Hello,

I'm Alice.

Hello,

I'm Alice.

I’m a senior UX designer who uses research, data, and strategic design to solve high-stakes authentication and conversion problems.

I design systems that balance user needs, business risk, and operational constraints, using research and data to inform high-stakes product decisions.

Authentication Banner System Design

A scalable authentication entry system that standardized access patterns across 1,000+ pages.
System Design
Self-Service

View Case Study  

Standardized cross-site authentication for 1,000+ pages

Account Migration Into A Master Identity

A UX-led decision to prevent high-risk identity consolidation in a multi-brand platform
Risk Management
Discovery

View Case Study  

Prevented a high-risk identity consolidation feature,
saving potential financial loss.

Driving Member Sign-in Through Funnel Personalization

Increasing authentication through personalized moments in the shopping funnel.
Idea generation
Strategy

View Case Study  

Increased authentication by 16% in 5 days

About me

A Senior UX Designer who focused on identity, authentication, and conversion systems at scale.

‍I work on high-stakes product moments where user trust, business growth, and system constraints intersect.

My work often lands in three patterns: scaling authentication systems, reframing growth opportunities, and stopping high-risk features before launch.

Selected impact:
  • Increased authentication rate by 16% within 5 days through funnel-based personalization
  • Designed a scalable authentication system supporting 1000+ pages with reduced engineering dependency
  • Identified security and fraud risk that prevented a high-risk identity migration before development

Focus domains:
  • Identity & Authentication System
  • Financial Account & Identity Management
  • Growth & Conversion Optimization
  • Digital Self-Service Platforms
Alice Sung profile cover
You need to be applauded to make mistake.
‍
You need to be willing to be wrong.
‍
So you can learn from it.
Linkedin