PinTogether | A Pinterest UX Case Study
CONTEXT
Pinterest has always stood out to me as a different kind of social platform, offering a calmer, more personalized experience that many people appreciate. It made me wonder what Pinterest could look like if it felt a bit more community-driven while still preserving that unique charm. To explore this idea, I took on an independent case study as part of my Digital Product Design class at Cornell.
TEAM
Just me, myself, and I!
ROLE
Product Designer
TIMELINE
Mar. - May 2024
SKILLS/TOOLS
UX Research, Prototyping, Figma
INTRODUCING...
PinTogether
a feature that lets users share their own pins inspired by weekly prompts, creating a space to share ideas and discover fresh inspiration.
USER RESEARCH
What Do Pinterest Users Actually Want?
When I started this project, I thought that while looking for inspiration, users wanted to see what others thought to know if content was trending or resonated with a wider audience. So at first, I focused on improving how friends interact on the app.
I interviewed 6 individuals and gathered these findings:
Sharing pins is a challenge
Pinterest lacks a dedicated space for collaboration
No centralized way to view all of a creator’s pins
Revising My People Problem
From my research, I found that users aren’t necessarily looking for social interaction between friends. Instead, they care more about discovering new content and easily sharing their own with others.
So, I revised my people problem:
WHEN LOOKING FOR INSPIRATION ON PINTEREST, USERS WANT TO FIND NEW, FRESH CONTENT. BUT USERS CAN'T DO THAT WELL BECAUSE…
1. Users use the app for themselves rather than for their friends.
2. There is no designated space in the app for users to share content.
MARKET RESEARCH
How Other Products Foster Community
Platforms like Spotify blends, TikTok duets, and Instagram DMs encourage collaboration and social interaction. Pinterest has similar features, such as collaborative boards and direct messaging, but they aren’t widely used.
This raises the question: how could social features from other platforms be adapted for Pinterest without losing its unique identity, and how could Pinterest strengthen its sense of community?
Pinterest currently offers Pinterest Community, a platform for creators and advertisers to connect, share best practices, and learn about tools to grow their presence. However, it isn’t designed for most users, leaving the core issue for my target audience unresolved.
BRAINSTORMING
My friend and I brainstormed several How Might We’s and discovered 4 opportunities:
And 100 solutions:
Being Unique
Accessibility & Engagement
Collaboration
Connection & Expression
In the end, I chose Creative Prompts, inspired by Instagram’s “Add Yours” feature. Using a gamified approach, this solution keeps users engaged while giving them a reason to share and interact with pins.
ITERATING
Creating a Space to Pin Together
First, I started sketching my vision for the Creative Prompts feature.
First Lo-Fi Design of PinTogether Feature
Making the Space Visible
I deliberated over the ideal entry point for users to seamlessly access this feature, aiming for a balance between accessibility and non-intrusiveness.
I opted for option B due to its clear call to action and strategic placement, ensuring visibility and accessibility for users.
Prompt vs. User
Creating the PinTogether feed, I had to choose whether I wanted to showcase the prompt or the user.
I chose the first iteration because it highlighted both the user who created the prompt and the number of users who added a pin. Featuring the users was a deliberate design choice to foster a stronger sense of community within the feature and across Pinterest.
A. Adding a pin from prompt feed
B. Adding pin from nav bar
Placing the ‘Add Pin’ button beneath the prompt feed encourages users to create their own pins due to its visibility. I decided to focus on this flow rather than adding a pin through the navigation bar.
FINISHING TOUCHES
Keeping Things Moderated
To address issues like repeated prompts and clutter, I redesigned the feature so Pinterest generates weekly prompts on topics like fashion, beauty, food, photography, and art.
Boosting Engagement
I added upvoting and a "Top Pinners of the Week" section to encourage participation and gamify the experience. A weekly wrap-up highlights top users, while a filter toggles between current and past prompts with status indicators for clarity.
Promoted by Delta Air Lines
Show off your go-to fit
+2K
Promoted by Delta Air Lines
Favorite lazy day meal
+1K
Promoted by Delta Air Lines
Promoted by Delta Air Lines
+2K
Promoted by Delta Air Lines
+1K
Weekly Wrap
Featured
FINAL SOLUTION
Weekly prompts, each with a unique topic
Heart your favorite pins
Share pins with ease
Become a "Top Pinner"
REFLECTION
My Takeaways from my first UX project...
Always prioritize the user.
Initially, I approached this project thinking about what I personally wanted from Pinterest. However, user research revealed that what I perceived as a problem wasn’t actually an issue for others. Ultimately, the needs of users drive the direction and success of the final product.
Embrace flexibility.
When revising my initial problem statement, I had to pivot the project in a new direction. As I gathered more user insights, I continually adapted my designs to align with their needs.
Iterate, iterate, iterate!
As my first case study, I didn’t expect to go through so many design iterations. Each version sparked new ideas, revealed fresh user flows, and uncovered additional considerations to create a seamless design.
If I Had More Time...
I would have conducted user testing to assess the feature’s effectiveness and appeal. Based on the insights, I would explore further iterations, testing different entry points or adding a leaderboard of top pinners to refine the experience.
In Conclusion
Pinterest excels at personalized content, but what about discovery and connection?
PinTogether solves this by creating a space for sharing, discovering fresh ideas, and meaningful connection. It lets Pinterest maintain personalization while making social features actually useful.
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