Kristine Segrist on building authentic connections with Canva users of all ages

Kristine Segrist  on building authentic connections with Canva users of all ages

Transcript

00:00you know how we started the conversation about not talking at but engaging people

00:05it's interesting working with Canva young people use Canva in droves so it's more of the discussion

00:11of making sure that you know a CIO and a company also knows the value and how that can unlock so

00:16it's a little bit of maybe the inverse of some of those discussions but I think a lot of it's

00:21meeting people where they are not having you know if people are on platforms that have short form

00:26or they expect a feedback loop they expect transparency it's delivering that every day

00:32and setting up your teams to do that and I think listening is really important you know we look at

00:38one great thing about Canva when you open it you're not staring at a blank page being like oh god what's

00:43the first thing I'm going to write you know you can access a template or something beautiful to get

00:47you started so we're always listening to our community what are they searching for what are

00:51they buzzing about and then trying to strike those partnerships whether it's you know working with

00:55Pantone when they drop their color of the year to do something quite fun or we have a partnership

00:59with Pinterest when they had their yearly trend predicts we've been working with Disney and you

01:05know we're seeing people are looking for whether it's Star Wars fandom or other things they care

01:09about we want all those design elements to really be at their fingertips so that we're listening and

01:15continually closing the loop with that community and then to your part about culture you know sometimes

01:21it's like what are those moments that matter I think the one sport we don't have represented up here

01:24as the NFL today maybe that's the next panel but we had this kind of fun insight that the number one

01:31day people call it sick in the U.S. is the day after the Super Bowl I mean millions of people get you know

01:35the Super Bowl flu and we're always trying to transform work transform work to be more fun more visual more

01:41collaborative so we did a whole social campaign to salute those who just slogged through with bleary eyes

01:46and pulled up to their desk and just kind of being in that moment with people having a bit of fun

01:52not taking ourselves too seriously and knowing what's what's the the conversation in our community

01:57and and showing up there in a light way has really helped us to make that connection in a way that

02:02feels authentic