背景介绍：
Pinterest是一个专注于图片分享的社交媒体的平台，用户可以发布和浏览平台内容，获取美容、时尚、家居、旅行、美食等各类生活灵感。Pinterest公司希望进一步提升用户在平台内的购买行为，他们发现造成用户流失的一个重要原因是许多发布者无法在平台上获得收益。
掌握技能： 竞争对手分析、定量分析、定性分析
01
Pinterest的竞争对手（如Instagram），月活跃用户数高达Pinterest的两倍。
02
Pinterest的年轻用户数量低于其他社交媒体平台。
03
许多Pinterest的平台内容发布者没有从网站中获利。
本项目的目标是深入了解用户在社交媒体平台上的购物态度，通过优化平台推送内容，升级广告系统等来提升用户的活跃度和互动率，同时增加内容发布者和广告商的收益。
对Pinterest平台及其相近社交媒体平台在内容形式、功能设置、购买流程等方面进行对比分析，从而系统评估Pinterest的优势、劣势、发展机遇与潜在挑战。
邀请了25位用户参与调研:
其中68%的参与者在25-34岁之间
其中20%的参与者在18-24岁之间
其中12%的参与者在35-44岁之间
通过开展四次用户访谈，进一步了解了用户对Pinterest平台的使用动机与态度。
Pinterest是一个 图像分享与社交媒体服务平台 旨在帮助用户发现和发布图片信息，从而获取灵感。其主要内容类别包括：时尚、家居、旅行、美食饮品、手工艺术等。
Instagram是一个 图片及视频分享的社交服务平台。 用户可通过标签筛选、区域选择等方式浏览其感兴趣的内容。用户除了可以查看热门动态，点赞照片，关注他人外还可以发布自己的生活内容。
Tastemade 是一家面向千禧一代的美食与旅行的社交媒体平台，用户可通过平台中大量的原创内容来了解世界各地的美食和风景。
大多数用户未能在Pinterest平台上达成其使用目标。
“I used to search on the Pinterest website to get inspiration, but I did not get much help. When I look for website design typography, the content is not rich enough. For example, when I click the picture that I am interested in, there is the same content. Even though I click the link related to the image, it also does not show much content about website design.” – P1
“I've been using this site more recently because I'm taking a class on design. I found inspiration for web design on this site. There are many resources on this website, and the popularity is also very high, and the designers know this website. I think the quality of the content on this site is pretty high.” – P2
“I have used the Pinterest website before looking for photography, and now I hardly ever use the website. The reason is that the website recommended content is not professional and detailed enough.” – P3
“I used the website a long time ago, but I haven't used it recently. I used it for decorating inspiration, I googled the keyword and came up Pinterest, and I briefly browsed. I don't know what this site is mainly used for.” – P4
多数受访者由于对社交媒体广告缺乏信任，因此在社交媒体上的购物经历非常有限。
“I don't have any experience buying products on social media because I need to make sure the products have high quality, and the payment is secure. But I prefer to go to the specialty online shopping websites because I trust those websites.”
“I bought it once. I shopped on this site because it just happened to give me a coupon for an item I needed. The price of this product is very cost-effective, even cheaper than Taobao. But without this coupon, I would prefer to buy on Taobao, because I can see more products, know their sales, user reviews, and reliable after-sales service. I prefer to do professional things to use professional software.”
“Bought the clothes it recommends and camera accessories on Instagrams. I am quite satisfied with these products because it is recommended some official brands’ websites and I am interested. It's funny that these sites I didn't know about before, but through Instagrams gave me more options for brands”
“I don't trust this ad unless it's a brand I know well, but I'd go to the brand's website to buy it instead of Instagram.”
定性数据调研与分析：
“I hope this website can create a filter bar, but now this website only has a search bar. This website does not have a back button, I think a navigation bar could help with that. Also, I missed the information that I searched before, so I need to always to go the search bar to find it.”
“I clicked into this site and there is a lot of content, but I don't know where to start. For example, I want to find pictures related to decoration, I can get a lot of content on this website, but if there has a search bar or a recommendation bar would help me navigate this site. Too much content and clutter on this homepage. Categorizing content will make it clearer.”
