# Alice (Jie) Li > Product Designer | Transforming Complex Workflows into Intuitive User Experiences | Human-Centered, Growth-Driven, and AI-Inspired Location: San Francisco Bay Area, United States Profile: https://flows.cv/alicejieli I’m a Product Designer passionate about transforming complex systems into simple, scalable, and human-centered experiences. With experience spanning travel, loyalty, and AI-powered products, I’ve helped companies improve booking efficiency, grow user engagement, and launch new digital ecosystems that strengthen brand loyalty. My approach combines data-informed decision-making with a deep understanding of user motivation — designing not just for interaction, but for impact. Before transitioning into UX, I spent several years as an architectural designer, where I learned how structure shapes experience. That foundation in spatial hierarchy and systems thinking still guides how I approach information architecture, visual flow, and product scalability today. I thrive in cross-functional environments where design influences strategy — collaborating closely with PMs, engineers, and stakeholders to align user needs with business outcomes. Focus areas: UX Strategy · Product Design · Design Systems · AI Interaction Design · Data Visualization · Cross-Functional Collaboration Portfolio: www.alice4design.com ## Work Experience ### UX/UI Designer @ Brightline Trains Jan 2023 – Present • Improved checkout flow efficiency, leading to a measurable increase in successful bookings and overall revenue growth. • Designed a new loyalty program experience that strengthened member retention and engagement. • Enhanced upsell and add-on flows, contributing to higher ancillary revenue through clearer fare options and payment flexibility. • Delivered multiple product improvements across booking, account, and customer support experiences, reducing user friction and support volume. • Expanded and refined the design system to improve product consistency and accelerate design delivery across teams. ### Freelance Product Designer @ PointsYeah.com Jan 2024 – Present • Led a website redesign that simplified navigation and elevated the brand’s visual hierarchy, contributing to stronger user acquisition and satisfaction. • Designed loyalty and membership features that drove meaningful growth in premium sign-ups and user retention. • Defined the mobile app UX from concept to launch, including navigation, core interactions, and visual consistency across touchpoints. • Partnered directly with founders and engineers to align design solutions with business strategy and technical implementation. ### Freelance Product Designer @ RozieAI Jan 2025 – Jan 2025 • Redesigned an AI-driven editor tool for summarizing event insights, improving usability and client adoption. • Defined AI interaction patterns that balanced automation with user control to enhance trust and flexibility. • Conducted user research and prototype testing that informed roadmap prioritization and improved feature adoption. ### UX Designer @ Dax - Data Experience Design Jan 2023 – Jan 2023 • Designed a data insights dashboard to help small business owners visualize performance metrics and take informed actions. ### UX Designer @ Larch Design Jan 2020 – Jan 2023 • Designed and delivered 6 digital products (mobile, web, desktop) for diverse clients, from concept through prototype. • Collaborated directly with product stakeholders to define goals, improve user flows, and align deliverables with business needs. ### Architectural Designer @ Studio Three Design Jan 2015 – Jan 2020 | Los Gatos, California, United States • Led design development from concept through construction documentation for commercial and residential projects. • Worked cross-functionally with engineers, project managers, and clients to deliver on both aesthetic and functional requirements. • Developed strong spatial and systems thinking, a foundation that continues to inform digital product design work. ### UX Designer @ JOYLINK Jan 2018 – Jan 2020 | San Jose, California, United States UX and UI design, conducted usability testings. Worked closely with the ios developer. Shipped three mobile apps on App Store: Joylink, WhichPhoto, and Three Teeth. ### Summer Intern @ China IPPR International Engieering Corporation Jan 2013 – Jan 2013 I took part in designing the Meiya seadrom in Sanya, Hainan Province which is the first seadrom in China. I did the plan design and part of the digital modeling. Under the instruction of the chief architect and several times of negotiation with the clients, we wrap it up. Besides, I also participated in producing diagrams of the design of Miyun Villa and Jomei District of Xiamen. ### Competitor in Team of Southeast University @ Solar Decathlon China 2013 Jan 2012 – Jan 2013 | Datong China SD China is a competition which requires real construction and the combination of Ar- chitecture and Science. With other team members, I designed the plan, brochure and guideline for SD China. This design is started from both the solar energy application and on-site construction. Also, I made the presentation in public on behalf of our team; ### Intern @ China Textile Industrial Engineering Institute Jan 2012 – Jan 2012 In charge of plan design and construction drawing ## Education ### Master of Architecture (M.Arch.) in Suprastudio UCLA ### Bachelor of Architecture (B.Arch.) in Architecture Southeast University ## Contact & Social - LinkedIn: https://linkedin.com/in/alice-jie-li-370077a8 - Website: https://alice4design.com --- Source: https://flows.cv/alicejieli JSON Resume: https://flows.cv/alicejieli/resume.json Last updated: 2026-04-08