ALEXANDER SUN
I have a passion for simplifying complexity and driving user engagement.
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For 15+ years, I’ve led UX strategy to drive business success by advocating for user needs and aligning them with business priorities.
FEATURED PROJECTS
Marriott-Starwood Merger
The Marriott-Starwood merger combined two of the largest hotel companies.
Role: UX lead, responsible for digital experiences of the loyalty programs
Goal
Combine three complex loyalty programs and introduce a new one
Plan
Roll out the merge in phases over a three-year period
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Separate accounts, 2016
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Link accounts, 2016
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Merge accounts, 2017
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New account, 2018
Design Process
Discover
Results
Define
Design
Loyalty program system successfully merged within the hard legal date
No UI change requests
Influencers praised clear and streamlined workflows
Ideate
Full Audit of Digital Loyalty Touchpoints
Map out old user interfaces and workflows enhancements could provide high-ROI enhancements
Role: UX / IA Lead to perform system-wide audit to find opportunities for cost-cutting and user engagement
Challenges
Large complex site
Features could have technical or legal constraints
Features could have technical or legal constraints
Design Process
Map
Discover
Design
Collaborate
High-value targets
I identified three categories that had the highest ROI and focused on those user flows and touchpoints.
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Member Registration
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Customer Care
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Promotions
Changes
Streamlined four-step process so single-click action
Reduced scenarios where copy of folio was required
Clearer user education
Results
$125,000+
Annual savings
+30%
Promotion registrations
-2 weeks
Customer support ticket resolution for Report Missing Stay feature
+13%
Uptick in member registration
Data-Driven Design
Users have many pain points
Role: Lead UI /UX Designer, research user pain points, uncover other opportunities for improvement
Analyst Collaboration
Worked with two dedicated data scientists, statistician and two software engineers to…
Design Process
User Research
Collaborate
Test
Design
Change Highlights
Used data to map personas in real-time to deliver targeted, custom experiences
Created entirely new casual game modes to target high-churn personas
Improved and future-proofed matchmaking system
Added new reward systems and improved old ones
Created new UI to guide players
Results
+40%
User retention
+30%
Promotion registrations
88%
Metacritic rating
Skills
User Interface Design, Interaction Design, ADA compliance, 508 Compliance, WCAG Compliance, Wireframing, Prototyping, Responsive Design, User Interviews, Usability Testing, Journey Mapping, User Flows, Personas, User Profiles, Cross-Functional Collaboration, Agile, UX Writing, Gamification, Information Architecture
CAREER HIGHLIGHTS
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Marriott-Starwood Merger
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Guest speaker at Wharton School of Business on user engagement
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Top 100 & Top 300 most visited websites