Canva stands as the dominant tool for visual content, making its users a natural demographic for social management platforms like Sprout Social. Yet a significant friction point existed: roughly half of the social content built in Canva was manually downloaded to be published on external tools. The objective of a Canva and Sprout Social integration was to bridge this workflow gap, creating a native pathway that would optimise the publishing flow and preserve data continuity across both ecosystems.
Following initial research and ideation, I built two low-fidelity, end-to-end conceptual flows in Figma. By keeping the fidelity intentionally low, I rapidly mapped out the integration's structure and ensured interviewees focused on the core workflow logic — letting the team gather raw, unbiased feedback on the concept's actual utility.
Use Canva as the design tool in Sprout Social, then return with one click — your updated design ready to post.
Connect a Canva account and immediately access all designs within the platform, ready to be published.
I conducted four moderated usability testing sessions with internal B2C marketers ("Canvanauts") who actively use Sprout Social in their daily workflows. The goal was twofold: to gather direct feedback on my two proposed design flows, and to evaluate workflow fit — specifically testing whether this integration actually solved their day-to-day friction or missed the mark on their real needs.
Testing invalidated the publishing hypothesis entirely. Marketers didn't want another place to publish — they wanted their Canva design performance surfaced where they already analysed campaigns.
Armed with this insight, I reframed the opportunity. Rather than forcing a publishing flow that didn't fit, I pivoted the scope toward a reporting and analytics integration — a far higher-value, unmet need that aligned with how marketers actually measure success. I synthesised the research into three distinct product concepts for the team to evaluate.
Surface engagement metrics directly on each Canva design inside Sprout Social's reporting view.
See how a single Canva asset performed across every social channel it was published to.
Let marketers jump from a low-performing post straight back into Canva to revise and re-test.
The reframed strategy crystallised into three product concepts — each targeting a different point in the design-to-insight loop.