Evolution of Pinterest Shopping  Tim Weingarten | June 20, 2019

Tim Weingarten

2015 2019

2015 2019

Clicks on Product Pins

In-appNative Purchases

What is the actual user problem?

“I can type in sort of what I have in my head and see lots and lots of pictures that relate and see how that translates in real life… I can visually see the ideas I have for the project and how they work.”

AllieKitchen Redo

Allie’s kitchen Board

SearchTextual

ObjectiveRetrieveAnswer

DiscoveryVisual

SubjectiveExplore

Possibilities

Typical search queries

Use case

“I just type what’s in my head and see lots of related pictures that help me visualize my project”

Broad queries

stylish kitchen

minimal kitchens

kitchen remodels

Tuscan kitchen

s

modern remodels

Leads to time spent in Related Pins and recommendations surfaces

Types of Discovery

Passive DiscoveryProfile following50x - 100x viewers to followers

Products Scenes

ScenesDifferent intents triggered by a scene image

“I want exactly this”

“I love the look of this”

vs.

Shopping Intent

Highly specific

Right now

Future

Very broad

Spark Feeling/sense

Knowns & unknowns

Bump up against obstacle &

Compare options & make trade-offs

Explore the possibilities

Instance of excitement

“I’ll know it when I see it”

Three user problems

“Where can I buy this?”

What are the possibilities?

What do I like?

Product vision

For every idea you discover on Pinterest you can easily buy it or something like it.

Product Themes

Visual Discovery

Pinterest Shopping Taste-based

personalizationShoppable

images

FeaturesVisual searchBoard ideas

DiscoveryVisual discovery

Visual discovery

Visual searchFind Pins visually similar to something in an image

Board IdeasRecommendations for each of your boards

FeaturesSearch ideasPackages

Visual DiscoveryCommunity

Personalization

Search ideasPersonalized curation and recommended searches

PackagesShopping recommendations based on your recent activity

FeaturesShop the lookRelated productsShoppable Boards

Visual DiscoveryCommunityDo

Shoppable imagesShoppable images

Shop the lookSee products matching what’s in an image

Related See products related to the style & essence of the image

Shoppable BoardsSee products related to the style of an entire board

Allie’s Home Remodel

User Journey

Broad query

living room ideas

She sees shoppable inspiration in search

Most of her search results have shopping options

Shoppable query

sectional couch

She now sees relevant products and can filter to her favorite brands

Recommended ideas

She sees products personalized to her taste for each recommended ‘idea’

Allie finds an item she likes and saves it to a board

Shopping recommendations for Boards

She visits the ‘More Ideas’ tab on her Board to get personalized shopping ideas

Allie finds a couch she likes and she clicks out to the retailer’s product page

Pinterest Shopping takes Pinners from inpiration to action

Summary

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