Hi, I’m alice. an entrepreneur minded product designer.
Hi, I’m alice. an entrepreneur minded product designer.
a bit about my background:
- studied enlgish literature in rhetoric
- worked across banking, fashion and tech in NYC & Seoul,
- owned and ran a business,built mobile apps and web platforms,
- now a multidisciplinary product designer based in the SF Bay Area.
a bit about my background:
studied enlgish literature in rhetoric
worked across banking, fashion and tech in NYC & Seoul,
owned and ran a business,built mobile apps and web platforms,
now a multidisciplinary product designer based in the SF Bay Area.
How did all roads lead me to product design?
Through my English literature major, I learned to understand the many faces of humanity, empathy, and compassion in different circumstances.
In banking, I found delight in logic, structure, and the hidden poetry of numbers.
Through business ownership, I learned vision, responsibility, and the weight of the customer’s journey.
What makes me fall in love with product design?
What I love most about UX is that every idea is welcome.
The designer brings it to life, but the best work is shaped by everyone who worked on it. Every comment, every conversation, every late night someone cared enough to show up.
That’s also why, once I’m on a project, I’m constantly looking for inspiration. In a coffee chat, during a product demo, or down a rabbit hole at midnight. You never know where the right idea is hiding.
To me, UX is also like art. It’s never finished, only released. But we combine and extract from the best data and insights available to make the strongest decisions we can in the moment, while staying humble enough to know there’s always room to do better.
At the end of the day, design decisions are made by people. The most successful projects I’ve been part of weren’t just well designed, they were well listened to. Stakeholders, teammates, users, everyone speaks their own language, shaped by their own experiences and assumptions.
I’ve learned to hear not only what’s being said, but also what isn’t. Catching the intent behind the words before it gets lost in translation. That’s why I see product designer as translating between humans, design, users, and business.
What makes me fall in love with product design?
Why did I end up becoming a product designer?
What I love most about UX is that every idea is welcome.
The designer brings it to life, but the best work is shaped by everyone who worked on it. Every comment, every conversation, every late night someone cared enough to show up.
That’s also why, once I’m on a project, I’m constantly looking for inspiration. In a coffee chat, during a product demo, or down a rabbit hole at midnight. You never know where the right idea is hiding.
To me, UX is also like art. It’s never finished, only released. But we combine and extract from the best data and insights available to make the strongest decisions we can in the moment, while staying humble enough to know there’s always room to do better.
At the end of the day, design decisions are made by people. The most successful projects I’ve been part of weren’t just well designed, they were well listened to. Stakeholders, teammates, users, everyone speaks their own language, shaped by their own experiences and assumptions.
I’ve learned to hear not only what’s being said, but also what isn’t. Catching the intent behind the words before it gets lost in translation. That’s why I see product designer as translating between humans, design, users, and business.
How did all roads lead me to product design?
Through English major, I learned to understand the many faces of humanity and circumstance.
In banking, I found delight in logic, structure, and the hidden poetry of numbers.
Through business ownership, I learned vision, responsibility, and the weight of the customer’s journey.
selected awards & recognition
winner, iF Design Award - service design
1st place recipient, Presidential Award
recipient, Government Innovation Award (south korea)
selected awards & recognition
winner, iF Design Award - service design
1st place recipient, Presidential Award
recipient, Government Innovation Award (south korea)
©2026 Alice Choi. All rights reserved.