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I’m Alice Li.
I design experiences that drive
growth and delight

I bring emotional resonance to digital products, uncover the problems that matter most, and shape solutions where user delight meets business growth. With a focus on engagement, retention, and measurable impact, I craft experiences that evolve with users and deliver lasting value.

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SELECTED WORK

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Designing an AI Editor for Post-Event Content

Designing a first-of-its-kind AI editor within Rozie Synopsis to help event organizers scale post-event stories effortlessly and authentically

# AI   # UX Research   # UX Design    # UI Design    

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Brightline Loyalty

Built a scalable loyalty ecosystem from ground up that aligns user motivation with business growth—simplifying enrollment, redemption, and repeat bookings. Member retention is projected to be increased by 25%.

# Loyalty Program     # Travel    # UX    # UI    # Web & App

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Checkout Redesign

Created a simplified, user-centered checkout experience for Brightline that increased checkout conversion by 3.12%, and contributed to an 1.35% annual revenue lift.

# Travel    # Checkout   # UX    # UI    # Web

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Daydream Explorer

Created an inspirational search feature for PointsYeah that lets travelers explore award flight possibilities across an entire year in seconds—transforming points from abstract balances into real travel dreams.

# Award Travel    # UX/UI Design    # AI - Assistant Design     # Web & App

Coming Soon
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Branded Fares

Redesigned Brightline’s fare structure to clearly separate core ticket types from add-ons—helping riders make confident decisions while enabling the business to scale with new products and offers. Lifted ancillary revenue by 15%.

# UX/UI Design    # User Testing    # Web & App

Coming Soon
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