Hi, I'm Bella

Raised in China, I've always been fascinated by language. I taught myself English through music and films, filling journals that still rest in my parents' home. Being bilingual gifted me with a unique lens. I learned to see, think, and feel the world from different angles. This empathy became the foundation of my approach to design thinking and user-centric strategies.

Educated at Brown and RISD, I was empowered to channel my passion for creativity and storytelling into a career spanning continents and industries. In the past decade, I've captured the pulse of subcultures for Vice China, worked to democratize the art world with innovators at Artsy, helped scale a small, vibrant YC startup in New York, and crafted countless digital experiences in an award-winning design agency BORN Group.

During the day

As a content designer, I design through language, logic, and insights. Leveraging five years of experience in UX writing, design thinking, and product strategy,  I help shape intuitive products and features that captivate, engage, and delight users.

What I bring to the table

  • Thorough, robust content framework to guide coherent brand communication and a strong product narrative

  • Intuitive user flow and content hierarchy informed by user research and insights

  • Simple, clear UX writing that articulates complex product concepts

  • Accessibility executed through every alt text, button, and color

  • Ability to champion, push back, and co-create at the same time

  • Extra spicy Dan Dan noodles (*dinner table only)

Clients I’ve Worked With

Outside Work

I like to play tennis on Westside Highway. (Yes, I’m that idiot who waits two hours for a court in New York.) This summer, I’m learning to surfskate, golf, lift more, and maybe finally do one full pull-up.

I love jazz—the live, raw, big-band kind that shakes your nerves and gives you goosebumps. Ask me for hidden gems if you’re a jazz fan or simply want to impress your date. A little of a tech nerd. Finished Burn Book by Kara Swisher a while ago . Currently scanning “The Singularity is Near” by Ray Kurzweil.