Founding Product◆Mixed-Methods UX Research◆Product Management◆0 → 1 Product◆Product Strategy◆AI · Sports Science · Digital Health◆ Founding Product◆Mixed-Methods UX Research◆Product Management◆0 → 1 Product◆Product Strategy◆AI · Sports Science · Digital Health◆
Decode the problem · Build the product · Empower the team

I turn ambiguity into product direction a team can move on.

I find the signal in the noise, shape it into a direction people believe in, and help early-stage teams build the foundation they grow from.

View my work → About me
5+Years in product & research
0→1Research that gets products shipped

How I work

Three things I bring
1

Get to the real problem

The first problem you find is rarely the real one. Usually it's just the loudest symptom: a confusing screen, a number that stalled, a complaint that keeps coming back. I keep going until I find the one thing underneath that explains all of them. Keep fixing symptoms and the backlog moves while the product doesn't.

2

Decide with evidence

Numbers tell you where. People tell you why. Running them as a loop is how I take the guesswork out of what we build next and what people will pay for: the data says where to look, the interviews say what to do about it, then the data says whether it worked. Neither half gets there alone.

3

Find the swing

Rowers call it swing. When everyone's timing matches, the boat suddenly runs light. Reading a team runs on the same instincts as reading a user: what they actually need, and what they won't say in a meeting. I point them at engineers and designers too, which is what makes a trade-off land instead of just getting announced.

My work

Perflection AI — empowering modern golfers and coaches: golfer journal, AI copilot, and coach roster screens
0→1 · AI Sports-Tech · B2B2C

When the research disagrees with the roadmap

Three months after launch, growth had flatlined. What users told us contradicted what we'd shipped — and the job became finding the right direction, fast.

1,300+Users
11+PGA coaches
32→56%Adoption
Read the case →
Canon Therma Printer and QuickFeed Box
Product Strategy · Canon USA

Four weeks to start over

The target market moved with a month to go. What survived became a printer that calibrates itself — and the subscription that makes it work.

$50M SOM · $5M Y1 model
VeriFast — Making Your Electricity Setup, shown on two phone screens
Service Design · Research

A week in the dark

International students couldn't turn on their electricity. The workaround existed — nothing told anyone it was there.

Verification without an SSN
Trust in dating apps — why health transparency matters in modern dating
Research · Product Concept

Trust in dating apps

Everyone wants to know if a match has been tested. Nobody wants to be the one who asks. So I designed it away.

Published on Medium ↗
Alice Li
About

More than a bridge between users and the product.

I love taking apart hard, tangled problems — the kind where nobody's quite sure what the real question is yet. I find the signal in the noise, shape it into a direction a team can actually move on, and help early-stage companies build the foundation they grow from.

Research is how I take the uncertainty out of product decisions and prove what will actually find market fit. But the hardest part is usually the people, and that's where I do my best work:

I have a knack for spotting what each person is genuinely good at, putting them where that strength matters most, and getting engineers, designers and founders to communicate and move in one direction.

To me, a good team lead isn't the one who shines alone, but the one who makes the whole team shine together — and keeps the product on track while we do.

I'm energized by early-stage, high-ambiguity work across AI and digital products, with a soft spot for sports science and digital health. Curious by nature, I'm drawn to small discoveries that lead to big impact, and always hunting for the next complex thing to untangle.