My Experience

At Microsoft, I lead impactful projects including: improving campaign creation for Search campaigns, App campaigns, LinkedIn campaigns, the Microsoft Shopping campaign on Shopify and BigCommerce, and Performance Max ads on mobile and web. I’ve designed innovative solutions, including AI-driven Copilot ad recommendations, and enhanced the macOS version of Microsoft Advertising Editor. My focus has always been to create meaningful, revenue-driving experiences for advertisers.

I collaborated closely with: cross-functional teams of Product Managers, Engineers, Content Writers, and other Product Designers. My role involved aligning with product managers to understand business goals, coordinating with engineers to ensure technical feasibility, and working alongside content writers to maintain consistency in messaging. I facilitated design discussions, ensuring that user needs were prioritized throughout the development process. Additionally, I conducted user research to test and validate design concepts, gathering feedback to iterate and refine solutions.

Design Process

1. Business needs: Get understanding of the company goals and how success is measured from shareholders, Product Managers, SMEs. Discover what the competitor landscape looks like.
2. Understand Users: Gain insights into our audience's needs, pain points, and motivations. Explore their context and experiences to ensure my design resonates with them.
3. Research & Analysis: Taking all the qualitative and quantitative user research data, identify patterns and morph them into several personas that reflect each user group for whom we are designing for. Write scenarios describing a typical day of their lives and how the website or app fits into their lives.
4. Design Exploration: Generate diverse design concepts that balance user needs with business goals. Focus on creating intuitive, effective solutions that enhance user satisfaction. Collaborate with stakeholders for feedback to refine the direction.
5. Prototyping: Aim for rapid testing to validate design assumptions and gather early user insights.
6. User Testing: Quickly test the prototype with internal stakeholders to get agreement on the proposed solution. Then, meet with several representatives from the target audience to conduct formative research to inform and optimize the design of your product.
7. Iteration: Incorporate feedback to refine the design. Iterate multiple times to ensure that all assumptions are validated and the final product aligns with user expectations.
8. Final Delivery: Create detailed wireframes, high-fidelity mockups, and comprehensive UI specifications for the development team.
9. Evaluate & Improve: Post-launch, analyze performance against set objectives. Assess user feedback and usage data to identify areas for improvement in the user experience.