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Hyper-localization: The Key to Canva's Global Success
技术
- 平台即服务 (PaaS) - 应用开发平台
适用行业
- 设备与机械
适用功能
- 产品研发
用例
- 时间敏感网络
挑战
Canva 是一款在线设计和发布工具，于 2013 年推出，其使命是让世界上的每个人都能设计任何东西并在任何地方发布。如今，Canva 每月拥有超过 6000 万活跃用户，其中一半是非英语用户，该平台支持 130 多种语言。 Canva 面临的挑战是让全球用户尽可能使用该工具，并提供最佳的用户体验，无论他们使用哪种语言。这需要以可扩展的方式深入了解文化和语言的微妙差异以及受众的独特需求。面临的挑战还在于维护 Canva 品牌，同时为许多不同地区大量定制产品。
关于客户
Canva 的客户是一个多元化的群体，来自全球各地的月活跃用户超过 6000 万。这些用户范围从个人到企业，都希望利用 Canva 的在线设计和发布工具来创建和发布他们的设计。其中一半用户不会说英语，这凸显了该平台的全球影响力及其本地化工作的有效性。 Canva 的客户根据其文化和语言背景有独特的需求，该平台旨在通过提供与每个当地市场产生共鸣的用户体验来满足这些需求。
解决方案
Canva 的解决方案是超本地化，创造一种与当地市场产生共鸣的体验，而无需每次都重建 Canva。他们在 Canva 诞生之初就投入了本地化工作，依靠长期收集的数据将他们的经验和成功应用于新市场。他们允许当地设计团队掌控并尝试适合不同市场的方案。这种方法也适用于营销和其他内容。 Canva 还确保所有员工拥有相同的公司价值观和文化，并朝着相同的目标努力。他们维护了所有译者都可以访问的最新风格指南，以确保品牌色彩和语气在翻译中清晰表达。 Canva 还利用其增长数据来决定首先关注哪些语言和地区，同时考虑市场规模和某个地区的潜在用户数量。
运营影响
数量效益
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