My Experience

I led several high-impact projects within the Microsoft Advertising platform, which is used by millions of advertisers. I redesigned Search ad campaigns, one of the platform’s most revenue driving campaigns. My role focused on improving user engagement, reducing drop-off rates, and increasing completion rates by modernizing and simplifying workflows. This made it easier for SMBs to quickly create and launch effective Search ad campaigns. I also led design projects for App campaigns, LinkedIn campaigns, the Microsoft Shopping campaign on Shopify and BigCommerce, and explored redesigns for the macOS version of Microsoft Advertising Editor.

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.