Sheila Baker is a Staff Product Designer, currently at Etsy.
With 20 years of experience in design and a strong foundation in visual design, I have expertise in two-sided marketplaces, ecommerce, and travel. I have experience in design management, and thrive in ambiguity, enjoy improving systems, and get excited about working on 0-1 product development. I'm passionate about design craftsmanship and focus on creating user-centered experiences, leading cross-functional teams, and driving initiatives that help creative communities grow and succeed.
Etsy
Staff Product Designer,
Design Lead
2018 – Current
As a Staff Product Designer on Etsy's Seller Services team, I shape the future of our selling platform, empowering millions of creative entrepreneurs to manage their shops and connect with buyers. Focused on driving usability, consistency, and delight, I ensure our platform evolves to support sellers as they join, grow, and thrive over the long term.
In my role as Design Lead, I guide designers in delivering exceptional craft, fostering collaboration, and elevating our collective impact. I also lead strategic initiatives, such as redefining the seller value exchange and integrating third-party providers to enhance seller success. Passionate about empowering small businesses, I thrive at the intersection of design, strategy, and community.
As a Product Designer at Atlas Obscura, I led UX/UI design for a travel startup, working closely with Product Managers and Engineers to align business goals with user needs. I conducted user research, championed design best practices, and created user flows, wireframes, and UI interactions. I developed prototypes at various fidelity levels and conducted usability tests to refine the user experience. 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 complete redesign of our Places engine—delivering seamless, user-centered designs that balanced business objectives with intuitive, engaging experiences.
Digital Art Director
2005 - 2017
Prior to becoming a Product Designer, I worked as an Art Director for agencies, brands and start-ups. Past clients include Apple, Verizon, YouTube, Huge, R/GA, AOL, JetBlue, American Express, Victoria’s Secret, and a brief post-college stint at Tiger Beat Magazine ☺.