# Sheila Baker > Product Designer Location: San Francisco Bay Area, United States Profile: https://flows.cv/sheilabaker I’m a product designer focused on AI-assisted design tools at Meta. My work centers on how AI agents can generate and evaluate UI using design system context. Recently I’ve been leading design efforts to make design systems machine-readable for AI, developing evaluation frameworks for AI design agents, and designing workflows for AI-assisted design generation and critique. Previously I spent several years at Etsy leading major product initiatives across the buyer and seller ecosystem, including the launch of Star Seller and Make an Offer. My work focused on 0→1 product development, marketplace growth, and building systems that scale across large product surfaces. Earlier in my career I worked in visual design and art direction for brands and agencies including Apple, YouTube, AKQA, and R/GA, which shaped my deep focus on craft.I’m energized by 0→1 work, complex systems, and building tools that help other builders move faster. I care deeply about craft and value kindness, curiosity, thoughtful risk-taking, continuous learning, and fun :^D ## Work Experience ### Product Designer, AI Design Tools & Systems @ Meta Jan 2025 – Present Leading design for AI-assisted design tooling that enables AI agents to generate UI using internal design system context, helping teams rapidly produce layouts aligned with system standards. Defining workflows for AI-driven design critique, enabling automated evaluation of designs against heuristics and system guidelines with AI-generated remediation suggestions. Establishing evaluation frameworks for AI design agents, creating structured benchmarks and test plans to measure model performance across component retrieval, documentation interpretation, and design system compliance. Driving a cross-org initiative to make design systems AI-readable, defining documentation structure and metadata standards for LLM retrieval via a Model Context Protocol (MCP) server, and designing Figma tooling to scale documentation maintenance. ### Staff Product Designer, Design Lead @ Etsy Jan 2024 – Jan 2025 | San Francisco Bay Area Leading growth and platform design work to improve the seller experience, drive adoption and retention of seller tools, and help sellers succeed. Recent work includes a redesign of the Etsy App Store, a refreshed seller dashboard (a key surface for product marketing and engagement), and improvements to the seller onboarding experience. ### Product Design Manager @ Etsy Jan 2024 – Jan 2024 | San Francisco Bay Area Led a team of designers focused on seller growth, equipping sellers with the tools, programs, and insights needed to deliver high-quality shopping experiences and helping them discover and leverage the full value of Etsy’s seller tools. Led a cross-functional working group to define a 12–18 month strategy and vision, which was adopted as the primary initiative roadmap for 2025. ### Staff Product Designer @ Etsy Jan 2021 – Jan 2024 | San Francisco Bay Area I led design for two major 0-to-1 initiatives: Drove end-to-end design for Star Seller, a program that defines exceptional customer service for sellers, providing a roadmap to improve their Etsy businesses. The program leveraged habit formation to drive engagement, adoption of product offerings, and long-term behavior change. Led end-to-end design for Make an Offer, an initiative enabling structured price negotiations between buyers and sellers, adding a new way to buy and sell on Etsy. Collaborated closely with cross-functional partners to leverage education tactics and market research to frame the feature effectively for sellers. ### Senior Product Designer @ Etsy Jan 2018 – Jan 2021 | Brooklyn, NY Worked on various growth projects for the seller and buyer experiences: Redesigned the logged-out experience for the Buy on Etsy app, increasing conversion rate by 1.5%, sign-ins by 41.8%, and home screen engagement by 61%. For new users, the conversion rate lift was 2%, the highest CR lift any app team had ever implemented. Partnered with Seller Marketing to create a personalized holiday dashboard in Shop Manager, driving 260K sellers to take recommended actions, surpassing goals and showing 30% higher effectiveness than other marketing methods, driving sustained engagement and adoption. Concepted, pitched, and designed the Seller Year in Review program, engaging 170K sellers, driving adoption of key products, and providing a blueprint for subsequent years. Led the re-design of the Shop Manager Dashboard, improving functionality and driving growth actions, which was incorporated into a multi-phase marketing plan for key product launches. ### Product Designer @ Atlas Obscura Jan 2017 – Jan 2018 | Brooklyn, NY Product design lead for travel and media startup. I led several large-scale projects, including the launch of the AO Weekend Itineraries product, a web store for selling Atlas Obscura’s products, and a redesign of our Places engine. ### Art Director @ AKQA Jan 2017 – Jan 2017 | New York, NY Design lead working on My Verizon app with a focus on improving the prepaid experience. I led a project to introduce multiline support, making it easier for users to manage multiple lines under one account. ### Art Director @ Apple Jan 2015 – Jan 2016 | Cupertino, CA Design lead for App Store marketing team. Worked on a global integrated marketing campaign to support the World Wildlife Foundation raising $8MM in just ten days. ### Art Director @ TBWA\Chiat\Day Jan 2014 – Jan 2014 | New York, NY ### Art Director @ Huge Jan 2013 – Jan 2013 | Brooklyn, NY ### Art Director @ Goodby Silverstein & Partners Jan 2013 – Jan 2013 | New York, NY ### Art Director @ Rokkan Jan 2012 – Jan 2013 | New York, NY ### Art Director @ SapientRazorfish Jan 2011 – Jan 2012 | New York, NY ### Art Director @ R/GA Jan 2011 – Jan 2011 | New York, NY ### Art Director @ Ogilvy Jan 2010 – Jan 2011 | New York, NY ## Education ### Modern Psychoanalysis Center for Modern Psychoanalytic Studies ### Bachelor's degree in Art Studio UC Santa Barbara ## Contact & Social - LinkedIn: https://linkedin.com/in/sheilabakerdesigner - Portfolio: https://sheilabaker.co - Behance: https://www.behance.net/baconwrapped - Dribbble: https://dribbble.com/baconwrapped --- Source: https://flows.cv/sheilabaker JSON Resume: https://flows.cv/sheilabaker/resume.json Last updated: 2026-04-13