Systems and methodologies are described that facilitate sending and/or receiving user equipment specific reference signals (UE-RSs) in a wireless communication environment. A UE-RS pattern can be selected, yielded, etc. based upon a number of symbols from a subframe utilized for downlink transmission. At least one time domain component of the UE-RS pattern can vary based upon the number of symbols from the subframe utilized for the downlink transmission. For instance, the at least one time domain component can be punctured, time-shifted, and so forth. Further, UE-RSs can be mapped to resource elements of the subframe as a function of the UE-RS pattern. Moreover, a UE can utilize the UE-RS pattern to detect UE-RSs on the resource elements of the subframe. Further, the UE can estimate a channel based upon the UE-RSs.