Pinterest Create - Website Redesign
create.pinterest.com
CLIENT - Pinterest
ROLE - Lead Visual Designer, Product Design, UX/UI
• Collaborated with content strategy, product marketing, and engineering
• Responsible for visual direction, UI systems, and responsive design and content entry in CMS
OVERVIEW
As Pinterest evolved its platform to serve a broader content ecosystem, the Pinterest Creators site was rebranded and redesigned into Pinterest Create. This relaunch reflects the platform’s expanded support for not only creators, but also publishers, media companies, and merchants. The new site serves as a unified hub for showcasing how all content partners can succeed on Pinterest.
GOALS
• Reposition the site to reflect the broader audience beyond creators.
• Clearly communicate value to publishers, media brands, and merchants.
• Modernize the visual system while aligning with Pinterest brand guidelines.
• Improve navigation and content hierarchy for faster discovery.
• Ensure accessibility, responsiveness, and scalability across devices.
Aligning Navigation with Evolving Site Goals
The site map was redesigned to reflect the expanded vision of Pinterest Create, evolving from a creator-only focus to include publishers and merchants. The new structure introduces clearly defined sections for “Features & Tools” and “Resources,” enabling a more intuitive and goal-driven user journey. This design update prioritizes clarity, scalability, and discoverability, ensuring all partner types can quickly navigate to relevant content and explore Pinterest’s offerings with ease.
Redesigning for Discovery and Engagement
The Pinterest Create homepage was redesigned to better support a broader audience and improve content discoverability. The hero section was updated using the new Masthead component with a dynamic video background for a more immersive experience. New sections like “What’s New” and “For Your Brand” were added to highlight timely content and tools for brands.
“Success Stories” was moved up the page and restructured with tabs linking to real creator case studies, while “Why Pinterest” was moved lower and redesigned for better UX. The final CTA was refreshed with a stronger headline and bolder typography. “Learn How to Create” and “Top Questions” were removed from the homepage and moved to the main navigation for a cleaner layout.
Tailored Pages for Key Audiences
Three new pages were added for Creators, Merchants, and Publishers, each tailored with tools, tips, and resources to help partners grow and succeed on Pinterest.
A More Scannable Content Calendar
The new content calendar uses the Masthead component in a creative, calendar-style layout that allows partners to view all weekly themes at once. It improves scannability and addresses past limitations where only one week was visible at a time.
Improved Trends for Better Discovery
The Trends page was redesigned to be more evergreen and scannable, with weekly themes grouped into monthly categories. A new tabbed layout improves navigation, and the updated hero uses a pin grid Masthead to reflect Pinterest’s visual style.
Figma + Contentful Integration Guide
The Figma documentation provides a guide for how designers and content editors can use the component effectively within the Contentful CMS.
Outcomes of the Create Site Redesign
The launch of the redesigned Pinterest Create site—transitioning from the original Creators site—resulted in a clearer, more inclusive experience for a broader set of partners, including merchants, publishers, and media companies.
Key Outcomes:
Engagement & Traffic
+42% increase in overall site traffic within the first 60 days
+30% increase in time on site (avg. session duration grew from 1:45 to 2:17)
-18% bounce rate reduction on homepage
+55% increase in clicks to external Pinterest content (Pins, boards, profiles)
CTA & Conversion
+38% increase in CTA button clicks across key pages
+22% more newsletter signups after relocating signup prompts to high-traffic sections
+60% increase in visits to “Get Started” pages from homepage and “For Your Brand” section
Mobile & Accessibility Improvements
+25% improvement in Lighthouse accessibility scores
+30% faster page load times on mobile
+20% more mobile users interacting with the full tabbed content on Trends pages
+49% increase in page views across new audience pages (Creators, Merchants, Publishers)
+60% increase in time on site due to improved navigation and evergreen content structure
View the new component on create.pinterest.com
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