Making complexity
feel simple
and designing systems that feel human.
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Hi,
I'm Zoe Li
I'm a designer with 10+ years working at the intersection of healthcare, insurance, and fintech, the industries where good design genuinely changes how people make decisions about their lives.
I specialize in untangling complex systems and building the kind of scalable, cross-platform experiences that hold up long after launch.
Every project starts with a close look at the problem space, dismantling assumptions to uncover what is actually broken and why. Data and research set the direction, but the goal is never the safest answer. The most interesting solutions usually live just past where the obvious ones run out.
Scalable systems and rigorous design operations are not constraints. They are what make genuinely crafted work possible at speed and at scale. Building the right foundation means every decision made on top of it can be more intentional, not less.
Having a clear point of view on everything from visual identity to information architecture is part of the job. So is letting go of it when something better emerges from the room. The goal is always the right experience, not the defended one.