Overview
During my time at Pinterest, I helped create the tool and managed the launch operations and design of feedcards for our campaigns. They were used for seasonal moments, holidays, events, product launches and feature announcements. I managed two designers who designed the feedcards, the tool, editorial calendar of these launches, and the cross functional efforts.
Visual first design
For these designs to stand out, we focused more on having large, bold, and single (1-3) visual elements to convey the message and goal of the feedcard. Copy was used to tie in the CTA and purpose of the visuals and feedcard, leading to an in-product link, announcement page, or blog post.
Localization
Feedcards were frequently used globally, so we had to translate the designs for multiple countries and languages. I worked with localization and creator teams to come up with specific CTAs and copy for each feedcard that were relevant and appropriate for the country/language.
Style and brand adherence
I worked with design and brand teams on character count, spacing, and sizing guidelines for CTA and headlines to ensure copy would not bleed over into the visuals design. CTA copy was overlayed so we didn't have to make 150+ separate versions to optimize the designers time and production speed.
Seasonal moments
I partnered with local market teams and DEI teams to design seasonal moment feedcards for Pride, Diwali, Halloween, and more.
Keyword search implementation
I collaborated with data and insights teams so our feedcards would display appropriately for users specific keywords search activity.
Animated feedcards
For larger product launches or announcements we designed animated GIFs, which was hugely beneficial in conveying a product's use case and features in a more visual and compelling way.
Results
10x increase in CTR for seasonal moment activities
3.4% increase in engagement for new products launched