Redesigning Pinch

whenFeb 2019
Duration6 Weeks
toolsFigmaFramer (Classic)Zeplin

Pinch is a women's content platform in Korea. I redesigned Pinch's website as a freelance web designer, starting with a refreshed identity.

I had designed Pinch's website platform 4 years ago in 2015. Over the course of 4 years, The tone of the contents has been refined and new problems have emerged.


1. Optimize Reading Experience

Protect the sacred space between the reader and the content. Be subtle so that the illustration and content get more attention.

2. Feature New Content

New contents should grab attention so that the subscribers find something new to read every day.

3. Seamless Design

Fill all the design loopholes, as some features were added after the initial 2015 design. Carefully design every element and deliver a clear, unified voice.

Visual Identity

Each blob and color symbolizes the three categories.

Note: The project was done entirely in Korean. Here, I translated some of the content for presentation.

For the binge-readers

One of the insights from the survey was that the readers want to quickly skim through the titles of the content and find something new to read. A pattern I saw from analytics data was that a lot of times, our readers binge-read, reading through a lot of articles per visit.

To make that more comfortable, I designed a page where users can browse all of the content and quickly jump to past articles.

Latest updates at the front

To improve the discoverability of the new articles, the latest articles is placed at the top of the home page.

Loader animation

I prototyped a loader animation with the three brand identity elements. The loader is incorporated into the skeleton loader.

Dark Mode

I brought dark mode into this update to make nighttime reading more comfortable. Now about 50% of the active users are using Dark mode (Aug 2019).

Play with the articles

I designed and prototyped interactive animations to make the website appear as tangible and dynamic.

Sub-category Page
Purchase History
Landing Page
Empty Cart
Creator Page
Inside Hamburger Menu

Visual Elements

Reflections & Takeaways

The fact that I was the only designer in this project was both exciting and terrifying. I had great creative freedom that let me explore all the areas I wanted to learn more about.

Since the timeline was extremely hectic, there is a lot of first-hand research and process that I had to skip. In the future I would like to take time to sit down with the user, perform more testing, gather direct user feedback, and build Pinch a design system.

ColorsChaehee Park