Hi, I’m Bihan Li — a designer with 4+ years of experience shaping digital products, brands, and services in fast-growing startups. I bridge business and people.
Value-Driven
End-to-End
Actionable
0-1 Delivery
Lean Execution
Full-Stack
FLYE Rebrand
I led the rebranding of NYC’s largest e-bike retailer, Fly E-Bike, restructuring its brand architecture, visual identity, and service ecosystem to support post-IPO growth.
FLYE Rental
As part of FLYE’s digital transformation, I designed the Rental Module end-to-end—from concept to launch—evolving an early validated business model into a scalable, cross-channel system that enabled recurring revenue growth and operational scalability.
Thesis project @Parsons. I designed a casual game system that brings Social-Emotional Learning (SEL) principles to life through playful interaction and emotionally responsive feedback.
Redesigned the UX/UI of an existing last-mile delivery MVP, structuring fragmented workflows into a clearer, more cohesive courier experience.
