Hi, I'm Eden
Designing with empathy.
Delivering with clarity.
Senior UX/UI Designer with over 6 years of professional design experience. Passionate about enhancing design workflows across platforms and creating seamless, consistent user experiences. I actively seek opportunities to solve problems with creativity while fostering a positive, collaborative design team culture.
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Currently, a Senior UX Designer at TripleLift.
Recent work
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ABOUT ME.
Unexpected Beginning.
TripleLift is a digital advertising platform based in the US. I joined in 2016 as one of the first members of their newly established London office. Initially, my role was that of an account manager, working closely with publishers and assisting in the development of UK inventory and supply relationships.
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TripleLift's original offering was Native Advertisements—premium, curated ad formats that blended seamlessly with the publisher's page, unlike the garish, in-your-face nature of banner ads. To create these advertisements, interaction designers would custom-build "placements" using HTML and CSS.
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As the small design team, primarily composed of interns in the US, became overwhelmed with the workload from new European inventory, I was asked to help out. With a basic understanding of design, I quickly taught myself how to code and almost instantly fell in love with creating these 300x250px sized boxes—what I would later discover to be the foundation of my design career.
Professional Evolution.
For several years, I worked on the interaction design team, developing custom placements for European inventory and setting industry design standards for Programmatic Native advertising. The pandemic, however, brought significant changes. Our team faced drastic downsizing, and our focus—along with the company's—shifted towards finding innovative ways to continue blending creative and media effectively.
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In 2022, I won a company-wide strategy competition with my idea of creating advertiser-focused templates. These templates would use advertiser stylings instead of the publisher's—a departure from our historical approach to placement creation. This innovative approach allowed advertisers to engage with new formats beyond banners or native ads. As a result, the company invested in new types of formats, including Responsive eCommerce, Retail Media and High Impact Video, propelling our team into the realm of product design.
Embracing UX.
In recent years, our team's focus has shifted once more, and I now find myself in the role of UX designer. TripleLift not only markets media solutions but also assists advertisers and publishers with powerful data targeting capabilities. With the acquisition of 1PlusX, the company has pivoted towards data, consequently dedicating efforts to building external-facing UIs. This shift has been my favourite career development—a long-overdue step that I've embraced wholeheartedly.
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To provide context for this challenge: We lacked a design system, and each tool seemed to have its own styling, often set up by employees who started as interns. So over the last three years, I've been working with the UX director as the sole UX designer to create one. We've been advocating for our platform vision, integrating legacy apps and workflows with new tools and features—a unique blend of research, iteration, and prototyping unprecedented at this company.
We've also been defining and redefining processes with Product and Engineering, which has been challenging. Our small team is adapting decade-old processes, pushing boundaries and innovating at every turn.
What's Next?
While I've cherished my time at TripleLift and am grateful for the growth opportunities it has provided, I'm now eager to embark on a new professional journey. The experiences and skills I've gained have prepared me for fresh challenges and exciting prospects in the ever-evolving field of UX design. I'm looking forward to applying my expertise in a new environment, contributing to innovative projects, and further expanding my professional horizons.