has transformed our ability to use feedback to prioritize customers and drive product innovation. By using Enterpret to centralize our data, it saves us time, eliminates manual tagging, and boosts accuracy. We now gain near real-time insights, measure product success, and easily merge feedback categories. Enterpret's generative AI technology has streamlined our processes, improved decision-making, and elevated customer satisfaction
Nathan Yoon
Business Operations, Apollo.io
Enterpret helps us have a holistic view from our social media coverage, to our support tickets, to every single interaction that we're plugging into it. Beyond just keywords, we can actually understand: what are the broader sentiments? What are our users saying?
Emma Auscher
Global VP of Customer Experience, Notion
The advantage of Enterpret is that we’re not relying entirely on human categorization. Enterpret is like a second brain that is looking out for themes and trends that I might not be thinking about.”
Misty Smith
Head of Product Operations, Notion
As a PM, I want to prioritize work that benefits as many of our customers as possible. It can be too easy to prioritize based on the loudest customer or the flavor of the moment. Because Enterpret is able to compress information across all of our qualitative feedback sources, I can make decisions that are more likely to result in positive outcomes for the customer and our business.
Duncan Stewart
Product Manager
We use Enterpret for our VoC & Root Cause Elimination Program - Solving the issues of aggregating disparate sources of feedback (often tens of thousands per month) and distilling it into specific reasons, with trends, so we can see if our product fixes are reducing reasons.
Nathan Yoon
Business Operations, Apollo.io