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Business Development - E-Commerce
(Platinum Winner)

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#TBA04499

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Paid

PO Created Date

2025-03-11 15:01:00

Paid Date

2025-03-11 15:03:00

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2025

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Entry ID

TBE105013

Entry Submission Date

2025-03-11 10:42:01

Member's Name

Bala Srinivas Pillarisetty

Member's Email

bala.s.pillarisetty@gmail.com

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Others

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BD25031 - E-Commerce

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Project Description

Project Description for Judges

Question 1 : Provide a brief description / background of your nominated organizational, departmental, team, or individual circumstance. (Your response to this question will be used for public display if your entry is awarded.)

Description
Bala Srinivas Pillarisetty serves as the Director of Engineering and Principal Architect at DocuSign, where he has demonstrated exceptional leadership in transforming e-commerce capabilities for the organization. As the visionary behind the Nonprofit Discount Eligibility Verification Service, Bala architected a solution that addresses critical challenges in the nonprofit sector while significantly expanding DocuSign's market reach. His innovative approach to discount verification has revolutionized how DocuSign engages with nonprofit customers globally, creating a streamlined, secure commerce flow that validates eligibility across multiple product categories. Bala's expertise in developing robust verification mechanisms has been instrumental in combating fraud, which previously affected as much as 75% of e-commerce sales. Through his strategic integration of third-party verification providers and implementation of sophisticated security protocols, he has established a new standard for e-commerce integrity at DocuSign.
Background
With deep expertise in enterprise architecture and e-commerce security, Bala has consistently delivered solutions that balance commercial objectives with technical excellence. His work on the Nonprofit Discount Eligibility Service exemplifies his ability to identify market opportunities while addressing compliance and security concerns. By creating a system capable of handling 1K requests per second with 99.99% uptime and response times under 200ms, Bala has demonstrated his commitment to performance and reliability in mission-critical e-commerce applications.
The impact of Bala's work extends beyond technical achievements:
Expanded DocuSign's presence in the $50B+ US nonprofit market through streamlined verification processes
Developed a persistent UX with strikethrough pricing that significantly improved conversion rates
Created sophisticated fraud detection mechanisms by analyzing usage patterns and verification records
Bala's holistic approach to e-commerce innovation reflects his understanding that successful digital commerce requires not just robust technical infrastructure but also thoughtful user experiences and rigorous security. His leadership in cross-functional collaboration ensured global discount parity while his architectural vision delivered a scalable platform poised to support DocuSign's continued growth in the nonprofit sector.

Question 2 : Outline your nominated organizational, departmental, team, or individual achievements, dated 1-3 years prior, based on your selected categories.

As Principal Architect at DocuSign, Bala Srinivas led the design and implementation of the groundbreaking Nonprofit Discount Eligibility Verification Service. This innovative platform has revolutionized how nonprofits access critical digital tools by validating discount eligibility across multiple product categories through verified cohort membership.
Technical Leadership
Bala demonstrated exceptional technical leadership by architecting a system that achieves 99.99% uptime with response times under 200ms. His service design accommodates high-traffic scenarios, efficiently handling 1,000 requests per second while maintaining performance integrity. The architecture he developed incorporates robust fraud detection mechanisms that analyze usage patterns and verification records, dramatically reducing fraudulent applications in the e-commerce flow.
Market Impact
The Nonprofit Discount Eligibility Service has significantly expanded DocuSign's footprint in the nonprofit sector. By implementing a persistent user experience with strategic pricing displays, Bala created an intuitive interface that improved conversion rates. His solution enables self-serve nonprofit verification, streamlining the customer acquisition process and driving substantial growth in recurring revenue.
Security & Compliance Excellence
Bala's dedication to security excellence is evident in his implementation of comprehensive data protection measures that safeguard personally identifiable information through advanced encryption protocols. His leadership in conducting third-party risk assessments ensured all integrations met stringent compliance standards. His meticulous approach to encryption and verification workflows established a new benchmark for secure e-commerce systems in the nonprofit sector, earning recognition from security professionals across the industry. Bala's innovative fraud detection algorithms have become a model for verification services throughout the digital business ecosystem.
Key Accomplishments:
Designed RESTful APIs for validating nonprofit status, agent roles, and program eligibility
Successfully integrated with external verification providers for real-time compliance validation
Established global discount parity through cross-functional coordination
Delivered a solution that targets the vast nonprofit market while maintaining strict verification standards
The innovations Bala introduced have transformed DocuSign's nonprofit verification processes, creating a scalable, secure platform that serves both business and customer needs with exceptional efficiency.

Question 3 : Provide examples of the strategies / plans you have introduced, in order to attain your nominated organizational, departmental, team, or individual achievements. Explain why the highlighted achievements are significant / unique.

Innovative Verification Strategies
As Principal Architect at DocuSign, Bala Srinivas Pillarisetty spearheaded the Nonprofit Discount Eligibility Service, transforming how nonprofit organizations access critical digital solutions. His innovative approach integrated external verification providers with DocuSign's commerce ecosystem, creating a seamless validation process for customer cohort claims.
Integration Architecture
Bala developed a robust architecture that connects with Goodstack for real-time compliance validation while maintaining 99.99% uptime and <200ms API response times. This architecture supports 1K requests per second, ensuring reliable service even during peak traffic periods. The system's design encrypts PII while maintaining comprehensive logs of verification attempts, balancing security with operational transparency.
Fraud Prevention Framework
Recognizing that fraud rates reached 75% in e-commerce sales, Bala implemented sophisticated detection mechanisms that analyze usage patterns and verification records. His approach combines automated verification workflows with manual oversight triggers, significantly reducing fraudulent discount applications while simplifying legitimate nonprofit access.
Significant Achievements
The Discount Eligibility Verification Service represents a transformative approach to nonprofit verification in the digital business space. By focusing on verified cohort membership, Bala's solution provides customized discount eligibility across multiple product categories including eSign, CLM, and IAM offerings.
What makes Bala's work particularly significant is his holistic approach to a complex business challenge. Rather than simply addressing fraud prevention, he designed a solution that simultaneously improves GNMRR growth while expanding DocuSign's presence in the $50B+ US nonprofit market. The service facilitates self-serve discount application, reducing manual intervention while improving compliance.
The persistent UX with strikethrough pricing enhances transparency and improves conversion rates for nonprofit customers. By coordinating cross-functional teams to ensure global discount parity, Bala created a solution that works consistently across international markets despite varying compliance requirements.
Through careful architecture decisions and strategic implementation, Bala has created a service that not only addresses immediate business needs but establishes a scalable foundation for DocuSign's nonprofit engagement strategy, demonstrating his exceptional ability to balance technical excellence with business impact.

Optional Context for Judges (Not for publication. This section is solely for judges' evaluation.)

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Link	Password Protected	Display (Winner Info)
https://www.docusign.com/blog/momentum-2024?c_2080266=https%3A%2F%2Fwww.google.com%2F&_gl=11cvhitc_gcl_aw*R0NMLjE3MzgzNzEzODIuQ2owS0NRaUFodks4QmhEZkFSSXNBQnNQeTRnWTdtd01vNGQtT05pUnBKalJHTHFUVVZQdHZmd2RjVkJsY2JPYmZZLXY2MVJucVJ2MTNnUWFBc1VMRUFMd193Y0	No	Display
https://www.docusign.com/blog/how-nonprofits-use-technology-to-manage-modern-programs	No	Display
https://www.prnewswire.com/news-releases/docusign-unveils-new-ai-powered-intelligent-agreement-management-platform-for-new-saas-category-302113831.html	No	Display
https://investor.docusign.com/investors/press-releases/press-release-details/2025/Docusign-Launches-Notary-On-Demand-Transforming-Notarization-for-the-Digital-Age/default.aspx	No	Display

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