But first, what is Pinterest?📌

Pinterest is a social media app where people can publish and discover information on basically anything in the world in the form of pinboards. 🎯

The possibilities are endless - exploring new home decor, trying new recipes, styling an outfit, paintings, quotes, you name it.

🙋🏻‍♀️ Let's meet our Users

The Frequent Squad

1. Shubhra - The Designer Shubhra is a UX Designer at Marrow. She is quite creative and imaginative as she has to work on multiple design problems and ideas every day. However, there are days when she runs out of ideas or just wants to explore new ideas and other design styles from different designers. She also aims to sharpen and expand her design knowledge with a variety of inspiration from people who think and create differently than her.

In her free time, she loves to paint, create different art forms, and explore new ones.

Pinterest solves all her art and design inspirations, from UI/UX to Canvas painting ideas. She saves tons of pins every day and even shares them with her fellow designer friends.

2. Anvita - The Fashionista Anvita is a student at an engineering college in Pune and a part-time Instagram influencer. She is a sucker for aesthetics and an avid Instagram user, spending a lot of time creating and posting aesthetic reels and stories for her followers. She also loves shopping in her free time and styling her outfits for office and casual wear. She also wishes to have an aesthetic room for herself.

She turns to Pinterest to find inspirations for all her desires: trying new styles, accessorizing her outfits, room decor ideas, pinteresty aesthetics for Instagram posts, wallpapers and whatnot! She has a dedicated board for each of them which she refer to quite frequently.

3. Hritvik - The Romantic

Hritvik is a software developer at Microsoft in Bangalore. He plays guitar, is quite organized in life, keeps his place cozy and clean to host his friends, and goes out to attend poetry and music events on weekends. He is also actively looking for a relationship and goes on a lot of dates (which is tiring, phew!). He puts a lot of effort into his looks and aesthetics, staying in line with the fashion trends, changing his room decor, and also loves gifting his friends and dates!

Once introduced by one of his girlfriends, he uses Pinterest for outfit and fashion inspiration, room decor, and gift ideas. He also scrolls here and there for workout and diet inspirations among other stuff.

The Occasional Crew

1. Nippun - The Tattoo Enthusiast

Nippun is a fitness trainer at Cult.fit and lives in Mumbai. He loves to have a solid, muscular body and never misses a day's workout, given his profession of course. He has a passion for tattoos and keeps adding one here and there occasionally to his collection. Every tattoo is special to him and he searches for inspiration for months before getting one inked on his body.

A client suggests he look for inspiration on Pinterest. He tries out the app and is able to find a plethora of inspiration for tattoos, be it big or small. He does not really use it after that till his next ink, since it is not very sticky for him to become a doom-scrolling app like Instagram.

2. Sarthak - The FreelancerSarthak is a freelancer working on various projects such as product design and video editing. He lives in his hometown in Ranchi and usually spends his weekends taking long walks, meeting his friends, and playing table tennis.

While working on a fintech product for one of the clients, he wanted to look for design ideas for the app, a casual Google search made him end up on Pinterest, which he used for inspiration.

Since then, he casually visits the app for his once-in-a-while use cases, like interior decor ideas when his home was being renovated and looking for ethnic wear outfit ideas.

✅ The Showstoppers - Our ICPs

💁🏻‍♀️ The main actor - Core JTBDs 🗒️

The following JTBDs and their priority are validated based on the user research and interviews described in the user profiles above.

Customer Journey!

Jobs-to-be-done journey.pdf

The most "Unpinteresty" Onboarding of Pinterest!

Pinterest Teardown.pdf

Aha moments ✨

Pinterest serves as a place for users for inspiration, discovery, and organization of new ideas for almost anything. Any touch point in the user journey that facilitates these moments, can give that aha moment to our users. Here are the top 3: 🏆

1. Discovering a well-curated feed: A well-curated and personalized feed for new users, based on their selected preferences could give the users the realization that they can find images, ideas, and content related to anything that interests them.
2. Saving/Pinning their first Pin: When users realize the feature of saving pins for future reference, they experience the feeling of capturing their idea and creating a digital collection of sorts. It serves as an aha moment for people who love to visualize their ideas and organize them.
3. Creating and saving Pins in a Board: Users experience delight when they create their first board for a specific theme such as outfit ideas, home renovation, etc. making them see Pinterest as a vision board and organizational tool for planning.

What do our Users say?

Why do they use Pinterest?

Activation Metrics to track

Hypothesis 1:

First pin saved within 5 minutes of landing on the home feed.

Explanation:

This activation metric can help us understand how quickly users understand the core functionality of the app - viewing a pin and saving it for future reference. If they engage with the pins within this time frame, it signals that they can find the content that interests them and find value in saving them. A high save rate signals good customization of the homepage, appropriate pin recommendations, and easy-to-use app features that encourage user engagement, while a low rate may indicate that users have difficulty understanding the app's interface and intent.

How to Track?

• Record the session start time when the user opens the app, and the event time when they click on the Save button using event tracking, and capture the time difference.
• Can look at heat map analysis to understand where users engage on the UI before clicking the save button. This could help us understand which parts of the interface need re-designing or are driving the engagement.

Hypothesis 2:

Create a board within 10 minutes of saving the first pin.

Explanation:

This activation metric will help us understand if the value of creating a board to organize their pins is communicated well by the app. A short time between saving the first pin and creating a board indicates that users understand the organizing feature of the app and find it valuable. A high rate indicates that recommending pins based on their first save is effective, so users explore more pins and edit them, while a low rate could mean that users don't understand the value of creating a board. By tracking this metric, we can work to explain features to support the creation of boards that will lead to deeper user retention.

How to Track?

• Record and capture the time difference between the event of saving the first pin and creating a board.
• Can track the user journey and touch points on the app, to understand if there are any drop-off points and whether any area requires additional nudge/guidance.