top of page
Hi, I’m Bihan Li
I’m a designer with 4+ years of experience delivering user-centric and scalable design solutions to bridge business and people.
FLYE's Digital Transformation
Led the 0→1 design of FLYE's rental product line, as the first step of the company's post-IPO digital transformation. Redesigned fragmented, offline operations into a unified cross-channel platform spanning the customer App, in-store experience, and internal SaaS, enabling recurring revenue growth and a new asset-light business model.
Omni-Channel · Service Design · Product Strategy · UX/UI
FLYE Branding
Rebuilt the brand identity of NYC’s largest e-bike retailer, Fly E-Bike, to align with its service-driven business model.
Brand Strategy · Visual Identity · Design System · Brand Guidelines
Bunny Mood
A casual game that brings Social-Emotional Learning (SEL) practices to life through playful interaction.
Game · UX/UI · Thesis Project @ Parsons
Fly Delivery
Redesign of a last-mile delivery app.
Mobile · UX/UI
LUMA Capital Consulting
Visual identity for an IPO-focused capital consulting firm.
Brand Identity
bottom of page