Kaisha Hom is a Product Design Manager at Pinterest. She joined the Pinterest Growth team about 4 years ago and has been the design lead both the Pinner Acquisition and Activation teams. Responsible for onboarding new users, the Activation team works cross-functionally with product management, engineering, and design to optimize for the new user experience in Pinterest.

In 2018, Pinterest surpassed 250 million monthly active users, and has seen rapid growth in the percentage of users outside of the US. This international audience represents a huge opportunity for Pinterest to drive user growth and revenue, and ties into both acquisition and activation efforts. But it turns out these international Pinners have a lower propensity to download the app (due to various reasons, like download speeds or devices used). Kaisha and her team seized the opportunity to capture their growing international user base with Pinterest’s mobile web experience.

In this case study, Kaisha shares the story of how her team improved upon the mobile experience, which had been untouched for years and paled in comparison to the experience on other platforms. In collaboration with Pinterest’s Growth and Core Experience teams, she sought to maximize the impact of design changes. Learn how she designed clear processes, defined an MVP, and got buy in from cross-functional partners to drive business results for their growing market segment.