Hi, I'm Bihan Li. In Chinese, "Bi" (碧) means the clarity of jade, "Han" (涵) conveys the inclusiveness of deep, calm water.
My design journey began in architecture school, where I learned to shape physical environments and spatial experiences. I later pursued a Master's in Design and Technology at Parsons, expanding my toolkit to include UX, interactive media, and coding. This interdisciplinary foundation allows me to move fluidly across different mediums and problem spaces to build cohesive systems end to end.
In practice, I'm currently leading Design at Fly E-Bike, NYC's largest e-bike retailer with 40+ stores and an e-commerce presence. My scope spans end-to-end UX/UI, graphic & visual, design system, brand governance, marketing design, design budget management, event & experiential design, and developer handoff. Using 40+ physical stores, an e-commerce website, and a mobile app as touchpoints to connect business and people.
Over time, this breadth of ownership has shaped the way I work — and the strengths I bring to complex design problems.
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Turning ambiguity into structure — mapping messy problem spaces into clear frameworks and actionable paths.
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Building systems from the ground up — creating scalable design foundations for early-stage and fast-growing companies.
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Highly hands-on end-to-end execution — from sketches and flows to motion and final production assets.
Beyond work, I enjoy playing tennis🎾, drawing comics✏️, and watching movies📽️—ways of achieving a state of flow, observing and staying connected to the world.
Looking forward, as AI reshapes our workflows, I believe designers will play an even more critical role as system builders—building coherent experiences, reducing entropy, and bringing both human-centered and aesthetic sensitivity to complex problems.
I’m looking to work with teams that share a belief in design as a strategic tool—valuing clarity over noise, systems over shortcuts, and long-term impact over quick wins.