Bihan Li

Hello, I'm Bihan

In Chinese, "Bi" (碧) means the clarity of jade, while "Han" (涵) conveys the inclusiveness of deep, calm water—values that shape my design philosophy.

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 keeps me grounded in both hands-on execution and conceptual thinking.

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.

Key Contributions:

• Rebranded Fly E-Bike as FLYE — unified brand identity across all touchpoints, positioning the company for globalization and post-IPO growth
• Led design of the FLYE App — consolidated all business lines into a single digital platform, improving customer experience and operational efficiency while strengthening brand cohesion
• Established scalable design systems — created workflows for user manuals, store design, marketing materials, and other core assets to support rapid expansion

My Strengths

• Breaking down complexity into clear, actionable steps
• Bridging business goals, aesthetics, and technology through my interdisciplinary background
• Applying design-driven clarity to the uncertain early phases of business model development
• Highly hands-on execution—from initial sketches to prototyping and refining details

Beyond Work

I enjoy watching TV shows and drawing comics. Whether I'm captivated by how Breaking Bad uses color to enhance its storytelling or sketching comics that turn everyday moments into something joyful, these interests fuel my creativity. To me, design is a lens for perceiving the world—finding structure in complexity, humor in the ordinary, and beauty in the details.

Looking Forward

I believe we're entering an era where AI frees designers from repetitive tasks, allowing us to focus on what matters most: acting as system builders and entropy reducers with human-centered sensitivity.

I'm excited to continue growing within DTC or consumer-focused companies, where I can leverage my ability to bridge design, business, and technology while deepening my understanding of consumer psychology, brand building, and how successful companies scale their impact.