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Profile

BIHAN LI

Product & Brand Designer

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Hello, I'm Bihan

In Chinese, "Bi" (碧) means the clarity of jade, while "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, animation, and creative coding. This interdisciplinary foundation allows me to move fluidly across different mediums and problem spaces to build cohesive systems end to end.

Professional Experience

Since graduation, I've served as founding designer at Fly E-Bike, NYC's largest e-bike retailer with 40+ stores and an e-commerce presence. Over two years, I built the design department from the ground up and contributed to the company's IPO and global transformation.

My Strengths

  • Turning ambiguity into structure — mapping messy problem spaces into clear frameworks and actionable paths.

  • Building systems from the ground up — creating scalable design foundations for early-stage and fast-growing companies.

  • Highly hands-on execution — from sketches and flows to motion and final production assets.

Beyond Work

  • Playing tennis

  • Drawing comics

  • Providing dating strategy for friends with light UX research :)

Looking Forward

As AI reshapes our workflows, I believe designers will play an even more critical role as system builders—building coherent systems, reducing entropy, and bringing both human-centered and aesthetic sensitivity to complex problems.

I hope to continue growing within DTC or consumer-focused companies—spaces where thoughtful design can directly shape people’s daily lives.

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