What is Canvas?

Canvas is a web application that anyone can use to create and customize forms, eliminating the need for paper documents. Also, users can submit their forms using any mobile devices to collect and share data. The major target market is enterprise businesses, expanding small business and individual clients.



I’m in charge of developing and executing the UX strategy and leading the user experience team.

These are my primary objectives that I am focusing on:
1. Increase the sign-up & conversion rate on the Canvas website
2. Enhance the complex Canvas application usability and functionality (view sample work)
3. Bring magical mobile to web experience (Canvas 10)



We have noticed that our traffic is increasing but the conversions of new signup are oddly a low number. Also, the mobile conversion rate is even lower.


The Goal

To determine the reasons why the conversion rate is not consistent with the website traffic and provide the possible solutions. We teamed up with CPO and marketing team and laid out all the possible problems:

1. We are using too many developer languages on the site
2. Traffic and product/service aren’t lining up
3. Interface is too complex
4. Offer is not competitive
5. Broken flow from web to mobile

Short term fix to cover #3

  • I redesigned the User Interface of the Canvas PC platform and successfully launched it in Q2-2017.
  • Enhanced the product features on the Canvas application (sample work URL)
  • Also, we migrated all content into a new responsive platform and redesigned the company branding in Q3-2017 (sample work URL)
  • Long term fix to cover #1, #2, #5

  • Canvas10 (mobile builder)
  • New onboarding flow
  • Clean up IA
  • Redesign Landing page and Homepage

    Landing page and Homepage redesign

    To gain additional insight about potential barriers to success, we decided to team up with 3rd party designers and run a 2 day discovery session.


    Brain Dumps / Messaging Exercise

    Messaging Exercise: 5 Key Elements

    We aimed to develop new ways of explaining what Canvas is and why it is valuable. We used slides from a sales deck created by Zuora, which business storytelling expert Andy Raskin calls the greatest sales deck he’s ever seen. The deck creates a compelling narrative and contains 5 key elements that add clarity to Zuora’s value proposition. We split into 3 groups and tackled each element one at a time.


    Persona research/development

    Since our start and end users are very different, this step was extra important to adopt a user’s perspective. We started the exercise by examining industry periodicals, federal regulations, standard job descriptions, company websites, etc. to add to our understanding of each persona.


    User Persona Development / Research

    User Profiling

    We built out more complete user profiles with team members who researched the same personas. We took into account demographic information and behavioral information and made assumptions based on our research about what personas in particular positions were likely to be motivated by.


    User Day Mapping

    With our groups, we imagined what a day in the life of our personas might look like. We thought about what challenges they might face, what devices they use, how they feel about technology and why, and about what they value and need.

    After the User Day Mapping exercise, we came together to search for any universal pain points potential Canvas customers might face on a daily basis. Those we identified included:

  • Wasted time
  • Inefficiency
  • Technical inexperience
  • Compliance & Regulation
  • Project

    User Day Mapping / Find Pain Pont


    UX Exploration

    We gained from the messaging exercises and persona development exercises, we revisited a current app description page and thought about what page elements should change and how. We then created a rapid prototype of a new page. We realized that the new page content should more clearly demonstrate empathy with users, taking into account their specific pain points and clearly explaining why Canvas meets their needs.


    UX Exploration



    I created wireframes based on the UX exploration study we did.

    1. Show empathy
    2. What is Canvas
    3. How we solve your pain point
    4. Tease the “promised land”.

    Project Project


    What now?

    The design and marketing teams are working on the high-fidelity mockup and planning to run an AB testing.