About Stella Fan

YES,

I AM

A BIT ABOUT ME

01 - What Drives Me

Design isn't just how something looks. It's how something grows.

Over the past five years, I've learned that the best products don't treat design as decoration—they treat it as strategy. When product thinking, visual identity, and user experience grow together, products become more meaningful, more trusted, and built to last. That's the kind of design I love creating.

I use AI every day to explore faster and go further. It helps me reach better ideas more efficiently, but it never replaces my thinking. AI might be the fastest route, but I still enjoy the journey—and yes, I genuinely enjoy running too.

Curiosity has taken me from branding and consumer products to Web3, fintech, and AI. Every project has expanded the way I think, and every new challenge reminds me why I chose design in the first place.

I don't think I'll ever stop expanding. Thankfully, creativity doesn't take up much physical space.

02 - Off the Clock

Quiet days. Loud Fridays. Both are me.

As an INFP and a Scorpio, I've accepted that I'm wonderfully contradictory.

Most days, I'm happiest with a quiet afternoon, two cats, good food, and absolutely no notifications.

But if you're planning a slightly chaotic Friday night with great friends and questionable karaoke decisions, there's a good chance I'll say yes to that too.

I guess balance comes in many forms.

5+Years
Experience

6Industries
Explored

10+Projects
Delivered

1Curious
Keep Expanding

WHERE IT STARTED

Academy of Art University (2017-2020)

Master of Fine Art
Visual Design&Digital Media

Tianjin Chengjian University (2013-2017)

Bachelor of Fine Arts
Visual Communication Design

STILL EXPANDING

2023.10-2026.6

PRODUCT DESIGNER · BRANDING DESIGNER

RockFLow · AI Investment Platform

Designing products where AI meets investing.
RockFlow is an AI-driven fintech company building investment products for global investors. I design end-to-end experiences across mobile, web, and WeChat Mini Programs, combining product thinking, UX, visual systems, and branding into one cohesive ecosystem. Beyond the product, I also create campaign pages, marketing assets, merchandise, and motion content—making every touchpoint feel clear, consistent, and unmistakably RockFlow.

2022.10-2023.10

SENIOR UX DESIGNER

Dongdao Brand Group · Vollgas Brand

Wearing more than one design hat.
Vollgas is a functional beverage brand where digital experiences play just as important a role as the products themselves. I designed websites, WeChat Mini Programs, H5 campaigns, and digital platforms, collaborating closely with developers to bring ideas from concept to launch. It was also where I learned that every interaction—from a campaign page to a checkout flow—is part of the brand experience.

2021.6-2022.8

LEAD UI DESIGNER

Judot E-commerce · Gentleherd / LATTELIER / LIT

Building brands before building products.
Judot is a fashion-focused e-commerce company working with multiple lifestyle brands. I designed websites, mobile apps, and digital experiences while helping define each brand's visual identity and creative direction. It was where I discovered that good design isn't just consistent—it gives a brand a personality people can recognize and remember.

WHAT I BUILT

2023.10-2026.6

RockFlow

AI Investment Platform / App / Website

Led the visual evolution of RockFlow, transforming the product from a retro, cartoon-inspired interface into a modern AI-native fintech experience.
Designed product experiences that evolved with the business, helping RockFlow grow from a trading tool into a comprehensive AI investment platform.
Crafted a unified experience across web and product, designing the corporate website and the entire suite of trading platforms with one consistent design language.
Refreshed the brand identity and built a new visual system, creating scalable guidelines that connected product, marketing, and brand into one cohesive experience.
Extended the brand beyond the product, designing campaign H5 pages, IP characters, marketing visuals, and motion content to keep every user touchpoint consistent and memorable.

2025.6-2026.6

Bobby AI

Fintech AI Agent

Designed the end-to-end experience across mobile and web, crafting intuitive interactions and a visual language that made AI-powered investing feel approachable and human.
Created a cohesive product system, refining user journeys, interface patterns, and visual consistency as Bobby continued to grow.
Designed Bobby's official website, extending the product experience into a clear, engaging brand presence where every touchpoint spoke the same visual language.

2022.12-2023.8

Vollgas

WeChat Mini Program / Website

Led the end-to-end design of a WeChat Mini Program, shaping the product vision, interaction model, and visual language from concept to launch.
Designed core product experiences and built the design system, creating scalable components that kept the product consistent as it evolved.
Partnered closely with engineers to ship the product, bridging design and development while supporting both customer-facing and operational experiences.
Continually improved the product through UX optimization, feature ideation, and campaign planning, helping digital touchpoints better support community engagement and business growth.

2022.8-2022.10

OHDAT

Website Evolution

Redesigned the OHDAT website experience, creating a visual language that reflected the brand's Web3 identity while making complex ideas feel more approachable.
Built scalable design foundations, including page layouts, reusable components, custom illustrations, and interaction patterns that kept the website consistent as it evolved.
Continually refined the experience through feature updates and campaign pages, improving usability while ensuring every new addition felt like a natural extension of the brand.

2021.6-2022.8

GENTLEHERD

Brand Identity / Website

Reimagined the e-commerce website, giving the brand a cleaner, more refined digital experience through a complete visual redesign.
Created a scalable visual system, helping the website stay consistent while allowing the brand to grow.
Refined the creative direction beyond the interface, redefining the photography style and visual storytelling so every touchpoint felt as premium as the products themselves.

2021.9-2022.8

LATTELIER

E-commerce Website and App

Designed the complete e-commerce experience, crafting every page of the website with a visual language that felt as refined as the brand itself.
Improved the product through real user feedback, continuously optimizing layouts, interactions, and conversion-focused experiences based on user behavior.
Extended the experience to mobile, designing the shopping app to create a consistent, intuitive journey across web and mobile.

HOW I WORK

I Build Products.

I turn ideas into products people actually want to use.
From the first sketch to the final pixel, I enjoy shaping products that solve real problems—not just fill roadmaps.

I Simplify Complexity.

I make complicated things feel surprisingly simple.
Whether it's AI, fintech, or a dense workflow, I believe the best design is the one that barely needs explaining.

I Create Systems.

I build design systems that grow with products.
From visual languages to scalable components, I create foundations that keep products consistent without limiting creativity.

I Connect People.

I bring ideas, teams, and products into alignment.
Great products happen when designers, engineers, and product managers move in the same direction—not just the same meeting.

I Design With Curiosity.

I let questions lead before solutions follow.
Research, AI, data, and intuition all help me explore—but curiosity is usually where the best ideas begin.

I Create Clarity.

I turn visual thinking into meaningful experiences.
I believe every interaction, layout, and visual decision should help people understand—not just admire—the product.

I Tell Stories.

I choose the right medium for every idea.
Sometimes it's a product. Sometimes it's a brand, a launch campaign, a motion piece, or even packaging. Good stories aren't limited by format.

I Keep Expanding.

I grow through every project I design.
Every industry, every product, and every collaboration adds another layer to how I think, design, and solve problems.