Mobile testing can be challenging, so we got creative testing out what content resonated most with new pinners. Instead of testing interface changes or new-fangled whooshing toasters, we stripped down the test to stories. Each test was a series of cards with different information on them. The highest performing variant was goal oriented. It explained that Pinterest was a place to discover things you like and save those things for later. This narrative was underpinning for much orientation work and research.
It turns out story matters. The winning variant improved signups by ~15% on both Android and iPhone.
We’d had a couple of big years at Pinterest, launching first versions of the iPad and Android app. But progress comes at a price. While our mobile site still got big traffic from email and less engaged pinners, it hadn't changed for nearly four years.
We kept this sitemap pinned up in our space as a checklist for major states of the mobile site. I also used it to take inventory of important elements in the mobile site system.
The team worked hard on new categories, an Android app, an iPad app and general improvements. We wanted to break the news to not only the press, but the people who really make Pinterest wonderful: our users! The setup included lovely catered Pinterest-y food and DIY stations, terrarium building, temporary tattoos, and postcards you could customize.
I worked with my research partner Gabe to architect an orientation system for early pinners. We wanted to know why people came to Pinterest and left. You'd have to sign an NDA for the rest of the story ;)