Case Study · 2009 — 2011
Senior Designer · San Jose, California
Designing at eBay means designing for one of the highest-traffic digital environments on the planet. As Senior Designer, the work touched the homepage — a surface seen by tens of millions of users — as well as the segmented email programs that drove repeat purchasing behavior across eBay's massive buyer base. The stakes, and the standards, were exceptionally high.
The role demanded mastery of both the craft of visual communication and the science of behavioral design: understanding how buyers at different lifecycle stages respond to different messages, offers, and visual cues — and translating that understanding into campaigns that performed at scale.
Homepage campaigns were developed with a careful eye for how design decisions at that scale cascade into measurable business outcomes. Every visual choice — color, hierarchy, imagery, copy placement — was considered against its likely effect on the tens of millions of daily visitors who would encounter it. The discipline of designing for massive audiences sharpened every instinct.
The lifecycle email program required a different kind of intelligence: deep segmentation logic built on buyer behavior and demand signals, ensuring that the right message reached the right person at the right moment in their purchasing journey. UX and UI strategy for large-scale digital experiences rounded out a role that was as much about systems thinking as it was about design execution.