Profile
Multidisciplinary designer with a product focus, based in Tallinn. I've shaped brand identities, marketing campaigns, exhibition branding and print - and that range shows up in every interface I design.
               I work from the ground up: brief, research, moodboards, concept exploration, then refining until every decision has a reason behind it. Projects run from first conversation to polished, responsive screens, with close collaboration across developers, design leads and stakeholders.

       
Email, Instagram ↗

Clients
Education
Tallinn University (Estonia)
Micro-degree in Design for Digital Behaviour Change Interventions
2025-2026

Coursera (Online)
UI/UX Design Specialisation
2022

University of Latvia
B.A. Graphic Design
2015-2019
Employment
Amabilis (Austria)
Digital Designer (Freelance)
2025/08 – Present

Websure Digital (UK)
Product Designer 
2025/02 – Present

R8 Technologies (Estonia)
Digital & Marketing Designer
2024/04 - 2025/04

Skylark Creative (UK) 
Jr. Product Designer
2023/02 - 2024/09

ChicChic (UK)
Digital & Brand Designer
2022/11 - 2023/12

Asteroid (Latvia)
Graphic Designer
2020/02 - 2021/10

DAAD & Baltisch-Deutsches Hochschulkontor (Germany & Latvia)
Graphic Designer (Internship)
2018/08 - 2021
Expertise
Wireframing
Prototyping
User-Interface design
Responsive design
Design systems
User Flows
Cross-Browser QA
Desktop & Mobile


Branding
Marketing design
Social media design
Print design
Illustrations
Photography
Image editing


Agile Workflows
Design Reviews
Developer Handoff
Functional Teamwork
Remote Collaboration
Feedback & Iteration
Tools
Figma
Adobe Illustrator
Adobe Photoshop
Adobe Lightroom
Procreate
Final Cut Pro
ProtoPie
Claude
Nano Banana
ChatGPT
Jira - Atlassian - Zoho
Wordpress (editing)

Languages
English (Professional)
Latvian (Professional)
Russian (Native)
Off-screen
I make ceramics, shoot photography,  play padel &  tennis. Somewhere along the way I also picked up a K-beauty blog and the gayageum. Spent two years as a full-time digital nomad before settling in Estonia. I say settling - I'm not sure I've fully unpacked.            
Alice LeeFreelance DesignerOpen for Work

Mid-Weight
Digital UI/UX Designer
I work like a minimalist - reducing complexity, building structure and making sure every element on screen has earned its place. Craft over decoration.Interfaces, identity systems, marketing assets. From first wireframe to final pixel, across desktop and mobile. 6+ years in design, the last three focused on UX/UI.Work shipped for Arsenal F.C., BBC Studioworks, Zayed Education Foundation, Plant Riverside District, and more - spanning healthcare, finances, sports, beauty, hospitality and entertainment.

1

Brief

BBC Studioworks is the commercial studio and post-production facility behind some of the UK's most-watched television. Despite a thriving operation, their website had fallen behind - navigation was convoluted, key information was buried, and the digital experience no longer matched the calibre of their offering. The task was to modernise the site while staying firmly within established BBC brand guidelines.
Role

Working as UX/UI Designer, I handled the visual design and contributed to the information architecture alongside the wider team. This meant balancing creative ambition with strict brand constraints, collaborating closely with the Studioworks team to align on scope and direction throughout.Process

The project moved from discovery sessions and competitor analysis through sitemap restructuring, moodboarding, and wireframing to full responsive design. A modular design system was built to support the development team, followed by thorough QA before launch.
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Client: BBC Studioworks
Role: UI/UX Designer
Sector: Entertainment & TV
Discipline: Website | Digital Design | UI/UX 
Tools: Figma | Illustrator 

www.bbcstudioworks.com
Research & Ideation

We kicked off with discovery sessions to get a clear picture of what was working and where the gaps were, then ran a competitor audit across the broadcast sector to benchmark navigation and content approaches. A moodboard brought together visual references and industry examples, setting a direction that felt current without straying from the BBC's identity. Wireframes then mapped out revised page structures and user flows across the key areas of the site.

              With the foundations in place, I moved into responsive design for desktop and mobile and put together a modular system of reusable components - giving the development team room to build efficiently whilst keeping things visually consistent. Specs and interaction notes were documented for a clean handoff, and a final QA review before launch confirmed the build was spot-on.

2

Brief

Arsenal Football Club is a North London Premier League team, with a global fanbase and a digital presence to match. But the website had room to grow - navigation had become unwieldy, engagement was flagging, and the overall experience needed to feel sharper. Arsenal approached us to breathe new life into the site, improving how fans and stakeholders interact with the club online.
Role

As UX/UI Designer, I worked across the full redesign - from auditing existing components and identifying UX pain points through to designing responsive screens and building out a design system library. Weekly client reviews kept the direction tight and the feedback loop short.
Process

The project began with discovery sessions to understand user needs and business goals, followed by a sitemap review and structural improvements. From there, it moved through UX audits, responsive design, and a comprehensive design system build, with developer handoff documentation to close it out.
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Client: Arsenal Football Club
Role: UI/UX Designer
Sector: Sport
Discipline: Website | Digital Design | UI/UX 
Tools: Figma

www.arsenal.com
Research & Ideation

Discovery sessions helped us get under the skin of what Arsenal needed - both from a fan-facing perspective and a commercial one. We reviewed the existing sitemap and proposed structural changes to simplify how users moved through the site, then audited the current website blocks to flag UX issues and spot opportunities for improvement.

               With a clearer picture of the direction, I moved into responsive design for desktop and mobile, working to a visual approach that felt true to the club's identity. A comprehensive design system library was built alongside the screens, giving the development team a robust, consistent foundation to work from. Progress was shared with the client through weekly review calls, keeping things collaborative and on track throughout.

3

Brief

Plant Riverside District is a landmark hospitality and entertainment destination on Savannah's riverfront, bringing together hotels, restaurants, shops, and cultural spaces under one umbrella. With that much going on, the digital experience needed to do the same - present everything the district offers in a way that feels cohesive rather than overwhelming and works just as well on mobile as it does on desktop.
Role

As UX/UI Designer, I was responsible for the visual design, wireframes, moodboards, design system, and content structure - working to bring a diverse mix of offerings into a single, intuitive experience. The challenge was giving each part of the district its moment without losing the thread of the whole.
Process

From discovery sessions and moodboarding through sitemap revisions, wireframes and responsive design - the project followed a clear path to a polished build. A design system supported the development team, and a final QA review confirmed everything was implemented as intended.
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Client: Plant Riverside District
Role: UI/UX Designer
Sector: Hospitality & Entertainment
Discipline: Website | Digital Design | UI/UX 
Tools: Figma

www.plantriverside.com
Research & Ideation

We started with discovery sessions to understand the district's brand, its audience, and how visitors typically plan a trip - whether they're booking a hotel, browsing restaurants, or just seeing what's on. A sitemap review followed, restructuring the content so users could move between hotels, dining, shopping, and events without hitting dead ends or losing their bearings. Moodboards set the visual tone, and wireframes laid out user flows and page hierarchy across the key areas.

               With the structure locked in, I designed responsive screens for desktop and mobile, making sure the experience translated cleanly across devices. A design system of reusable components was built to keep things consistent and give the dev team a solid framework to work from. A final pre-launch QA review confirmed pixel-perfect implementation - no bugs, no loose ends.
Top Alice Lee - Digital & UI/UX Designer