Business Onboarding / San Francisco, CA

Businesses and brands who want to advertise products and content must sign up for a Pinterest business account. To offer the most tailored landing experience possible, Pinterest needed to ask just enough questions to collect signal, but not so many questions that users dropped out of the flow.

  • Lack of compelling visuals and inclusive copy 

  • Current onboarding experience is old, with too many unnecessary steps

  • Heavy actions without value props

I collaborated with UX design and research to revise and add net new signal collection questions. As for visual treatment, we replaced static imagery with personalized graphics and animations that mirrored the user’s business vertical. Finally, we ported our changes to the mobile experience for a consistent onboarding experience.

Business landing experience

After signing up for a business account, users land on Business Hub, the landing experience that offers a variety of tools and actions to help users grow their businesses.

  • Lack of comprehension around the relationship between Pins and ads

  • An overwhelming experience with the “choose your own adventure” layout—especially for a new user who doesn’t know where to start

  • Lack of personalization combined with loose targeting led to a spammy and irrelevant experience

I leveraged signal from business onboarding to segment our audience into learners vs. doers and then provided every new user with defined steps to activate. To ensure that users are only seeing the most important upsells and stats, I prioritized all content and included guidelines for users being able to dismiss the information.

In 2021, Pinterest launched Pinterest TV to showcase long-form content from some of the most popular creators across food, style, design and crafts. I hosted long-form live episodes, introducing different creators, recreating the activity and moderating the live chat functionality.