How would you increase engagement on Pinterest among users who browse but rarely save or pin content?

Pinterest - Discovery engine for people to find, save and share their interests andthey can pin their favorites in virtual boards to come back later

Problem - Increase user engagement for users who just browse but don't pin or save their content

What is the % of such users who don't pin/ save content? 20%

Is it specific to a certain geography? No

Is it specific to app or web? No

Is it specific to certain topics? No

Is there any known bug/ issue with the pin feature? No

Goal - Improve user engagement

User persona - They come to the platform, browse content basis their interests but they don't save or pin any content

User journey -

Positive flow -

User comes to platform -> Browse content -> Found relevant content -> Saved/ Pinned content -> Share content -> Log off

Negative flow -

User comes to platform -> Browse content -> Found relevant content -> Didn't save/ pinned content -> Log off

User comes to platform -> Browse content -> Didn't find relevant content -> Log off

Hypotheses -

The first issue could be due to - 

Users don't know about the pin content feature

Users not able to understand how to pin content

Users are facing issue while trying to pin content

The second issue could be related to searchability

Since the issue doesn't belong to any specific domain and 80% of the users are able to find relevant content, we can rule out the searchability issue.

Solutioning -

1. We can place a small demo video upon login, showing the user flow from search until pinning content
2. We can make the pin feature more prominent in the app
3. We can show an automated smart nudge, which appears after the user viewed few similar videos
4. We can introduce a concenpt of tiered badges for users based on their pinning frequency. Higher the frequency, higher would be the badge and top badge owners content will be available on the platform on a priority manner
5. We can introduce a loyalty system with more points for people pinning content, which can be redeemed at the time of making any purchases throught the app

• % users who pinned atleast one content post the release
• % users who feature in the top priority badge
• Pins/ Views ratio
• % users who pinned content after getting the nudge
• % users who came back after pinning a content