In this episode of the Unlearn podcast, Asher Mathew and Kelly Sarabyn chat with Anwar Haneef, Head of Ecosystem at Canva, about the company's innovative approach to empowering developers. Anwar explores Canva's ecosystem, showcasing tools like the Apps SDK and Connect API, which enable seamless integrations across platforms. He shares insights on Canva’s expansive reach, partnerships with industry giants like Meta and Salesforce, and how the $50 million Developer Innovation Fund supports sustainable ecosystem growth. Tune in for a look at how Canva is shaping the future of design, collaboration, and developer success.
00:00 - Introduction
03:19 - Canva's Developer Ecosystem and Infrastructure
06:39 - Examples of Canva's Developer Integrations
12:56 - Diversity of Canva's Ecosystem and User Community
19:48 - Monetization Strategy for Canva's Developer Ecosystem
31:25 - Canva's Innovation Fund and Long-Term Sustainability
33:00 - Go-to-Market Strategies with Partners
39:14 - Team Structure and Organizational Design
54:12 - Final Thoughts and Future Plans
Anwar opened the conversation by introducing himself and his role leading Canva's ecosystem product area. He explained that his team focuses on developing APIs, SDKs, and platforms that empower partners to create innovative experiences within Canva. He also emphasized the critical role of partnerships, developer relations, and ensuring developer success in their mission. Kelly contributed by sharing statistics about Canva’s extensive user base and market reach
Anwar reflected on Canva's journey to transform its ecosystem and his decision to join the company in 2021. He highlighted key milestones, including the launch of the Apps SDK and Connect API, which empower developers to create seamless experiences within Canva and integrate its capabilities into other workflows.
Anwar shared examples of apps developed using the Apps SDK, including Meta's design check app, and explained how the Connect API enables Canva’s design workflows to integrate with platforms like Salesforce. Asher highlighted Canva's versatility and seamless compatibility with other products and services. Anwar reinforced this by emphasizing the goal of making Canva accessible wherever users need design capabilities, citing integrations with tools like Slack and ChatGPT.
Asher inquired about the diversity of Canva's ecosystem and how the team accommodates different user personas. Anwar explained that the ecosystem serves a broad range of users, from students to large enterprises, and includes developers ranging from individuals and indie creators to major companies like Meta and Google. He emphasized the importance of delivering seamless, high-quality experiences for users while equipping developers with the necessary tools and support to succeed.
Kelly asked about Canva's monetization strategy for developers, prompting Anwar to outline their approach, which includes a freemium model that encourages developers to offer free components. He shared examples of developers achieving significant revenue growth by tapping into Canva’s extensive user base. Anwar also highlighted the premium app program, which integrates high-quality apps into Canva's pro subscriptions, delivering added value to users while supporting developers' success.
Anwar discussed Canva's $50 million Developers Innovation Fund, designed to support innovation and reward developers based on usage. He stressed the importance of building a sustainable, long-term model to support the ecosystem, aiming to create a self-sustaining economy rather than relying solely on finite funding. Asher and Kelly expressed their appreciation for Canva's thoughtful approach and its potential to serve as a model for other companies.
Asher asked about aligning go-to-market relationships with Canva's platform vision, prompting Anwar to share how Canva collaborates with partners like MailChimp, HubSpot, and Salesforce on joint initiatives. He highlighted successful examples, including the Canva and Salesforce pitch deck integration, and noted the company's efforts to expand partnerships with smaller, niche companies to better serve specific user segments.
Kelly asked about the structure of Canva's ecosystem team, leading Anwar to describe the ecosystem super group, which encompasses product design, engineering, go-to-market, and developer success teams. He emphasized the value of autonomy and collaboration within the group, fostering seamless integration between product development and partnerships. Anwar highlighted the team's cohesive approach, with product teams working closely alongside partnerships and developer relations to ensure alignment and a unified strategy.
Anwar shared that Canva is focused on enhancing functionality and support for developers, including introducing new integrations and tools. He also mentioned a selective approach to onboarding new partners for the premium app program, prioritizing quality and user value.
"Before we start anything, we usually spend a lot of time designing it first. This creates a much better experience because it ensures everything is well-articulated and users are properly guided. When you focus on design upfront, you can build faster, as many of the issues that arise from building first and designing later are avoided." - Asher Mathew
"We want Canva to be wherever there is an intention for design. Whether it's creating a QBR, designing a t-shirt, or planning team swag, we aim to be available anytime, anywhere, for any user with design needs." - Anwar Haneef
"Many platforms say, 'We've made ourselves extensible—come build on us,' but Canva has gone beyond that. Not only has it made itself extensible, but it has also made it incredibly easy to embed Canva into other products. This allows users to access Canva seamlessly within those products, maintaining a consistent experience." - Kelly Sarabyn
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