ABOUT
Pinterest Create is an educational hub designed to help creators, merchants, publishers, and media companies grow on the platform. Originally focused on creators, it evolved into a multi-audience discovery engine; broadening reach, improving content discoverability, and aligning with Pinterest’s vision of empowering partners with tools, insights, and resources to achieve their goals.
BUSINESS PROBLEMS
The site was too narrow in focus, serving creators but leaving other key content creators underserved.
Fragmented navigation, with siloed content that was difficult to find.
The CMS relied on outdated components that limited scalability and flexibility.
No unified hub for tools, education, and feature launches, making global support inefficient.
Project Outcomes
Expanded Reach
Evolved Create into a multi-audience hub for creators, merchants, publishers, and brands.
Improved Discoverability
Navigation and content structure surfaced the right resources at the right time
Greater Efficiency
CMS components cut overhead and enabled rapid global publishing
Global Consistency
Design systems + localization ensured alignment across 18+ regions
MY ROLE
Core Team (3)
Strategist – Project lead
Designer (me) – Design, all assets, and content publishing
Copy Editor – Copywriting and some publishing support
Support Team (5)
Localization (3) – Regional copy + publishing support
Engineers (2) + Engineering Manager – Bug fixes and light implementation support
GOALS
SOLUTION
The redesign of Pinterest Create centered on making the site an ecosystem that inspires exploration, connects partners to education, and scales with Pinterest’s future.
Expansion in action: A homepage that inspires
The homepage was rebuilt as a dynamic hub that welcomed multiple audiences while driving clear actions.
The new homepage uses immersive storytelling and clearer hierarchy to guide users from inspiration to action.
What’s New user journey shows how users move from timely content to actionable next steps
Navigation that connects users to what matters most
We restructured site navigation to make journeys clearer and more scalable.
The reimagined sitemap introduces clear pathways for each content creator type.
Brought to life through desktop and mobile menus that make resources easier to find across devices.
Content that engages every audience
Content hubs were redesigned to provide both inspiration and practical value.
Learning programs that build expertise
Education became a long-term growth driver.
Campaigns that fuel growth
We integrated campaigns directly into the hub to fuel the content feed on Pinterest.
Seasonal challenges turn trends into action—helping creators and brands grow their presence on Pinterest.
Snapshot of what we achieved in the first year
IMPACT & INSIGHTS
Expanded Reach
From creator hub to a multi-audience platform for publishers, merchants, and brands.
Discoverability
Redesigned navigation surfaced the right content at the right time.
Always-On Education
Content Academy and Verified Educators enabled continuous partner learning.
Campaign Momentum
Seasonal challenges and launches drove ongoing content growth on the platform.
Scalable Systems
Modular CMS + training cut overhead and scaled with Pinterest’s growth.
To comply with my non-disclosure agreement, I have omitted and obfuscated confidential information in this case study. All information in this case study is my own and does not necessarily reflect the views of Pinterest.