<p class="mb-2">
<span class="font-semibold">Context:</span>
<span>
eBay's Seller Capital program enables our sellers to secure the financing that they need to enable their business
growth and achieve long-term success.
</span>
</p>
<p class="mb-2">
<span class="font-semibold">Problem:</span>
<span>
Understanding how financing works, as well as applying for and managing it, can be a daunting and complicated
process. And because eBay is not a lender, it was critical that we built a trustworthy experience within our
platform to connect our sellers directly to our third-party lending partners.
</span>
</p>
<p class="mb-2">
<span class="font-semibold">Solution:</span>
<span>
We designed an end-to-end product experience that educates sellers on their different financing options, helps them
easily apply, and enables them to manage their financing directly on eBay. I developed scalable content strategies
that support sellers through all stages of the financing journey, focusing on simple, clear content that builds
trust. I led strategic discussions with our lending partners to ensure that our content was consistent, accurate,
and enabled sellers to make informed decisions for their businesses.
</span>
</p>
<p class="mb-2">
<span class="font-semibold">Impact:</span>
<span>
After our initial launch in the UK, we immediately saw the impact of our clear user experience. The majority of
users finish their financing application within a few minutes—our fastest application was completed in 54 seconds.
We also surpassed our team's adoption and revenue goals. When we later launched our experience in the US, we reached
$50 million in active financing within four months.
</span>
</p> <p class="mb-2">
<span class="font-semibold">Context:</span>
<span>
When I joined eBay's content design team, we didn't have any standards around how to use tone throughout our
different product experiences. We had an established brand voice, but nothing to help standardize tone in UI
content.
</span>
</p>
<p class="mb-2">
<span class="font-semibold">Problem:</span>
<span>
Because we didn't have any tone standards, there were a lot of inconsistencies in our product experience. For
example, we were sometimes overly excited in straightforward user experiences, or unnecessarily apologetic in common
error states.
</span>
</p>
<p class="mb-2">
<span class="font-semibold">Solution:</span>
<span>
I designed our first product content tone framework to help eBay's content designers use tone consistently. The
framework establishes tone as a spectrum layered on top of our foundational brand voice, and it explains how tone is
impacted by context, user problems, and business goals. Rather than prescribe a strict set of rules for when to use
each tone, the framework acts as a general guide to help content designers choose the right tone for specific
situations. After I developed and tested the framework, we published it as part of eBay's new design system, Evo.
</span>
</p>
<p class="mb-2">
<span class="font-semibold">Impact:</span>
<span>
Since we launched the framework, our content design team has been applying tone more consistently in our work. I'm
now training internal AI models on the tone framework so that anyone working on UI content can more easily assess
the appropriate tone to use.
</span>
</p> <p class="mb-2">
<span class="font-semibold">Context:</span>
<span>
Many people who sign up for Robinhood have very little to no previous investing experience, so they aren't always
familiar with using financial products.
</span>
</p>
<p class="mb-2">
<span class="font-semibold">Problem:</span>
<span>
When people sign up for Robinhood, they often feel lost, overwhelmed, or pressured by the questions we ask or the
steps they need to take to start investing. They don't know what to expect and feel like Robinhood should help guide
them as they get started on our platform.
</span>
</p>
<p class="mb-2">
<span class="font-semibold">Solution:</span>
<span>
We redesigned the entire onboarding experience to better set expectations and give users more options to learn and
explore before they start investing. I created an overall strategy that adds contextual information and support
without taking users out of the app or confusing what the next steps in signing up are.
</span>
</p>
<p class="mb-2">
<span class="font-semibold">Impact:</span>
<span>
By clarifying expectations and adding contextual content around education and security, we helped users feel more
empowered as they got started on Robinhood, and significantly increased our overall funding and investing metrics.
</span>
</p> <p class="mb-2">
<span class="font-semibold">Context:</span>
<span>
At the end of January 2021, interest in our platform skyrocketed as more and more people wanted to invest
in certain stocks, including GameStop.
</span>
</p>
<p class="mb-2">
<span class="font-semibold">Problem:</span>
<span>
Because we were facing record numbers of new users, our sign up and application processes were taking far
longer than usual, upsetting users who wanted to trade on our platform as soon as possible.
</span>
</p>
<p class="mb-2">
<span class="font-semibold">Solution:</span>
<span>
To help mitigate users' frustration, I mapped out a strategy to communicate to customers with empathy
and set expectations for delays as soon as we could. I advocated for including this screen at the very beginning
of the sign up flow to welcome users to Robinhood and proactively thank them for their patience. I carried this
tone strategy to various other communications, including in-app alerts, emails, and Help Center articles, to
better explain the delays and support our users.
</span>
</p>
<p class="mb-2">
<span class="font-semibold">Impact:</span>
<span>
By setting better expectations for our users, my content significantly reduced the number of incoming support
tickets and helped resolve negative user sentiment. We've since used this strategy for other onboarding delays.
</span>
</p> <p class="mb-2">
<span class="font-semibold">Context:</span>
<span>
To simplify users' messaging experience across the Facebook family of apps, we integrated
Messenger directly into Instagram messaging.
</span>
</p>
<p class="mb-2">
<span class="font-semibold">Problem:</span>
<span>
Because this was a uniquely new messaging paradigm for our users, there were a lot of considerations to
make this product change clear, valuable, and engaging.
</span>
</p>
<p class="mb-2">
<span class="font-semibold">Solution:</span>
<span>
With research, localization insights, and testing, I developed principles and an overall framework for
how we should communicate this messaging change across both apps. I advocated for a contextual, layered
product strategy that educates users, emphasizes their controls, and communicates the value of this new
messaging experience.
</span>
</p>
<p class="mb-2">
<span class="font-semibold">Impact:</span>
<span>
From our initial public tests, we saw a much higher adoption rate than we'd anticipated (almost double
our original estimates).
</span>
</p> <p class="mb-2">
<span class="font-semibold">Context:</span>
<span>
National Voter Registration Day (NVRD) is a day in the United States when non-profits, campaigns, and
government officials encourage people to check and update their voter registration, and register to vote
if they haven’t already.
</span>
</p>
<p class="mb-2">
<span class="font-semibold">Problem:</span>
<span>
Although our team has launched products for NVRD in the past, we wanted to optimize the product strategy
and design for 2019's launch.
</span>
</p>
<p class="mb-2">
<span class="font-semibold">Solution:</span>
<span>
I developed a strategy to unify NVRD posts across Facebook, paralleling NVRD's initiative to unify the
U.S. electorate in a period of polarization and partisanship. I wrote all of the content for our suite
of NVRD products, and collaborated cross-functionally to execute an optimized product experience.
</span>
</p>
<p class="mb-2">
<span class="font-semibold">Impact:</span>
<span>
The 2019 launch far outperformed those previous, doubling the impact of 2018's product suite alone.
</span>
</p>
