Zheng Alicia Li
Verified Expert in Design
Designer
Auckland, New Zealand
Toptal member since December 28, 2021
Alicia is a Chinese-born, New Zealand-raised, and New York-honed senior designer and art director with seven years of international experience. She works at the intersection of brand and product design and has partnered with Puma, Michael Kors, Condé Nast, Delta-Virgin, and other big brands. Alicia enjoys working on everything from designing a pitch deck to fleshing out a UI kit. She meets or beats deadlines when working autonomously or collaborating with clients and colleagues along the way.
Portfolio
YouTube Celebrities Crying on Camera
Experience
- User Experience (UX) - 10 years
- User Interface (UI) - 7 years
- Visual Design - 7 years
- Art Direction - 7 years
- Sketch - 6 years
- Adobe Experience Design (XD) - 5 years
- Figma - 3 years
- Management - 2 years
Tools
- Sketch
- Adobe Experience Design (XD)
Work Experience
Senior Visual and UI Designer
Freelance
- Redesigned Condé Nast's B2B site, including the full production design, creation of the UI kit, and handoff to development.
- Built a brand identity for Sea of Light, an immersive light and sound event in New York City's Seaport District.
- Redesigned key features of Auckland Transport's web and mobile experiences, including user research and conceptual and production design.
Head of Visual Design
TheMarket
- Redesigned the visual language of the website, including typography, color, and art direction.
- Managed six junior to mid-level designers, mentoring and streamlining work processes between the design department and other business units.
- Worked with the UX and marketing departments to identify customer segments and conduct demographic research.
Digital Designer
Animoto
- Designed and art-directed responsive sites, including landing pages and sign-up pages.
- Designed and art-directed email programs, including growth and retention emails.
- Designed and art-directed social media presence, including Instagram, Facebook, and LinkedIn posts.
- Created custom illustrations for infographics, emails, and social media posts.
Designer
J. Walter Thompson
- Designed and art-directed out-of-home (OOH) ads and social media for a Puma 360 global sports campaign.
- Designed the logo, color palette, and overall look and feel for the Helen Landsdown Resor (HLR) Scholarship.
- Designed the brand identity, look and feel, logo, and a campaign for Schick shaving.
Education
Bachelor of Arts and Commerce Degree in English and Marketing
University of Auckland - Auckland, New Zealand
Skills
Tools
Sketch, InVision, Adobe Experience Design (XD), Illustrator CC, Photoshop CC, Zeplin, Adobe Illustrator, Adobe Photoshop, InDesign CC, Jira, Adobe InDesign
Platforms
Figma, Mobile, Shopify, Webflow
Industry Expertise
Healthcare
Other
Art Direction, User Interface (UI), Visual Design, User Experience (UX), English, UI Design, eCommerce, Wireframing, Design Systems, User Flows, Mockups, Mobile UI Design, Web UI Design, Mobile App Design, Web Design, High-fidelity Mockups, High-fidelity Prototypes, Interactive Prototypes, Prototyping, UX Design, Responsive Web Design (RWD), Product Design, Mobile UX Design, System Design, Websites, Landing Page Design, Responsive Web Apps, Dashboards, Data Visualization, UX Assessment, Design Reviews, Web App UX, Web App Design, Web UX Design, Design Production, Marketplace Design, MVP Design, Stakeholder Engagement, UX Prototyping, Journey Mapping, Omnichannel Customer Journey, Management, UI Research, Conceptual Design, Creative Direction, Design, Graphic Design, Concepting, Ad Design, Social Media Kits, Mobile eCommerce, eCommerce UI, Responsive UI, Responsive, Responsive Layout, Responsive Design, Typography, Social Media Design, Social Media, Digital Marketing Design, Design Revamps, App Design, Fintech, User Stories, Atomic Design, Component Libraries, Material UI, User Interviews, Maps, Mobile Design, SaaS, Enterprise SaaS, Complex Application User Interfaces (UI), Dashboard Design, UX Review, Heuristic Analysis, Style Guides, User Testing, UX Wireframes, Design Leadership, UX Audits, User Journeys, Conversion Rate Optimization (CRO), UX Research, Branding, B2C Marketing, Event Design, Event Signage, Event Artwork, Ad Posters, Poster Design, Event Collateral, Brand Design, Outdoor Advertising, Advertising Design, Image Retouching, Manual QA, Editorials, Editorial Design, Editorial Illustration, Illustration, Book Design & Illustration, Out-of-home (OOH) Advertising, Customer Experience, User Research, User Personas, Rapid Prototyping, Visual Identity, Logo Design, Storyboarding, Mood Boards, Brand Identity, Color Palettes, Quality Assurance (QA), Copywriting, Email Design, Wearables, Android Wearables, Mobile App UI, HubSpot
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